Eksplorasi dan Identifikasi Penggunaan Artificial Intelligence Dalam Bisnis UMKM
DOI:
https://doi.org/10.61231/n60b2470Keywords:
Artificial Intelligence , UMKM, Penggunaan Teknologi, Bisnis, Pemasaran DigitalAbstract
This study aims to explore and identify the forms of AI use in MSME businesses, analyze business actors’ perceptions of its benefits and challenges, and identify its impact on business activities. This study employed a descriptive qualitative approach through field research in Simpang Baru Subdistrict, Binawidya District, Pekanbaru City. Informants were selected using purposive sampling and consisted of seven MSME actors who used AI in their business activities. Data were collected through an open-ended questionnaire, semi-structured interviews, and documentation, and analyzed using the interactive model of Miles and Huberman with source and technique triangulation. The findings show that AI use was primarily concentrated on marketing and content creation, including searching for ideas and references, writing captions, visual design, and photo and video editing. The use of AI in operations, data analysis, financial management, demand forecasting, and strategic decision-making was not found. Perceived benefits included time efficiency, easier access to ideas and references, and support for content creation and customer service
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