Local Media Consortium Launched SMB AI Benchmarking Study
The research program aims to track how small businesses adopt AI to identify new service opportunities for publishers.
Updated on Oct. 13, 2026 in Artificial Intelligence
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The Local Media Consortium has launched the SMB AI Benchmarking Study in partnership with Borrell Associates to analyze artificial intelligence adoption among small and mid-sized businesses. Funded by the John S. and James L. Knight Foundation, this project is the second initiative under the AI Accelerator for Local Media program.
Why it matters
As publisher interest in traditional agency services has declined by 80% year over year, media companies are seeking new, technology-driven revenue streams. This study aims to provide the data necessary for publishers to act as trusted technology consultants for local advertisers.
The initiative tracks AI integration across sectors including healthcare, retail, and hospitality to benchmark local usage against national trends. The program aims to address a shift in market priority, where publisher focus on agency services has dropped 80% compared to the prior year.
The players
Local Media Consortium
An organization representing 150 local media companies and 5,000 news outlets that collectively see 200 million monthly unique visitors.
Borrell Associates
A research and consulting firm specializing in local marketing trends and advertising technology data.
John S. and James L. Knight Foundation
A philanthropic organization that funds journalism and media innovation projects across the United States.
The details
The study operates under the Digital On-Demand Services division of the Local Media Consortium to gather data on how businesses navigate marketing technology decisions. Researchers will collect and analyze operational data from local entities to map how AI is being deployed within workflows. The findings are intended to help 5,000 member news outlets better support their advertisers.
Timeline
October 13, 2026: The SMB AI Benchmarking Study was officially announced.
November 2026: The initial aggregated findings are expected to be released.
The Tech Race
The SMB AI Benchmarking Study serves as the second major initiative under the AI Accelerator for Local Media program. This effort signals a move to transition publishers from traditional media models to data-backed, high-tech consultancy roles for local businesses.
Small and mid-sized businesses in sectors like healthcare and retail may soon see new AI-driven service offerings from their local media providers. These partnerships are intended to provide businesses with the technical guidance needed to integrate AI into their marketing workflows.
The takeaway
The study marks a strategic pivot for publishers looking to recapture market relevance by providing AI-specific guidance to local advertisers. Readers should monitor the release of the initial findings in November 2026 to see which AI tools have gained the most traction among local enterprises.
What happens next
The research team expects to publish the initial aggregated findings of the study in November 2026.
Further reading
For more on how local media is adapting to emerging tech, explore our Artificial Intelligence coverage.
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