Small and medium businesses (SMBs) are the backbone of ASEAN’s economy, driving innovation, job creation, and economic growth. Despite global uncertainty, SMBs in the region are proving remarkably resilient — 81% of leaders say they’re optimistic about the future. But what’s fueling this confidence?
The answer lies in AI and integrated technology solutions. SMBs that are embracing AI are already reaping the benefits by streamlining operations, delivering personalised customer experiences, and accelerating revenue growth.
Now, with the rise of agentic AI platforms, businesses have an even greater opportunity to automate tasks, make smarter decisions, and compete at scale.
In the sixth edition of our Small & Medium Business Trends report, Salesforce surveyed 3,350 SMB leaders from businesses with 200 or fewer employees to uncover how technology is shaping their future.
In this report, you’ll discover:
- How SMBs are ramping up their tech investments to level the playing field against larger competitors
- What separates high-growth SMBs from others in their approach to data and technology
- AI’s impact on productivity and revenue, and plans SMBs have for its expansion
AI is rapidly transforming the way ASEAN’s small and medium businesses operate, helping them do more with less while staying competitive in an increasingly digital economy. By automating routine tasks, delivering data-driven insights, and enhancing customer engagement, AI empowers SMBs to scale efficiently and focus on what truly matters—building relationships and driving growth.
1. Tech investments are accelerating growth
Our report shows that high-growth ASEAN SMBs are focusing on three key areas:
- The use of AI-driven insights to better understand their customers — anticipating needs and personalising experiences in ways that build loyalty.
- Automating processes with agentic AI to reduce manual workloads and repetitive tasks, freeing up teams to focus on more strategic tasks.
- Integrating systems to make operations run more smoothly, cutting down on inefficiencies that typically slow SMBs down.
The report also revealed that SMBs across ASEAN are doubling down on technology, with 76% increasing their investment in digital tools and only 5% cutting back on their spend. Singapore-based SMBs, in particular, are leading the way — quickly adopting cloud solutions and automation to work smarter, not harder.
This became clear in Singapore’s Prime Minister and Finance Minister Lawrence Wong’s 2025 Budget speech, as he revealed that Singapore wants to encourage SMBs to invest in technology and adopt off-the-shelf solutions, such as AI-powered analytics.
“Beyond a certain stage, enterprises will need AI solutions that are tailored to their needs and integrated into their business processes and systems,” he said.
To help enterprises leverage AI more effectively in their transformation journey, Singapore is setting aside around SG$150 million for a new Enterprise Compute Initiative, which will enable eligible businesses to work with cloud service providers to access AI tools and compute power.
Quản trị viên Cloud B2B Automation
Vận hành hệ thống marketing automation cho mô hình B2B: quản lý lead, thiết lập luồng nuôi dưỡng và đo hiệu quả chiến dịch.
2. AI adoption: ASEAN SMBs are leading the way
AI is no longer just for large enterprises. SMBs across ASEAN are embracing it and seeing real impact. With a reported 75% investing in AI, those that do are 1.8x more likely to experience growth — and the results speak for themselves: 90% of AI-powered SMBs report improved efficiency, while 85% say their investment delivers a strong return.
Global demand for AI is expected to raise the market to US$757.58 billion in 2025 and climb at a compound annual growth rate of 19.2% to reach US$2.68 trillion by 2034.
78% of SMB leaders at companies with AI say that the technology will be a game changer for their company to help optimise marketing campaigns, generate content, and personalise customer experiences. And our report shows they’re looking to double down: Three in four SMBs plan to increase their AI investment over the next year, and only 4% plan to decrease it.
“At Xendit, our AI-powered customer service system resolves 67% of support tickets, so our team can focus on the complex cases that need a human touch. In our KYC process, AI helps cut down manual work and strengthens fraud prevention, making onboarding faster and more reliable for our customers.”
— Darrick Chan, VP of Marketing & Revenue Operations, Xendit
AI is no longer a future aspiration — it’s a present-day game-changer. For SMBs looking to stay competitive, investing in AI isn’t just about keeping up; it’s about getting ahead. Businesses that embrace agentic AI today are positioning themselves for long-term success in an increasingly digital world.
3. ASEAN SMBs are poised for success
It’s clear from our findings that ASEAN SMBs are well-positioned to lead the charge toward innovation and growth. The path forward is becoming increasingly clear: SMBs that embrace agentic AI, streamline their tech, and prioritise secure data will drive the region’s future economy.
The key takeaways are simple but powerful:
- Investing in AI isn’t just about staying relevant — it’s about creating meaningful automation that enhances customer engagement and boosts efficiency.
- Integrating tech solutions helps eliminate silos, making operations smoother and more scalable.
- Focusing on security and data management builds the trust that keeps customers coming back. With 66% of SMBs increasing their investment in data management and 84% of leaders emphasising the importance of complete and accurate data, it’s clear that strong data practices are becoming a cornerstone of business success.
