In an exclusive interview with CanadianSME Small Business Magazine, Simon Worsfold, Head of Data Communications at Intuit QuickBooks, shares key insights from the 2026 AI Impact Report, highlighting how Canadian entrepreneurs are adopting AI not just for innovation, but to solve real operational challenges. With nearly seven in ten small businesses now using AI regularly, Simon explains how time savings, improved productivity, and smarter decision-making are reshaping day-to-day operations across administration, marketing, and customer communication.
Interview By SK Uddin
Simon Worsfold looks at the big issues affecting small businesses around the world. As the lead for data communications at Intuit QuickBooks, he commissions regular research into small and midsize business trends, risks, and opportunities.
Simon Worsfold on what the Intuit QuickBooks 2026 AI Impact Report reveals – and what it means for SMBs.
The Intuit QuickBooks 2026 AI Impact Report shows that nearly 7 in 10 Canadian small and midsize businesses now use AI regularly. What does this tell you about how entrepreneurs’ attitudes toward AI have evolved, and why do you think adoption has accelerated so quickly over the past two years?
Simon Worsfold, Head of Data Communications, Intuit:
Regular AI use among Canadian SMEs jumped from 52% to 69% in eighteen months. Daily use also rose from 19% to 30% over the same period. Together, these increases show how quickly AI has moved into the workday for these businesses and underlines an attitude shift.
More SMEs now see AI as practical, accessible, and relevant to the way they already run their businesses. Two years ago, many were still trying to understand what AI could do and whether it was worth their time. Today, more are seeing enough value to bring it into their regular routines.
Adoption has accelerated for a few reasons. The tools are easier to access, easier to understand, and increasingly built into platforms business owners already use and trust, like Intuit QuickBooks. That lowers the barrier to trying AI and makes the benefits easier to judge.
There is still hesitation, especially around privacy, security, and accuracy. But the data shows Canadian SMEs are moving from curiosity to practical evaluation. They are asking less abstract questions about AI and more concrete ones about where it can help, what they can trust, and how it fits into the business.
Your research highlights that the biggest early wins from AI are in administration, marketing, and customer communication. Why are these such high-impact entry points for Canadian SMEs, and how are you seeing AI change the way owners manage their day-to-day operations?
Simon: For most SME owners, time is their most valuable resource. AI’s impact on that resource shows in the data: 73% of Canadian businesses using AI report it has made them more productive, up from 49% in 2024.
Administrative work, marketing, and customer communication are high-impact entry points because they sit at the center of the workday. They are frequent, necessary, and often time-consuming. AI can help reduce that load by drafting content, responding to common inquiries, summarizing information, and helping owners move faster through work that would otherwise take hours.
The important point is that these gains are approachable. Owners do not need to overhaul their operations to see value. Even modest improvements in speed can create meaningful capacity for entrepreneurs managing lean teams.
That capacity matters. It gives owners more room to focus on growth, strategy, and customer relationships, the parts of the business that usually need their judgment most.
Rowan McAnoy, founder of Toronto-based CurlShoppe, puts it directly: “The tasks that used to take an afternoon– drafting a product description, responding to common questions, pulling together content– now take a fraction of the time. That gives me back hours I can put toward growing the brand.”
One finding that stands out is that businesses investing in dedicated AI tools are far more likely to keep using them over time. What does that reveal about the long-term value AI is delivering for growth-focused small businesses, particularly around productivity and revenue?
Simon: Among Canadian SMEs that paid for AI tools in 2024, 78% were still paying for them in 2025. For business owners, that’s a strong signal. They are disciplined about where they spend. If a tool does not earn its place, they usually move on. That makes retention an important measure of long-term value. It suggests that, for businesses choosing to invest, AI is becoming part of how work gets done rather than a one-time experiment.
The impact data supports that view. Among Canadian SMEs using AI, 37% report increased revenue, while only 2% report a decrease. Thirty-two percent say AI has reduced costs, compared with 15% who say it has increased them. Combined with the productivity gains we see in the report, the picture is consistent: many AI users are reporting stronger efficiency and better business outcomes.
Jay Rosenthal, founder of Reframe Video, a short-form video production company, describes the test he applies: “The tools that have made the biggest difference are the ones that fit into how we already work. Once we found the right fit, the value was immediate– and we’ve kept investing because the returns have held up. That’s the test: is it still earning its place six months later?”
While enthusiasm for AI is rising, the report also surfaces ongoing concerns about trust, privacy, and accuracy. How important is it for technology providers like Intuit QuickBooks to build confidence and transparency into AI tools, and what should small businesses look for when evaluating AI-powered financial software?
Simon: As AI becomes more common in Canadian businesses, confidence will shape how much further adoption goes. The top barrier to deeper AI adoption is privacy and security concerns, cited by 36% of Canadian SMEs. That is followed by lack of knowledge about AI capabilities at 30% and concerns about accuracy at 26%. Cost matters, but the bigger questions are about confidence: Is the tool secure? Can I understand it? Can I trust the output?
That is especially important in financial software. Business owners are making decisions about cash flow, payroll, taxes, and compliance. They need to know what data AI can access, how it supports recommendations, and where human review still matters. When evaluating AI-powered financial software, SMEs should look for tools that are secure, transparent, easy to understand, and built with real business workflows in mind. The technology should make decisions clearer, not add another layer of uncertainty.
Rowan McAnoy of CurlShoppe captures the balance well: “There are parts of this business that AI will never replace– the relationship with our community, the trust we’ve built over years. AI helps me run the business more efficiently. But the heart of it is human.”
The report reinforces that entrepreneurs still see human judgment as essential–especially for customer relationships and strategic decisions. How should Canadian SME owners think about balancing automation with the human touch, and what practical first steps would you recommend for those who are curious about AI but unsure where to begin?
Simon:The report suggests Canadian SMEs are already making thoughtful choices about where AI belongs. Usage is higher in areas where the output can be checked, edited, and improved before it reaches a customer or becomes a decision. Usage is lower in areas like product management, employee management, and legal work, where the cost of getting something wrong is much higher.
That pattern matters because the top concerns in Canada are about privacy, security, and accuracy. Owners are paying attention to risk, especially in areas where decisions affect people, compliance, or the direction of the business.
For owners who are curious but unsure where to begin, I would start with one workflow where AI can support the work without owning the outcome. Let it draft, summarize, compare, or organize. Then have a person review, refine, and decide.
The goal is to take pressure off the business while keeping judgment where it belongs.
Jay Rosenthal of ReFrame Video found the same: “We didn’t overhaul everything at once– we tackled the one bottleneck costing us the most time. Once that worked, the next step was obvious. That’s still how we approach it.”
Disclaimer: The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium–sized businesses across Canada.
