New research: Why “taste” is becoming every small business’s competitive advantage in the age of AI

If you’re an entrepreneur, solopreneur, or small business owner, you know that your brand’s personality is your greatest competitive advantage. But with the rise of AI, many like you are struggling to understand how to scale their business growth without losing their standout voice, according to the latest research from our Adobe Express AI Snapshot for Small Business study. We asked 850 small business owners and solopreneurs in the U.S., from June 1–22, 2026, how they're harnessing AI to maintain a competitive edge and discovered that brand voice and taste are more essential than ever.

Key takeaways

• Taste is the competitive advantage for SMBs. When everyone has access to the same digital tools, the edge goes to businesses that apply their taste and point of view to their branding and marketing.
• Small businesses suffer from a crisis of confidence. When it comes to translating their passion for their business into brand and marketing content, SMBs often second-guess their abilities and judgement to do it well.
• AI can help boost quality and confidence. Small businesses can also harness generative AI to create content they’re proud of and set their companies apart.

“I started this business because of a passion, not a business plan. And my brand has to reflect that, or it doesn't reflect me,” said Serena Kerrigan, author and entrepreneur.

You know that brand personality is your edge, and so do your customers.

Customers choose your small business for who you are — not just what you sell. Our data reflects this dynamic, showing that SMB owners are especially conscious of how their brand is perceived.

• 79% of SMBs agree that having a clear point of view isn't just good branding; it's what makes people follow them.
• Nearly 1 in 3 would rather post nothing than publish something that doesn't sound like them.
• 56% agree that when everyone has access to the same tools, the competitive edge goes to whoever has the best taste.

Brand consistency is just as important as clarity for your audiences, being authentic to your brand's mission, purpose, and values.

“If someone walked into our office, met me for the first time, and later said that our marketing reflects the personalities they encounter face-to-face with us, then I would feel that our campaigns achieved exactly what we set out to do.” - Small business owner

Standing out has never mattered more.

While easy-to-use creative apps and AI are making content creation easier than ever, it’s also never been harder for brands to break through. Marketing messages flood social feeds, email inboxes, and every inch of the digital and physical landscapes overwhelming customers with similar brands and messaging. Your brand needs to set itself apart from the field as distinct, thoughtful, and with a clear human-backed voice.

• Nearly two-thirds of respondents (64%) say AI helps their business compete but is also making it easier for brands to blend together.

“I think it just means it looks aesthetically thoughtful, not like the AI slop we are all drowning in.” - Small business owner

Small businesses are experiencing a crisis of confidence.

Most small business owners know what they want their brand to look and sound like, but struggle to trust their instincts on what resonates and their ability to create content they’re proud of. Your barriers aren’t technical; they’re emotional.

• Most SMB owners (63%) second-guess their design and content decisions.
• Only 37% trust their instincts or feel they can create content they'd genuinely be proud of.

AI can bolster creative confidence and distinctiveness.

Small business owners aren't rejecting AI – they're using it, editing it, and learning to make it their own. And the ones winning are using it to bring the uniqueness of their brand and business to life. Your creativity and authenticity should shine through.

• Small businesses are adopting AI, with two-thirds (66%) already using it for marketing.
• Nearly half (48%) heavily edited their most recent AI-assisted content before publishing; only 6% published it as-is.

The right tools make all the difference.

Adobe Express is built for you: an app that can help you translate your passion into a distinct brand and standout content.

For example, use the AI Assistant in Express (beta) to transform a casual photo into a professional headshot, swap a flyer’s color scheme and even animate a social post – in minutes. Easy-to-use tools make it simple to edit generated images and text, keeping everything distinct and on-brand. Generate Presentation turns documents and information into a full slide deck in minutes, with professionally designed templates you can customize to fit your business.

With Adobe Express, we believe AI can help entrepreneurs reflect the passion that inspired them to start their business, everywhere their brand shows up.

Small businesses can get started for free today.

Adobe Express partnered with Morning Consult on a survey of 850 U.S. small business owners and solopreneurs, fielded June 1–22, 2026.