Integrating Generative AI with Design Thinking Approach to Improve Efficiency and Relevancy of MSMEs Promotional Content

Micro, Small, and Medium Enterprises (MSMEs) are a strategic sector in the economy that requires continuous innovation in digital marketing strategies. As the need for attractive, professional, and easily accessible promotional content increases, generative artificial intelligence (generative AI) technology is a potential solution to support the efficiency and quality of visual design. This study explores how design thinking and generative AI can be used to create attractive and professional visual content. This study uses a design thinking method with seven stages including understand, observe, define point of view, ideate, prototype, test, and reflect. Each step uses specific tools such as persona profile canvas, feedback capture grids, and retrospective boards, as well as generative AI tools used in prototypes such as Canva AI, Prome AI, Leonardo AI and others to create faster and more optimal designs. The results of the study show that the use of AI in promotional materials significantly improves the efficiency and branding of MSMEs, enabling the production of high-quality content at a lower cost. However, challenges remain, related to the limited scope of the study which only focuses on one sector, namely Muslim fashion MSMEs and the lack of AI's ability to understand the nuances of brand identity in depth. This study contributes to increasing the understanding of the synergy between design thinking and generative AI, as it can provide practical guidance for MSMEs in optimizing digital marketing, and suggests future research that focuses more on assisting MSMEs directly in implementing AI in their businesses.