The Utilization of Artificial Intelligence in Personalized Digital Marketing Content for Accelerating the Business Growth of MSMEs
Abstrak
The rapid growth of digital technologies has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt innovative marketing strategies to remain competitive in increasingly dynamic markets. Among these innovations, Artificial Intelligence (AI) has emerged as a powerful tool for enhancing personalized digital marketing content, improving customer engagement, and supporting business growth. This study aims to analyze the utilization of AI in personalized digital marketing and examine its contribution to accelerating MSME growth. A Systematic Literature Review (SLR) following the PRISMA 2020 framework was employed. Relevant articles were collected from major academic databases, including Scopus, ScienceDirect, SpringerLink, Emerald Insight, Wiley Online Library, Taylor & Francis Online, and Google Scholar. From an initial pool of 186 records, ten studies meeting the inclusion criteria were selected and analyzed using thematic content analysis. The findings reveal that AI enhances customer segmentation and targeting, enables personalized content generation, improves marketing automation and operational efficiency, and strengthens customer engagement. These capabilities contribute to increased sales performance, customer retention, market expansion, and overall business competitiveness. Despite challenges related to cost, digital literacy, and infrastructure, AI-driven personalization represents a strategic approach for supporting sustainable MSME growth in the digital economy.
Identifier
- OpenAlex: https://openalex.org/W7172259380
- DOI: https://doi.org/10.55927/fjmr.v5i7.115