AI: from hype machine to useful tool

Technological innovation is no longer a luxury. For SMEs to remain competitive, it is now essential. However, Exact’s SME Barometer shows that half of all entrepreneurs are still exploring how to use AI and that six out of ten are struggling with how to apply AI in real-world settings. Joep Hoeks, Chief Product Officer at Exact, shares specific examples, talks about new developments for 2026 and gives tips for taking that first step with AI.

How do you look back on 2025 in terms of technological developments for SMEs?

“The most striking thing is the explosive growth in the use of AI. The results of the SME Barometer show that it increased from 6% in 2024 to 33% in 2025 and 70% in early 2026, which is a huge leap. But the nuance is important: AI is now mainly used for practical things such as writing marketing texts or generating images. Companies are not yet using it to modernise their operations. There are many ideas about how to apply AI, but it is how you embed it into your processes and really use it, that is the crux of the matter.”

Can you give an example of how you can properly integrate an AI application?

“Certainly. Take a leasing company that uses AI to analyse photos of damaged vehicles. The system immediately estimates the damage, records it in a structured manner and begins the repair process. This saves a lot of time, because you no longer need to review all those photos manually. In accounting, you can see that AI standardises the use of language in annual reports. This means it no longer matters which accountant writes the text, as the quality is guaranteed. This is what practical applications are all about.”

The SME Barometer shows explosive growth in the use of AI, but it also reveals that half of entrepreneurs are still hesitant to implement it. What is your take on this?

“The curiosity surrounding AI is huge, at every event where AI is in the title, the halls are full. Entrepreneurs want to know what it signifies for their business. But there is also hesitancy, which is understandable. After all, you're surrendering part of your control to the system. We recognise this from previous waves of automation: it’s always just as exciting to let go of something. In addition, many entrepreneurs simply don’t have the time in their already hectic everyday schedules to invest in new technologies. The final stumbling block is perhaps the biggest of all: it can be difficult to find the right real-world examples, because what are you going to use AI for? It’s not always easy to answer that question.”

How do entrepreneurs find the right use cases for their business?

“Simple: by making a start. Experiment with Claude, ChatGPT or Copilot: ask them to write a LinkedIn post, take the minutes of a meeting or prepare a quote. Start simple and see what can help you. And be sure to use the AI tools that are already in your current software suite. Because what I’ve observed is that you only discover the real opportunities by going for it. It’s often not about solving major problems, but about eliminating minor irritations that you have had to live with for years. Suddenly, you think: actually, this could be so much easier. Those ‘aha!’ moments only happen when you start working on them, not by thinking about them endlessly.”

These experiments cost time and money. Are they worth the investment?

“Definitely. Because they are crucial to maintaining your competitive position. AI takes over routine tasks, both for large companies and SMEs. This doesn’t mean you need fewer people, but rather that your staff can focus on more worthwhile tasks. A colleague who used to enter invoices manually can now turn their attention to customer outreach or analyses. The work then becomes more interesting and the quality improves. In addition, automation eliminates errors – computers are now more consistent than humans at repetitive actions. Most importantly, though: if you don’t make that leap and your competitor does, you will eventually be priced out of the market. Your operations are more expensive and slower because you haven’t embraced automation.”

What should SMEs look out for when using AI in 2026?

“The most important thing is to keep your IT ecosystem organised. Make conscious choices and limit yourself. Although more tools are entering the market, it is important that you also use what is already available. There is a great deal of automation already fully integrated into software that isn’t being used. Take your ERP system, for example: it often already includes complete accounting software with automated processes for invoicing, accounts receivable and accounts payable management. Even so, not all entrepreneurs take advantage of it. Get the most out of it before adding new tools. Most of all, understand that AI tools work with the information you entrust them with. Learn how your data is used, how it is processed and from which sources an AI model formulates its answers. Using the whole internet as a source is less reliable than allowing only controlled, reliable sources."

What innovations is Exact planning for 2026?

“We are working extensively on software innovations, but what I find most interesting right now is our reporting agent. This will soon make it possible to chat with your admin team and ask questions such as: “Give me an overview of my top ten outstanding items.” The system understands what you are asking and immediately creates a report in Excel containing all the details. You can add specific instructions via a chat interface: add this column, sort it differently, and so on. This development makes data accessible and reporting flexible. And we are developing a voice input function. Suppose you are travelling back from a customer visit, and you have the option to simply say what you want to record: a visit report, pending tasks or invoices that need to be generated. The system processes this and makes everything available in a structured way. That transition from unstructured information to structured data in your system holds enormous potential for entrepreneurs who are looking to move forward.”

If you could give SME entrepreneurs one takeaway for 2026, what would it be?

“Start. Just get going. Waiting and doing nothing is the worst strategy you can take. Experiment and don't be afraid to make mistakes. It’s all part of it. The Dutch tend to avoid this at all costs, but it is precisely these mistakes that make the whole endeavour worthwhile. A child learns to walk by falling ten times. The same applies to new technology. You try something, it goes wrong and you learn why. The next time you make sure to do it better. Still, it’s important to start small. Don’t launch a huge project that involves implementing AI for six tools across all departments at the same time. Because if it doesn't work out, then you have a problem. Pick just one team and one process. Learn what works and what doesn’t. Once it’s successful, you can proceed with a wider roll-out. That way, you gain experience without the consequences being too severe if something doesn’t work out as you’d hoped.

Here are three Exact innovations that will help SMEs in 2026:

1. Talk to your software:Ask a question (what are my top ten outstanding items?) and your software will immediately create a report in Excel. No more searching through menus, just ask your question in plain language.
2. Update admin on the go: Let's say you are travelling back from a customer visit and dictate a visit report. The software handles this automatically, tasks are set out, invoices are created and reminders are set. In short, you go from an unstructured voice to structured data.
3. Find documents without searching: AI reads all the metadata from your documents when saving. As a result, you can find what you need in no time with a semantic search, even if you no longer know exactly how you saved it.