Transformasi Digital UMKM: Integrasi AI dalam Strategi Content Marketing di Kecamatan Bungah

Abstract

Micro, Small, and Medium Enterprises (UMKM) in Bungah District, Gresik Regency, face significant challenges in digital promotion and marketing, which limits their market reach. Therefore, this community service (PkM) activity was implemented to provide a transformative solution through the integration of artificial intelligence (AI) in the digital content marketing strategy. This PkM activity adopted a training of trainers (TOT) model, targeting Village Heads and Village IT Staff as representatives from 22 villages, with a total of 40 participants. The materials covered the importance of branding for village identity and the utilization of AI tools for UMKM product promotion. The success of this PkM was marked by the high enthusiasm and active participation of the participants, as well as the positive synergy between academics, the sub-district government, and village officials. The results indicate an increase in participants' understanding and practical skills in using AI to create effective promotional content.