TRANSFORMASI KAPABILITAS PEMASARAN BERBASIS AI UNTUK MENCIPTAKAN KEUNGGULAN KOMPETITIF BERKELANJUTAN
Keywords:
Artificial Intelligence Marketing; Intelligent Marketing; Marketing Capability; Marketing Agility; Sustainable Competitive Advantage.Abstract
Perkembangan artificial intelligence (AI) telah mendorong perubahan fundamental dalam praktik pemasaran, dari digital marketing yang berorientasi pada pemanfaatan teknologi digital menuju intelligent marketing yang mengintegrasikan kecerdasan data, prediksi, personalisasi, otomasi, dan pengambilan keputusan secara adaptif. Penelitian ini bertujuan untuk mengeksplorasi proses transformasi kapabilitas pemasaran berbasis AI serta memahami kontribusinya dalam menciptakan keunggulan kompetitif berkelanjutan. Penelitian menggunakan pendekatan kualitatif dengan paradigma interpretif untuk memperoleh pemahaman mendalam mengenai pengalaman, praktik, dan strategi organisasi dalam mengembangkan kapabilitas pemasaran berbasis AI. Data penelitian diperoleh melalui wawancara mendalam, observasi, serta analisis dokumen yang relevan, kemudian dianalisis secara tematik melalui proses pengkodean, kategorisasi, identifikasi tema, dan interpretasi hubungan antartema. Penelitian diarahkan untuk mengidentifikasi bagaimana AI marketing capability berkembang menjadi intelligent marketing capability melalui integrasi data, kecerdasan prediktif, personalisasi, otomasi pemasaran, dan real-time decision making. Transformasi tersebut selanjutnya dikaji dalam kaitannya dengan peningkatan marketing agility, pengalaman pelanggan, keterlibatan pelanggan, inovasi pemasaran, dan penciptaan keunggulan kompetitif berkelanjutan. Penelitian ini diharapkan memberikan kontribusi teoretis terhadap pengembangan perspektif dynamic capabilities dalam konteks pemasaran berbasis AI serta memberikan implikasi praktis bagi organisasi dalam merancang strategi transformasi pemasaran yang adaptif, cerdas, dan berorientasi pada penciptaan nilai berkelanjutan.
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