Thryv Survey: AI Adoption Rising Among Small Businesses, But Most Use Cases Still Basic

Thryv (Nasdaq: THRY), a software company serving small businesses, recently released its 2025 AI and Small Business Survey, and the results paint a picture of rapidly growing interest in AI among smaller firms — but with some important context.

The headline finding: AI adoption among small businesses rose from 39% in 2024 to 55% in 2025, a 41% year-over-year increase. The survey included 540 U.S. small business decision-makers across companies with 1 to 100 employees and up to $9.9M in revenue.

Thryv president Grant Freeman summed up the survey by saying:"Small businesses have moved beyond wondering if they should use AI—they’re determining how fast they can implement it."

The CFO AI take: adoption is real — but mostly basic

No-one would question the rise in usage, but it’s important to break it down. The most common uses — data analysis and content generation — can be done using tools like ChatGPT or Claude at the most basic subscription level, without any formal AI implementation. Any small business with a little curiosity can benefit from AI today. But it also means these numbers may overstate how deeply AI is actually being integrated into business operations.

The next tier of usage — customer engagement tools and chatbots — generally requires more technical expertise or third-party implementation. That shift is happening, but it’s a more involved step and adoption takes longer and is more expensive.

The staffing paradox

The survey’s findings on staffing are both interesting and a bit contradictory. While 46% of respondents say AI helps reduce pressure on themselves and their teams, only 14% believe it could actually replace an employee. That’s a surprisingly low number.

It may reflect a lack of confidence in AI’s current capabilities — or simply a human reluctance to envision technology taking over roles traditionally held by people. Most likely, it’s a combination of the two.

What’s clear is that most small business leaders still see AI as a support tool, not a replacement. And for those looking to move beyond surface-level use and into more meaningful AI integration, it won’t happen automatically. It will require investment — not just in tools, but in thoughtful design, clean data, and process alignment.