PERCEPTION AND LEVEL OF AI USE BY ONLINE ENTREPRENEURS IN PERLIS

The advancement of artificial intelligence (AI) technology is increasingly influencing the entrepreneurial landscape, including in online businesses. The use of AI encompasses various aspects such as business development, packaging, marketing, sales and after-sales service. In addition, AI applications have great potential in the production of text, image, audio, video and communication content via chatbots. This study aims to examine the perception and level of use of AI among online entrepreneurs in Perlis. The study was conducted using quantitative and qualitative approaches and data was collected through questionnaires to assess the level of awareness, acceptance, and challenges faced in adopting AI technology. The study findings show that the level of use of AI is still low due to lack of exposure to this technology, high costs, and limited technical skills. Therefore, this study proposes appropriate strategies to increase the use of AI among digital entrepreneurs to strengthen the entrepreneurial ecosystem in Perlis.