Transformation of Micro-Enterprise Marketing Strategies through Artificial Intelligence Training in Semarang City

Abstract

This community service program aims to transform the marketing strategies of microenterprises through training on the utilization ofArtificial Intelligence (AI) in Semarang City. The program was designed using a capacity-building approach that emphasizes hands-on practice and structured mentoring, employing the Demonstration– Practice–Feedback–Revision (DPFR) model. The training materials covered the use of text-to-text AI for generating content ideas, captions, storytelling, and calls to action; text-to-image AI for creating promotional visual materials; and an introduction to text-to-video AI as an option for content development. Evaluation was conducted using pre-tests and post- tests to measure improvements in participants’ knowledge, as well as content output assessment rubrics to evaluate skill development. The results indicate an increase in participants’ understanding of AI applications in digital marketing and an improvement in the quality of promotional content, particularly in message structure, clarity of value propositions, strength of calls to action, and visual consistency.Initial impacts were also observed in the form of improved posting consistency and increased audience interaction, serving as indicators of early lead formation. Overall, this program demonstrates that practice-based AI training is effective in accelerating the adoption of marketing technologies among micro-enterprises and has the potential to sustainably enhance their competitiveness through continued mentoring.

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