HAGERSTOWN – AI is trending everywhere from Forbes covers to TikTok feeds, and small business owners might feel pressured to dive in headfirst. But according to Steven Wriston of the Hagerstown consulting firm ValorExcel, that’s the exact opposite of what they should be doing.
From 8 a.m. to 9 a.m. on May 20 the Washington County Chamber of Commerce will host Wriston at a talked where he will address the buzz around AI and how small businesses can navigate it without getting caught in the hype. The event will be at Chamber offices, 1 S. Potomac St. The meeting is hosted by Eddie Peters of the law service LegalShield.
Those interested may register for the event at https://business.hagerstown.org/events.
“This is what I really want to drive home,” Wriston explained. “Don’t chase technology to solve a problem. Identify what the problem is first, then let’s go figure out the AI solution that solves that problem.”
He emphasized that businesses don’t need to immediately spend hundreds on popular tools like ChatGPT, Gemini or Copilot without a clear strategy. “That could mean you could do this with a very low-cost or even free solution, rather than paying $299 a month for something you’re only using a small portion of,” Wriston said.
One of the key points he hopes attendees take away is that AI isn’t out to steal anyone’s job – but being AI-literate might be the skill that saves it. “Some people believe AI is going to replace them, and that’s just not true,” he stated. “What may replace you is someone who does have AI skills.”
To prepare teams for AI’s integration in the workplace, Wriston advises starting small. “Teach them that AI is a force magnifier. It helps them, it’s not going to hurt them,” he said. By introducing AI in small, digestible steps, employees can build confidence without feeling overwhelmed.
Another important part of the conversation will focus on maintaining a human touch while adopting AI. “You teach leadership first, then you teach managers, so when you bring in your regular employees, there’s confidence their leadership understands what’s going on,” Wriston explained. He warned against handing AI tools to every employee without training, as it could lead to frustration, errors and negativity toward the technology.
Wriston also stressed the importance of ethical AI use, making sure no one is disadvantaged by it, and using clear metrics to measure whether AI tools are actually helping or just taking up space in the toolbox. “Just because you buy ChatGPT and start using it doesn’t mean there’s success. You have to have a measurable way to determine if AI actually did something positive,” he said.
Looking to the future, Wriston is most excited about AI-powered customer engagement tools, like advanced chatbots. “There’s so much more that AI in customer support can do,” he said. “Registering for courses, buying products, checking statuses, updating inventory — the things it can do are wide open. It’s up to your imagination.”
His advice to small businesses? “Don’t get caught up in the frenzy. Get involved in a methodical, correct way so you have a better chance of success. Don’t just jump in.”
The chamber event will provide an opportunity for business owners to hear directly from Wriston about how to embrace AI practically and strategically.
“AI is an extremely hot topic right now,” Wriston added. “I’m not here to sell you a shiny new toy. I want to help you slow your roll, look at the process, and decide what actually benefits you and justifies the expense.”
