AI will level the playing field for SMBs competing with larger businesses: Oracle NetSuite’s Amit Suxena

The latest round of technological changes could be a once-in-a-lifetime opportunity for small and medium businesses (SMBs), said Amit Suxena, Group Vice President and Head of Asia at Oracle NetSuite. He said that SMBs will be able to make use of AI tailored to their specific industries, markets, and areas of focus without having to invest heavily in the resources they would otherwise need to acquire.

“Until now, whenever small businesses needed specialised expertise, they had to spend a lot of money. This put them at a disadvantage compared with larger organisations, which could afford to have teams of experts at their disposal. With autonomous capabilities and the other innovations that we have announced, SMBs will be able to use AI in context to their business,” he told The Economic Times Digital on the sidelines of the recently concluded SuiteWorld 2026, Oracle NetSuite’s annual flagship customer and partner conference, in Las Vegas.

Brian Chess, Senior Vice President, AI, Product, and Technology, Oracle NetSuite, echoed Suxena’s view, saying that AI could be particularly empowering for SMBs because it gives them access to specialist capabilities that they may not otherwise have the resources to bring in. “With NetSuite Next, we are taking this further by enabling users to define workflows through conversation and turn them into agents that can carry out those tasks. This is a fundamental shift in how users can work and access the AI capabilities of the platform,” he said.


Alluding to Chess’ point, Suxena said that it is also necessary to understand the significance of “context” for a small business. “A small or medium business, just like a large enterprise, may have access to a lot of intelligence and data about what is happening in its industry. However, that information may not necessarily be relevant to its own business. For instance, you may learn that the food and beverage industry is doing particularly well in a certain city. If you operate in that industry, you still need to figure out what that information means for your business and what you should do next. That is where context becomes important. You need to see the data in relation to your own business,” he said.

On the markets driving NetSuite’s growth prospects in Asia, Suxena said the company is seeing growing opportunities in both mature and developing economies. “China, for instance, is making significant progress. In mature markets, such as Singapore, we are seeing strong demand because labour costs are high. Now, businesses can develop within NetSuite using AI, helping them reduce these costs. As a result, we are seeing exponential growth in markets such as Singapore,” he said.

In outward-looking markets, such as India, China, and Vietnam, businesses are increasingly looking beyond their domestic markets, Suxena said. NetSuite offers capabilities such as multi-currency and multi-geography support, helping these businesses navigate different rules and regulations. “We are seeing considerable demand from these markets as well,” he added.

Highlighting the growth potential of India’s Tier II markets, Suxena said they are the “most exciting” place for businesses right now. He pointed to two emerging trends. First, businesses based in metros and large cities are now expanding into smaller cities, while businesses that originated in smaller cities are looking to take on established players in larger markets. “We provide businesses with information about the industries they should explore, the markets they should enter, and the potential challenges they might face,” he said.

Illustrating the point, Suxena cited the example of a Kota-based business looking to expand into Kolkata. Two markets have completely different business environments. Such a move would require the business to understand supply chain challenges it might face as well as competition in the new market, he explained. “For a business with limited people and resources, gathering this kind of business intelligence can be difficult. NetSuite can help provide that information. I am particularly excited about the wider adoption of technology and AI among smaller organisations, something we haven't seen at this scale in the past,” he said.

Suxena emphasised that it is important for small businesses to focus more on business and business outcomes, instead of worrying about how to use AI or technology. “I strongly believe in AI being built into the platform rather than having to apply it externally, which can make things more complicated. A small business owner may not be a technical person or run a technology company. They already have enough competition and other challenges to deal with. The last thing they need is to worry about whether they are investing in the right technology,” he said.

Drawing a scenario with how crossing the Atlantic by ship or steamer took around seven days more than 100 years ago, Suxena said that the jet plane reduced the journey to seven hours. “But what did that change really do? It didn't just make travel faster; it revolutionised the way we did things. It gave rise to entirely new industries and business models that we hadn't even imagined before. The travel industry and just-in-time manufacturing are examples of what became possible as a result of such changes,” he said, adding that a massive shift is currently being witnessed.

“AI is bringing about a similar shift today. Five years from now, the distinction between being a large organisation and a small organisation, and the limitations that come with being smaller, could become far less significant. AI will help level the playing field in ways we haven’t seen before,” he highlighted.

Suxena added that these are exciting times for new businesses, start-ups, and companies looking to expand. “It is also a great opportunity for businesses to explore new products and markets that they may not have considered earlier. Overall, I believe we are looking at a massive revolution,” he said.

Offering words of advice for SMEs, Suxena said that they should not become complacent about using technology. “If you do that, you risk being left behind. Focus on your business and what can help it grow and look at what you can adopt easily. But make sure you keep pace with the times,” he concluded.