GoDaddy CEO Aman Bhutani on the limits of AI for small business

Small business owners typically struggle with a lack of time, making automation tools attractive for managing websites, content creation, and marketing. GoDaddy’s internal research identifies these three areas as the primary sources of time savings for US entrepreneurs. The company’s Airo tool, for instance, automates technical requirements like user login profiles and location-based customer outreach, effectively clearing the path for owners to focus on their actual trade.

Bhutani draws a clear line between efficiency and identity. He suggests that businesses should deploy AI for tasks where they lack specific technical skill or which offer no competitive advantage. However, the human element remains the final arbiter of brand integrity. While software can synthesize data and offer suggestions for growth, the entrepreneur must retain control over the customer experience to ensure the product remains unique. Ultimately, the technology should function as an enabler for human expertise rather than a replacement for it.