Here’s a controversial take on AI: Most business owners don’t need to learn more about AI. They need to learn more about their customers. If you own a business, you probably have enough to keep up with already. The last thing you need is someone telling you that you now have to become an artificial intelligence expert, as well.
We are here to tell you that you don't have to be. One of the biggest misunderstandings about AI is that adopting it means understanding everything about the technology. The more important question is much simpler: How is AI changing the way my customers behave, and where can it make my business stronger? Customers can now ask: “I’m looking to renovate my kitchen in Kingston.
I want to open up the space, replace the cabinets and countertops, but I’m not sure whether I need a general contractor or separate trades.
Who should I talk to?” The customer isn't searching for “Kingston general contractors.”
They're describing a project, a problem and what they're trying to accomplish. AI can help them make sense of what they need and potentially identify businesses that fit.
People are asking AI to research, compare, summarize, recommend and explain before they ever speak to a business. This matters because it changes the relationship between customers and businesses, however customer discovery is only one part of the story.
AI can also strengthen what happens inside a company and how customers move through the sales pipeline. It can help teams organize information, reduce repetitive work, improve communication, analyze data, respond to common questions and give employees tools to spend more time on higher-value work, for any business that can be significant.
The goal isn't to replace the people who make the business successful, it is to give those people better tools. This is where I think business owners should approach AI differently.
There is a lot of pressure right now to adopt the newest tool, automate everything and “use AI” simply because everyone else is doing it.
Although technology is only useful when it solves a real problem. Your business needs to understand where customers are changing, where employees are spending unnecessary time, where opportunities are being missed and where better information could lead to better decisions.
Then AI can become a tool for strengthening those areas. That may mean experimenting internally, It may mean changing how customers find the business and it may mean improving an existing process rather than replacing it. Sometimes, it may mean deciding that AI isn't the right solution at all.
The businesses that navigate this AI shift well won't necessarily be the ones using the most AI, they will be the ones that understand their customers, know their strengths and use emerging technology thoughtfully to make both stronger.
You don't need to become an AI expert, you just need to understand what is changing and how you can continue to support your customers.
Alexia Burke & Matthew Andrews, Founders of Seekly
Article published in the October 2026 issue of the digital magazine We Are Kingston - Read it here!