The international community met in Geneva for a series of major meetings on artificial intelligence: the AI for Good Global Summit, the inaugural Global Dialogue on AI Governance, and the World Summit on the Information Society Forum.
Throughout these events, ITC Executive Director Pamela Coke-Hamilton has delivered a clear message: small businesses must not be left behind in the AI revolution.
Across its programmes, ITC is helping entrepreneurs and business support organizations harness artificial intelligence to improve competitiveness, reach new markets and grow internationally. This includes practical AI training delivered through the ecomConnect community and field programmes, helping small and medium-sized enteprises (SMEs) integrate AI into marketing, e-commerce and export development. ITC is also progressively embedding AI into its own services, including AI-enhanced learning through the SME Trade Academy, while developing practical tools and diagnostics that strengthen enterprise support.
ITC's work also extends to international partnerships. Through the Global Digital Economy Lighthouse initiative, delivered with the International Telecommunication Union and other partners, Jordan Customs' Trade and Logistics Performance Gateway—supported by ITC—was recognized in Beijing as one of 13 Digital Economy Lighthouse winners. The Lighthouse Network showcases leaders in technology-driven industrial transformation.
Last week, ITC also co-announced the winners of the 2026 Small Business Champions competition for innovative AI applications in trade, together with the WTO Informal Working Group on MSMEs, the International Chamber of Commerce and the ITU.
AI governance that works for SMEs
Throughout the week, Coke-Hamilton is bringing this perspective to international discussions, including the EQUALS Principals Meeting, the UN Leaders Roundtable Lunch, AI for Trade, the Women Entrepreneurs pitching session and the Leaders Roundtable on AI cooperation.
Her message is consistent: AI governance should create opportunities for developing countries and ensure that small businesses—the backbone of the global economy—have the skills, tools and partnerships needed to benefit from the technology rather than be left behind.
8 July 2026, Geneva, Switzerland – AI governance should create opportunities for developing countries and ensure that small businesses—the backbone of the global economy—have the skills, tools and partnerships needed to benefit from the technology rather than be left behind. Photo by ITC