AI headlines are everywhere. But while the conversation often centers on large enterprises, something just as important is happening closer to home—on Main Street. Our latest proprietary Mastercard research shows that U.S. small business owners aren’t waiting for the future of AI to arrive. They’re already using it: More than half of U.S. Small Business Owners use generative AI today (54%) Nearly 7 in 10 AI users rely on it daily—mostly for work (69%) 63% say AI saves them time, and 60% say it improves decision quality AI isn’t hype for these business owners—it’s a practical tool helping them move faster and work smarter. But adoption doesn’t mean blind trust. Almost half worry that AI could be dangerous in the next five years (47%), and nearly two-thirds believe it needs strong regulation (63%). Despite its benefits, only 22% say AI is a tool they feel proud to use. This tension—between usefulness and unease—is shaping how small business owners show up with AI today. For marketers, this insight changes everything. Small business owners don’t want more noise. They want AI with clear guardrails, tools that reduce daily workload, and experiences that create space for what they do best: customer-focused innovation and executing with excellence. Confidence, clarity, and control matter as much as capability. This content series breaks down Mastercard’s proprietary research, thousands of qualitative interviews, and quantitative surveys across the Americas to uncover the real attitudes and behaviors shaping U.S. consumers and small businesses. The insights featured here come from our AI Perceptions Study. Each insight is delivered as a short-form video designed for teams across product, marketing, portfolio, experience, sales/operations, and creative. The goal: help anyone telling stories at scale turn consumer realities into meaningful action. Subscribe for the latest insights from Tobias Puehse, SVP Insights & Intelligence Americas. Stay Curious! ✨

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