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.

本研究界定：中小微企业（Micro, Small and Medium Enterprises，MSME）经营者所应用的人工智能（Artificial Intelligence，AI），在新产品与服务的开发环节中，可有效助力创意生成与参考文献检索。除此之外，人工智能还可依托既定数据分析结果及企业自身运营需求，辅助制定战略级商业决策。在数字营销领域，人工智能与各类网络营销工具的协同应用，可高效实现受众识别、内容创作（含文案撰写）乃至视频脚本创作等工作。此举不仅能够提升作业效率，更可切实优化企业经营绩效，助力企业实现长期可持续发展。