Systematic Literature Review Peran Kecerdasan Buatan dalam Strategi Marketing

Lengga Satrya Sandy; Jhon Veri

doi:10.58794/jekin.v5i1.1066

Authors

Lengga Satrya Sandy Universitas Putra Indonesia YPTK Padang
Jhon Veri Univeristas Putra Indonesia YPTK Padang

DOI:

https://doi.org/10.58794/jekin.v5i1.1066

Keywords:

Kecerdasan Buatan, Strategi Pemasaran, Systematic Literature Review, Digital Marketing, Prisma Convindence

Abstract

Penelitian ini mengkaji peran Kecerdasan Buatan (AI) dalam strategi pemasaran melalui pendekatan Systematic Literature Review (SLR). AI telah menunjukkan dampak transformatif dengan mengungguli metode tradisional, khususnya dalam mengoptimalkan strategi pemasaran berbasis data besar (big data). Dengan kemampuan untuk menganalisis perilaku konsumen secara mendalam, AI memungkinkan bisnis mempersonalisasi upaya pemasaran dan meningkatkan pengalaman pengguna secara lebih efisien dan responsif. Meskipun demikian, tantangan seperti privasi data, investasi awal yang tinggi, dan ketergantungan pada kualitas data tetap menjadi perhatian utama yang harus diatasi. Penelitian ini juga mengevaluasi efektivitas penggunaan AI di berbagai saluran pemasaran, yang menunjukkan perbedaan signifikan dalam dampaknya terhadap strategi bisnis. Selain itu, integrasi peralatan kebugaran berbasis AI dinilai memiliki kontribusi besar dalam meningkatkan kepuasan konsumen sekaligus mendorong pertumbuhan bisnis online. Hasil dari studi ini memberikan wawasan berharga mengenai penerapan AI yang efektif, serta menyoroti pentingnya menjaga keamanan data dan menerapkan AI secara strategis guna memberikan manfaat optimal bagi konsumen dan pengembangan bisnis.

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