Pendampingan Pemanfaatan Artificial Intelligence untuk Optimalisasi Digital Marketing UMKM Telur Asin Kampung Bebek

Abstract

Kampung Bebek and Salted Duck Eggs in Kebonsari Village, Candi District, Sidoarjo Regency, is a local center of duck egg-based micro, small, and medium enterprises (MSMEs) that have established independent production practices. However, digital marketing has not been managed consistently due to production time constraints and limited digital literacy among business owners. Therefore, it is necessary to enhance the capacity to utilize technology in support of this effort.  This community engagement program aimed to improve MSME actors’ practical knowledge and skills in utilizing Artificial Intelligence (AI) as a digital marketing assistant, particularly for developing promotional narratives and product visuals. The program’s novelty lies in the application of Contextual Prompt Engineering based on the ROCC framework and AIDA formulation. The program adopted an Asset-Based Community Development (ABCD) approach through five stages: socialization, training, technology implementation, mentoring and evaluation, and program sustainability. A hands-on workshop was conducted with 15 MSME participants, focusing on structured prompt techniques for generating captions, content calendars, and AI-based product visuals. The results showed that all participants successfully produced independent promotional content ready for use. Participant satisfaction was also high, with an overall mean score of 4.52 out of 5, particularly for general satisfaction (4.87) and perceived benefits (4.80). The program contributed to strengthening the digital capacity of village MSMEs, although continued mentoring is needed to support sustainable AI adoption.