Implementasi Kecerdasan Buatan (AI) Untuk Optimalisasi Produksi Konten Video Interaktif Di Akun Instgram @mahkotabrownies. (Implementation of Artificial Intelligence (AI) to Optimize Interactive Video Content Production on the Instagram Account @mahkotabrownies).

Fahmi, Aufal Yuki (2025) Implementasi Kecerdasan Buatan (AI) Untuk Optimalisasi Produksi Konten Video Interaktif Di Akun Instgram @mahkotabrownies. (Implementation of Artificial Intelligence (AI) to Optimize Interactive Video Content Production on the Instagram Account @mahkotabrownies). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze how the implementation of artificial intelligence (AI) to optimize the production of interactive video content on the Instagram account @mahkotabrownies, a brownie food business located in Tuban. The background of this study is the rapid development of AI technology that opens up opportunities for MSMEs to increase competitiveness through efficient content production and improving visual quality. This study uses a descriptive qualitative method with data collection techniques in the form of interviews, observations, and documentation. Data analysis was carried out based on six elements in the Moore and Benbasat Innovation Adoption Model, namely relative advantage, ease of use, compatibility, image, visibility, and result demonstrability. The results of the study showed that the application of AI was able to increase the number of video content production from 3-4 contents to 8-10 contents per week, accelerate the production process from days to hours, and produce visuals that are more attractive, consistent with brand identity, and relevant to audience trends. In addition, the use of AI contributed to increasing the engagement of the @mahkotabrownies account by 30-40%. These findings prove that AI is not only a technical tool, but also a strategy to support creativity, digital marketing effectiveness, and brand image strengthening. This research is expected to be a theoretical and practical reference for MSMEs in utilizing AI to support content innovation in the digital era.

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