UTILIZATION OF ARTIFICIAL INTELLIGENCE IN MARKETING VISUAL COMMUNICATION FOR ENHANCING DIGITAL MARKETING OPTIMIZATION: A CASE STUDY OF I-NEWBEE

• Main Author: Willys Alfarizi, Alfinza
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77354
• Institution: Institut Teknologi Bandung

Urban beekeeping have the potential to diversify ecosystems and encourage better environmental governance. To promote a trend on social media, marketers need to create visuals that can attract the attention of target markets with limited resources. However, with limited resources, not all marketers have the ability to produce good quality visuals to communicate with the target market, so they need to adopt more resources, one of which is Artificial Intelligence. This research discusses what AI is and how it is applied to optimize I-NewBee's digital marketing strategy. As a startup, I-NewBee is a company that focuses on getting attention based on the initial stage of the AISAS model using social media through digital marketing with limited Marketing Management Resources. This study found that Leonardo AI showed positive results among the 3 AIs studied based on customer perceptions that matched I-NewBee's Marketing Resources Management.