AI-DRIVEN MARKETING THROUGH MOOC-BASED LEARNING

Abstract

In the rapidly advancing digital era, the role of Artificial Intelligence (AI) in digital marketing is becoming significant. According to the Kominfo survey in 2024, it indicates that merely 18% of MSME actors have fundamental digital competencies. Additionally, McKinsey's (2024) study shows that the integration of data-driven management technology can enhance productivity by as much as 25% and reduce operational costs by up to 20%. The lack of AI utilization literacy creates a gap and hinders digital equity among business actors in Indonesia, are serving as the background for the Massive Open Online Courses (MOOCs) program about Utilization of AI in Optimizing Digital Marketing Strategies. To guarantee eligibility of the program, the ADDIE (Analyse, Design, Development, Implementation, and Evaluation) development was employed to examine the program. This program covering seven thematic sessions, ranging from an introduction to AI, marketing data analysis, to ethics and privacy in AI use. With a self-paced learning approach, this MOOCs provides flexible access and promoting beneficial marketing literacy by the utilisation of artificial intelligence. This program is suitable for students, digital marketing specialists, business owners, and managers to understand the integration of AI into marketing to boost the competitiveness of business actors in the digital era. The program's output is a systematically organised module with a self-paced learning model that responds to the learning styles of the students. Topics range from introducing the fundamentals of marketing to integrating AI in marketing. At each session, assessments are given to assess students' comprehension.