MAROS – Artificial Intelligence (AI) is beginning to change how Micro, Small, and Medium Enterprises (MSMEs) produce promotional materials. The technology makes it faster and easier to develop ideas, visual designs, and even promotional videos. For MSMEs, using AI opens opportunities to strengthen digital marketing, even though they still face limited design and content production skills.
The Community Service Team of Hasanuddin University (Unhas) seized this opportunity through a workshop titled “AI-Based Digital Marketing Transformation” for the Wanita Tangguh MSME Group in Minasa Upa Village.
The workshop is part of the Community Service Program under the Beginner Community Empowerment (PMP) scheme, funded by the Directorate of Research and Community Service (DPPM) of the Ministry of Higher Education, Science, and Technology for the 2026 fiscal year. The activity involved the village head, MSME facilitators, PLUT consultants, and students. It was held on 8–9 August 2026 at the Minasa Upa Village Office Hall, Bontoa District, Maros Regency.
The leader of the community service team, Ir. Baginda Hamzah, S.T., M.B.A., explained that the introduction to AI started from the practical needs of MSME owners. Participants were encouraged to understand the technology through steps they can apply independently in their everyday marketing.
“Using AI does not have to start with something complicated. By doing simple things such as making a logo, poster, or promotional video on their own, MSME owners can already change how their products are known and marketed,” Baginda said.
Learning took place through hands-on practice. In the practice sessions, participants were introduced to several AI-based platforms, such as ChatGPT, Canva AI, and CapCut AI. These tools helped participants develop promotional ideas, plan content concepts, design visual identities, and produce promotional materials in the form of images and videos.
Baginda added that the use of AI is expected to help MSME owners reduce their dependence on external content production services. These skills also give business owners room to manage product promotion more independently.
As a follow-up to the workshop, the Unhas Community Service Team handed over equipment to support the branding and promotion of MSME products. The team also launched the website umkmminasaupa.id as a digital platform to introduce the Wanita Tangguh MSME Group and its products to a wider public.
Minasa Upa Village Head Rusman, S.Sos., welcomed the mentoring program. “We hope this mentoring will encourage the women MSME owners in Minasa Upa Village to become more creative and independent, and to use technology to introduce their products to a wider market,” Rusman said.
The program strengthens the capacity of women entrepreneurs through the use of digital technology, which also supports the achievement of the Sustainable Development Goals (SDGs), particularly SDG 5 on Gender Equality, SDG 8 on Decent Work and Economic Growth, and SDG 9 on Industry, Innovation, and Infrastructure.
The community service team members involved were:
Leader : Ir. Baginda Hamzah, S.T., M.B.A.
Members
– Dr. Ibriati Kartika Alimuddin, S.E., M.Si., Hasanuddin University
– Andi Jamiati Paramita, S.T., M.T. Kalla Institute of Technology and Business
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Editor : Ishaq Rahman
This article is an English translation of the original Indonesian report.