(This column originally appeared in Forbes)
AI is getting smarter, but also more expensive and harder to justify. This week, OpenAI released ChatGPT 5.5, companies like Accenture doubled down on AI tools, and new data showed many AI projects are failing to deliver ROI.
Here are five tech trends — and what small businesses should actually do about them.
Is ChatGPT 5.5 Really So Smart?
OpenAI has released its “smartest and most intuitive to use model yet.” GPT-5.5 is the company’s latest advancement in AI capability with increased autonomy and reasoning.. (Source: OpenAI)
Why this is important for your small business:
This looks like a big release — but for most small businesses, it’s not. For me, this is a developer release, not a user release. But it’s important nonetheless, particularly if your business is considering connecting ChatGPT to your data sources and creating internal AI solutions, as many clients of mine are now trying.
According to the announcement, GPT-5.5 will take on more work with research and analysis, creating documents, coding and debugging, and much more. This version has been designed to act more like an agent — understanding goals, using tools, and following through on multi-step work. Rather than an ask-and-answer tool, GPT-5.5 is a coworker companion that executes complex tasks. OpenAI stated, “You can give GPT‑5.5 a messy, multi-part task and trust it to plan, use tools, check its work, navigate through ambiguity, and keep going.” The company also assured that GPT-5.5’s release is accompanied by the safest safeguards to date.
Accenture is Rolling Out Microsoft’s AI Assistant to 100,000 Workers. Let’s Hope It Goes Well.
Accenture is rolling out Microsoft Copilot to thousands of its employees with plans to eventually deploy Copilot to its entire workforce, Quartz reported. For Microsoft, Accenture’s rollout is the largest to date by an enterprise, upholding its push for wider AI usage by its Microsoft 365 business users. (Source: Quartz)
Why this is important for your small business:
Given the many frustrations reported by users with Copilot — and Microsoft’s seemingly lag behind the AI market compared to its competitors — I’m happy to see Accenture doubling down on their investment. Their commitment can not only benefit their firm, but have an indirect benefit on countless small businesses who may be able to use a better and more reliable version of Copilot as usage reveals anomalies, problems and faults. If Accenture can make it work across 100,000 employees, that’s a strong signal. If not, it raises bigger questions about whether these tools are ready for everyday business use.
Buyer Beware: Gartner Says 40% of Agentic AI Projects Will Fail
Research firm Gartner has made an intriguing prediction about agentic AI’s trajectory: by the end of next year, 40 percent of agentic AI projects will be canceled. Their projection is based on data taken from a January 2025 Gartner poll of 3400 organizations who invested in agentic AI. Of those, 19 percent were significant investments and 42 percent made conservative investments. They found that many organizations had deployed agents “without a clear strategy” and lack of knowledge about the complexity involved. Many projects were launched because of hype. Others were launched because of fear of being left behind. Additionally, projects often phase out during the pilot phase. (Source: Search Engine Land)
Why this is important for your small business:
With all the talk of how AI will replace people, let’s not ignore the real data that’s provided by Gartner which shows the opposite: AI agents aren’t exactly ready for prime time. The lesson for businesses here is to implement AI carefully, verify and validate and be careful when employing AI on core processes. Gartner’s takeaways for companies emphasize the ongoing need for human involvement to make strategic, informed decisions about how to successfully use AI. For small businesses, this is the key takeaway: don’t assume AI saves money. Prove it first.
Job Security? AI Can Cost More Than Human Workers Now
Madison Mills of Axios reported on the financial hit companies are taking from their AI investments. According to the article, IT spending will reach $6 trillion worldwide this year. Running advanced AI models requires huge amounts of computing power which adds up quickly. A Nvidia executive disclosed that his compute costs exceed his team’s payroll. Uber reportedly used its entire AI budget for 2026 because of computing costs. For companies that can afford large AI investments, the ROI can be prolonged compared to salaried workers. “The tone is shifting” around the value of human workers vs digital according to Brad Owens, vice president of digital labor strategy at Asymbl. (Source: Axios)
Why this is important for your small business:
Most business owners don’t realize that the companies making these AI products also need to profit. As consumers we play with the free and “pro” versions of these AI chatbots. But for businesses to develop AI solutions around these platforms, there is oftentimes a significant cost for using them.
Not Even Apple Products Are Immune from Scams
Attention Apple users, a new scam has been identified involving Apple Pay, Apple ID and iCloud. Researchers have been tracking these types of imposter messages via texts, emails and phone calls. Example: Apple Pay has blocked a transaction, with a specific amount, case ID, and a store location. Because these scammers have been careful to mimic Apple’s messaging, they often lure unsuspecting users. Other examples include: Irregular activity alerts, wallet alerts, credential log-in pages. The accompanying messages can appear like the following: “Apple Pay blocked a suspicious transaction.” “Unusual login attempts detected.” “Your wallet/account is locked.” These messages will contain other verifiable information such as a store ID that makes it appear legit. If you see one of these messages appear don’t respond and confirm with Apple first. (Source: Trend Mirco)
Why this is important for your small business:
The takeaway for freelancers, side-gigs and contractors is that Apple is being subjected to malware and hackers more now than ever, so be careful how you’re using these products in your business.
Let’s Recap:
- Lean into ChatGPT 5.5 if you’re developing AI solutions
- Avoid large AI investments without a clear ROI
- Reassess AI costs vs. actual productivity gains
- Remind employees about phishing and impersonation scams, even with Apple products
Note: Have a technology story that small business owners should know about? Don’t mind me sharing my opinion? Share it with me on X @genemarks.
