Getting serious about AI, the money goes one of two ways: more software, or training people to use it. Here's which actually delivers — and the smartest order to spend in.
When a business decides to get serious about AI, the money tends to go one of two ways: into more software, or into training people to use what they've got. Understanding the difference between these two kinds of spend — and which actually delivers — is one of the most useful things a small business owner can grasp. Here's the comparison.
Two very different kinds of spend
Spending on software
Buying more or better AI tools. This is visible, easy to do, and feels like progress — you've bought a thing. But software you can't use well delivers nothing. The tool is only ever potential.
Spending on training
Investing in your team's ability to use AI. Less tangible — you can't hold it — but it's what actually turns potential into hours saved. Training is what makes any software, even free tools, deliver.
The key insight: software is potential; training is realisation. The best AI tool in the world saves you nothing if your team can't use it confidently. A basic free tool in the hands of a well-trained team beats a premium tool nobody's mastered. Adoption is the multiplier.
Where each kind of spend makes sense
Spend on software when...
- Your team is already using AI well and hitting the limits of your current tools
- You need a specific capability your current tools genuinely lack
- You need proper data protections a free tool doesn't offer
Spend on training when...
- Your team isn't using AI much, or is using it badly or unsafely
- You've bought tools that aren't being adopted
- You want the fastest, surest route to actual time savings
For most businesses starting out, training is the higher-return spend — because the tools are cheap or free, and it's adoption that's missing. See is it worth paying for training and the hidden costs of adoption.
The ideal: a bit of both, in the right order
The smartest approach for most small businesses is: start with cheap or free tools, invest in training to actually adopt them, then add paid software only where a proven need emerges. This gets you the returns first and spends on premium software only once you know it'll be used. It also keeps your overall AI costs sensible.
How AskColin approaches it
Our packages deliberately lead with training and support rather than pushing software, because that's where the return is. The tools we recommend stay your choice, and we never mark them up — our value is in getting your team actually using AI well. That's the spend that pays. The UK government's business resources offer useful general guidance on investing in your business too.
Not sure whether to spend on tools or training?
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Request a free consultationFrequently asked questions
Should a small business spend on AI training or software?
For most businesses starting out, training is the higher-return spend — tools are cheap or free, and it's adoption that's missing. Software is potential; training is what realises it. A basic tool in a well-trained team's hands beats a premium tool nobody has mastered.
When is it worth buying more AI software?
Spend on software when your team already uses AI well and is hitting the limits of current tools, when you need a specific capability your tools genuinely lack, or when you need proper data protections a free tool doesn't offer. Otherwise, training usually delivers more.
What's the best order to spend on AI?
Start with cheap or free tools, invest in training to actually adopt them, then add paid software only where a proven need emerges. This delivers returns first and spends on premium software only once you know it will be used, keeping overall costs sensible.