3 Ways AI Can Help and Harm Your Business

Keeping up with the Joneses is something we try not to do, but in this accelerating digital age, staying informed on emerging trends is essential. That said, being informed of best-practices when it comes to using Artificial Intelligence (AI) in your business processes is important. So, what is AI? When was AI founded?

AI stands for Artificial Intelligence and refers to a computer’s ability to mimic human intelligence to produce desired outcomes. One example of AI is “Siri”. When your hands are tied up and you need help with initiating a call on speakerphone, or playing a certain song - Siri is there to help.

While the development of artificial intelligence (AI) is a collaborative effort with contributions from many, John McCarthy is widely considered the "father of AI." He coined the term artificial intelligence and organized the seminal Dartmouth Workshop in 1956, which many cite as the official birthdate of the field ( Source). As of 2025, 72% of companies are using AI to streamline productivity. But with rapid adoption comes growing concern. According to YouGov, 43% of Americans believe AI will negatively affect society (Source).

Before we dive deeper, take a moment to reflect. In the past month, have you used AI—or talked about it with friends, coworkers, or clients? Odds are, you have. Whether you’re a fan or a skeptic, one thing is certain: AI is here to stay.

But as with any tool, how we choose to use it matters. In this post, we’re exploring 3 ways AI can help streamline small business operations—and 3 critical areas where AI can actually hurt your brand if you're not careful.

3 Ways AI Can Help Small Business Owners Save Time

1. Automated Call Note-Taking and Action Item Tracking

AI tools like Fireflies.ai, Otter.ai, and Fathom can transcribe calls, summarize meeting insights, and create action items that help with note-taking which in turn improves project follow-up.

Benefits: Sales and marketing teams can auto-tag conversation topics, generate next steps, and keep clients moving through the pipeline.

2. Smart Scheduling and Calendar Optimization

AI-driven scheduling tools like Motion, Reclaim.ai, and Calendly Smart Booking help team's schedule meetings as well as prioritize their time based on focus blocks, task urgency, and personal preferences.

Benefits: This enhances efficiency, helping individuals allocate their time with greater intention.

3. Client Retention Automations

From birthday emails to re-engagement sequences, AI-enabled CRMs such as Brevo, HubSpot, or Go High Level help you automate the “little moments” that build client loyalty.

Benefits: Allows users to "set it and forget it" when it comes to personalized follow-up emails.

3 Ways AI Can Harm Your Brand (If You're Not Careful)

1. Using AI for Brand Strategy and Storytelling

Storytelling is the emotional glue between your brand and your audience. It’s a blend of memory, identity, and meaning. While AI can analyze data and predict what might resonate, it can't draw from your life experiences, your setbacks, or the breakthrough moment that made your business real. AI is science. Storytelling is art. A human strategist connects brand values, market trends, audience psychology, and emotional resonance. Without that intuitive lens, AI-led storytelling can feel generic—or worse, disjointed.

Disadvantage: AI can potentially dilute your brand’s personality and erode trust.

2. Using AI for Client Retention

Client retention isn’t just transactional. It’s not just triggered emails or loyalty rewards. It's about knowing when a client is pulling away, recognizing when they need support, or proactively delivering value. In industries like e-commerce and SaaS, strong retention strategies can increase profits by up to 95% according to Harvard Business Review. Human-led retention teams understand nuance—voice inflection, purchasing hesitations, or a dip in product usage—that AI often misses.

Disadvantage: Over-reliance on automation can cause you to miss emotional cues and lose clients silently.

3. Using AI for Community Enablement

Great brands are built on community and community is inherently human. Whether it's in-person meetups, virtual roundtables, or engaged digital forums, people want to feel seen and heard.

Although, AI can help moderate comments or send reminders— it can’t cultivate culture, rally your audience with vulnerability, or spark the kind of real-time inspiration that turns customers into loyal advocates.

Disadvantage: AI can't replace human to human relationship building.

Final Thoughts: Don't Just Keep Up, Lead With Intention

In a world racing to keep up with the Joneses, the temptation to automate everything can be strong. But not everything should be. AI is a tool—one of many. It can save time, reduce friction, and enhance your workflows when used wisely.

But your brand’s voice, values, and relationships? That’s where you come in.

At Peeples & Co., we help emerging brands and small businesses integrate AI without losing their human touch. Because in this digital age, being remembered requires more than being efficient. It requires being real.

Let the Joneses chase the trends. You? Let’s lead with purpose. Click here to learn more about the services offered to small business owners and emerging professionals at Peeples & Co.

• Written by Keara Peeples on July 22nd 2025