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p-Index From 2021 - 2026
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All Journal Technology and Society Perspectives (TACIT)
Anindya Prastiwi Setyowati
Universitas Wijaya Kusuma Surabaya
Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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The Role of AI and Content Creativity in Building Brands and Enhancing MSME Competitiveness in the Digital Era Nugrahini Susantinah Wisnujati; Anindya Prastiwi Setyowati; Adiputro Wijoyo Kusumo
Technology and Society Perspectives (TACIT) Vol 4 No 2 (2026): Research Article
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/tacit.v4i2.373

Abstract

The development of Artificial Intelligence (AI) and digital transformation has created new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to enhance their marketing capabilities, content creativity, and brand building. This study aims to analyze the role of AI and content creativity in building brands and enhancing MSME competitiveness in the digital era. The study employs a qualitative literature review approach by analyzing 20 scholarly articles published between 2018 and 2026. The literature was obtained from Scopus, Web of Science, Google Scholar, and international journal publisher platforms, and was subsequently selected based on the PRISMA 2020 principles and analyzed using descriptive-thematic synthesis. The findings indicate that AI functions as an enabling capability that supports consumer analysis, personalization, automation, ideation, and content production. The integration of AI with human creativity can generate more relevant, engaging, and adaptive content, thereby strengthening brand awareness, brand image, brand association, and brand equity. Stronger brands subsequently contribute to MSME differentiation and competitive advantage. The findings emphasize the importance of human–AI collaboration in developing sustainable competitiveness.
Co-Authors Adiputro Wijoyo Kusumo Wisnujatia, Nugrahini Susantinah