Artificial intelligence is no longer the preserve of tech giants—it is fast becoming an accessible and transformative tool for small and medium-sized enterprises in the UK and beyond. Speaking at the Elite Business Live event, Brian Horsburgh, UK SMB Director at Dell Technologies, offered a compelling keynote that focused on AI’s practical benefits, rather than its complexity. Horsburgh’s clear approach, backed by real-world examples, made a strong case for SMEs to view AI as a “productivity superpower.”
He compared AI to a “supercharged GPS” for business—one that not only points the way but also predicts obstacles, highlights opportunities and smooths the journey. This metaphor captured AI’s core appeal: automating routine tasks, uncovering data insights and freeing business leaders to focus on customers, growth and innovation. He warned against adopting AI simply for its own sake, advising SMEs to begin with clear business goals—such as boosting productivity or improving customer experience—and to choose tools that support long-term ambitions.
To demonstrate AI’s practical impact, Horsburgh cited the example of Emma, a generative AI-powered digital assistant used in Amarillo, Texas. Emma supports a multilingual community by translating, connecting and guiding people through vital local services. Quickly implemented, the technology saved time, cut costs and improved outcomes. Horsburgh suggested that similar tools could help SMEs manage customer queries, explain products or handle operations across time zones.
Behind this practical advocacy, Dell Technologies has its own deep involvement in AI. Horsburgh described the company’s early experimentation phase, during which it ran more than 800 AI trials worldwide before focusing on four key areas: sales, marketing, manufacturing and development. This targeted strategy has delivered results such as AI-assisted code writing, automated sales meeting summaries through Microsoft Teams Premium and Copilot, and a Customer 360 tool that improves retention and satisfaction. Dell’s openness about its AI journey offers a helpful model for SMEs considering similar steps.
Dell’s broader strategy reinforces its commitment to scalable AI for businesses of all sizes. At its 2024 and 2025 Dell Technologies World events, CEO Michael Dell unveiled the Dell AI Factory—an end-to-end AI platform built with NVIDIA. This system combines cutting-edge compute, storage, devices, software and services—using technologies such as NVIDIA’s B100 GPUs and advanced cooling systems—to speed up AI adoption and innovation. Dell has positioned this platform not just for large companies but also as accessible for SMEs, highlighting its relevance across industries.
The company has showcased AI’s impact at clients such as JPMorgan Chase and Lowe’s, underlining the technology’s practical benefits. Dell is also bringing AI to personal computing, with AI-equipped PCs that enhance everyday workflows—proving that AI’s advantages extend beyond back-end operations.
However, both Horsburgh and Dell recognise the ethical challenges linked to AI, including concerns about data privacy, security, bias and deepfakes. The company advocates strong guardrails and calls for government-led regulation, alongside corporate efforts to make AI solutions safe, transparent and genuinely useful.
UK SMEs are emerging as global leaders in AI adoption, supported by a vibrant ecosystem of startups and innovators. Horsburgh’s message was clear and pragmatic: AI is not a replacement for people but a vital enabler that delivers time, insights and opportunities for growth in challenging economic conditions.
In this rapidly evolving space, Horsburgh advised SMEs to take small, strategic steps—using accessible tools such as Copilot for document management or Power BI for sales analysis—and to avoid chasing every new AI product. By focusing on solutions tied to clear business goals and sustainability, UK SMEs are well placed to harness AI as a productivity superpower and to set an example for responsible, effective innovation.
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