With AI reshaping many industries, artisan crafts, often associated with traditional skills and community-based commerce, might appear at odds with automation.
Yet, Pedddle, an online directory supporting artisan markets and stallholders, sees potential in AI to strengthen small, creative businesses. Pedddle’s Market Liaison Manager, Rebecca Adams, believes AI can help these businesses reach new audiences and adapt to digital demands. “Pedddle is an online directory of artisan markets and their stallholders. We are trying to help traditional marketplaces be discovered online in the age of the internet, and adapt to the changing social media landscape to blend the worlds of online and in-person markets, and ensure that creativity and innovation in the UK continue to thrive,” says Adams.
Pedddle has identified five ways that AI and automation could support artisan and small businesses, bringing new opportunities for sustainable, personalised, and diversified business models.
Sustainability and AI: A Natural Partnership for Ethical Markets
Increased consumer focus on sustainability has driven demand for eco-friendly products and practices, which align well with many artisan values. AI can aid sustainability efforts by streamlining production processes, reducing waste, and optimising resource use. The rise in ethical consumerism suggests that more people are likely to support local and handmade products, potentially fuelling interest in sustainable, artisan goods.
As a directory for artisan markets, Pedddle facilitates consumer access to these businesses, enabling people to make ethical shopping choices by finding locally produced, eco-conscious products. By leveraging AI tools, artisans can more effectively manage inventory, waste, and resource allocation, contributing to a sustainable future.
The Rise of AI in Business: Streamlining Operations for Small Enterprises
Generative AI is becoming a tool for a range of business functions, from content creation to customer service, and small businesses can use it to enhance efficiency. For artisans and sole traders, AI’s role in content creation is significant, helping with social media posts, product descriptions, and website management—tasks that often fall by the wayside in small businesses. Tools like ChatGPT enable quick, cost-effective content creation, levelling the field between small and larger enterprises.
Rebecca Adams of Pedddle believes that AI can help artisans maintain their business’s online presence more effectively, allowing them to reach a wider audience while minimising the time spent on administrative tasks. With AI, artisans can streamline the backend of their businesses, improving efficiency without sacrificing quality or the personal touches valued by their customer base.
Hyper-Personalisation: Bringing Data-Driven Insights to Small Business
Large companies have long used hyper-personalisation techniques, harnessing real-time data to tailor offerings to individual customer preferences. Pedddle sees similar potential for smaller businesses through tools like QR codes to collect customer data at events and markets. While small businesses may not have access to extensive data resources, smaller-scale data collection can still offer insights into customer preferences and buying habits.
Artisans have always prioritised personalisation in products and services, and, according to Pedddle, AI’s role in gathering even minimal data can help these businesses make targeted recommendations. By understanding customer preferences, artisans can offer a curated experience that matches the larger brands while maintaining their unique, small-business ethos.
Digital and Social Commerce: New Revenue Streams for Artisans
Social commerce has expanded the reach of small businesses, allowing artisans to promote products on social media platforms and sell directly to customers online. The rise of digital markets, especially in response to the pandemic, has enabled artisans to offer new kinds of products and services. Pedddle, which bridges online directories and in-person market promotion, encourages artisans to see digital platforms not as competition but as additional sales channels.
An artisan baker, for instance, can diversify their revenue by offering online baking classes or subscription boxes alongside weekly market stalls. Pedddle highlights this blend of traditional and digital commerce as a sustainable way for artisans to expand their market presence and reach customers who may not attend local markets.
Hybrid Work Models and the Online Marketplace
Remote work, popularised during the pandemic, is now common in many sectors, and Pedddle sees potential in hybrid models for artisans. Online marketplaces allow customers to support small businesses virtually, buying from local artisans without physically visiting markets. This shift has brought about online artisan markets, enabling customers to shop from their favourite vendors remotely.
Pedddle’s online directory connects customers to artisans locally, supporting a hybrid approach that incorporates both digital and physical markets. This model recognises that while in-person interactions at markets remain valuable, the flexibility of online shopping expands access, allowing artisan businesses to attract new audiences and grow.
