Reality check integration AI: what really works for growing businesses
Reality check AI integration: what really works for growing businesses
In Switzerland, AI is no longer an option for growing SMEs, but a strategic priority. However, only 25% of these companies have a clear strategy, and 62% have yet to leverage any AI applications. So, what really works? Here are the key points:
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: a successful Swiss example
This Geneva-based company since 2011 uses AI to solve specific problems like task automation and customer personalization. Their approach is based on rigorous data management and compliance with Swiss data protection law. -
and AI: measurable gains
Over 73% of SMEs that have adopted AI have seen an increase in productivity. They target specific areas: customer data analysis, , or process optimization. -
Challenges and solutions
SMEs face constraints such as talent shortages and regulatory requirements. Local solutions, like those offered by EWM SA, help overcome these obstacles by focusing on targeted and compliant projects. -
Global platforms: an opportunity to seize
These tools offer ready-to-use solutions to accelerate automation and personalization, although their adoption raises questions about data privacy.
Quick summary:
| Criteria | Local solutions | Technological partnerships | Global platforms |
|---|---|---|---|
| Initial cost | Low | Moderate | High |
| Deployment time | Long | Medium | Fast |
| Data control | Total | Shared | Limited |
| Personalization | Maximum | High | Standardized |
Successful Swiss companies rely on well-defined strategies, local expertise, and measurable pilot projects. AI, when well integrated, becomes a powerful tool to improve efficiency and customer engagement.
AI: the new game-changer for Swiss SMEs | Stéphane Fallet, Entrepreneur & President of AI Swiss
1.
Established in Geneva since 2011, EWM SA integrates artificial intelligence practically and thoughtfully to support its clients' growth. The company prioritizes a structured approach that avoids succumbing to mere technological trends.
Alignment with business objectives
At EWM SA, AI is a tool in service of well-defined business goals, never an end in itself. Rather than offering standardized solutions, the agency starts by examining each client's specific challenges. This may include improving multilingual customer journeys or automating tasks like .
This approach is based on a three-step method: identifying bottlenecks in processes, assessing how AI can intervene effectively, and then deploying solutions in stages while closely monitoring results. To ensure the success of this approach, rigorous data management is essential from the beginning of each project.
Data preparation and compliance
Data management is a crucial step in effectively integrating AI, especially since the revised Swiss Federal Data Protection Act came into force on September 1, 2023. EWM SA specializes in managing these complex legal requirements.
"The Swiss Data Protection Act sets clear guidelines on the processing, storage, and transfer of data. It requires all personal data to be processed lawfully, transparently, and for a specific purpose." [3]
The agency applies the principles of "Privacy by Design" and "Privacy by Default" from the early stages of data flow audits. Each project starts with a thorough analysis of data movements, followed by the implementation of appropriate measures, whether technical or organizational. The new law focuses on data from individuals and considers genetic and biometric information as particularly sensitive [4]. Once these regulatory aspects are mastered, the agency can focus on optimizing processes to ensure effective AI integration.
Process efficiency
Process optimization is one of the most visible ways to demonstrate the utility of AI. EWM SA focuses on automating repetitive tasks, improving search engine optimization (SEO), and optimizing technical website performance. For example, in SEO, AI automatically analyzes search trends in French and English, adjusts hreflang tags for the Swiss market, and generates localized content that takes regional specificities into account. In parallel, AI allows real-time monitoring of user behavior, helping to instantly adapt the user experience based on local preferences, thereby increasing conversion rates.
Customer engagement and personalization
EWM SA's AI excels in personalization, a key area for improving customer engagement. The agency designs systems capable of adapting content, journeys, and recommendations based on individual user profiles and behaviors. The algorithms analyze language, browsing habits, and interests to offer a tailored experience. This goes beyond mere translation, integrating cultural codes specific to each linguistic community.
The results of these efforts are measured using key indicators such as engagement rate, average session duration, conversion rate, and average order value. These data continuously refine solutions, ensuring optimal business results for clients.
2. Swiss SMEs and AI: a winning duo
After exploring the example of EWM SA, let's look at how small and medium-sized enterprises (SMEs) in Switzerland are using artificial intelligence (AI) to accelerate their development.
Today, over half of Swiss SMEs have integrated AI into their daily operations [1], representing up to 60% of the national workforce [7]. This is no coincidence: 73% of companies that have adopted AI report increased productivity [12]. These figures clearly show that AI is more than just a technological trend; it is becoming a strategic tool for these companies.
AI serving concrete objectives
Swiss SMEs take a pragmatic approach by targeting areas where AI can create real added value [5]. This thoughtful method allows them to avoid unnecessary investments and focus on solutions that deliver measurable results.
With AI, companies can analyze customer data, provide personalized recommendations, automate marketing campaigns, and detect emerging trends [7]. It is no longer just a tool, but a true strategic ally.
Data management and compliance
Facing regulatory requirements, Swiss SMEs adopt an agile approach to comply with the Federal Data Protection Act (LPD) and the General Data Protection Regulation (GDPR) [8]. For example, a Swiss healthcare provider spent three months cleaning and standardizing patient data before deploying an AI agent for planning [9]. This rigor ensures not only compliance but also the quality of the results obtained.
Efficiency gains through automation
Automating repetitive tasks is one of the immediate benefits for Swiss SMEs. For example, in finance and accounting, AI automates tasks such as accounting management or risk analysis, while helping to prevent fraud. Interactive dashboards now replace Excel files, providing real-time information [7].
These advancements allow SMEs to compete with large companies by streamlining their operations and offering more efficient digital services [6]. By freeing up teams from routine tasks, AI also gives them the opportunity to focus on strategic and innovative initiatives [6].
Transforming customer engagement
AI also plays a key role in improving customer engagement, especially in online commerce. While 25% of large online stores already use AI for product recommendations, only 7% of small businesses have adopted it <