For 15 years, the story of my company has been the story of a small business solving a real problem. Now with emerging AI technology, I can reach my target audience at a fraction of the cost.
As a career dental hygienist, I saw a need that the broader medical uniform market was missing. Dental teams work in offices where the thermostat is a constant point of contention, so I created and patented temperature-regulating scrubs and lab coats and marketed them to dental professionals. Today, the most powerful force behind our growth is the AI technology that helps us put those products in front of the right people.
I built this company in Marietta the way many entrepreneurs do: by spotting a gap, taking a risk, and figuring out how to reach the exact customers who need what I make. For me, those are dentists, hygienists, assistants and other medical professionals who care about comfort and style delivered by American-made products. Without AI-driven tools built into platforms like Facebook and Instagram, I would be at a severe disadvantage compared with huge uniform companies that can blanket the marketplace with their branding.
In the early days of my company, we relied on traditional marketing. That meant trade shows, travel, direct mail and a lot of expense before I could even know if my message was reaching the right audience.
Meta’s AI-powered ad tools changed everything by allowing me to laser-focus on my target audience at minimal cost. Instead of a scattershot approach, I can ask Meta to find dental professionals who care about temperature-regulating, better-fitting, more stylish scrubs (I also have a background in fashion). The system learns from who engages with my ads, and I do A/B testing to see what works best.
I have learned that authenticity goes a long way when sharing your products’ story. Six years ago, Meta reached out to me because they thought my posts were genuine and sincere. They invited me to join their Meta Business Leaders Network, a national group of about 1,500 businesses, 150 of which make an annual trip to Washington D.C. to network and learn how to use digital tools to grow our businesses.
We also got to meet with Senators Jon Ossoff and Rev. Raphael Warnock to share how we are using AI responsibly and to encourage them to support policies that foster its growth. This was my fifth year participating in this event, and I always come away with new best practices to put to use when I get home to Georgia.
May is National Small Business Month, and according to the U.S. Census, about 1.4 million small businesses operate in Georgia. Those businesses are the backbone of our communities.
At the same time, technology is changing fast, and those who don’t take advantage of it will be left behind. According to Forbes, by the end of 2026, more than 80% of small businesses will be using AI for marketing.
That does not mean we should ignore privacy issues. As a small business owner, I want my customers to feel personally engaged, not the target of an algorithm. With AI-driven tools, I can deliver my sincere message but with the confidence that the technology will ensure that it’s seen by those who will be the most receptive.
I believe responsible use of AI can actually make advertising less intrusive by showing people fewer irrelevant ads and more of what they actually care about. That’s a future I would hope businesses small and large can get behind.
Debora Carrier is the owner of two small businesses in Marietta, Georgia. She’s the founder and CEO of Twice as Nice Uniforms and the co-founder of The CPR Sisters.
