The Role Of Artificial Intelligence - Ai In Tokopedia's Digital Marketing System Towards 2030
Abstract
. The development of digital technology towards 2030 positions Artificial Intelligence as a core element in building a more effective, measurable, and adaptive digital marketing system. Although various studies have discussed the application of AI in e-commerce, comprehensive studies focusing on the integration of AI in Tokopedia's digital marketing system as Indonesia's largest platform remain limited, thereby creating a research gap in the context of data-based marketing strategies. This research aims to deeply analyze the role of AI in strengthening Tokopedia's digital marketing system, identify implementation forms that deliver significant impact, and examine the strategic challenges faced towards 2030. The research method employs a literature study with a descriptive qualitative approach based on scientific publications, industry reports, and relevant supporting data. The results indicate that AI makes a substantial contribution to enhancing content personalization, consumer segmentation accuracy, customer behavior prediction, and marketing campaign optimization through machine learning, natural language processing, predictive analytics, and automated advertising. AI technology also bolsters transaction security via fraud detection and improves marketing process efficiency by reducing customer acquisition costs. This integration fosters the development of a more responsive, secure, and sustainable AI-driven digital commerce ecosystem for Tokopedia. Nevertheless, several key challenges persist, including data quality and integrity, privacy and regulatory issues, digital human resource readiness, and substantial technology investment requirements. This research offers academic contributions in the form of a conceptual framework that can serve as a foundation for subsequent empirical studies, as well as a reference for developing AI-based digital marketing strategies on Indonesian e-commerce platforms. Thus, this study reinforces the urgency of AI adoption as the foundation for Tokopedia's competitive advantage towards 2030.
Keywords: Artificial Intelligence; Digital Marketing; Digital Transformation; Tokopedia; E-commerce.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
