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All Journal JIKA: Jurnal Ilmu Keuangan dan Perbankan
Mursyida Sakina
Universitas Komputer Indonesia
Economics, Econometrics & Finance

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The Role of Artificial Intelligence in Enhancing Digital Marketing Performance : for MSMEs Windi Novianti; Mursyida Sakina; Delinda Salsabila; Arshiela Khoirunnisa; Alika Nugraha
Jurnal Ilmu Keuangan dan Perbankan (JIKA) Vol. 15 No. 2: Juni 2026
Publisher : Program Studi Keuangan & Perbankan, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jika.v15i2.19570

Abstract

This article discusses how artificial intelligence, or AI, helps improve marketing performance in today's digital era, starting from making promotions more targeted, making work within the business more efficient, and making the customer experience better. This article uses a systematic literature review using the PRISMA method, conducting an analysis of 20 articles. The conclusion obtained is that AI can help to create promotional strategies for customers to be more targeted. AI can provide useful advantages with technologies such as machine learning, which can study data and provide accurate predictions, and chatbots that help customer service admins for 24 hours, automatically helping with admin work quickly. From all the things that have been mentioned, the use of AI can cause several problems if there is no skill to operate it and limited resources that not everyone has, especially for MSMEs. With the existence of technology in today's era, we as business actors cannot continue to rely on AI, but we need to be ready for the risks that we will practice and the risks of AI operation so that the target is not misplaced. Keywords: Artificial Intelligence; Digital Marketing; Marketing Performance; Customer Experience; Data Analytics
Co-Authors Alika Nugraha Arshiela Khoirunnisa Delinda Salsabila Windi Novianti