INTEGRATING ARTIFICIAL INTELLIGENCE INTO ENTREPRENEURIAL STRATEGIES: OPPORTUNITIES AND CHALLENGES
MENGINTEGRASIKAN KECERDASAN BUATAN KE DALAM STRATEGI KEWIRAUSAHAAN: PELUANG DAN TANTANGAN
Keywords:
Artificial Intelligence , Entrepreneurship, Entrepreneurial Strategy, Opportunities, ChallengesAbstract
The rapid advancement of Artificial Intelligence (AI) has created both unprecedented opportunities and pressing challenges for entrepreneurs, making its integration into business strategy a topic of growing urgency and relevance. This study aims to investigate how AI is incorporated into entrepreneurial strategies, the opportunities it generates, and the challenges it imposes, with particular attention to small and medium-sized enterprises (SMEs) and startups. Employing a qualitative library research design, the study draws on peer-reviewed journals, academic books, and industry reports published in the last decade. Using content analysis, the literature was categorized into two main themes opportunities and challenges and synthesized into a conceptual framework. The findings reveal that AI fosters innovation, efficiency, and market expansion through personalization, predictive analytics, and scalable business models, but entrepreneurs face significant barriers, including high implementation costs, skills shortages, regulatory uncertainty, and ethical dilemmas. The study contributes theoretically by integrating Dynamic Capabilities, Entrepreneurial Orientation, and technology acceptance models (TAM/UTAUT) to explain AI adoption in entrepreneurship. Practically, it offers guidance for entrepreneurs to maximize AI-driven opportunities while mitigating risks. The study acknowledges limitations inherent in library research and recommends empirical studies, such as surveys or case analyses, to validate and extend the proposed framework.
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