New research from MYOB reveals that while nearly half of New Zealand’s SMEs are seeing fast returns on digital investment, a large proportion are still holding back from adopting artificial intelligence – potentially missing out on significant productivity and wellbeing benefits.
The findings, released this week as part of the 2025 MYOB Business Monitor, show that 49 percent of SMEs measuring return on investment (ROI) for digital tools reported seeing a positive impact within six months of upgrading their technology – including 15 percent who saw benefits within three months, and 14 percent who noticed improvements immediately.
But when it comes to artificial intelligence, uptake remains tepid. Just 32 percent of SME decision-makers say they are currently using AI in their business, up from 17 percent in 2024, but still a minority.
“Knowledge and confidence play a big role in the adoption of new technologies,” says MYOB Chief Customer Officer Dean Chadwick.
“It’s understandable that a portion of SMEs are hesitant to embrace AI in their businesses. However… it’s also possible many business owners don’t realise they’re already using AI.”
MYOB’s data shows strong generational trends in AI adoption. Gen Z business owners are leading the charge, with 93 percent already using AI tools, followed by 59 percent of Millennials. In contrast, only 28 percent of Gen X and 17 percent of Baby Boomers have adopted the technology in their businesses.
Marketing is the most common use case for AI, with 39 percent using it for copywriting (e.g. marketing materials or press releases), and 31 percent for generating social media content. “A consistent voice in market is key for businesses to stay top of mind… particularly in an economic environment when every dollar of revenue counts,” says Chadwick.
The survey also found that the top skills SMEs believe will be most important in the next five years include customer service (40 percent) and sales and marketing (32 percent), closely aligning with current AI use cases.
Beyond marketing, businesses are also using AI for technical documentation (25 percent), customer service tools like chatbots (21 percent), and market analysis (21 percent). Chadwick said the potential for efficiency gains is significant.
“In taking the heavy-lifting and time investment out of some of these tasks… AI also offers a reprieve on workload.”
He noted that workload is now the top business-related factor negatively impacting the mental wellbeing of a third of local business operators. “Intelligent tools that can help ease this burden will likely improve employee engagement and wellbeing as a result.”
However, barriers to AI adoption remain substantial. Among those not using AI, 39 percent say it’s not needed or appropriate for their business, 30 percent say they don’t know enough about it, and 19 percent say they don’t trust the technology. A further 18 percent report a lack of tools relevant to their business.
Chadwick encourages SME owners to get curious about AI and its practical applications.
“Whether it’s in their next conversation with a business mentor or chatting about the technology with other local business operators, staying curious about AI… can help business owners weigh up the risks and opportunities.”
To support learning and confidence-building, MYOB points to resources such as Business.govt.nz’s introductory AI videos, AcademyEx’s micro-credential courses, and one-on-one support through the Regional Business Partner Network.
As Chadwick puts it: “As business owners become more familiar with the capabilities of the technology, that process might uncover some surprising boosts for their business.”
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