Peran Kecerdasan Buatan dalam Transformasi Strategi Pemasaran Bisnis di Era Digital

Irma Siagian; Dian Petrishia Tambunan; Nopra Purba; Evifanie Simbolon; Stefani Br Tarigan; Agni Anggita Br Ginting; Christin Natasya Surbakti

doi:10.31004/riggs.v5i2.9787

Authors

Irma Siagian Universitas Negeri Medan
Dian Petrishia Tambunan Universitas Negeri Medan
Nopra Purba Universitas Negeri Medan
Evifanie Simbolon Universitas Negeri Medan
Stefani Br Tarigan Universitas Negeri Medan
Agni Anggita Br Ginting Universitas Negeri Medan
Christin Natasya Surbakti Universitas Negeri Medan

DOI:

https://doi.org/10.31004/riggs.v5i2.9787

Keywords:

Artificial Intelligenci, Strategi Pemasaran Digital, Personalisasi Pemasaran, Chatbot Marketing, Predictive Analytics

Abstract

Perkembangan kecerdasan buatan (Artificial Intelligence/AI) telah mendorong perubahan mendasar dalam strategi pemasaran bisnis dari pendekatan konvensional yang bersifat massal menuju pemasaran digital yang prediktif, personal, interaktif, dan berbasis data. Penelitian ini bertujuan menganalisis peran AI dalam mentransformasi strategi pemasaran, mengidentifikasi faktor pendorong penerapannya, membandingkan karakteristik pemasaran konvensional dengan pemasaran berbasis AI, serta menguraikan implementasi teknologi AI dalam aktivitas pemasaran modern. Penelitian menggunakan metode Systematic Literature Review dengan pendekatan deskriptif kualitatif. Literatur diperoleh dari basis data ilmiah melalui kata kunci yang berkaitan dengan AI, pemasaran digital, perilaku konsumen, chatbot, predictive analytics, personalisasi, dan periklanan digital. Sumber yang relevan kemudian diseleksi, dikelompokkan secara tematik, dan dianalisis untuk menemukan pola, manfaat, tantangan, serta implikasi strategis. Hasil kajian menunjukkan bahwa AI meningkatkan ketepatan segmentasi, kemampuan memprediksi perilaku konsumen, personalisasi pesan dan penawaran, otomatisasi pelayanan melalui chatbot, optimasi iklan secara waktu nyata, serta efisiensi pengambilan keputusan pemasaran. Dibandingkan pemasaran konvensional, pemasaran berbasis AI memiliki keunggulan dalam jangkauan, pengukuran kinerja, kecepatan respons, dan penyesuaian pengalaman pelanggan. Namun, keberhasilan penerapannya bergantung pada kualitas data, integrasi sistem, kompetensi sumber daya manusia, perlindungan privasi, transparansi algoritma, dan pengawasan manusia. Dengan demikian, AI perlu ditempatkan sebagai kapabilitas strategis yang memperkuat kreativitas dan pertimbangan pemasar, bukan sekadar sebagai alat otomatisasi operasional.

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