KnE Social Sciences
ISSN: 2518-668X
The latest conference proceedings on humanities, arts and social sciences.
AI-based Personalization of Pempek Bunan's Marketing Content on Social Media
Published date: Jul 15 2025
Journal Title: KnE Social Sciences
Issue title: The International Conference on Da'wah & Communication 2024 (ICDComm 2024)
Pages: 9 - 19
Authors:
Abstract:
This research focuses on the application of artificial intelligence (AI) in personalizing marketing content on social media by Pempek Bunan, a small and medium-sized enterprise (MSME) based in Palembang. By using AI to manage its digital marketing strategy, Pempek Bunan can tailor its content based on customer preferences, increase consumer engagement, and streamline the process of creating relevant content. A qualitative descriptive research method was used to collect data through interviews and direct observation. This approach allows researchers to gain deeper insights into Pempek Bunan’s experience with AI and how this technology is adapted to meet local business needs. The findings of this research show that AI helps Pempek Bunan develop more personalized content, although challenges such as language style adjustments and creativity limitations still require human intervention. The social construction of technology (SCOT) theory is used to analyze the interactions between relevant social groups, like those between the marketing team and business owners, in the process of AI adoption. This study found that the success of AI adoption depends on negotiation and collaboration between groups to ensure that the technology meets local needs and preferences. This process reflects interpretive flexibility, where AI is understood not only as a technical tool but also as a solution that can be adapted to different social contexts.
Overall, the use of AI in Pempek Bunan’s digital marketing provides tangible benefits, including increased marketing effectiveness and work efficiency. However, the stabilization of this technology is still evolving, with human involvement necessary to ensure content relevance and the sustainability of personalized marketing strategies. This research is expected to provide new insights into the application of AI in MSMEs in Indonesia and open opportunities for the development of smarter and more effective marketing strategies in the future.
Keywords: artificial intelligence, content personalization, digital marketing, social media, MSMEs, Pempek Bunan
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