Over the past few months—thanks in part to my direct experience with more than 30 companies involved in the Mercati in Vista project promoted by FarExport (Industrial Association of Vicenza)—I have been integrating artificial intelligence more and more into my daily work supporting SMEs that want to expand internationally.
In this article, I’d like to talk not only about tools, but about methodology: what can an entrepreneur do today to restart their export development in a challenging context—one that is also full of hidden opportunities?
Today, market conditions change so quickly that a commercial check-up—like the one I offer through the Mercati in Vista service—has become necessary at least once a year. Just like you do with your financial statements. But while companies rely on a trusted accountant for their balance sheet, for this kind of analysis they need a method and the right tools—tools I can teach businesses to help them become more autonomous.
Here are four areas where AI can become a useful tool to carry out these export strategy check-ups:
1. Market trend analysis
For macro-level sector research, I use Perplexity, an AI-powered platform that allows you to:
- ask questions in natural language;
- receive detailed answers with source links;
- explore trends across multiple countries quickly.
It is particularly useful for companies that operate in multiple sectors, such as machine shops or producers of technical textiles. AI helps compare the growth prospects of each sector, so you can decide where to focus your commercial efforts.
2. Competitor analysis
With tools like ChatGPT, I help entrepreneurs gain a comparative view of their positioning relative to competitors—provided we supply well-structured input, such as:
- financial statements and economic data;
- catalogs and price lists;
- online and social media presence.
These inputs, once analyzed by AI, offer a valuable snapshot of where a company can improve and how to stand out in the market.
3. Finding clients and distributors
To map potential clients and distributors, I use Matchplat, but AI can strengthen this phase too:
- it generates keywords in the local language of your target markets, starting from the websites of companies already active in your sector (very useful for effective searches on Matchplat);
- it suggests synonyms or related terms to refine your filters and expand your reach.
4. Personalizing the first contact
This is often the hardest part: what should you write in the first message? How can you stand out from dozens of other suppliers?
Here, AI can help in several ways:
- it helps craft a targeted pitch based on the Value Proposition Canvas;
- it translates your message into the client’s language to make it more direct and compelling;
- it can simulate a presentation: if I have the buyer’s LinkedIn profile and company website, I can ask AI to “step into their shoes” and evaluate my pitch. This allows me to:
- refine the tone and content;
- anticipate objections;
- increase the chance of securing a meeting.
This is an approach I’ve already tested with a fellow export manager preparing for an important meeting. We used AI to simulate the conversation and refine the key talking points—a method that works well, even in B2B.
And in the future?
Working alongside SMEs from various sectors, I discover new applications every day. Practice and creativity go hand in hand—and I assure you, the work becomes more stimulating and less repetitive.
AI doesn’t replace experience or human relationships, but it can boost efficiency, save time, and suggest new approaches—even in a highly “human” field like export.
If you’d like to explore how to apply these tools to your business context, write to me at info@progetticommerciali.com