Analysis of MSME Owners in Utilizing AI to Support Sustainable Growth in Digital Business Performance Efficiency: Study of MSME Owners

In this study, it is defined that the presence of AI utilized by MSME owners is quite beneficial in the generation of ideas and in the process of searching for references since the development of new products and services. Apart from that, AI can also be used to make strategic business decisions based on the given data analysis and the requirements of the company. In the digital marketing approach, the application of artificial intelligence and other tools of online marketing has been effective for audience identification, content writing, including copywriting, and even video script writing. This not only assists the work in becoming efficient but also can assist in enhancing the company's performance effectively, which can help the company achieve long-term sustainable development.