Dampak Pemanfaatan Artificial Intelligence pada Strategi Pemasaran UMKM di Era Digital
DOI:
https://doi.org/10.63822/r653qw51Keywords:
Artificial Intelligence, Strategi pemasaran, UMKM, Era digital.Abstract
Perkembangan teknologi digital mendorong perubahan signifikan dalam strategi pemasaran, termasuk di sektor Usaha Mikro, Kecil, dan Menengah (UMKM). Salah satu teknologi yang semakin banyak dimanfaatkan adalah Artificial Intelligence (AI), yang berpotensi meningkatkan efektivitas dan efisiensi pemasaran digital. Penelitian ini bertujuan untuk mengkaji dampak pemanfaatan AI terhadap strategi pemasaran UMKM di era digital, serta mengidentifikasi tantangan dan peluang dalam implementasinya. Metode penelitian yang digunakan adalah studi literatur dengan menelaah berbagai artikel ilmiah, laporan penelitian, dan publikasi relevan yang membahas AI dan pemasaran UMKM. Hasil kajian menunjukkan bahwa AI berkontribusi positif dalam analisis perilaku konsumen, personalisasi promosi, optimalisasi konten digital, dan pengambilan keputusan berbasis data. Namun, penerapan AI pada UMKM masih menghadapi kendala berupa keterbatasan literasi digital, sumber daya manusia, dan infrastruktur teknologi. Oleh karena itu, diperlukan dukungan ekosistem digital yang berkelanjutan untuk mengoptimalkan pemanfaatan AI dalam strategi pemasaran UMKM.
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