Big data, AI, ChatGPT... In SMEs too, data has become indispensable
With the massive irruption of data into society at the turn of the 2010s, large companies began to embrace digital technologies. A decade later, big data, the cloud and artificial intelligence (AI) are also playing a major role in the activities of small and medium-sized enterprises (SMEs). The France Num 2023 barometer shows that around 80% of managers in organizations with fewer than 250 employees consider digital to be of real benefit.
Théo Justy, University of MontpellierDenis Lescop, Montpellier Business SchoolEstelle Pellegrin-Boucher, University of Montpellier and Julien Granata, Montpellier Business School
Our latest research article, published in Technovation magazine, shows in particular a strong acceleration in the adoption of data analysis software. These data analysis tools are appearing even in traditionally non-technophile sectors. For example, in the book Management et marketing du vin 2 (ISTE Group) of strategic uses in the wine sector. Some SMEs started out using Excel, before investing in tools such as SQL Server, Amazon Redshift or BigQuery to store and organize their data as it grew in volume.
For analysis, many choose Power BI, which provides interactive dashboards whose curves evolve in real time. This software facilitates financial reporting, improves predictions of future trends and helps executives make decisions.
Other SMEs use Google Analytics to improve their customer knowledge, analyze website performance, fine-tune their SEO strategy or design targeted marketing communications. They collect more data on customer usage and develop innovative digital services to satisfy new needs.
When ChatGPT dethrones Google
More recently, ChatGPT has burst onto the SME scene. Developed by the company OpenAI, this virtual assistant has spread to a wide range of professions since its launch at the end of 2022. Our ongoing research thus reveals that, in some SMEs, ChatGPT has dethroned popular browsers like Google for queries such as "what are the best practices for a successful post on Instagram?" or "what legal measures must an SME's e-commerce site comply with to comply with the RGPD European Data Protection Directive)?"
In some SMEs, employees use ChatGPT to create content. A sales manager, for example, generates sales proposals for prospects or replies to calls for tender. A marketing director uses it to write publications for her blog or social networks. With AI, employees reduce their workload by optimizing idea generation and text writing, and at a lower cost.
ChatGPT is also capable of solving technical problems. In small and medium-sized software companies, for example, some programmers ask ChatGPT to detect errors in their lines of code and provide a solution to ensure that their program runs correctly. In another company, an administrative and financial director regularly asks him accounting questions.
New challenges
For the time being, however, this is more a question of individual action than collective awareness. In fact, ChatGPT remains taboo in some small businesses, as its use can be perceived as a way of cheating employers by having AI do their work. Its use also raises fundamental questions about value creation in certain professions whose tasks can now be entrusted to the machine. Nevertheless, AI is proving to be strategic in performing everyday tasks and freeing up "time", the most precious resource for innovating and creating added value.
The adoption of these data analysis tools nonetheless entails major challenges for SMEs: concerns about data security and confidentiality, ethical considerations, the need for qualified personnel to manage and interpret the data, etc.
What's more, the France Num 2023 barometer reveals that half of all executives doubt the return on investment in digital technologies. The fear of missing out on a technological innovation mobilized by competitors can sometimes be a possible motivation.
This phenomenon reveals that the adoption of these new tools is accompanied by a learning curve. Today's SMEs therefore need to invest in employee training and education to ensure they are competent to exploit the full potential of data analysis.
Théo Justy, PhD student, Teaching and Research Associate, Big Data analytics and SMEs, Montpellier Management, University of MontpellierDenis Lescop, Professor of strategy and digital transformation, Montpellier Business SchoolEstelle Pellegrin-Boucher, Senior Lecturer in Management Sciences, Institut Montpellier Management, University of Montpellier and Julien Granata, Professor at Montpellier Business School - Head of the MIND Chair, Montpellier Business School
This article is republished from The Conversation under a Creative Commons license. Read theoriginal article.