Persepsi Gen Z Terhadap Artificial Intelligence Dalam Pemasaran UMKM di Bali
DOI:
https://doi.org/10.47747/snfmi.v3i1.3087Abstract
This study thoroughly examines Generation Z's perceptions of the use of artificial intelligence (AI) in digital marketing among MSMEs in Bali. The evolution of digital technology, particularly AI, has revolutionized marketing strategies by enabling automation, personalized ads, and real-time analysis of consumer behavior, thereby helping MSMEs expand their markets and enhance operational efficiency. However, the primary challenges in AI implementation are the limited digital literacy among MSMEs and concerns about consumer data privacy. As the dominant digital consumer in Indonesia, Generation Z strongly favors personalized, efficient shopping experiences. Yet, they also exhibit a high level of scrutiny towards the transparency and security of the personal data used in digital marketing. This study employs a qualitative approach that integrates in-depth interviews and participant observation with Gen Z in the Badung and Denpasar regions. Through this method, the study thoroughly investigates how Gen Z reacts to AI-based advertising and marketing strategies, including their attitudes towards privacy and ad frequency. The anticipated results are expected to provide comprehensive, insightful recommendations for MSMEs and policymakers to establish an inclusive, competitive digital marketing ecosystem that safeguards the rights of young consumers in the ever-evolving digital era. This study also aspires to enhance comprehension of the significance of digital literacy and the ethical use of AI in MSME marketing in Bali.
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