STRATEGI CERDAS UMKM: INTEGRASI AI DALAM DUNIA BRANDING DAN PROMOSI

Abstract

This article examines the role of Artificial Intelligence (AI) in strengthening branding and promotional strategies of Micro, Small, and Medium Enterprises (MSMEs) in the digital era. Using a literature review approach, this study analyzes recent academic publications and institutional reports related to AI applications in customer interaction, promotion personalization, visual design, and data-driven pricing decisions. The findings indicate that AI enhances promotional efficiency, brand consistency, and customer engagement, while supporting more responsive business decision-making. However, AI adoption among MSMEs remains constrained by digital literacy gaps, structural limitations, and ethical concerns. Therefore, an inclusive and sustainable ecosystem is required to ensure responsible and empowering AI adoption for MSMEs.

Keywords: Arificial Intelligence; MSMEs; Digital Branding; Digital Promotion; Digital; Digital Transformation.