June 11, 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.

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.

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