Research initiative under LMC’s AI Accelerator will provide benchmarking insights for small and mid-sized businesses, help local media companies strengthen relationships with local advertisers
The Local Media Consortium (LMC) today announced the launch of its SMB AI Benchmarking Study, a research initiative presented by its Digital On-Demand Services (DODS) division in partnership with Borrell Associates. The second initiative under LMC’s recently launched AI Accelerator for Local Media program, the study will examine how small and mid-sized businesses are using artificial intelligence and navigating a rapidly changing business environment. Findings will provide participating SMBs with valuable benchmarking data while helping local media organizations better understand and support local advertisers.
The research comes at a pivotal moment for local media organizations. Data from the 2026 LMC Industry Insights Survey found that the percentage of publishers identifying agency services as a top priority declined by 80% year over year, highlighting the need for new ways to serve local advertisers and build sustainable revenue streams. The study is designed to help publishers better understand how businesses perceive, adopt and invest in AI while identifying opportunities to provide more valuable guidance, services and support.
Participating businesses from industries ranging from healthcare and professional services to retail, hospitality and home services will gain access to benchmarking insights that compare local findings with broader regional and national trends. Depending on participation levels, businesses may also be able to compare results within specific industries and local markets. Initial aggregated findings are expected in November 2026.
“Small and mid-sized businesses are being asked to make important decisions about marketing, technology and AI at a pace that is often difficult to keep up with,” said Fran Wills, CEO of the LMC. “Research suggests concerns about the accuracy of AI-generated information remain widespread among small businesses, reinforcing the need for trusted local partners who understand their markets and can help separate hype from reality. This study will help us better understand what local businesses need most and identify new ways local media organizations can support their growth and success.”
The study is expected to identify opportunities for local media organizations to expand the services and expertise they provide to advertisers while deepening their role as trusted advisors. Findings will help publishers better understand how businesses are navigating AI, how AI impacts marketing and technology decisions and where they need additional support.
“I don’t think anyone will disagree that AI is already having a profound effect on the way we conduct business. What’s still a mystery is how deep the seismic shift is being felt among those very busy, very practical SMBs,” said Gordon Borrell, CEO of Borrell Associates. “Past surveys have shown they’re yearning for a trusted advisor to help them navigate the complex marketing world. This survey will help us learn whether AI has begun filling that role, and how deeply AI may already be embedded in their marketing activities. I’m confident it will uncover early opportunities for local media companies to complement their migration toward AI adoption.”
Participating businesses will have the opportunity to receive a summary of the findings and contribute to one of the most comprehensive studies examining the intersection of AI, advertising and local business growth. The findings will help inform future products, services, educational resources and support programs that strengthen relationships between local media organizations and the businesses they serve.
The SMB AI in Benchmarking Study is part of the Local Media Consortium’s AI Accelerator, a broader effort by the LMC and its Digital On-Demand Services (DODS) division to help local media organizations identify new opportunities for growth, strengthen advertiser relationships and develop solutions that meet evolving market needs. The initiative is supported through funding from the John S. and James L. Knight Foundation as part of the News Media Help Desk, an online resource created by the LMC and the Reynolds Journalism Institute to support the long-term sustainability of local media.
