SMB AI and the Future: Two Moves That Define Survival

Through the lens of one industry — art and craft materials — Think Between the Lines has been focused on two themes:

• Rethinking the relationship between retailer and brand

• Making the case for rapid adoption of AI by SMBs

On the surface, they seem like two very different topics. In reality, they couldn’t be more similar. They both require change — substantial shifts in the business model.

And here’s the even more critical similarity: doing both creates value and ensures survival. Neglecting either threatens survival.

Why survival is at stake

Without a way to scale, small business owners will always be vulnerable:

• Threats from national chains and e-commerce

• Growth that stalls when tied to headcount

• Profitability under pressure

These are real threats to survival.

That’s why I work so hard to bring awareness to the two best moves independent retailers and SMB brands can make:

1. Reinvent the partnership with their brands

2. Initiate an AI-powered transformation

By doing either or both — SMBs can achieve scale, increase demand, and accelerate revenue growth with minimal increases to infrastructure (headcount).

But transformation requires commitment

It won’t happen by accident. Leaders must:

• Create clarity around why the transformation is needed

• Communicate the process, policy, and expectations

• Live it — walk the talk, not lip service

At the same time, the ideas and problems to solve must come from the ground up. Finding and fixing real issues and pain points, tied to people, processes, and technology, ensures meaningful change.

The biggest barrier? Leadership itself

Surprisingly, it’s often senior leadership who slow or block transformation. Failures typically trace back to a lack of clarity, commitment, and willingness to change.

But this doesn’t have to be the case. The right guide — a true change agent — can challenge assumptions, keep the team focused on the goal, OKRs, and help avoid costly pitfalls.

The bottom line

Now more than ever, it’s time for new recipes. You can’t cook any harder.

• AI enables your team to focus on what matters most by eliminating the busy work.

• Stronger retailer–brand partnerships unlock the leverage needed to scale.

• A guide keeps the transformation on track.

The future of SMB retail is clear: Do one, and you’ll grow. Do both, and you’ll thrive.