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Posted: Tue 16th Sep 2025
For many of Ireland's small business owners, artificial intelligence (AI) isn't some far-off future – it's already part of the day-to-day.
And according to a new report from Tech Hub Ireland, it isn't the usual suspects leading the charge.
In fact, female founders, older entrepreneurs and rural business owners are among the most enthusiastic adopters of AI.
What's holding them back isn't interest – it's confidence and a lack of targeted support.
This is particularly true for those business owners who are often left out of the tech conversation. New data reveals that:
87% of founders aged 46 to 55 and 79% of those aged 56 to 65 are already using AI tools in their businesses
female founders are using AI at higher rates than men – 79% compared to 75%
in rural areas, AI is emerging as a powerful leveller, allowing solo entrepreneurs to scale and even create jobs
Yet despite this high uptake, most founders rate their knowledge of AI at just 3.2 out of 5, with women and older founders more likely to struggle with confidence.
This confidence gap – between enthusiastic use and self-belief – is now one of the biggest barriers to further growth.
Catherine Devine, who runs from a farm in Donegal, credits AI with helping her grow her business internationally – exporting to 16 countries without a full-time team.
She says:
"AI became the business partner I couldn't afford to hire. It's helped me grow faster and think clearer – and now I'm in a position to build a team."
For Catherine, AI didn't replace people – it filled the gap until she could afford to hire. Now, she's building a small team locally.
"That isn't job displacement. That's job creation – in a place where it wouldn't have happened otherwise."
She's not alone. Entrepreneurs across the country, particularly in rural communities, are using AI to streamline admin, craft marketing content and apply for funding – all without the need for a dedicated tech team.
For small business owners, time is their most precious resource – and it's the top reason they're turning to AI.
Ninety-seven per cent of founders aged 45 to 55 say saving time is the biggest advantage.
Across the board, AI is being used to automate admin, accelerate content creation and speed up decision-making.
Business owners aren't necessarily interested in jumping on trends – they're more concerned with using AI to make the workday more manageable and efficient.
From copywriting and campaign planning to customer communications, AI is helping founders reclaim hours in the week they'd otherwise spend juggling a never-ending to-do list.
While adoption is high, support is lagging – especially for female founders and older business owners.
Many have taught themselves to use AI tools like ChatGPT, but still aren't sure if they're "doing it right".
The learning curve – and fear of getting it wrong – is stopping more businesses from using AI to its full potential.
Women and founders over 45 are the most likely to lack confidence, despite being among the most active users.
As Joanne Mangan, Ireland country manager at Enterprise Nation, puts it:
"This research shows that AI is not confined to one demographic. More mature entrepreneurs and female founders are embracing it, while our rural businesses are using the technology to scale globally and compete on an international stage.
"For small businesses AI is not just saving time but enabling growth, ultimately leading to local job creation.
"But small business owners are largely left to figure it out for themselves, without the benefit of tailored support. That's why we see high adoption levels but low confidence levels.
"To build on this momentum, we need accessible financial supports and training that meet small business owners where they are."
Michelle Mead, co-founder of mykidstime.com, came to AI later but now uses it to structure app development projects, improve B2B marketing and even speed up complex grant applications, saying:
"When ChatGPT knows more about your business, it can really help structure your thinking. It's saved us time and brought clarity."
Michelle says signing up to Tech Hub Ireland was a turning point, offering guidance, toolkits and expert connections.
"It gave us structure we didn't know we needed – a checklist for the kind of systems that would help us grow. The Lunch & Learn sessions have been brilliant too."
These stories underline a key point: AI isn't just for the tech-savvy. With the right support, it becomes a practical tool for everyday problem-solving – no jargon or coding required.
To close the gap between adoption and confidence, the report recommends the following:
A new AI voucher scheme, giving small businesses easy access to training or expert advice
Practical, role-specific learning – such as AI for admin or AI for customer service – delivered in short, flexible formats
A national campaign highlighting success stories from female founders, rural entrepreneurs, and business owners in their 40s, 50s and beyond
A central hub of tools and templates designed for time-poor founders, including video demos, explainer content and peer case studies
These recommendations aim to build on momentum, not start from scratch – and to make sure no one is left behind in Ireland's digital shift.
Backed by industry leaders like Amazon, Google, Vodafone Business Ireland, Square, .ie and GS1, Tech Hub Ireland is designed to give small businesses access to:
a personalised diagnostic tool
tailored action plans
easy-to-understand training and support
And it's already having a measurable impact. Whether it's helping solo founders get started, or supporting established businesses to scale, Tech Hub is showing what's possible when technology meets practical business needs.
The future of AI in Irish business isn't being shaped in boardrooms or labs – it's being shaped in kitchens, garden offices and rural farms.
It's being driven by women, older founders and entrepreneurs in small towns who are using AI not just to stay afloat, but to grow, hire and lead.
They've already made the leap. Now they need the support to keep going.
Because when it comes to Ireland's digital future, confidence is just as important as capability. And if we want that future to be inclusive, accessible and sustainable, it's time to back the businesses already building it.
Get tailored recommendations, join virtual workshops, connect with expert advisers and find practical resources – all for free. Go to Tech Hub now
