Is generative AI just an efficiency tool for small businesses?
Priscilla Bahaw (The University of the West Indies), David Forgenie (The University of the West Indies), Ghulfam Sadiq (Southeast University), and Satesh Sookhai (The University of the West Indies) challenge this narrow view in their recent study.
Rather than focusing only on productivity, the paper examines how generative AI contributes to business sustainability across economic, social, and environmental dimensions.
The findings suggest that AI’s impact depends less on adoption itself and more on how it is used. When effectively integrated, it can support decision-making, enable innovation, and shape how firms create value.
But these outcomes are not automatic. Without the right alignment between technology and firm capabilities, the benefits of AI may remain limited.
This matters for entrepreneurs, practitioners, and policymakers navigating the growing pressure to adopt AI. The real question is not whether to adopt AI, but how to use it meaningfully within the business.
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