Mapping AI to business models and processes in an effort to identify practical opportunities for AI to be implemented within SMEs in Ireland. ChatGPT AI mapped to the Digital Marketing Process

In November 2022, AI was unleashed into the world via Open AI’s deep learning model ChatGPT. Previous to this, Artificial Intelligence had been the domain of the few. Whilst AI consists of a wide range of technologies, Chat GTP has captured the imagination of the zeitgeist, for the first time it was open to any business, big or small, to leverage the advantages of AI. The issue was mapping where it could be used across the business model and how it might add value. Ransbotham et al (2018) divide AI adopters into four groups; ‘Pioneers’ (enterprises with extensive understanding and adaption rates), ‘Investigators’ (understand the subject but have limited adaption), ‘Experimenters’ (have limited understanding but have adapted) and ‘Passives’ (limited understanding and adaption). The focus of early corporate adaption was on operational efficiency. For smaller organisations AI is yet another ‘thing’ to get to grips with. Whilst large business digital intensity across Europe is at 98% in 2022, the share for small business was 20 points lower than the EU pre-set 2030 targets at 69%. Most European small businesses reported low or very low digital intensity levels. The same report recorded 8% of EU businesses using AI but with only 7% of small businesses using it. It is against this backdrop that the author decided to map AI to business models and processes in an effort to identify practical opportunities for AI to be implemented within SMEs in Ireland.