<![CDATA[Abstrak - Perkembangan artificial intelligence (AI) memperluas cara pelaku usaha mikro, kecil, dan menengah (UMKM) membangun nilai bisnis, melayani pelanggan, serta mengambil keputusan di pasar digital. Artikel ini bertujuan menganalisis pemanfaatan AI sebagai strategi technopreneurship untuk meningkatkan daya saing UMKM digital melalui pendekatan studi literatur. Hasil kajian menunjukkan bahwa AI dapat memperkuat daya saing melalui analisis pasar, personalisasi pemasaran, layanan pelanggan, efisiensi operasional, dukungan keputusan keuangan, dan inovasi produk. Namun, manfaat AI bergantung pada literasi digital, kualitas data, kesiapan proses bisnis, keamanan informasi, dan pendampingan ekosistem. Artikel ini menegaskan bahwa AI perlu diposisikan sebagai kapabilitas strategis yang diterapkan bertahap, terukur, dan tetap dikendalikan manusia dalam proses pengambilan keputusan bisnis. Kata kunci: artificial intelligence; technopreneurship; UMKM digital; daya saing; transformasi digital; Abstract - The development of artificial intelligence (AI) expands how micro, small, and medium enterprises (MSMEs) create business value, serve customers, and make decisions in digital markets. This article analyzes AI utilization as a technopreneurship strategy to strengthen the competitiveness of digital MSMEs through a literature review approach. The findings show that AI can enhance competitiveness through market analysis, marketing personalization, customer service, operational efficiency, financial decision support, and product innovation. However, AI benefits depend on digital literacy, data quality, business process readiness, information security, and ecosystem support. This article argues that AI should be positioned as a strategic capability that is implemented gradually, measurably, and with continuous human oversight in business decision-making Keywords: artificial intelligence; technopreneurship; digital MSMEs; competitiveness; digital transformation;]]>
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