AI: Beyond the Big Players. How UK Mid-Sized Firms Can Thoughtfully Begin.

There’s a common perception that Artificial Intelligence is primarily the domain of large corporations with vast resources. It’s a thought I often encounter — and it’s certainly understandable.

However, I was recently reflecting on a company like Unilever. They’re renowned for leveraging AI in sophisticated ways — from analysing consumer sentiment across countless digital touchpoints to refine product development, to optimising complex global supply chains.

It’s impressive and undeniably effective on their scale.

But here’s what I find truly insightful for those of us leading mid-sized UK businesses: it’s not about replicating their scale or budget. Instead, it’s about adopting the principle behind their approach.

Unilever doesn’t simply deploy AI vaguely; they target specific challenges where intelligence can unlock tangible value.

So, how can we, in the UK mid-market, draw inspiration from this without feeling overwhelmed?

I believe the key lies in a focused, methodical start:

🔹 Pinpoint a Specific, Pressing Challenge — Instead of a broad AI strategy, identify one distinct area where your business faces friction or inefficiency. Is it managing customer enquiries effectively? Gaining clearer insights from your existing sales data? Or perhaps automating routine admin tasks that consume valuable team hours?

Unilever identifies areas like demand forecasting; what’s a comparable high-impact area for you?

🔹 Explore Readily Available AI Tools — The good news is that many powerful AI-driven solutions are now increasingly accessible. These might include AI enhancements within your current CRM, intelligent automation platforms, or analytics tools designed for user-friendliness.

🔹 Initiate a Focused Pilot Project — Implement AI on a small, manageable scale first. For instance, use an AI tool to analyse customer feedback from the past quarter or automate a single, well-defined internal process. Crucially, measure the outcome — time saved, improved customer satisfaction, or enhanced data clarity — and then iterate.

The aim, as I see it, isn’t to transform overnight but to take intelligent, measured steps into AI. It’s about finding that first application that delivers clear value, builds internal understanding, and paves the way for more ambitious projects.

I’d love to hear from other leaders of UK mid-sized companies: what’s the first operational challenge or opportunity you’re considering addressing with AI?

Do share your thoughts.

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