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All Journal Jurnal Manajemen Dan Bisnis Ekonomi
Eryc Yeo
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Dampak Kecerdasan Buatan dalam Peningkatan Efisiensi Pemasaran Digital di Industri E-commerce Indonesia Debora Oktaviani; Fikra Terisha A; Mashita Ayuni; Tesalonika Sembiring; Wynne Lie; Eryc Yeo
JURNAL MANAJEMEN DAN BISNIS EKONOMI Vol. 2 No. 4 (2024): October : JURNAL MANAJEMEN DAN BISNIS EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jmbe-itb.v2i4.2385

Abstract

The e-commerce industry in Indonesia is growing rapidly, but fierce competition and consumer demands require the adoption of advanced technologies to improve the efficiency and effectiveness of digital marketing. Artificial intelligence (AI) offers a solution by enabling content personalisation, process automation and more accurate consumer behaviour prediction. This research, through an integrative literature review, found that AI can increase conversions and sales. However, challenges such as high costs, limited expertise, and ethical issues related to privacy and bias remain. Therefore, appropriate strategies and investment in workforce education are needed to maximise the benefits of AI in Indonesia.
Co-Authors Debora Oktaviani Fikra Terisha A Mashita Ayuni Tesalonika Sembiring Wynne Lie