Peran Artificial Intelligence Dalam Mendorong Inovasi Dunia Bisnis Untuk Mencapai Keunggulan Yang Kompetitif
Abstract
The development of Artificial Intelligence (AI) has revolutionized various aspects of the business sector, particularly in driving innovation and creating competitive advantage. This study aims to analyze the contribution of AI to business innovation through a Systematic Literature Review (SLR) approach. The SLR approach was employed to identify, review, evaluate, and synthesize relevant literature related to the research topic. The findings indicate that AI plays an important role in transforming business processes, supporting data-driven decision-making, improving operational efficiency, and strengthening marketing strategies and customer service. In addition, AI enables organizations to become more adaptive and innovative through predictive capabilities and advanced automation. Nevertheless, AI implementation also raises ethical challenges, technological dependence, and the need for adequate organizational capabilities. This study provides both theoretical and practical implications for business practitioners, academics, and policymakers in optimizing the role of AI as an enabler of innovation and the creation of competitive value.
Keywords: Artificial Intelligence; Business innovation; Competitive advantage; SLR; Digital transformation
Abstrak
Perkembangan Artificial Intelligence (AI) telah merevolusi berbagai aspek dalam dunia bisnis, terutama dalam mendorong inovasi dan menciptakan keunggulan kompetitif. Tujuan dari Penelitian ini bertujuan menganalisis kontribusi AI terhadap inovasi bisnis melalui pendekatan Systematic Literature Review (SLR). Pendekatan SLR diterapkan untuk mengidentifikasi, menelaah, mengevaluasi, serta menyusun sintesis dari berbagai literatur yang relevan dengan judul penelitian. Hasil kajian menunjukkan bahwa AI berperan penting dalam hal transformasi mengenai proses sebuah bisnis, serta pengambilan keputusan berbasis data, peningkatan efisiensi operasional, serta penguatan strategi pemasaran dan layanan pelanggan. Selain itu, AI juga mendorong organisasi untuk lebih adaptif dan inovatif melalui kemampuan prediktif dan otomatisasi yang canggih. Namun, implementasi AI juga menimbulkan tantangan etis, ketergantungan teknologi, dan kebutuhan kapabilitas organisasi yang memadai. Studi ini memberikan implikasi teoretis dan praktis bagi pelaku bisnis, akademisi, dan pembuat kebijakan dalam mengoptimalkan peran AI sebagai enabler inovasi dan pencipta nilai kompetitif.
Kata kunci: Artificial Intelligence; Inovasi bisnis; Keunggulan kompetitif; SLR; Transformasi digital
References
N. Soni, E. K. Sharma, N. Singh, and A. Kapoor, “Artificial Intelligence in Business: From Research and Innovation to Market Deployment,” in Procedia Computer Science, Elsevier B.V., 2020, pp. 2200–2210. doi: 10.1016/j.procs.2020.03.272.
G. Rampersad, “Robot will take your job: Innovation for an era of artificial intelligence,” J. Bus. Res., vol. 116, pp. 68–74, Aug. 2020, doi: 10.1016/j.jbusres.2020.05.019.
P. Mikalef and M. Gupta, “Artificial intelligence capability: Conceptualization, measurement calibration, and empirical study on its impact on organizational creativity and firm performance,” Information and Management, vol. 58, no. 3, pp. 126-135, Apr. 2021, doi: 10.1016/j.im.2021.103434.
Rini Wijayaningsih et al., “Pemanfaatan Kecerdasan Buatan dalam Transformasi Intelejen Bisnis untuk Keunggulan Kompetitif,” CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis, vol. 4, no. 3, pp. 136–141, Jun. 2024, doi: 10.55606/cemerlang.v4i3.3016.
K. Wang, S. Zhang, and C. Zhang, “From Intelligence to Creativity: Can AI Adoption Drive Sustained Corporate Innovation Investment?,” From Intelligence to Creativity: Can AI Adoption Drive Sustained Corporate Innovation Investment?”, Sustainability, vol. 17, no. 24, pp. 210-221, Dec. 2025, doi: 10.3390/su172411127.
S. Verma, R. Sharma, S. Deb, and D. Maitra, “Artificial intelligence in marketing: Systematic review and future research direction,” International Journal of Information Management Data Insights, vol. 1, no. 1, pp. 13-22, Apr. 2021, doi: 10.1016/j.jjimei.2020.100002.
Q. Aini, S. W. Dyatmika, M. H. R. Chakim, M. Khasanah, and Z. Queen, “Integration of Artificial Intelligence in Digital Marketing Strategies Based on Business Data Analytics,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 6, no. 1, pp. 12–20, Jun. 2025, doi: 10.34306/abdi.v6i1.1230.
M. I. P. N. Bunga Amira, “Pemanfaatan Kecerdasan Buatan (Ai) Dalam Meningkatkan Efesiensi Dan Pengembangan Usaha Mikro,Kecil Dan Menengah (Umkm),” Jurnal Riset Manajemen, vol. 1, no. 4, pp. 362–371, Dec. 2023, doi: doi.org/10.54066/jurma.v1i4.
N. Svetlana, N. Anna, M. Svetlana, G. Tatiana, and M. Olga, “Artificial intelligence as a driver of business process transformation,” Procedia Comput. Sci., vol. 213, no. C, pp. 276–284, 2022, doi: 10.1016/j.procs.2022.11.067.
R. Machucho and D. Ortiz, “The Impacts of Artificial Intelligence on Business Innovation: A Comprehensive Review of Applications, Organizational Challenges, and Ethical Considerations,” Systems, vol. 13, no. 4, p.p 1-9, Apr. 2025, doi: 10.3390/systems13040264.
M. N. Insirat, H. A. Syahfir, A. Usman, and M. Mediaty, “Analisis Dampak Implementasi AI Dalam Proses Pengambilan Keputusan Manajerial Terhadap Etika Bisnis dan Keberlanjutan Organisasi: A Systematic Literature Review,” Owner, vol. 9, no. 1, pp. 011–025, Jan. 2025, doi: 10.33395/owner.v9i1.2525.
C. Collins, D. Dennehy, K. Conboy, and P. Mikalef, “Artificial intelligence in information systems research: A systematic literature review and research agenda,” International Journal of Information Managemen, vol. 60, no. 10238, pp. 1–17, Oct. 2021, doi: 10.1016/j.ijinfomgt.2021.102383.
S. Matharaarachchi, M. Domaratzki, and S. Muthukumarana, “Enhancing SMOTE for imbalanced data with abnormal minority instances,” Machine Learning with Applications, vol. 18, p. 100597, Dec. 2024, doi: 10.1016/j.mlwa.2024.100597.
R. Suarantalla, “Peran Artificial Intelligence (AI) dalam Optimalisasi Pemasaran Digital pada Usaha Mikro, Kecil, dan Menengah (UMKM),” RIGGS: Journal of Artificial Intelligence and Digital Business, vol. 4, no. 3, pp. 8480–8491, Oct. 2025, doi: 10.31004/riggs.v4i3.3277.
A. Kohar, “Pemanfaatan Kecerdasan Buatan Dalam Meningkatkan Efisiensi Bisnis Dan Keputusan Manajerial,” Jurnal Review Pendidikan dan Pengajaran, vol. 8, no. 2, pp. 4875–4880, May 2025, doi: https://doi.org/10.31004/jrpp.v8i2.45729.
R. Hidayat, I.R. Kusumasari, Zika Aisyantus Sophia, and Devina Rahma Puspita, “Peran Teknologi AI dalam Mengoptimalkan Pengambilan Keputusan dalam Pengembangan Bisnis,” Sosial Simbiosis : Jurnal Integrasi Ilmu Sosial dan Politik, vol. 1, no. 4, pp. 167–178, Nov. 2024, doi: 10.62383/sosial.v1i4.905.
R. H. Nugroho, I. R. Kusumasari, V. Febrianto, M. A. Farhan N. H, and M. R. Mahardika, “Strategi Teknologi Artificial Intelligence (AI) dalam Pengambilan Keputusan Bisnis di Era Digital,” Jurnal Bisnis dan Komunikasi Digital, vol. 2, no. 2, pp. 1–7, Dec. 2024, doi: 10.47134/jbkd.v2i2.3476.
Sri and H. Adiningsih, “Implementation of Digital Transformation and Artificial Intelligence as Innovation for MSMEs in the Era of Industrial Revolution 4.0 Corresponding Author,” JURNAL PENELITIAN MULTIDISIPLIN BANGSA, vol. 1, no. 7, pp. 682–691, Dec. 2024, doi: 10.59837/jpnmb.v1i7.130.
T. S. U. Suharto, “Analisis Integratif Design Thinking dan Artificial Intelligence dalam Mendorong Inovasi UMKM di Indonesia,” bit-Tech, vol. 7, no. 3, pp. 1078–1089, Apr. 2025, doi: 10.32877/bt.v7i3.2333.
H. Arief, C. Oktaviar, H. Nuryadi, E. Tama Putra Saratian, and S. Bernadetha Stephani, “Pemanfaatan Teknologi Artificial Intelegence (AI) Dalam Meningkatkan Penjualan Dan Sustainability Bisnis UMKM,” Jurnal Pengabdian Masyarakat, vol. 1, no. 6, pp. 335–342, Jun. 2024, doi: https://doi.org/10.62335/mgjxst31.
S. C. Islam Taufik, R. Rismayanti, D. R. Sopian, and A. A. Dede Saputra, “The Influence Of The Development Of Artificial Intelligence Technology In The Industrial Field,” Jurnal Indonesia Sosial Teknologi, vol. 4, no. 8, pp. 1186–1199, Aug. 2023, doi: 10.59141/jist.v4i8.657.
How To Cite This :
Refbacks
- There are currently no refbacks.
