PROPOSED BUSINESS STRATEGY FOR ENTERPRISE GENERATIVE AI SOLUTION STARTUP IN INDONESIA FOR B2B MARKET
Generative AI is a recent breakthrough in the Artificial Intelligence discipline referring to AI systems that can create new content, such as text, images, audio, or video. Enterprises from around the world are investing resources to explore utilization of the technology towards their business p...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85939 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Generative AI is a recent breakthrough in the Artificial Intelligence
discipline referring to AI systems that can create new content, such as
text, images, audio, or video. Enterprises from around the world are
investing resources to explore utilization of the technology towards their
business processes. A report from Forbes shows that AI companies
around the world have raised around $354 billion for Generative AI
technology. One of the key drivers of those funding is to capitalize on
the growing market demand. Indonesian enterprises are also in the early
stages of implementing the technology. Bahasa.ai as an Indonesian
company with 7 years of experience in providing AI solutions to
enterprises is looking to provide generative AI solutions to growing
market demand in Indonesian enterprises. This study aims to identify the
factors that influence Indonesian enterprise users to adopt generative AI
in their business, as well as identifying strengths, weaknesses,
opportunities and threats for Bahasa.ai in the generative AI market. The
result is then used to determine business strategy for Bahasa.ai. A
quantitative analysis using PLS-SEM to test hypotheses from
questionnaire data is utilized to determine the influencing factors.
Perceived ease of use is found to have positive and significant influence
on user’s intention to adopt generative AI. Then, a qualitative study with
comprehensive interviews is conducted using the framework of Porter’s
Five Forces and McKinsey’s 7S to create SWOT analysis for Bahasa.ai.
Strategies are derived from the TOWS matrix and an implementation
plan is developed. In conclusion, with the combination of quantitative
and qualitative analysis, this study offers Bahasa.ai an insight into the
generative AI solution for Indonesian enterprises from users, internal,
and external standpoint |
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