New research from American Express reveals a shift in how UK small business owners seek advice. Artificial intelligence is becoming a common source of guidance, yet the findings also confirm something founders already understand: human connection still drives business growth.

The Peer Power study surveyed 500 UK SME founders, and found that 26% now turn to generative AI platforms for advice they previously would have sought from fellow business owners. Time pressures are a major factor, with 33% saying they struggle to find time to network, while 22% point to a lack of local events.

AI provides fast access to information, making it an appealing tool for busy founders. But when it comes to decision-making, real conversations still carry greater weight.

 

Networking Still Delivers Results

The research shows the impact of peer networks remains significant.

78% of small business owners say networking has positively impacted their business, while 83% feel more confident in their decisions after speaking with other founders. When challenges arise, that network becomes even more important, with 71% saying it is critical during moments of uncertainty.

The findings also highlight the personal realities of entrepreneurship. 48% of founders say they do not have anyone to talk to about business issues, while 38% believe other small business owners understand their challenges better than friends or family.

The Return to In-Person Connection

Despite the rise of AI-driven tools, founders are actively looking to build stronger professional networks. 74% plan to expand their in-person connections over the next year, and 75% believe networking will become even more important as they pursue growth.

This growing demand for meaningful connection is exactly what large-scale business events provide.

Where Founders Meet

The Business Show London brings together thousands of SME founders, decision-makers and industry experts looking for solutions, partnerships and new opportunities.

We want to make networking and business advice as accessible as possible for entrepreneurs. Running a business is rewarding yet simultaneously isolating, many founders simply do not have the time or access to build strong professional networks.

This is why we put on The Business Show, inviting more than 25,000 SME business owners to attend free of charge, creating a space where founders can connect, learn from each other and access expert insight in one place.

For many entrepreneurs, conversations at events like this offer something AI cannot replicate: Real experience. Founders share lessons from scaling businesses, discuss challenges openly and make connections that lead to long-term business partnerships.

Looking Ahead

AI is becoming a valuable tool for entrepreneurs, but it cannot replace the insight that comes from speaking to people who have long faced the same challenges.

As small businesses continue to grow and adapt, the combination of technology and strong professional networks will remain essential. Events like The Business Show London provide the space where those connections begin.