https://mail.insyma.org/proceedings/files/original/articles/Rialisnawati.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025) Proceedings meta_title AI Adoption in MSME Marketing: Literature Review on Trends, Obstacles, and Implementation Strategies Author #1 Rialisnawati Author #2 Santi Nururly Abstract/Description 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. keywords a;b;c;d AI, MSME Marketing, Technology Adoption, Digital Transformation, Implementation Strategy publication_date 2025/06/20 2025/06/15 pdf_url https://insyma.org/proceedings/files/articles/Rialisnawati.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/317 firstpage 35 lastpage 44 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 6 Volume 22 authors Rialisnawati, Santi Nururly Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource AI Adoption in MSME Marketing: Literature Review on Trends, Obstacles, and Implementation Strategies Creator An entity primarily responsible for making the resource Rialisnawati, Santi Nururly