SYSTEMATIC LITERATURE RIVIEW: TRANSFORMASI STRATEGI WIRAUSAHA BERBASIS AI DALAM MENGHADAPI TANTANGAN DIGITAL MARKETING

Abstract

The implementation of Artificial Intelligence (AI) in digital marketing strategies has become a key solution for entrepreneurs in the ever-evolving technological era. Digital marketing, which once relied on basic technologies like online ads, now requires AI integration to tackle increasingly complex market challenges. This research employs a Systematic Literature Review (SLR) methodology to analyze 49 relevant journals on AI-driven digital marketing transformation. The collected data is filtered through Covidence and visualized using VOSviewer. Out of the 49 journals reviewed, 10 studies were selected based on relevance and quality. The findings show that AI enhances marketing effectiveness by analyzing consumer data, personalizing campaigns, and automating customer interactions. Additionally, AI aids in predicting market trends and data-driven decision-making using techniques like Structural Equation Modeling (SEM). The integration of AI with social media and e-commerce strengthens brand image, increases competitiveness, and improves operational efficiency. Therefore, AI-based marketing transformation is crucial for entrepreneurs to stay competitive in the rapidly changing digital landscape and ensure sustainable business growth.