Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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The Evolving Position of Artificial Intelligence in Digital Marketing: A Qualitative Study of SMEs in Indonesia

Authors
Narayan Aryaka Respati1, *, Julien Etienvre2, Prameshwara Anggahegari1
1School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia
2Rennes School of Business, Rennes, France
*Corresponding author. Email: narayan.respati@gmail.com
Corresponding Author
Narayan Aryaka Respati
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_80How to use a DOI?
Keywords
Artificial Intelligence; Digital Marketing; Startup; Qualitative Research; Evolving Position
Abstract

The following is a qualitative research that employs multiple methods to analyze and describe the position of artificial intelligence in the field of digital marketing, utilizing Indonesian SMEs as study cases for reference. The emergence of artificial intelligence powered software such as ChatGPT transformed societal norms. The goal of this research is to determine how such transformation could impact the marketing field, and what key roles would artificial intelligence play in digital marketing. To achieve this goal, three study cases have been employed to study the application of artificial intelligence in different settings: startups, banking sector, and general usage in Indonesia. For further evidence, anecdotal evidence and interviews have been taken into account. An interview has been conducted with a consultant, and another with a local business owner. Other researches have been considered through literature review, and data has been collected to suggest that artificial intelligence has become a key aspect of digital marketing, and that its role will become further cemented with the passing of time.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
10.2991/978-94-6463-443-3_80
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_80How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Narayan Aryaka Respati
AU  - Julien Etienvre
AU  - Prameshwara Anggahegari
PY  - 2024
DA  - 2024/06/26
TI  - The Evolving Position of Artificial Intelligence in Digital Marketing: A Qualitative Study of SMEs in Indonesia
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 614
EP  - 620
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_80
DO  - 10.2991/978-94-6463-443-3_80
ID  - Respati2024
ER  -