AI Adoption in MSME Marketing: Literature Review on Trends, Obstacles, and Implementation Strategies

Abstract

Artificial intelligence (AI) has become a key element in digital marketing, enabling businesses to automate customer interactions, analyze market data, and optimize advertising strategies. However, the adoption of AI by Micro, Small, and Medium Enterprises (MSMEs) is still limited due to constraints such as financial constraints, low digital literacy, and data security and regulatory issues. This study aims to analyze the trend of AI adoption in MSME marketing, identify the main challenges faced, and formulate implementation strategies that can improve the use of this technology. Using a Systematic Literature Review (SLR) approach, this study examines various studies published in reputable international journals from 2015 to 2025, using data sources from Scopus, Web of Science, and Google Scholar. The results of the study show that AI has been applied in various aspects of MSME marketing, such as chatbots for customer service, machine learning-based recommendation systems, and customer data analysis for market segmentation. However, the adoption of AI is still hampered by limited capital, inadequate technological infrastructure, and lack of workforce skills in operating AI systems. To overcome these barriers, several strategies can be implemented, including increasing digital literacy, using cloud-based AI solutions (AIaaS), collaborating with digital platforms, and supporting more inclusive government regulations and policies. With the right approach, AI has the potential to be an effective tool for MSMEs in increasing their competitiveness in the digital era.