SMEs learning to work with AI: start pragmatically, scale safely | Baggenstos
Das Wichtigste in Kürze
- AI Maturity Study 2026 by ti&m and HSLU: 200 SMEs use AI cautiously in marketing and customer service with under 5% of their IT budget. Main risks: data protection, hallucinations and dependencies
- Baggenstos recommends that SMEs follow a follower strategy focused on customer value, clear governance and systematic data and process analysis instead of technology for its own sake
The AI Maturity Study 2026 by ti&m and Lucerne University of Applied Sciences and Arts (HSLU) shows how more than 200 SMEs across 15 industries are using AI: cautiously, selectively, and primarily for low-risk use cases. According to the study, AI maturity correlates with company size — an observation Othmar Frey, CSO at Baggenstos, shares and welcomes.
“SMEs are well advised to take a follower approach,” he says. “That way, they learn how to work with AI, keep risks under control, and strike the right balance between human-led and AI-enabled organisation.”
At present, the study finds AI is used mainly in marketing and customer service. Most participating companies currently invest less than five per cent of their IT budget in AI systems, but plan to increase their commitment significantly. Key risks for SMEs include data protection, hallucinations, and vendor or platform dependencies.
Recommendations for using AI
Baggenstos has already initiated several AI projects for SMEs and is pleased with the positive feedback. Major productivity gains have not yet materialised, but progress is rapid — for example through AI agents. These, in particular, require a partner who puts security front and centre. They also require a solid strategy with appropriate structures and governance. The goal, for instance, is not to introduce AI for technology’s sake, but to improve customer service or relieve employees of repetitive routine tasks.
“There is no such thing as plug-and-play AI,” says Othmar Frey of Baggenstos. “You need a systematic analysis of data and processes, business and cyber-security risks, and proper onboarding for employees.” Staff should not be replaced — because especially in SMEs, the principle still holds true: “People do business with people.
Using AI to ease the skills shortage
How important it is to engage with “AI as a colleague” is highlighted by AXA’s latest labour market study: SMEs are competing with the public sector and large corporations for top talent. 44 per cent of the 300 SMEs surveyed reported that they mostly — or even often/always — struggled to fill vacancies, while another 40 per cent said they had at least some difficulty finding suitable candidates.
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