AI is all many in the technology industry can talk about - and yes, this is an article on that topic. Adoption has skyrocketed with a range of generative AI uses gaining popularity in the wake of ChatGPT, so there’s no ignoring it.

Pipedrive’s latest research shows that 35% are using AI tools in the workplace already. This is the same rate as those using email marketing automation, which is a much more mature technology, serving as a marker for how rapidly AI has spread through the market.

The research also suggests that it’s smaller companies that are moving quicker to adopt AI in their business processes: 42% of companies with up to 10 employees have adopted AI, versus 37% of those with 11-100 employees, and only 23% for those with over 100 employees.

There are also more popular areas for AI to be used. When it comes to the state of sales and marketing, a quarter of all respondents have introduced AI-based approaches to their sales process, for example - which makes sense. Automation that removes administrative toil and supports revenue growth is a worthy investment.

AI can support happier employees & revenue growth

It’s possible to imagine bad AI outcomes, as anyone who’s received AI hallucinations in their ChatGPT or digital art creation may have experienced. But in practice, the data shows that workers who use automation report feeling a little happier, plus a better work-life balance, after successfully adopting AI assistance.

On a 5-point scale of happiness (5 being very happy and 0 very unhappy) those who used automation tools on average reported being 3.8 out of 5 for happiness. Compare this to the 3.5/5 reported by the non-AI users, equating to a 6% happiness lift.

This isn’t a pure AI-related phenomenon of course. Any transformational tool will show a benefit. For example, those who use CRM software on average claimed 3.8/5 happiness, versus 3.6/5 for those who don’t use it, in their sales and marketing teams.

What’s more remarkable is that the findings from real small businesses show how better liked automation tools not only contribute to happiness and office morale, they also boost revenue. 82% of respondents who like the tools they use hit their sales KPIs, versus the 62% who reported not liking the tools they use, who missed their KPIs.

Better tools and business processes promote further benefits

Among the small business respondents of the report, over three quarters (76%) were optimistic about the possible impact of AI on their future professional life. Only 8% feared that AI might shrink their teams. And there are areas where a majority, 83%, believe that AI will not grow in importance.

These include building relationships with customers (59%), selling (34%) and team management (33%). Only 7% would entrust AI to look after relationship building and team management at present. This feels prudent, as the human touch, particularly empathy and ‘going the extra mile’ require a fully empathetic person to deliver.

Beyond AI into other areas where technology and processes impact personnel, 78% of respondents said their workplace offers remote working opportunities and 72% offer flexible working hours. Of those that do, 68% claimed that since flexible work models had been rolled out their mental well-being had improved, with women feeling this impact more strongly (74% versus 66% of men).

Going further, 77% said this flexibility also boosted their performance. Of all the company wellbeing offerings, such as team building activities, access to fitness classes, employee assistance programmes, and so on, remote working and flexible work hours far outstrip any others in perceived value to employees.

The modern business must measure more than the cost of tools

Well-chosen technology has a markedly positive impact on employee happiness, plus a significant positive correlation to a worker’s ability to hit their KPIs. But note that a reported 20% difference between workers able to hit their professional goals who like their workplace technology, compared to the laggards who reported not liking it.

Businesses that engage in dialogue and understand the sentiment their employees hold relating to their technology, are more likely to grow their productivity and profitability.

Budget is not the only metric to judge the suitability of their tools. Issues of culture, roles and responsibilities, training, business processes, and employee experience all play a measurable part of success.

Sean Evers is VP Sales, Pipedrive.