THE EVOLVING POSITION OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING: A Qualitative Study of SMEs in Indonesia
Narayan Aryaka Respati, Prameshwara Anggahegari, Julien ETIENVRE

a) School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
*narayan.respati[at]gmail.com

b) Rennes School of Business
2 rue Robert d^Arbrissel, CS 76522, RENNES, Cedex 35065, France
aloha[at]rennes-sb.com

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.

Keywords: Artificial Intelligence, Digital Marketing, Startup, Qualitative Research, Evolving Position

Topic: Marketing Management, Relationship Marketing, Service Marketing