Empowering Micro-Entrepreneurs through Artificial Intelligence: A Conceptual Framework for AI-Based Marketing

Technology becoming the main product to enhance various aspects in the business. Artificial Intelligence has provided many conveniences in marketing business products. However, this innovative technology is not yet widely understood by the F&B microentrepreneur. The microentrepreneurs tend to focus more on developing their products rather than improving sales through product marketing using AI. This research aims to develop a conceptual framework to help micro-entrepreneurs in marketing their products by utilizing Artificial Intelligence (AI) technology. The framework will be developed through a focus group discussion (FGD) involving stakeholders, including the Department of Industry and Trade, the Regional Development Planning Agency, and micro-entrepreneurs, to determine gaps or deficiencies that exist among micro-entrepreneurs. The Delphi method will also be used to gather opinions from experts in AI and marketing to develop an AI model suitable for micro-entrepreneurs. The model will involve the use of chat GPT, a simplified version of AI, and copy AI. The end result will be a prototype of an AI model that is tailored to the needs of micro-entrepreneurs, with the potential to improve their marketing capabilities and overall business operations. The framework will also include the use of digital marketing to provide a platform for micro-entrepreneurs to develop their online segmentation. The ultimate goal of this research is to bridge the gap between AI marketing and digital transformation, creating a user-friendly application for micro-entrepreneurs to increase their marketing capacity.