Strategi Peningkatan Kompetensi SDM UMKM dalam Penerapan Digital Marketing Berbasis AI di Era 5.0
- Dewi Shinta Wulandari Lubis Sekolah Tinggi Ilmu Manajemen Sukma, Medan, Indonesia
-
Adrianto
*
Universitas Terbuka, Medan,
Indonesia
Abstract
Transformasi digital dan kemajuan teknologi kecerdasan buatan (AI) telah menciptakan tantangan baru sekaligus peluang bagi pelaku UMKM di era Society 5.0. Namun, kompetensi sumber daya manusia (SDM) UMKM seringkali menjadi hambatan dalam mengadopsi teknologi digital marketing berbasis AI. Makalah ini bertujuan untuk mengeksplorasi strategi peningkatan kompetensi SDM UMKM dalam memanfaatkan teknologi digital marketing berbasis AI untuk meningkatkan daya saing. Dengan pendekatan kualitatif deskriptif dan tinjauan pustaka terbaru, artikel ini mengkaji praktik-praktik terbaik dalam pengembangan kapasitas SDM. Hasil menunjukkan bahwa untuk mengatasi kesenjangan kompetensi SDM dalam implementasi AI, sangat diperlukan kolaborasi holistik antara pelaku UMKM, akademisi, pemerintah, dan penyedia teknologi/komunitas digital. Kolaborasi ini wajib difokuskan pada penyusunan program pelatihan digital yang adaptif, aplikatif, dan berorientasi pada studi kasus nyata, demi memastikan UMKM mampu memanfaatkan AI secara efektif dan berkelanjutan dalam menghadapi tantangan era Society 5.0.
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