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Understanding what holds customers back from Copilot adoption

Understanding what holds customers back from Copilot adoption

You’d be hard-pressed to find a tech-savvy SMB that isn’t intrigued by what Copilot could bring to the table. 

From boosting productivity to freeing up time and reducing repetitive tasks, the promise of Generative AI – and Microsoft Copilot in particular – has become one of the most compelling technology stories in recent memory. Many SMBs have already taken their first steps. Others are watching closely, weighing the opportunity. 

And yet, just as we saw in the early days of cloud and SaaS, intent doesn’t always translate to impact. 

While interest in Copilot is high, and projected AI spending is set to grow into 2027, uptake and measurable success still face very real headwinds. In fact, our 2025 study into SMB operations across the APAC region shows the same patterns seen in the early days of CRM, ERP and cloud platforms repeating across the AI curve: great expectations, followed by hesitation, missteps, and subsequent underutilisation. 

So, what’s holding customers back? In this article, we’ll look at the contributing factors and how can partners step in to help SMBs not only adopt Copilot, but thrive with it.

THE AI PROMISE.

THE AI PROMISE.

 Strong Intent, Clear Business Value.

We’re not dealing with hype for hype’s sake. AI – and Copilot specifically – is on track to become a foundational layer in how SMBs operate. 

Our 2025 study confirms that: 

  • 64% of SMBs have prioritised implementation of AI-enabled tools in business applications. 
  • 73% are focused on improving employee skills and capabilities, and 
  • 70% have high –to-critical priority settings around unlocking the value of their data. 

This lines up perfectly with the value proposition of Copilot in Microsoft 365 and Dynamics 365 – helping users do more with less, uncover insights faster, and eliminate repetitive, manual work.

Whether it’s drafting emails in Outlook, analysing data in Excel, or managing sales follow-ups in Dynamics, the opportunity is real. 

And where implementation has succeeded, the rewards are tangible: SMBs with live AI solutions are more likely to achieve 15%+ YoY revenue growth compared to peers who’ve yet to adopt. 

Yet, many SMBs are still stuck at the starting line or stumbling after take-off.

 

THE AI REALITY.

THE AI REALITY.

Barriers that stall adoption. ROI that gets harder to prove. 

Here’s where the story takes a familiar turn.

Our study data identified eight key barriers to AI adoption and many of them directly affect Copilot’s success, before and after rollout:

Lack of AI Knowledge (40%)

SMBs don’t always know where to start, how Copilot fits, or even what it can realistically do.

When customers are unclear on use cases, integration points, or licensing implications, hesitation sets in.

Employee Readiness (39%)

Generative AI represents a major mindset shift. Users may worry about being replaced, feel unsure how to use the tools effectively, or resist change due to past failed tech initiatives. 

Trust in AI Systems (36%)

Concerns around hallucinations, decision transparency, or even copyright attribution (for generated content) can erode confidence in AI tools, particularly in regulated industries.

Data Privacy and Security (42%)

Questions abound around how Copilot uses organisational data, what gets stored, and whether sensitive or regulated content is protected by default.

Lack of a Clear AI Strategy (43%)

Without a defined north star, SMBs often roll out AI in pockets without proper governance, integration, or alignment to business goals.

Insufficient Technical Skills (32%)

Even with low-code/no-code platforms like Power Platform and Copilot for M365, technical setup, policy controls, and integrations still require foundational IT and admin support, which many SMBs lack internally. 

The Tipping Point: from concern to curiosity to capability.

The Tipping Point: from concern to curiosity to capability.

What makes the difference between a stagnant Copilot deployment and a transformative one? 

→ Partners! ←

The barriers above aren’t dead ends. They’re starting points for strategic service offerings and advisory-led conversations. 

Let’s explore ways to reframe concern or general curiosity to a conversation about transformative capability builds within your customer’s business.  

Make Readiness a Service Line.

Help customers answer: 

  • Is my data Copilot-ready? 
  • Are our M365 licenses aligned? 
  • Do we have the right security and compliance measures in place? 
  • Do our frontline staff know how to use Copilot? 

Services such as AI Readiness Assessments, licensing health checks, data governance reviews, and Copilot capability mapping offer clear value and help move customers out of analysis paralysis. 

Deliver Training but Embed Knowledge.

Training isn’t just about “how to use Copilot.” It’s about how to change the way you work. SMBs need support in:

  • Identifying relevant use cases for teams and roles
  • Changing workflows to integrate Copilot effectively
  • Coaching managers on performance tracking and safe usage

Offer ongoing enablement, not just one-off workshops. Think about

  • Creating Copilot Champions programs as part of change management programs
  • “What good looks like” dashboards
  • Producing role-specific video demo walkthroughs.

This is where Copilot usage moves from experimentation to daily habit.

Tackle Trust and Security Head-On.

For partners serving SMB customers in finance, legal, education and healthcare, differentiate by confidently addressing Copilot security concerns: 

  • Share Microsoft’s responsible AI frameworks and documentation. 
  • Demonstrate tenant-level controls and data boundaries. 
  • Provide guidance on Purview integration, DLP policies, data labelling, and compliance reporting. 

This is particularly important when compliance is not optional.

Connect Copilot to Broader Business Application Strategy. 

Many SMBs are trialing or implementing Copilot in Microsoft 365 but that’s only one part of the productivity and process landscape. Partners can help SMBs see Copilot as a gateway to broader Business Application modernisation. 

For example: 

  • Use insights from M365 Copilot usage to identify opportunities in Dynamics 365 (e.g., Copilot for Sales or Business Central). 
  • Help SMBs map workflows that span Teams, Outlook, Excel, and Dynamics — and show where Copilot can remove friction and unify the experience. 
  • Position Power Platform as the next step, enabling custom apps and automation that extend beyond out-of-the-box Copilot functions. 

This approach elevates the conversation from “tool adoption” to business transformation, where Copilot becomes a stepping stone into a data-driven, AI-enabled operating model.

Validate and Iterate.

Post-implementation support should include solution validation – check-ins that track if users are seeing value, or if new workflows are breaking. Are AI outputs accurate and helpful?

Run regular “Copilot Clinics” to gather feedback, surface roadblocks, and iterate.

Offer lightweight adoption analytics dashboards to track usage trends, identify drop-offs, and prompt corrective actions before things fizzle out.

Focus on Outcomes over Features.

Above all, aim to anchor Copilot in the business outcomes SMBs care about and the aligned KPIs that IT stakeholders will be measured on.

Start with the things that matter most to the majority of businesses:

  • Faster sales responses and win rates
  • Better financial visibility and forecasting
  • Increased employee satisfaction and retention
  • Reduced operational overhead

These outcomes are what build the business case and secure further investment in AI transformation.

 

 

Crayon can help you lead the way

Crayon can help you lead the way

SMB customers are actively looking for external expertise to help them move from AI ambition to AI-driven operations and innovation.

Our in-house expertise is available to help you develop GTM offerings for SMB customers that need to:

  • get their Microsoft 365 estate in order
  • understand Copilot licensing and enablement requirements
  • train users on Copilot use cases relevant to their roles
  • put compliance, governance, and security frameworks in place
  • create new ways to unlock the value of their business data using Copilot and Microsoft-native tools

We're on your side. Always.

Crayon’s value-add offerings and through-partner services can make a difference to end-to-end planning and delivery of Copilot projects:

  • Copilot workshops and training engagements that help you move customers from curiosity to consideration and adoption
  • Through-partner security assessments to identify and mitigate vulnerabilities and risks in existing Microsoft cloud environments
  • Migration services to bring data, and processes into the Microsoft 365 cloud environment where Copilot can function securely and effectively.
  • M365 white-label helpdesk to scale support during and after Copilot implementations
  • Data protection expertise to support data readiness, security and continuity

We’ll help you deliver Gen AI-ready environments, securely, efficiently, and profitably.

 

Take Copilot from concept to launch, with Crayon

Take Copilot from concept to launch, with Crayon

The momentum for Generative AI with SMB customers is fast, and they are on the hunt for partners that can help them build AI-led capabilities.

No matter where you are in the Copilot journey, we’re on your side. Always.

Our in-house team of Copilot experts can help you hit the runway and take flight, from POCs to business-wide adoption and beyond.

Book a meeting and let’s talk about what comes next for you and your customers.

Simply leave us with a few details, and we’ll be in touch!

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