<![CDATA[Technological innovation in creative product marketing has become an urgent need in the digital era, especially for the batik industry which faces the challenges of low consumer interaction, limited product trial experience, and increasing market competition. Batik Nyonya, as a local culture-based product, requires a more immersive marketing strategy to strengthen the product's image and attract the interest of modern consumers. This urgency drives the development of Augmented Reality (AR)-based marketing innovations combined with AI Virtual Batik-Making to create a more immersive, educational, and engaging interaction experience. This research aims to develop an AR-based Batik Nyonya marketing application that allows consumers to visualize batik in real-time, while also presenting the AI Virtual Batik-Making feature as a virtual simulation of the batik-making process. This feature not only provides education about batik techniques and philosophy but also increases consumer engagement and emotional closeness to the product. The effectiveness of this technology is tested to see its impact on improving product image and consumer interaction in the digital era. The method used is Research and Development (R&D) with the ADDIE model that focuses on needs analysis, solution design, application prototype development, and evaluation of its effectiveness in a marketing context. This process follows User-Centered Design (UCD) principles to ensure the AR and AI features of Virtual Batik-Making are relevant, easy to use, and able to enhance the consumer experience. Data was obtained through expert assessment and user trials, then analyzed descriptively and quantitatively to measure the feasibility of the media and the level of consumer interaction. Targeted outputs include an AR marketing application for Nyonya Batik with ready-to-use AI features, publication of scientific articles, image enhancement and consumer engagement, and an AR–AI-based digital marketing model that can be replicated for other creative industries. This research is expected to provide a real contribution to strengthening local product marketing through technological innovations relevant to the needs of digital-era consumers.]]>
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