DIGITAL TRANSFORMATION: THE ROLE OF AI IN STRATEGIC DECISION-MAKING FOR ENTREPRENEURS

Abstract

Digital transformation has fundamentally changed the business landscape, especially in strategic decision-making in entrepreneurship. Artificial Intelligence (AI) plays a crucial role in analyzing data, identifying market trends, and improving operational efficiency. This research aims to explore how AI is used in the strategic decision-making process by entrepreneurs, as well as identify the challenges and opportunities faced. The research method used is a qualitative approach with the netnography method, which analyzes the interaction and discussion of entrepreneurs on digital platforms such as business forums, social media, and online communities. The results of the study revealed five main findings. First, AI helps optimize marketing strategies through consumer trend analysis and content personalization. Second, AI improves operational efficiency, Third, AI improves decision-making accuracy with real-time data analysis. Fourth, there are challenges in AI adoption, including a lack of digital literacy and resistance to change. Fifth, opportunities for AI implementation can be strengthened through the support of the digital ecosystem involving the government, academia, and the industrial sector. This research highlights the importance of increasing digital literacy and policies that support the use of AI in entrepreneurship to increase business competitiveness in the digital era.