It’s not often that a keynote speaker manages to simplify something as vast and fast-moving as artificial intelligence without dumbing it down. But that’s exactly what Brian Horsburgh, UK SMB Director at Dell Technologies, did on the Elite Business Live main stage, armed with data, real stories, and, yes, even a chef metaphor.
Brian wasn’t here to talk in jargon. His mission? To make AI understandable for small business leaders. And in just 30 minutes, he did exactly that, making the case that AI isn’t just the domain of tech giants, but a transformative tool that SMEs can start leveraging today.
The productivity superpower we’ve all been waiting for
From the outset, Brian was clear: the ultimate promise of AI for business isn’t complexity, it’s productivity. As he put it, enterprise AI “bends the curve of productivity.” Not by replacing people, but by acting like an invisible superhero sidekick, automating routine tasks, surfacing insights from mountains of data, and giving time back to business owners to focus on what matters… customers, growth, and innovation.
His analogy? Think of AI as a supercharged GPS. It doesn’t just point you in the right direction; it anticipates obstacles, highlights opportunities, and makes the ride smoother. In a time where every minute and penny matters, that’s more than just nice-to-have, it’s vital.
Meet Emma, the digital assistant making a real-world impact
One of the most compelling parts of the keynote came in video form. We were introduced to Emma, a generative AI-powered digital human deployed in Amarillo, Texas, to help a multilingual, diverse population access vital local services. With 62 languages spoken in a single school, Emma didn’t just translate, she connected, explained, and guided.
And it worked. Implemented in just a few weeks, the technology saved time, reduced costs, and improved outcomes. As Brian noted, if something like Emma can support a local government, imagine what it could do for a small business answering customer queries, explaining products, or assisting across time zones.
Also: yes, he joked, he’d happily ask Emma what bin to put out on Tuesday night.
Beyond the hype and how Dell uses AI themselves
For all the theory, it was Brian’s transparency about Dell’s own journey with AI that really stood out.
“When generative AI exploded, every department became magpies,” he admitted. “We were chasing shiny things, 800 proof-of-concepts globally. It wasn’t sustainable.”
Dell pulled back and focused on four key areas: sales, marketing, manufacturing, and development. The results?
In development, AI now writes and supports Dell’s codebase, saving time and accelerating innovation.
In sales, tools like Microsoft Teams Premium and Copilot are used daily to summarise meetings and surface actionable insights.
In operations, an internal tool called Customer 360 provides a holistic view of customer interactions, boosting retention and improving satisfaction.
It was refreshing to see a tech giant leading by example, making the tech feel not just possible but practical.
Don’t let the “shiny objects” distract you
Brian’s biggest piece of advice? Avoid AI for AI’s sake. Start with your business goals not the technology, and ask: Will this improve ROI, productivity, or customer experience?
If not, don’t do it.
Yes, the market is brimming with tools, platforms, and promises. But for SMEs, the smartest move is to start small, think long-term, and focus on solutions that match their growth path. “Avoid investing twice,” Brian urged. “Buy once for the next five years, not just the next twelve months.”
Small steps, big results
During the follow-up Q&A, Brian was asked for real-world examples of SMEs making smart use of AI. His advice: don’t be intimidated. Many are starting simply, using Copilot for document generation or scheduling, plugging in chat functions to manage FAQs, or using Power BI to gain sales insight.
Even more interesting? UK SMEs are showing global leadership in AI adoption. “We’re a hotspot for AI startups,” he said proudly. “We’re right there with the US.”
And yes, even his brother, a small business owner in Scotland, is getting stuck in.
The ethical elephant in the room
Of course, no AI conversation is complete without addressing the risks. Deepfakes. Data breaches. Bias. Brian didn’t shy away. Dell’s stance is clear: guardrails are essential, especially around data sovereignty and privacy.
His call to arms? “Every government must lead with policy. But tech companies have to step up too, to make AI safe, transparent, and genuinely helpful.”
AI is an enabler, not a replacement
What made this keynote stick with us wasn’t just the tech. It was the human clarity. Brian’s message was simple, empowering, and unmistakably pragmatic:
“AI isn’t here to replace people. It’s here to support us, to give us time, insight, and freedom to grow.”
And in an economic climate where time and resources are tight, that’s exactly what SMEs need to hear.
