Square launches AI assistant to help UK SMEs use data

Square has launched Square AI in the UK, a conversational assistant built into its commerce and payments platform. It uses a seller's own business data to answer questions about performance and operations.

The tool is free within Square and aimed at owners and managers who want quick, plain-language answers instead of manual reporting. It was trialled with some UK businesses during an early-access period.

The launch comes as UK small and medium-sized enterprises adopt AI unevenly. Research commissioned by Square found 53% of UK SME owners have used AI in their business, and 30% use it regularly. The survey covered 500 UK SME owners.

The research also suggests many owners still rely on instinct in day-to-day decisions. Some 51% describe themselves as instinct-led, compared with 19% who rely on data. A combined approach appears popular: 74% said they feel more confident when instinct is paired with insight.

Square AI sits within the Square ecosystem, which includes payments, point of sale and other operational tools. Square positions it as a way to query seller data without separate analytics tools or custom integrations.

How it works

Square AI uses a chat-style interface for everyday questions about trading and sales, such as comparing revenue with a previous period or identifying best-selling items. It returns answers without requiring users to navigate dashboards or build reports.

It can also generate charts and views that users can pin for ongoing monitoring. Conversation history is saved, allowing users to revisit earlier questions and continue exploring results. The assistant is available through the Square Dashboard app on mobile devices.

Square AI can also combine a seller's data with local context such as weather, events and neighbourhood trends. Square gave examples including a wet weekend or a local football match, which could inform staffing, inventory and promotions.

Willem Avé, Square's Global Head of Product, said businesses are using the assistant to speed up analysis and cut time spent in reports.

"Across our markets, we're already seeing businesses use Square AI to get clearer on their performance, make faster decisions, and spend less time buried in reports," said Willem Avé, Global Head of Product, Square.

Time pressures

The research suggests analysis and administration remain major time drains for small businesses. Respondents said they spend 4.3 hours a week analysing data and 2.3 hours on admin and reporting.

Asked how they would use time saved, respondents pointed to work-life balance and commercial priorities. Some 37.2% said they would focus on improving work-life balance, while 36.2% would invest in marketing or promotion. Another 35.0% would explore new ideas or focus on growth, and 32.4% would spend more time building customer relationships.

John O'Beirne, CEO and Executive Director of Square International, linked the product to pressures facing UK SMEs.

"UK businesses are operating in a tough environment right now, with rising costs, staffing pressure, and little margin for wasted time," said John O'Beirne, CEO and Executive Director, Square International.

Early access

Brickwood Coffee & Bread, an Aussie-inspired cafe group in South London, used Square AI during early access, according to Square. Owner Jayke Mangion said it is useful for quick answers to straightforward questions.

"[Square AI] is really useful for owner-operators, because it gives you quick answers to straightforward questions," said Jayke Mangion, owner, Brickwood. "Whether it's: "how many croissants did we sell last week?" or "how did revenue compare to this day last year?", you can get the insights instantly and can make decisions faster."

Trust questions

Square's research suggests owners respond better to AI tools framed as practical assistants. It found 53% agree AI helps them make more informed decisions, and 43% say it could make business data easier to understand. Another 41% said they want an assistant that analyses their data and identifies opportunities while they focus on other priorities.

Trust remains a barrier. Some 40.6% of UK SME owners said they do not trust AI to make recommendations without oversight, while 42% said they would feel more comfortable with clearer information about how their data is used.

Square said adoption is strongest in sectors such as food and beverage, where operators already use AI tools for operational decisions and customer service. Square AI will be available to UK sellers from February 2026.