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The Microstructure of AI Diffusion: Evidence From Firms, Business Functions, and Worker Tasks
April 2026
Working Paper Number:
CES-26-25
Using novel, nationally representative data from the 2026 AI supplement to the U.S. Census Bureau's Business Trends and Outlook Survey (BTOS), we characterize AI diffusion across three interconnected layers: overall firm use, deployment across business functions, and worker-task use. This multi-layered approach provides a nuanced picture of business AI adoption. During the supplement reference period (Nov 2025-Jan 2026), 18% of firms used AI in a business function, rising to 32% on an employment-weighted basis; adoption is expected to reach 22% within six months. AI use is substantially higher in large firms and knowledge-intensive sectors, with use rates reaching 50%-60% (60%-70%, employment-weighted) for very large firms in the Information, Professional Services, and Finance sectors. Among adopting firms, the scope of use remains limited: 57% of users integrate AI in three or fewer business functions, most commonly Sales and Marketing (52%), Strategy and Business Development (45%), and IT (41%). In 23% (41%, employment-weighted) of firms, workers use AI in work-related tasks. Writing, document analysis, and information search are the leading Generative AI use in tasks, though 65% of firms limit use to three or fewer tasks. The evidence points to both top-down and bottom-up diffusion channels: worker task use sometimes occurs without formal firm-level adoption, and firm-level adoption sometimes occurs without worker task use. Most users (66%) rely on AI solely to augment tasks, while AI-related employment decreases are rare, occurring in only 2% of firms. Regression analysis shows a robust positive correlation between firm commercial performance and the breadth of AI integration, including functional deployment, task-level use, and operational investment. A distinct divergence emerges, however, with respect to labor outcomes. Functional breadth and operational investment are positively associated with employment decreases, whereas worker-task integration shows no significant link to headcount reduction once functional integration and operational investment are taken into account.
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Grassroots Design Meets Grassroots Innovation: Rural Design Orientation and Firm Performance
March 2024
Working Paper Number:
CES-24-17
The study of grassroots design'applying structured, creative processes to the usability or aesthetics of a product without input from professional design consultancies'remains under investigated. If design comprises a mediation between people and technology whereby technologies are made more accessible or more likely to delight, then the process by which new grassroots inventions are transformed into innovations valued in markets cannot be fully understood. This paper uses U.S. data on the design orientation of respondents in the 2014 Rural Establishment Innovation Survey linked to longitudinal data on the same firms to examine the association between design, innovation, and employment and payroll growth. Findings from the research will inform questions to be investigated in the recently collected 2022 Annual Business Survey (ABS) that for the first time contains a Design module.
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On The Role of Trademarks: From Micro Evidence to Macro Outcomes
March 2023
Working Paper Number:
CES-23-16R
What are the effects of trademarks on the U.S. economy? Evidence from comprehensive micro data on trademark registrations and outcomes for U.S. employer firms suggests that trademarks protect firm value and are linked to higher firm growth and marketing activity. Motivated by this evidence, trademarks are introduced in a general equilibrium framework to quantify their aggregate effects. Firms invest in product quality and engage in both informative and persuasive advertising to build a customer base subject to depreciation. Persuasive advertising induces a perception of higher quality. Firms can register trademarks to reduce customer depreciation and enhance product awareness. The model's predictions about trademark registrations, firm growth, and advertising expenditures align with the empirical evidence. The analysis shows that, compared to the counterfactual economy without trademarks, the U.S. economy with trademarks generates higher average product quality but lower variety, ultimately resulting in greater welfare and higher industry concentration. While informative advertising improves welfare, persuasive advertising reduces it. Nevertheless, the positive welfare impact of trademarks outweighs the negative effects of persuasive advertising.
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An Examination of the Informational Value of Self-Reported Innovation Questions
October 2022
Working Paper Number:
CES-22-46
Self-reported innovation measures provide an alternative means for examining the economic performance of firms or regions. While European researchers have been exploiting the data from the Community Innovation Survey for over two decades, uptake of US innovation data has been much slower. This paper uses a restricted innovation survey designed to differentiate incremental innovators from more far-ranging innovators and compares it to responses in the Annual Survey of Entrepreneurs (ASE) and the Business R&D and Innovation Survey (BRDIS) to examine the informational value of these positive innovation measures. The analysis begins by examining the association between the incremental innovation measure in the Rural Establishment Innovation Survey (REIS) and a measure of the inter-industry buying and selling complexity. A parallel analysis using BRDIS and ASE reveals such an association may vary among surveys, providing additional insight on the informational value of various innovation profiles available in self-reported innovation surveys.
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High Frequency Business Dynamics in the United States During the COVID-19 Pandemic
March 2021
Working Paper Number:
CES-21-06
Existing small businesses experienced very sharp declines in activity, business sentiment, and expectations early in the pandemic. While there has been some recovery since the early days of the pandemic, small businesses continued to exhibit indicators of negative growth, business sentiment, and expectations through the first week of January 2021. These findings are from a unique high frequency, real time survey of small employer businesses, the Census Bureau's Small Business Pulse Survey (SBPS). Findings from the SBPS show substantial variation across sectors in the outcomes for small businesses. Small businesses in Accommodation and Food Services have been hit especially hard relative to those Finance and Insurance. However, even in Finance and Insurance small businesses exhibit indicators of negative growth, business sentiment, and expectations for all weeks from late April 2020 through the first week of 2021. While existing small businesses have fared poorly, after an initial decline, there has been a surge in new business applications based on the high frequency, real time Business Formation Statistics (BFS). Most of these applications are for likely nonemployers that are out of scope for the SBPS. However, there has also been a surge in new applications for likely employers. The surge in applications has been especially apparent in Retail Trade (and especially Non-store Retailers). We compare and contrast the patterns from these two new high frequency data products that provide novel insights into the distinct patterns of dynamics for existing small businesses relative to new business formations.
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Estimating market power Evidence from the US Brewing Industry
January 2017
Working Paper Number:
CES-17-06R
While inferring markups from demand data is common practice, estimation relies on difficult-to-test assumptions, including a specific model of how firms compete. Alternatively, markups can be inferred from production data, again relying on a set of difficult-to-test assumptions, but a wholly different set, including the assumption that firms minimize costs using a variable input. Relying on data from the US brewing industry, we directly compare markup estimates from the two approaches. After implementing each approach for a broad set of assumptions and specifications, we find that both approaches provide similar and plausible markup estimates in most cases. The results illustrate how using the two strategies together can allow researchers to evaluate structural models and identify problematic assumptions.
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Information and Industry Dynamics
August 2010
Working Paper Number:
CES-10-16R
This paper develops a dynamic industry model in which firms compete to acquire customers over time by disseminating information about themselves under the presence of random shocks to their efficiency. The properties of the model's stationary equilibrium are related to empirical regularities on firm and industry dynamics. As an application of the model, the effects of a decline in the cost of information dissemination on firm and industry dynamics are explored.
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Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
August 2009
Working Paper Number:
CES-09-16
We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau's quinquennial Economic Census and the Service Annual Survey. Heretofore largely ignored, these data allow us to redress some of the measurement problems surrounding estimates found in the existing literature Firm level concentration as measured by the Herfindahl-Hirschman Index varies across the sectors comprising the industry, but all are within the range generally considered as indicative of a competitive industry. At the holding company level, the four largest organizations account for about a quarter of the industry's total revenue, a share lower by an order of magnitude than that frequently cited in the trade press.
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Economic Factors Underlying the Unbundling of Advertising Agency Services
August 2009
Working Paper Number:
CES-09-15
This paper addresses a longstanding puzzle involving the unbundling of services that has occurred over more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the slow pace of change? Using a cost-based theoretical framework of bundling due to Evans and Salinger (2005, 2008), we develop a simple model of an advertising agency's decision to unbundle its services as a tradeoff between the fixed cost to the advertiser of establishing and maintaining a relationship with an advertising agency and pecuniary economies of scale available in providing media services. The results from an econometric analysis of cross-sectional and pooled data collected by the U.S. Census Bureau for quinquenial censuses conducted between 1982 and 2002 support the key predictions of the model. We find that advertising agency establishments are more likely to unbundle if they are large and diversified in their service offerings and are less likely to do so with increasing age and greater geographical scope. We also find a strong trend toward unbundling over time, a result that is partially explained by increases in media prices over time.
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Market Forces, Plant Technology, and the Food Safety Technology Use
June 2008
Working Paper Number:
CES-08-14
Economists (Ollinger and Mueller, 2003; Golan et al., 2004) have considered some of the economic forces, such as demands from major customers, that encourage plants to maintain food safety process control. Other economists, such as Roberts (2005), have identified food safety technologies that enable better control harmful pathogens. However, economists have not put the two together. The purpose of this paper is to examine the impact of economic forces, including firm effects and plant technology, customer demands, and regulation, on food safety technology use. Preliminary results suggest that customer demand has the greatest impact.
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