Analisis Dampak Kecerdasan Buatan dalam Peningkatan Efisiensi Pemasaran Digital di Industri E-commerce Indonesia

Debora Oktaviani; Fikra Terisha A; Mashita Ayuni; Tesalonika Sembiring; Wynne Lie; Eryc Yeo

doi:10.54066/jmbe-itb.v2i4.2385

Authors

Debora Oktaviani Universitas Internasional Batam
Fikra Terisha A Universitas Internasional Batam
Mashita Ayuni Universitas Internasional Batam
Tesalonika Sembiring Universitas Internasional Batam
Wynne Lie Universitas Internasional Batam
Eryc Yeo Universitas Internasional Batam

DOI:

https://doi.org/10.54066/jmbe-itb.v2i4.2385

Keywords:

digital marketing, artificial intelligence, technology, industry

Abstract

The e-commerce industry in Indonesia is growing rapidly, but fierce competition and consumer demands require the adoption of advanced technologies to improve the efficiency and effectiveness of digital marketing. Artificial intelligence (AI) offers a solution by enabling content personalisation, process automation and more accurate consumer behaviour prediction. This research, through an integrative literature review, found that AI can increase conversions and sales. However, challenges such as high costs, limited expertise, and ethical issues related to privacy and bias remain. Therefore, appropriate strategies and investment in workforce education are needed to maximise the benefits of AI in Indonesia.

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