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All Journal Nusantara Hasana Journal Journal of Artificial Intelligence and Digital Business
Syamsul Rijal
Institut Teknologi dan Bisnis Kalla
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Nursing

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Generative AI dan Transformasi Kompetensi SDM: Kajian Literatur tentang Adaptasi Karyawan dalam Mendukung Pemasaran Digital Syamsul Rijal; Mukhtar Galib Galib
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.10682

Abstract

Perkembangan Generative Artificial Intelligence (Generative AI) telah mengubah lanskap pengelolaan sumber daya manusia dan praktik pemasaran digital secara signifikan. Teknologi seperti ChatGPT, Gemini, Claude, dan Copilot memungkinkan organisasi meningkatkan efisiensi operasional, mempercepat proses pengambilan keputusan, serta mengoptimalkan aktivitas pemasaran berbasis data. Kondisi tersebut turut mendorong perubahan kebutuhan kompetensi karyawan yang sebelumnya berorientasi pada keterampilan teknis konvensional menuju kompetensi yang lebih adaptif, digital, dan strategis. Penelitian ini bertujuan untuk menganalisis transformasi kompetensi sumber daya manusia pada era Generative AI serta mengidentifikasi bentuk adaptasi karyawan dalam mendukung aktivitas pemasaran digital. Penelitian menggunakan metode Systematic Literature Review (SLR) dengan mengadopsi pedoman Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Proses pencarian literatur dilakukan melalui basis data Scopus, ScienceDirect, Emerald Insight, SpringerLink, dan Google Scholar dengan rentang publikasi tahun 2020–2026. Hasil sintesis menunjukkan bahwa Generative AI mendorong transformasi kompetensi melalui peningkatan kebutuhan AI literacy, digital literacy, critical thinking, creativity, data analytics, prompt engineering, dan collaborative intelligence. Temuan penelitian juga mengungkap bahwa strategi reskilling dan upskilling menjadi pendekatan utama organisasi dalam meningkatkan kesiapan tenaga kerja menghadapi perubahan teknologi. Selain itu, keberhasilan implementasi Generative AI dalam pemasaran digital sangat dipengaruhi oleh kemampuan organisasi membangun kolaborasi antara kecerdasan manusia dan kecerdasan buatan. Penelitian memberikan kontribusi teoritis terhadap pengembangan kajian manajemen sumber daya manusia digital serta memberikan implikasi praktis bagi organisasi dalam merancang strategi pengembangan kompetensi pada era kecerdasan buatan.
PELATIHAN DESIGN THINKING DAN PROTOTYPING UI/UX UNTUK IDE STARTUP SISWA SMA Syamsul Rijal; Aulia Rahmawati; Rezty Amalia Aras; Furqan Zakiyabarsi; Hany Alexandria; Muhammad Fachrul Salam; Yogi Hady Afrizal; Andi Jamiati Paramita; Andi Hutami Endang; Kiki Resky Ramdhani Sucipto; Widia Febriyani
Nusantara Hasana Journal Vol. 6 No. 2 (2026): Nusantara Hasana Journal, July 2026
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v6i2.2294

Abstract

The development of digital technology has created a new ecosystem that requires young people, particularly Generation Z, to become not only passive digital consumers but also creators of innovative solutions through the startup ecosystem. An empathy-based Design Thinking approach is considered effective in producing human-centered solutions while shaping resilient, solution-oriented young entrepreneurial character. However, students at SMA SPIDI Maros still faced difficulties in understanding business idea validation and UI/UX prototype design. This community service program aimed to provide Design Thinking and UI/UX Prototyping training to support students' startup idea development while enhancing their digital literacy. The method employed a two-session training and workshop, consisting of a Design Thinking presentation and a UI/UX Prototyping workshop using Figma, implemented through four stages: identifying participant needs, designing materials, conducting the activity, and evaluation with follow-up. The program was held on 28 January 2026 and attended by 32 participants from grades 10 to 12. Evaluation results showed all indicators fell into the "Very Good" category, with the overall usefulness indicator scoring highest at 4.84/5 (97% agreement), while ease of using Figma scored lowest at 4.41/5 due to limited workshop time. These findings underscore the importance of continuous, multi-session mentoring programs for high school students in the future.
Co-Authors Andi Hutami Endang, Andi Hutami ANDI JAMIATI PARAMITA Aras, Rezty Amalia Aulia Rahmawati Febriyani, Widia Furqan Zakiyabarsi Hany Alexandria Kiki Resky Ramdhani Sucipto Mukhtar Galib Galib Yogi Hady Afrizal