What's Happening?
Linqi Lu, an assistant professor of communication at the University of North Dakota (UND), is leading a research project to investigate how artificial intelligence (AI) can support local businesses. The project, conducted through UND CONNECT in partnership
with the Greater Grand Forks Chamber of Commerce, aims to develop an 'AI Communication Toolkit for Local Businesses.' Lu was inspired to help local businesses stay open, particularly during the winter months. Two student researchers, Makenzie Oltmans and Kasey Guttormson, interviewed 20 businesses and nonprofits across various sectors, including retail, food service, and manufacturing. Their findings indicate that 15 of these businesses already use AI for tasks like drafting social media posts, rewriting emails, and generating graphics. The primary barrier to AI implementation for businesses was identified as a lack of time and commitment, rather than technical issues like slow internet or old equipment.
Why It's Important?
This research is significant for understanding the practical adoption of AI by small and local businesses, which often lack the resources of larger corporations. The findings highlight a critical gap: while AI tools exist and are being used, the time investment required for implementation is a major deterrent. This suggests a need for more user-friendly, time-efficient AI solutions or dedicated support systems to help businesses integrate these technologies. Effective AI adoption can enhance marketing communications, customer engagement, and operational efficiency, potentially boosting local economies and helping businesses remain competitive. The project also sheds light on the varying comfort levels businesses have with AI, particularly concerning customer interactions, indicating a need for tailored AI solutions that respect business-specific communication styles.
What's Next?
The next phase of the project involves an online experiment to test the effects of AI design and its 'anthropomorphism level'—how human-like its responses are—to determine the most effective AI agent structures for branding and strategic communication. The research team also plans to continue offering workshops, like the one where attendees built a business AI agent using Claude, to educate local businesses on AI applications without cost. This ongoing research and community engagement aim to bridge the knowledge and implementation gap, providing practical tools and insights for local businesses to leverage AI effectively.
Beyond the Headlines
This initiative touches upon broader societal implications of AI integration, particularly in maintaining the human element in business. The split among businesses regarding AI's role in customer interaction highlights an ethical and brand-identity challenge: how much automation is acceptable before it detracts from personalized service? The research also points to the digital divide not just in access to technology, but in the capacity to implement it, especially for time-strapped small business owners. By focusing on practical, accessible AI toolkits, the project contributes to democratizing AI, ensuring that its benefits are not exclusive to large enterprises but can also empower local economies and foster community resilience.
