IMPLEMENTASI ARTIFICIAL INTELLIGENCE DALAM MENINGKATKAN EFISIENSI DAN LAYANAN DI MARKETPLACE DIGITAL

Abstrak

The development of the internet has become integral to human life and has influenced digital marketing. E-commerce uses the internet to operate, while marketplaces allow selling products without their infrastructure. This benefits small and medium businesses because they only need to provide product information without building their systems. The research uses a qualitative method with a YouTube content analysis approach, to understand the impact of a video on YouTube on the public's response to government programs. Data was collected through the YouTube channel Marketeers TV which explains artificial intelligence (AI) and its implementation in business. This research highlights the gap between the current situation and the ideal situation in implementing AI in digital marketplaces, focusing on the scale of implementation, the effectiveness of data analysis, the impact of interaction with AI on customer experience, and the factors that influence the success of AI implementation. This research aims to provide valuable insights for stakeholders to optimize the use of artificial intelligence in improving operational efficiency and service quality on digital marketplace platformsand secure digital economy.