Training on the Utilization of Artificial Intelligence for Optimizing MSME Product Marketing on E-Commerce Platforms

Abstract

This community service activity aimed to strengthen the capacity of micro, small, and medium enterprises (MSMEs) in Karanganyar Regency to utilize artificial intelligence (AI) for product marketing on e-commerce platforms. Thirty MSME representatives participated in training covering four competency domains: AI concept understanding, AI tool use, marketing content creation, and e-commerce product optimization. Learning outcomes were evaluated descriptively using pre-test and post-test mean scores on a 0–100 scale. The results showed improvement in all four domains. AI concept understanding increased from 50 to 80, equivalent to a 30-point gain and a 60.0% relative improvement. AI tool use increased from 55 to 70 (27.3%), marketing content creation from 50 to 82 (64.0%), and e-commerce product optimization from 53 to 81 (52.8%). Across the four indicators, the average score increased from 52.00 to 78.25, representing an absolute gain of 26.25 points and a 50.5% relative improvement. The highest post-test score and the largest relative improvement were observed in marketing content creation, while AI tool use showed the smallest relative gain. These descriptive findings indicate positive immediate learning outcomes and support the use of practice-oriented AI training to strengthen MSME digital marketing capabilities. Because only aggregate pre-test and post-test means were available, the results should not be interpreted as evidence of statistical significance or long-term business performance. Follow-up mentoring and outcome monitoring are recommended.