THE UTILIZATION OF ARTIFICIAL INTELLIGENCE IN PROMOTING MSME SUSTAINABILITY: A SYSTEMATIC LITERATURE REVIEW

Abstract

This study aims to identify the role and contribution of Artificial Intelligence (AI) in supporting the sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. The method is a Systematic Literature Review (SLR): an initial population of 200 articles retrieved via Publish or Perish was screened for topical relevance and methodological quality, resulting in 16 selected articles; purposive sampling was applied, records of search procedures were kept; data were extracted from article texts and analyzed using thematic synthesis to derive core themes (AI application areas, enabling/barrier factors, and sustainability impacts). Findings reveal three dominant themes: (1) optimization of digital marketing and chatbots to enhance customer interaction and sales (e.g., omnichannel marketing & AI marketing trainings). (2) strengthening local branding and AI-driven content production to expand market reach and MSME capabilities. (3) AI integration for financial inclusion/credit scoring and operational digitalization that supports governance and financing access. Adoption success is conditioned by digital literacy, organizational readiness, and policy support. In conclusion, AI has significant potential to reinforce MSME economic, social, and environmental sustainability, but scaling impact requires training programs, enabling policies, and multi-stakeholder collaboration. Recommendations include field empirical studies and the development of context-sensitive adoption models for MSMEs.