AI tools for small business: how to choose the right ones

Start with the job, not the tool

Before looking at any product, write one sentence describing the problem. For example: "we spend Monday morning copying weekend enquiries into our job system" or "customers keep emailing to ask where their order is".

That sentence tells you what kind of tool you need and gives you a way to judge whether it worked. If you cannot describe the problem simply, our guide on what AI and automation can do may help you spot opportunities.

The main types of AI tools

Most AI tools for small businesses fall into a few groups. Knowing the group helps you compare like with like.

• General AI assistants, such as ChatGPT, Microsoft Copilot, Google Gemini and Claude, for drafting, summarising and brainstorming.
• AI features inside software you already use, such as your email, accounting, CRM or website builder.
• Workflow automation tools that connect apps, such as Zapier, Make and n8n. See our comparison of Zapier, Make and n8n.
• Customer service tools, including website chatbots and AI phone answering. See adding an AI chatbot to your website.
• Marketing tools for email, social media and content. See marketing automation for small business.

Check what you already pay for

Many business software subscriptions now include AI features, sometimes switched off by default. Before buying a new tool, check the settings and help pages of the software you already use.

Using built-in features has advantages: your information stays in one place, there is no new login to manage and your team does not need to learn a separate product. A dedicated tool may still be better, but it should be clearly better to justify the extra cost and complexity.

Questions to ask before you buy

A few questions will rule out most unsuitable tools quickly. Write the answers down so you can compare options side by side.

• Does it connect to the software we already use, without workarounds?
• Where is our data stored, and is it used to train the provider's AI?
• Can we control who in the team has access, and does it support multi-factor authentication?
• How is it priced: per user, per message, per task or per month? What happens if we go over?
• Can we export our information if we stop using it?
• Is there support in Australian business hours, or a clear help centre?

Watch for hidden costs

The subscription price is only part of the cost. Usage-based pricing can grow as you use a tool more. Setup takes time, and someone needs to look after the tool once it is running.

The biggest hidden cost is a tool nobody uses. Before you buy, agree who will own it, how the team will learn it and how you will decide whether to keep it.

• Usage limits on messages, tasks or automations
• Extra charges for integrations or premium features
• Staff time for setup, training and checking results
• Ongoing maintenance when connected apps change

Run a short, fair trial

Most tools offer a trial or a free plan. Use it on your real problem, with a small group of people, for a fixed period. Measure the result against the sentence you wrote at the start.

If you would like a second opinion, you can browse AI and automation specialists and book a free 15-minute consultation to talk through which tools might suit you. Or describe your problem and we will look for someone suitable. Before connecting any tool to customer information, read our guide to AI and privacy.

• Set a start and end date, such as two to four weeks.
• Pick one person to own the trial and report back.
• Use real work, not made-up examples.
• Decide in advance what result would make it worth keeping.