Utilizing AI in Digital Marketing of Local Wisdom Based Products to Support a Green and Sustainable Economy in ASEAN

Abstract

The development of artificial intelligence (AI) technology has brought significant changes to digital marketing practices, particularly in increasing promotional effectiveness and analyzing consumer behavior. Meanwhile, products based on local wisdom in the ASEAN region have great potential to support a green and sustainable economy, yet still face challenges in digital marketing and global competitiveness. Therefore, the use of AI in digital marketing is a crucial issue in optimizing the potential of local products while encouraging environmentally friendly and sustainable business practices. Previous research has shown that the use of AI in digital marketing can improve content personalization, campaign efficiency, and sales conversion through real-time consumer data analysis. Furthermore, other studies have revealed that the digitalization of UMKM based on local wisdom can expand market access and increase product added value. In the context of a green economy, the integration of digital technology has also been shown to contribute to resource efficiency and reduced production waste. However, most research still focuses on the technology or sustainability aspects separately, without comprehensively examining the relationship between AI, digital marketing, and local wisdom within the framework of a green economy in ASEAN.

Furthermore, there is a research gap regarding how AI can be practically implemented in digital marketing strategies for products based on local wisdom, particularly in supporting sustainable economic principles. Previous studies have tended to focus on large industrial sectors or global e-commerce, while the context of local UMKM in ASEAN has not been explored in depth. Furthermore, there is limited research examining the integration of local cultural values ​​and AI technology in creating marketing strategies that are not only economically effective but also environmentally sustainable. Based on this, the novelty of this research lies in its integrative approach, combining the use of AI in digital marketing with the strengthening of local wisdom as part of a green economy strategy in the ASEAN region. This research not only highlights technological aspects but also positions cultural values ​​and sustainability as key elements in the development of digital business models. Thus, this article contributes to broadening the perspective of previous research through a multidimensional approach relevant to the ASEAN regional context.

The purpose of this research is to analyze the use of AI in digital marketing of products based on local wisdom and examine its contribution to the development of a green and sustainable economy in ASEAN. This article is structured as follows: introduction, research methods, discussion, conclusions, and recommendations.