Local businesses turn to AI for new tools and ideas

RANCHO MIRAGE, Calif, (KESQ)- Artificial intelligence is becoming a bigger part of how small businesses operate, helping with tasks like social media, research, customer follow-ups and reports.

That was a major focus Friday at the Rancho Mirage Chamber of Commerce’s fifth annual Marketing Summit, where local business owners and industry experts discussed how AI can save time — while stressing that it is not a replacement for human intelligence or connection.

Andrew McCauley, Website Analytics and AI Manager for Visit Greater Palm Springs, said AI can take some of the tedious work off employees’ plates.

“What I see AI doing is replacing tasks more than jobs.”

A July QuickBooks survey found four out of five small businesses now use AI regularly, up from less than half two years ago.

Hakob Jibilyan, co-founder of Cheers Coffee, said his business recently started using AI for social media and research. He said it can help identify trends, determine when to post and uncover potential business opportunities.

But Jibilian said technology cannot replace the people who make his business work.

“My employees, they are the best. The human factor is very important. The simple things, communication with each other.”

That balance was a key message at the summit: businesses can use AI to handle routine tasks, but human intelligence, judgment and relationships remain at the center of the work.

Katie Slimko-Tuvell, president and CEO of the Rancho Mirage Chamber of Commerce, said business owners are excited about AI but also want to use it responsibly.

McCauley encouraged businesses to learn what AI can do rather than be afraid of the technology.

The summit was held at the Rancho Mirage Library & Observatory and featured speakers discussing AI, social media, customer service, storytelling and other ways businesses can adapt to changing technology.