Research Article
Implementation of Artificial Intelligence (AI) in Digital Marketing Management in the Era of 5.0
@INPROCEEDINGS{10.4108/eai.30-7-2025.2360958, author={Suhroji Adha and Fatoni Fatoni and Ratu Miki Yulieti Pertasari and Dadang Rochman and Rifki Qamarrulloh and Dwi Rahmi}, title={Implementation of Artificial Intelligence (AI) in Digital Marketing Management in the Era of 5.0}, proceedings={Proceedings of the 2nd Faletehan International Conference, FIC 2025, 30-31 July 2025, Serang, Banten, Indonesia}, publisher={EAI}, proceedings_a={FIC}, year={2025}, month={12}, keywords={artificial intelligence digital marketing msmes era 50 cilegon city}, doi={10.4108/eai.30-7-2025.2360958} }- Suhroji Adha
Fatoni Fatoni
Ratu Miki Yulieti Pertasari
Dadang Rochman
Rifki Qamarrulloh
Dwi Rahmi
Year: 2025
Implementation of Artificial Intelligence (AI) in Digital Marketing Management in the Era of 5.0
FIC
EAI
DOI: 10.4108/eai.30-7-2025.2360958
Abstract
The development of artificial intelligence technology presents a multitude of opportunities, some of which include the automation of marketing, the analysis of consumer data, and the customization of content. Within the context of the digital 5.0 era, the purpose of this research is to investigate the influence that artificial intelligence (AI) has on the management of digital marketing for micro, small, and medium-sized businesses (MSMEs).The methodology used in this study is quantitative, and the kind of analysis utilized is associative. In all, 57 micro, small, and medium-sized enterprise (MSME) actors each received a questionnaire, and 32 of those surveys were returned and analyzed. With a significance value of 0.195 (which is more than 0.05) and an adjusted R2 of 0.055, the findings of the regression study show that Artificial Intelligence does not have a significant effect on digital marketing among micro, small, and medium-sized enterprises (MSMEs) in Cilegon City.A greater degree of artificial intelligence adoption is seen among micro, small, and medium-sized enterprises (MSMEs) that are between 0 and 1 years old. For micro, small, and medium-sized enterprises (MSMEs) to fully exploit the potential of artificial intelligence in marketing initiatives, there is a need for enhanced digital literacy and technical assistance.
