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Local Media Consortium Launched SMB AI Study

The research initiative examines how small businesses integrate artificial intelligence tools into their marketing operations.

Updated on Oct. 13, 2026 in Artificial Intelligence

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The Local Media Consortium has launched a study to evaluate how small businesses adopt AI-driven marketing tools in local advertising. AI Illustration. Upload story photo >

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The Local Media Consortium has launched the SMB AI Benchmarking Study in partnership with Borrell Associates to evaluate artificial intelligence adoption among small and mid-sized businesses. This project, funded by the John S. and James L. Knight Foundation, aims to help publishers develop new revenue streams by better supporting local advertisers.

Why it matters

As businesses increasingly require guidance on marketing technology, publishers need new strategies to serve local clients and remain financially sustainable. The study identifies specific opportunities for media organizations to expand their service offerings in an evolving digital landscape.

The study collects data from businesses across sectors including healthcare, retail, and hospitality to compare local findings with broader national trends. This initiative represents the second project under the AI Accelerator for Local Media program.

The players

Local Media Consortium

This is a member-based organization consisting of 150 local media companies representing over 5,000 news outlets.

Borrell Associates

This firm specializes in media research and local advertising analysis, partnering with the consortium to execute the benchmarking study.

John S. and James L. Knight Foundation

This non-profit organization provides financial support for journalism, arts, and community initiatives to foster informed and engaged communities.

The details

Researchers are gathering data from diverse industries to understand how companies navigate decisions regarding marketing technology and AI implementation. This research provides a framework for publishers to act as trusted advisors while addressing the decline in traditional agency service priorities.

Timeline

  1. The LMC Industry Insights Survey was conducted throughout 2026.

  2. The SMB AI Benchmarking Study was officially launched on October 13, 2026.

  3. Initial aggregated findings from the study are expected in November 2026.

The Tech Race

The study extends the scope of the AI Accelerator for Local Media program by shifting the focus from internal newsroom workflows to external SMB adoption. This move positions the consortium as a key bridge between technology providers and the traditional local business economy.

Small business owners can expect more tailored marketing guidance as publishers use these insights to refine their digital service offerings. For local advertisers, this means accessing better-informed support when navigating the adoption of complex AI marketing tools.

The takeaway

Businesses looking to integrate AI should seek out partners who leverage data-driven insights to align technology with local market needs. This shift in publisher focus emphasizes the growing importance of human expertise in managing automated marketing solutions.

What happens next

Initial aggregated findings from the benchmarking research are scheduled to be released in November 2026.

Further reading

For more on current industry research, visit the Artificial Intelligence section.

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Do you trust artificial intelligence to help your business make better marketing decisions?