September 5, 2025
Thought Leadership: Introducing the Ascot Morgan SMB AI Behavioral Model
In a rapidly evolving AI ecosystem, small and medium-sized businesses (SMBs) exhibit distinct behaviors as they integrate AI into their operations—some cautiously observing, others rapidly navigating.
To help IT vendors, operators, and managed service providers (MSPs) better understand and support this journey, Ascot Morgan developed the SMB AI Behavioral Adoption Model—a strategic framework that categorizes SMBs by their AI adoption mindset and progress toward transformation.
Model Highlights
Our model maps SMB adoption behavior across two key dimensions:
- X-Axis (AI Enablement): Assesses an SMB’s technical readiness, operational capability, and strategic commitment to AI, ranging from low to high.
- Y-Axis (AI Adoption): Tracks AI usage across business functions—from minimal integration to enterprise-wide deployment.
Four SMB Adoption Personas
- Observers (Low enablement, low adoption): These SMBs are in the discovery phase—researching AI trends, evaluating potential use cases, and weighing how AI fits within their broader strategy.
- Explorers (High enablement, low adoption): Technically ready, these SMBs experiment with plug-and-play AI solutions (e.g., SaaS tools) to assess value before committing to larger investments.
- Experimenters (Low enablement, high adoption): These SMBs pilot AI initiatives in select areas—often supported by external partners—before scaling once proof of concept is demonstrated.
- Navigators (High enablement, high adoption): View AI is a strategic differentiator and core drive - fueling innovation, process optimization, and long-term strategic scaling for competitive advantage.
Insights For IT Vendors, Operators, and MSPs
To effectively engage each SMB segment, IT solution providers must refine their product offerings, positioning, and support strategies to match the AI adoption behaviors of their target audience. This includes:
- Strategically aligning products: Craft solutions that fit each segment’s readiness—offer lightweight, plug-and-play AI tools for Observers and Explorers, whilst providing deeper integration services and advanced analytics for Experimenters and Navigators.
- Positioning for adoption stages: Tailor messaging based on SMB behavior. For Observers, focus on education and proof-of-concept pilots; for Navigators, emphasize AI-driven efficiency and scalability.
- Supporting models that drive progress: Help SMBs bridge adoption gaps—offer hands-on workshops for Explorers, guided implementation for Experimenters, and long-term innovation planning for Navigators to sustain AI-driven growth.
- Building trust through enablement: Establish partnerships that move SMBs through adoption phases—provide consultation, onboarding, and enablement strategies that evolve as their AI maturity progresses.
- Optimizing data-driven targeting: Ascot Morgan can code a client’s sales prospect list to classify each SMB prospect within the AI adoption model - allowing IT vendors, operators, and MSPs to target the right SMBs with tailored messaging, offerings, and engagement strategies for maximum impact.
By aligning solutions, positioning, and data-driven prospecting with each SMB persona, IT providers can drive adoption, deliver measurable value, and establish lasting partnerships in an AI-first SMB ecosystem.
How Our Data-Driven Insights Enhance the Framework
Understanding SMBs’ relationship with AI requires more than intuition - it demands evidence, segmentation, and actionable intelligence. Ascot Morgan’s data-driven insights take the guesswork out of AI engagement, enabling IT vendors and MSPs to meet SMBs where they are - and guide them to where they want to go.
Below is an overview of how our insights decode and accelerate SMB AI transformation:
- Behavioral AI Profiling: We combine market research with client-specific inputs to classify SMBs accurately across the four personas - Observers, Explorers, Experimenters, and Navigators. This profiling reveals hidden patterns in AI engagement and investment intent, helping you prioritize outreach.
- Segment-Specific Activation Plans: Each persona requires a unique approach. Our insights help you design and deliver relevant enablement programs - from educational content for Observers to innovation roadmaps for Navigators. This ensures that your offerings are both accessible and aspirational.
- Conversion-Ready Messaging and Content Strategy: Using persona behavior data, we help shape messaging that aligns with real concerns and motivations. Whether it's demystifying AI for skeptics or scaling AI ROI for advanced users, our narrative recommendations ensure resonance and relevance.
- Precision Prospect Targeting: We apply persona coding to your prospect list, allowing you to target SMBs based on where they stand in the AI maturity curve. This enables more productive sales conversations, less friction, and better conversion outcomes.
- Market Benchmarking and Competitive Insight: Our research also contextualizes your audience within the broader SMB AI landscape - highlighting gaps in enablement, unmet needs, and white space opportunities across geographies, industries, and business sizes.
Contact us today to learn more about each model persona and how we can code your prospect list to deliver precision-driven SMB engagement strategies.
