Constant Contact, a leading provider of digital marketing tools for small and medium businesses (SMBs) and nonprofits, has released findings from its latest Small Business Now report – global study of over 5,000 small business owners and consumers. It reveals that small business owners are stepping into a new role: the creator.
The SMB creator isn’t just chasing an audience online – they’re already running a business. Their content has a job: to bring in customers, to drive sales and to keep the customers coming back who already love them, said the report.
“The expectations placed on small businesses have never been higher, and they are meeting the challenge by fundamentally changing how they work.” said Frank Vella, CEO at Constant Contact. “The explosive growth of AI adoption – jumping to 87% in the U.S. – proves that owners are actively relying on this technology to succeed. By embracing AI to automate tasks and analyze data, small businesses are buying back their time, allowing them to focus on what they do best: strengthening relationships with their communities.”
While social media has emerged as the primary “front door” for discovery, AI and automation have become essential efficiency tools that allow owners to scale their efforts to be seen without burning out. In fact, 40% of SMBs are now strategically pivoting to these technologies to manage their marketing workload instead of simply spending more, said Constant Contact.
The shift is already showing up in the numbers. In a 2024 survey commissioned by Constant Contact, e-commerce customers were 1.5 times more likely to report highly successful campaigns, and internal data from Constant Contact shows AI can cut email production time by up to 23%, it noted.
Key Findings from the Q2 2026 Report:
As the demand for digital content grows, small business owners are taking on a new identity, emphasizing personal investment in their brand’s storytelling:
- Globally, 73% of small business owners identify as “Creators” in some capacity, with 40% identifying primarily as Creators and 33% as owner/Creator hybrids;
- 47% of small business owners globally handle all social media management personally;
- Social media is now the top digital discovery tool, with 49% of consumers globally using it to find new small businesses, surpassing search engines (40%);
- Despite this reliance on social platforms for reach, 49% of SMB owners globally feel “very confident” their business would survive if social media disappeared tomorrow, highlighting the importance of owned marketing channels to sustain revenue.
Artificial intelligence has rapidly transitioned from a “future technology” to a core business tool, bridging the gap between high effort and high efficiency, said Constant Contact:
- In the U.S., AI adoption in SMB marketing surged from 26% in 2023 to 87%by April 2026;
- The primary benefit for 52% of users globally is “saving time,” particularly through content creation and data analysis.
- Globally, 45% of consumers want businesses to explicitly label AI-generated content. Small businesses are stepping up to this demand, with 37% already practicing full transparency about their AI use.
The report said consumers are increasingly shifting their loyalty toward independent brands, though inflation presents a significant headwind to their actual spending power.
- In the U.S., consumer preference for shopping “mostly at small businesses” has nearly tripled over the last five years, jumping from 10% in 2021 to 27% in 2026;
- However, rising costs remain a hurdle, with 49% of U.S. consumers reporting they have had to reduce or significantly cut back their spending at small businesses due to inflation;
- When choosing a small business over a large corporation, U.S. consumers cite “unique products” and “supporting the local economy” as their primary driving factors.
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