Artificial intelligence and the future of digital marketing.

Reference

Juriah S, Susilastuty D. Artificial intelligence and the future of digital marketing. Devotion: J Res Community Serv. 2024;5(12):1569–1575. doi: 10.59188/devotion.v5i12.20692

Summary

This study explores how artificial intelligence (AI) is shaping digital marketing practices among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. The research involved 50 MSME practitioners and used questionnaires and interviews to measure their understanding, adoption, and experience with AI tools in marketing.

The findings show that while 72% of MSME actors have a basic understanding of AI, only 44% actively engage in AI adoption for their digital marketing strategies. The most common tools used include chatbots, automated copywriting, and AI video creation platforms like Copy.AI and Lumen5. These tools help businesses enhance customer engagement, personalize content, automate promotions, and improve sales.

Statistical analysis revealed a strong positive relationship between AI adoption and sales performance, with a regression coefficient of 0.75, indicating a 75% increase in sales linked to AI use. However, a gap remains between knowledge and practice, mainly due to limited resources, tech confidence, and infrastructure challenges among MSMEs.

The authors conclude that AI has high potential to improve marketing effectiveness, but training, support, and policy interventions are essential to help MSMEs close the gap and adopt AI more widely. This research highlights the need for grassroots digital transformation and shows how AI can empower small businesses to compete in a tech-driven marketplace.

AI in Marketing’s Take

We love this study’s grounded focus. It’s easy to get caught up in Silicon Valley-level AI hype, but this paper reminds us of the real-world struggles (and opportunities) for small business owners trying to keep up with AI adoption.

At AI in Marketing, we think the authors hit a vital point: awareness isn’t the problem—execution is. Everyone knows AI matters. But turning that into actual usage?...