UTSA Researchers Use AI to Close the Digital Divide for Small Business Owners
A group of researchers at The University of Texas at San Antonio (UTSA) is using artificial intelligence to transform how small business owners access digital skills training. Their goal: close the persistent digital divide that holds many entrepreneurs back—especially those from underserved communities.
The interdisciplinary team, led by Roger Enriquez, Richard Harris, Christopher Reddick, and David Han, found in a recent study that small business owners who engage in digital practices—like maintaining websites, accepting online payments, and using data tools—experience more revenue growth. However, a significant number of owners, particularly those who are older, have lower incomes, or less formal education, are missing out.
During COVID, we had clients come in with shoeboxes full of receipts, not knowing how to scan or upload a file,” Enriquez said. Those who didn’t adopt digital tools before the pandemic are still struggling.
The study, published in Information, Communication & Society, showed that digital engagement is closely linked to age, race, education, and income levels. It underscored the need for training programs that are not only accessible but tailored to the unique circumstances of each business owner.
To address this, the team developed a first-of-its-kind AI-driven platform that uses Agentic AI and generative chatbots to offer real-time, personalized digital coaching. Rather than forcing owners into one-size-fits-all classes, the system adapts to their needs, skill levels, and business models.
“There’s no universal model for success,” said Harris. “What we’re building allows business owners to get the right help at the right time, whether they’re learning how to track expenses or build a basic website.”
The project is based in San Antonio but designed to scale nationally. As more businesses shift online, the researchers believe this tool could become essential in creating a more inclusive digital economy—especially in communities that have historically lacked tech access.
“This is not about just giving someone a laptop,” added Han. “It’s about empowering them to fully participate in the digital world—and succeed in it.”
