Optimalisasi Kecerdasan Buatan dalam Strategi Promosi Produk Ekonomi Kreatif Melalui Pemanfaatan Media Sosial Digital

This study explores the utilization of Artificial Intelligence (AI) in promoting creative economy products in Central Java's tourism areas, with a focus on Jatirejo Village, Semarang, known for its kolang-kaling production. As digital technology advances, AI presents substantial potential for enhancing the effectiveness, efficiency, and personalization of marketing strategies for local products, including batik, handicrafts, and culinary goods. Despite this potential, many small and medium enterprises (SMEs) in Central Java struggle to adopt AI due to limited resources, insufficient understanding of AI applications, and underdeveloped digital infrastructure. Using a qualitative descriptive approach, this research employs a case study method supported by in-depth interviews and direct observation. The findings reveal several challenges, such as a lack of digital literacy, financial constraints, and inadequate access to technology. However, the study also identifies significant opportunities for improvement. These include providing targeted training programs to increase AI literacy, fostering partnerships between SMEs, the government, and private sector actors, and improving supporting infrastructure to facilitate digital transformation. By addressing these barriers and leveraging collaborative efforts, AI can serve as a strategic tool to enhance promotional efforts and market reach for local creative products. This research contributes practical insights for policymakers, tourism authorities, and SME managers in designing inclusive, technology-driven strategies to support the growth of the creative economy in tourist regions. Ultimately, the integration of AI in promotional activities is expected to not only boost local economic development but also strengthen the cultural identity and competitiveness of creative products from Central Java on a broader scale.