Innovation influencer's identity supports micro entrepreneur in accelerating artificial intelligence adoption process

Pamungkas, Indra Novianto Adibayu
A'yun, Mileyanda Qurota
Supriatna, Supriatna

Jurnal Manajemen Komunikasi
Vol 10, No 2 (2026): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher E

Background: Despite the rapid growth of Artificial Intelligence (AI) in marketing communication activity, many micro-entrepreneurs in Indonesia face a significant innovation gap characterized by technological stagnation and low technological proficiency. Adapting to the digital environment through AI-integrated visual marketing is now crucial for micro-business competitiveness. However, adoption remains challenging due to ingrained self-concepts and cultural barriers in collective societies like Indonesia. Purpose: This study aims to identify the communication identities underlying AI adoption rates among micro-entrepreneurs and to formulate a framework to accelerate the diffusion of innovation. Methods: This study used a qualitative approach and conducted interviews with 28 micro-entrepreneurs who attended the AI Visual Promotion Content workshop. Data was analyzed using NVivo 12 Pro software and linked to Diffusion and Innovation by Rogers’ and Communication Theory of Identity from Hecht’s in the discussion. Results: 69 % of participants in this study are positioned as Late Majority Level, while the rest are in Early Majority. The adoption can be influence by the presence of innovation influencer from among them to accelerate AI Adoption. All the informants considered that the training and workshop is the moment of truth for them as a critical turning point to adopt AI to support their promotional content. Besides, it is also the time to move from the fear of being left behind. Conclusion: This investigation presents a new archetype, “The Innovation Influencer,” that comes from the local community of micro-entrepreneurs. This new terminology comes from the identity traits that show as open growth-mindset, initiative, goal orientation, and self-acceptance as their main personal characteristics. Implications: The presence of an innovation influencer in the community becomes the bandwagon effect, contributing to the transformation of the change attitude from skeptic become active adoption in the microbusiness ecosystem.