Artificial intelligence (AI) is no longer a futuristic concept reserved for tech giants and multinationals. For small and medium-sized enterprises (SMEs), particularly in Southeast Asia (SEA), AI is increasingly becoming a practical tool that offers immediate business value.

William Smith, Head of Mid-Market Sales, Asia at Zoom, offers an insider’s perspective on how AI is already transforming the region’s SMEs and how these companies can strategically leverage it to accelerate growth while controlling costs.

According to Smith, most SMEs he engages with share two core business priorities: driving explosive growth and managing tight budgets. “Resources are finite, whether that is manpower or capital … SMEs are looking to AI as a force multiplier that enables them to scale rapidly without proportionally increasing headcount.”

AI allows SMEs to reallocate human resources to more strategic, value-added tasks while automating time-consuming operational work. This dual benefit is crucial for businesses trying to penetrate new markets or expand beyond their home countries.

“Every country in SEA has its own culture and language, making regional expansion particularly complex,” Smith notes. “AI can help bridge these gaps by simplifying cross-border communication and improving operational efficiency.”

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Barriers to AI adoption: Misconceptions and trust issues

Despite AI’s immense potential, many SMEs hesitate to adopt it fully. Smith identifies three main concerns: perceived cost, data reliability, and workforce integration.

Firstly, many SMEs believe AI solutions are prohibitively expensive. Smith argues this is often a misconception driven by legacy pricing models. “Some companies charge US$20 to US$30 per AI licence, which adds up quickly for SMEs. In contrast, platforms like Zoom bundle AI features into existing subscriptions at no extra cost, making AI accessible even for smaller businesses.”

Secondly, trust in AI-generated data remains a significant hurdle. SMEs worry whether the outputs are reliable and actionable. “It’s not just about security, but about the trustworthiness of the information they receive,” says Smith.

He emphasises the importance of SMEs selecting AI platforms that adopt robust data models, such as Zoom’s federated approach, which aggregates information from multiple verified sources to ensure accuracy.

Finally, the complexity of integration often intimidates SMEs. Many believe that adopting AI requires extensive feasibility studies, proof-of-concept trials, and technical expertise that they may not possess. Smith counters that AI adoption doesn’t have to be complex if businesses choose platforms that seamlessly integrate AI into their existing workflows.

“We weave AI directly into our platform, allowing users to see immediate ROI without complicated implementation.”

Smith also shares several compelling examples of how SMEs harness AI to achieve tangible business outcomes.

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One such company is an education provider in Hong Kong. Before adopting AI, they employed five staff members solely to attend virtual classes and take notes manually. “With Zoom’s AI Companion generating automatic meeting summaries in over 30 languages, those employees are now focused on curriculum development and student engagement, significantly increasing their productivity and business impact,” Smith recounts.

Another case involves Nexusguard, a Singapore-based company with a global footprint. Facing challenges around multilingual communication across various regions, Nexusguard leveraged Zoom’s translated captions to enable smooth internal and external communications without the need for costly language specialists.

“They saved on staffing costs while enhancing their ability to expand into new markets quickly and professionally,” Smith says.

A strategic framework for AI adoption

For SMEs contemplating their AI journey, Smith recommends a focused, outcome-driven approach. “Start by identifying your business goals and then work backwards to pinpoint gaps AI can help address,” he advises.

Internally, SMEs should examine whether their employees spend excessive time on low-value tasks that AI can automate. Externally, they should evaluate whether customer experience and service levels could be improved with AI-powered tools such as chatbots or virtual agents.

“AI should not be seen as a one-size-fits-all solution,” Smith stresses. “It’s about identifying specific use cases where AI can relieve pressure on limited resources while enhancing customer satisfaction.”

While the benefits are clear, Smith cautions SMEs against rushing into AI adoption without a clear purpose. “AI means different things to different industries. A retail business facing customer service bottlenecks will require different AI solutions than a manufacturing firm focused on supply chain optimisation.”

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SMEs should take time to understand what AI means within the context of their own operations. “Do your due diligence,” Smith advises. “Make sure any solution you adopt aligns with your industry needs, excites your employees, and delivers measurable returns.”

Ultimately, Smith believes that AI’s true role is to enhance human potential rather than replace it. “The human remains at the centre of everything … AI should empower SMEs by freeing up their people to focus on strategic initiatives that drive sustainable growth.”

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Lyra Reyes also contributed to this article.

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