New insights from global AI leader – Thryv suggests many businesses are yet to turn widespread AI use into consistent productivity and growth outcomes
March 2026 – New data from Thryv®(NASDAQ: THRY), ANZ’s leading AI-enabled small business marketing software platform provider, highlights a widening gap between the rapid uptake of artificial intelligence across New Zealand and the capability required to use it effectively at scale.
The capability gap behind AI adoption
New insights show that while AI has become part of everyday life for consumers and businesses alike, many New Zealand organisations are still struggling to embed it meaningfully into their operations. While experimentation is widespread, strategic implementation remains limited.
Recent data from the 2025 Thryv Business Index and Consumer Reportreveals that 57 per cent of New Zealand SMBs are currently using AI (including AI-enabled software) and 69 per cent say they are comfortable or very comfortable using AI to support business operations. Yet 56 per cent of businesses still lack meaningful AI implementation which reshapes how customers discover, compare and choose businesses online.
Why experimentation is not translating into impact
Rob Hayden, Thryv’s Global Manager, AI Innovation, said New Zealand businesses have reached a critical inflection point.
“Many business owners believe AI requires specialist expertise or advanced technical skills, which continues to slow progress and limit experimentation,” Rob said. “At the same time, providing teams with AI tools without context, training or strategy rarely leads to successful outcomes.”
Misconceptions slowing progress
According to Rob, uncertainty around where to start remains one of the biggest barriers.
“AI does not need to be complex to be valuable,” Rob said. “The most effective starting point is identifying one repetitive, admin-heavy task and letting AI remove it from the working week.”
Thryv’s top five tips for leveraging AI effectively
Designed to help businesses move from experimentation to impact, these five principles focus on practicality, confidence and capability rather than complexity.
1. Start with free or entry-level tools
AI adoption does not require large upfront investment. Free tools and entry-level platforms allow businesses to test use cases, build familiarity and identify where value can be created before scaling further.
2. Prioritise data quality
AI is only as effective as the data behind it. Clean, accurate customer and operational data enables AI to generate useful insights, personalise interactions and support better decision-making.
3. Invest in training early
Despite high AI usage, only 13 per cent of businesses provide formal AI training. Basic guidance helps teams use tools responsibly and confidently as part of everyday work.
4. Embed AI into workflows
The strongest results come when AI is built into existing systems and workflows rather than used occasionally. Consistent use creates efficiency and momentum.
5. Build a culture of collaboration
AI adoption works best when it is a shared journey. Involving teams early reduces fear and positions AI as a tool that supports people rather than replaces them.
Where businesses are already seeing results
Across New Zealand, small, targeted changes are already delivering measurable benefits. Servicebased businesses are using AI to draft personalised content that reflects their tone. Teams managing high email volumes are using AI to surface priority actions that may otherwise be missed. Others rely on AI tools to maintain online visibility and manage customer reviews when capacity is stretched.
“A process that once required seven touchpoints can often be streamlined to three,” Rob said.
“Saving even one hour a day compounds quickly into meaningful productivity gains.”
Training and retention risk
According to Rob, capability remains the most significant challenge as AI adoption accelerates.
“People need guidance and reassurance before they can confidently use AI,” Rob said. “Once they understand that AI augments their work rather than replaces it, resistance fades.”
Rob added that access to modern tools is increasingly linked to workforce retention.
“Many employees are excited about AI tools and if businesses do not provide sufficient opportunities for adoption, they risk losing good people.”
Building an AI-ready culture
According to Rob, New Zealand’s next step is building a strong AI culture.
“Collaboration is key and adoption should be a shared journey. When teams help shape the solution from the outset, AI becomes a positive disruptor that strengthens the business and delivers success.”
Rob said New Zealand businesses should feel encouraged that they do not need sophisticated architectures to get value from AI. Whether they start with free tools entry-level platforms or more integrated systems, the pathway is the same: begin small, build confidence and then redesign workflows as capability grows.
“AI works best when it sits inside the tools your business already uses daily. That’s where momentum builds.”
*The 2025 Thryv Business Index and Consumer Report for New Zealand surveyed 2079 respondents, comprising small business decision-makers and consumers across a range of industries and regions. The research captures both perspectives of the small business relationship, examining business capability, technology adoption and consumer expectations.
ABOUT THRYV
Thryv (NASDAQ: THRY) is an AI-enabled global marketing platform that helps small businesses (SMBs) get found online faster, win more customers, and drive repeat business. Thryv software offers SMBs AI-driven lead insights, automated customer follow‑up and payment processing, an AI-enabled CRM and a suite of additional solutions. Thryv is making growth‑focused AI tools accessible to the plumber, salon owner, contractor, lawyer, accountant and more. Over 200K+ businesses globally use Thryv to market, sell, and grow. For more information, visit www.thryv.co.nz.
