Large organizations with huge data sets may work their way into teaching machines to find patterns. E.g. Google guessing your restaurant menu out of the first dish. Nowadays, this is one of the many unfair advantages the big players have over the smaller ones.
If you are small, don’t assume that Big Data or Deep Learning are the best option for you. You may rely on in a set of cashiers as experts to create a symbolic reasoning system. But this has also challenges because of the human factor.
The tech isn’t the advantage. The data is. The tech is available to anyone who knows high school level Python and can rent out cloud servers. But only the big guys have the data.
→ Your challenge as a small player is to innovate and somehow get access to relevant data.