Part 39 - AI-Buddy... can a small Norwegian company compete with the largest?
For years, large businesses have had a clear advantage on the internet. They have had bigger marketing budgets, more employees and more resources. But artificial intelligence is changing the rules of the game. Does this mean that a small business can now compete with the biggest companies? Yes – but perhaps not in the way many people think. In this article, we take a closer look at why knowledge, experience and trust may become more important than the size of the marketing budget.
Magne & the Friend
Magne
Friend...
When I started working with the internet many years ago, a lot of it was about becoming the biggest.
Most pages.
Most visits.
Biggest budget.
Mostly advertising.
I probably thought the big guys would always win.
But now I'm starting to wonder.
Has artificial intelligence changed the rules of the game?
The buddy
Yes.
But perhaps not in the way many imagine.
Artificial intelligence does not make size unimportant.
Large businesses will still have major benefits.
But it does something else.
It makes knowledge more visible.
It makes experience more valuable.
It makes specialization more interesting.
Magne
So...
A small business may not need to know everything?
The buddy
No.
On the contrary.
A small business can succeed by knowing a lot about a few areas.
It is often easier to become the leading expert in a narrow field than to try to cover everything.
Magne
It actually reminds me of how we build The Invisible Capital.
We are not trying to write about the whole world.
We build one subject area at a time.
The buddy
Exactly.
And it's a strategy that fits well in a world where both humans and artificial intelligence are searching for depth, quality, and credibility.
Magne
So...
If I run a small plumbing company in Hallingdal...
Don't I need to compete with all of Norway?
The buddy
Hehe...
No.
First and foremost, you need to be the company that best explains the plumbing profession in your area.
Answer questions customers actually ask.
Show how you work.
Share experiences.
Explain common mistakes.
Show pictures from your own assignments.
Then you build something that neither artificial intelligence nor your competitors can easily copy.
Artificial intelligence doesn't make the big guys any less powerful. It makes the best experts easier to find.
Magne
So perhaps the most important capital is still people?
The buddy
Yes.
And maybe even more than before.
Because artificial intelligence can write text.
But it cannot replace real experience, local knowledge, practical insight, and the trust built through good work over time.
Academic specialization
Here we connect:
AI
SMEs
The invisible capital
value creation
customer experiences
specialization
local knowledge
We show that artificial intelligence does not remove the need for humans.
It makes human expertise more valuable when it is shared in a good way.
What can small businesses compete on?
It's hard to compete on | It's easier to compete |
Largest marketing budget | Greatest expertise in a niche area |
Most employees | Personal follow-up |
Most advertising | Most useful content |
Lowest price | Highest trust |
Largest width | Greatest academic depth |
Celebrity status | Local experience and documented results |
New terms in this article
English technical term | Short explanation |
Niche | A defined professional or market area in which a business has specialized expertise. |
Specialization | To develop deep knowledge and experience in a specific area. |
Competitive Advantage | A characteristic that makes a business stand out positively from its competitors. |
Topical Depth | Extensive knowledge and in-depth content on a specific topic. |
Local Knowledge | Experience and insight related to a specific geographic area or market. |
Customer Value | The benefit the customer experiences through products, services or knowledge. |
Value Creation | To create value for customers, employees, the business and society. |
Knowledge Capital | The expertise, experience and insight found in a business and its employees. |
Knowledge Capital | The expertise, experience and insight found in a business and its employees. |
Expert Content | Content that is based on documented experience and professional expertise. |
Competitiveness | The ability of a business to succeed over time in the face of competitors. |
We have only just begun.
Magne
Friend...
If a small business can compete through knowledge...
How should it actually write its content?
The buddy
Hehe...
Now we are starting to approach the core of what many call AI optimization.
But we're not going to start with algorithms.
We'll start with the customer.
Because the most important question is perhaps not:
"How do I write for artificial intelligence?"
But:
"How do I write so that my customers actually get answers to their questions?"
Academic background and further reading
This series also builds on my own professional journey through the Web Design study , the eMarketing study , Innovation and Commercialization and professional seminars in San Francisco and Oxford . Here you will find the background, professional environments and experiences that have followed the development from the early years of the web to today's digitalization.
Recommended books from our library
AI Snake Oil
Writers: Arvind Narayanan & Sayash Kapoor
Short review
Artificial intelligence is surrounded by both high expectations and many misunderstandings. In AI Snake Oil, the authors distinguish between what today's AI can actually do and what is still exaggerated or unrealistic. The book provides a fact-based and easily accessible review of the technology's strengths, limitations, and practical applications.
Why we recommend the book
An essential book for anyone who wants a realistic view of artificial intelligence. It is especially suitable for leaders, decision-makers, and anyone who wants to separate fact from hype.
Generative AI For Dummies
Author: Pam Baker
Short review
Generative AI For Dummies provides an easy-to-understand introduction to generative artificial intelligence. The book explains key concepts, shows practical examples, and gives the reader a safe start on how the technology can be used in work, education, and everyday life.
Why we recommend the book
A very good introductory book for anyone who is curious about generative AI, but who does not necessarily have a technical background.
Co-Intelligence: Living and Working with AI (Expanded Edition)
Author: Ethan Mollick
Short review
In this expanded edition, Ethan Mollick builds on how artificial intelligence can function as a collaborative partner in the workplace. With new examples and updated reflections, he shows how humans and AI can create more value together.
Why we recommend the book
One of the most practical and inspiring books on how artificial intelligence can be used in everyday life and in businesses. Suitable for managers, employees and students alike.
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