Human-AI Symbiosis dalam Aktivitas Digital Branding UMKM Kuliner: Pengembangan Framework Pemberdayaan
DOI:
https://doi.org/10.58192/ebismen.v5i4.5019Keywords:
Artificial Intelligence, Human-AI Symbiosis, digital branding, MSMEs, , creative empowermentAbstract
This study explores the implementation of Human–AI Symbiosis in digital branding activities among culinary MSMEs and develops a conceptual framework based on empirical findings. The rapid adoption of generative artificial intelligence technologies provides new opportunities for MSMEs to create digital content more efficiently despite limitations in resources, technical skills, and marketing budgets. This research employed an exploratory qualitative approach with a phenomenological perspective. Data were collected through in-depth interviews with six culinary MSMEs owners who actively utilized AI tools in their branding activities. Data analysis was conducted through open coding, axial coding, and selective coding to identify key themes emerging from participants’ experiences. The findings reveal that AI functions as a collaborative partner rather than replacing human creativity. Human–AI collaboration contributes to creative empowerment, strengthens psychological ownership of content, improves inclusivity by reducing technical barriers, and generates perceived impacts in the form of branding efficiency, content consistency, audience engagement, and business visibility. Based on these findings, the study proposes a Human–AI Symbiosis-Based Digital Branding Empowerment Framework that explains how collaboration between humans and AI creates value in MSMEs branding activities. The study contributes to the Human–AI Symbiosis literature and provides practical guidance for MSMEs seeking to integrate AI into digital branding strategies.
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