PELATIHAN DIGITAL MARKETING BERBASIS ARTIFICIAL INTELLIGENCE (AI) SEBAGAI UPAYA PEMBERDAYAAN EKONOMI PEREMPUAN DI DESA KALIANGET, KECAMATAN BESUKI, KABUPATEN SITUBONDO

Abstract

The rapid advancement of digital technology has created significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their market reach through digital marketing. However, many women entrepreneurs in rural areas still have limited digital literacy and lack the confidence to utilize digital platforms for business promotion. This community service program aimed to improve participants' understanding of digital marketing, strengthen their entrepreneurial mindset, and introduce the use of Artificial Intelligence (AI) as a practical tool for creating marketing content. The program was conducted on July 7, 2026, in Kalianget Village, Besuki District, Situbondo Regency, involving 50 women aged 25–45 years who serve as the primary income earners in their families and predominantly operate home-based food businesses. The implementation adopted a participatory learning approach through interactive lectures, discussions, hands-on practice, and mentoring. The training materials covered digital marketing fundamentals, motivation to begin digital promotion, identifying target markets, and the practical application of AI to generate promotional content tailored to each participant’s products. The evaluation was conducted through observation, discussions, and participant testimonials. The results indicated a substantial improvement in participants' understanding of digital marketing concepts, increased confidence in utilizing social media as a promotional channel, and enhanced ability to create marketing content using AI tools. Participants also expressed positive feedback, stating that the training materials were relevant, practical, and applicable to their business needs. Overall, the program successfully enhanced digital literacy and encouraged the adoption of AI-supported digital marketing strategies among women-owned MSMEs, contributing to their business competitiveness and supporting family economic empowerment.