Algorithmic Advantage: How Artificial Intelligence Transforms Digital Marketing and Business Sustainability
DOI:
https://doi.org/10.34306/abdi.v7i1.1496Keywords:
Artificial Intelligence, Digital Marketing, UTAUT, Algorithmic Advantage, Business SustainabilityAbstract
The development of Artificial Intelligence (AI) has significantly transformed the landscape of digital marketing, enabling companies to create more adaptive and sustainable business value. This study aims to analyze how the adoption of AI in digital marketing can provide algorithmic advantages and contribute to business sustainability. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, this research examines the influence of perceived usefulness, perceived ease of use, and social influence on behavioral intention to adopt AI. The research employs a quantitative approach through a survey of digital business practitioners in Indonesia and is analyzed using Structural Equation Modeling (SEM). The results indicate that perceived usefulness and perceived ease of use have a significant effect on the intention to adopt AI, while social influence serves as a supporting factor. Furthermore, AI adoption is proven to enhance digital marketing effectiveness, operational efficiency, and customer engagement, which ultimately supports business sustainability. This study provides theoretical contributions to the development of technology adoption models and practical implications for businesses in strategically integrating AI.
References
[1] S. F. Marpaung, H. Z. Siregar, F. Abdillah, H. Fadilla, and M. A. P. Manurung, “Dampak transformasi digital terhadap inovasi model bisnis dalam start-up teknologi,” Innovative: Journal Of Social Science Research, vol. 3, no. 3, pp. 6111–6122, 2023.
[2] R. Wujarso, B. S. Pitoyo, and R. Prakoso, “Peran kepemimpinan digital dalam era digital,” Journal of Information System, Applied, Management, Accounting and Research, vol. 7, no. 1, pp. 1–9, 2023.
[3] A. A. Setyawan, E. Setyawati, and J. S. P. Tyoso, “Digital resilience framework for msme development in facing global market volatility,” Aptisi Transactions on Technopreneurship (ATT), vol. 8, no. 1, pp. 239–252, 2026.
[4] Z. Wang, S. Lin, Y. Chen, O. Lyulyov, and T. Pimonenko, “Digitalization effect on business performance: role of business model innovation,” Sustainability, vol. 15, no. 11, p. 9020, 2023.
[5] E. E. Tulungen, D. P. Saerang, and J. B. Maramis, “Transformasi digital: Peran kepemimpinan digital,” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, vol. 10, no. 2, 2022.
[6] H. E. Adama and C. D. Okeke, “Digital transformation as a catalyst for business model innovation: A critical review of impact and implementation strategies,” Magna Scientia Advanced Research and Reviews, vol. 10, no. 02, pp. 256–264, 2024.
[7] A. Wilson, R. Kask, and L. W. Ming, “Exploring circular digital economy strategies for sustainable environmental, economic, and educational technology,” International Transactions on Education Technology (ITEE), vol. 2, no. 2, pp. 129–139, 2024.
[8] M.-H. Hsiao, “Resource integration and firm performance through organizational capabilities for digital transformation,” Digital Transformation and Society, 2024.
[9] K. Agustian, E. S. Mubarok, A. Zen, W. Wiwin, and A. J. Malik, “The impact of digital transformation on business models and competitive advantage,” Technology and Society Perspectives (TACIT), vol. 1, no. 2, pp. 79–93, 2023.
[10] B. Djatmiko, S. Wulandari, and T. Kuusk, “The impact of digital transformation strategies on enhancing innovation capability among indonesian startups,” Startupreneur Business Digital (SABDA Journal), vol. 5, no. 1, pp. 96–106, 2026.
[11] J. Yu, J. Wang, and T. Moon, “Influence of digital transformation capability on operational performance,” Sustainability, vol. 14, no. 13, p. 7909, 2022.
[12] D. Junita and K. Damanik, “Pengaruh kepemimpinan digital terhadap kinerja umkm: Peran mediasi kapabilitas inovasi digital,” Jurnal Daya Saing, vol. 11, no. 3, pp. 614–622, 2025.
[13] H. Halim, T. M. Kesuma, and M. R. Siregar, “Digital transformation strategy to optimize company performance,” Jurnal Manajemen Bisnis, Akuntansi Dan Keuangan, vol. 2, no. 2, pp. 189–200, 2023.
[14] Otoritas Jasa Keuangan, “Blueprint for digital transformation in banking,” Jakarta, Indonesia, 2021, [Online]. Available: https://www.ojk.go.id/id/berita-dan-kegiatan/info-terkini/Documents/Pages/Cetak- Biru-Transformasi-Digital-Perbankan/BLUEPRINT
[15] U. Kustiawan et al., “Pengaruh kepemimpinan autentik dan kepercayaan kepemimpinan terhadap perilaku kewarganegaraan organisasi (ocb) dan kinerja karyawan: Indonesia,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 4, no. 2, pp. 64–69, 2023.
[16] W. Sahetapy, A. Biay et al., “Peran kemampuan manajerial dalam memfasilitasi transformasi digital: Mendorong transformasi model bisnis dan peningkatan kinerja perusahaan,” Jurnal Manajemen Sistem Informasi, vol. 5, no. 1, pp. 47–56, 2026.
[17] I. P. P. Astawa and I. A. U. Dewi, “Transformasi bisnis di era digital: Peran strategis kecerdasan buatan dalam inovasi dan keunggulan bersaing,” RESI: Jurnal Riset Sistem Informasi, vol. 4, no. 1, pp. 314–320, 2025.
[18] T. A. Wiratno and B. Callula, “Transformation of beauty in digital fine arts aesthetics: An artpreneur perspective,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 2, pp. 231–241, 2024.
[19] A. Belhadi, S. Kamble, A. Gunasekaran, and V. Mani, “Analyzing the mediating role of organizational ambidexterity and digital business transformation on industry 4.0 capabilities and sustainable supply chain performance,” Supply Chain Management: An International Journal, vol. 27, no. 6, pp. 696–711, 2022.
[20] D. Andayani, N. P. L. Santoso, C. T. Hua, and B. N. Henry, “Cloud computing and artificial intelligence for secure and sustainable digital transformation,” ADI Journal on Recent Innovation (AJRI), vol. 7, no. 2, pp. 209–219, 2026.
[21] S. I. Al-Ayed, A. A. Al-Tit, and A. Alashjaee, “The effect of digital transformation on organizational performance by a mediating role of digital innovation,” Migration Letters, vol. 20, no. 7, pp. 380–394, 2023.
[22] Q. Aini, D. Manongga, E. Sediyono, S. Y. J. Prasetyo, U. Rahardja, and N. P. L. Santoso, “The adoption of blockchain technology the business using structural equation modelling,” IJCCS (Indonesian Journal of Computing and Cybernetics Systems), vol. 18, no. 1, pp. 13–24, 2024.
[23] M. Riduan and M. R. Firdaus, “Transformasi digital dan kinerja: Kajian peran budaya organisasi, kompetensi digital, strategi bisnis di bisnis telekomunikasi,” Jurnal Maneksi (Management Ekonomi Dan Akuntansi), vol. 13, no. 1, pp. 48–58, 2024.
[24] Q. Aini, D. Manongga, U. Rahardja, I. Sembiring, and R. Efendy, “Innovation and key benefits of business models in blockchain companies,” Blockchain Frontier Technology, vol. 2, no. 2, pp. 24–35, 2023.
[25] H.-T. Tsou and J.-S. Chen, “How does digital technology usage benefit firm performance? digital transformation strategy and organisational innovation as mediators,” Technology Analysis & Strategic Management, vol. 35, no. 9, pp. 1114–1127, 2023.
[26] C. Zurnali and W. Wahjono, “Dampak tranformasi digital terhadap bisnis,” Jurnal Ilmiah Infokam, vol. 19, no. 2, pp. 96–102, 2024.
[27] A. Putriana, “Analisis strategi bisnis di era transformasi digital,” MUKASI: Jurnal Ilmu Komunikasi, vol. 2, no. 3, pp. 223–232, 2023.
[28] W.-Y. Tsai and C.-J. Su, “Digital transformation of business model innovation,” Frontiers in Psychology, vol. 13, p. 1017750, 2022.
[29] C. Lukita, A. K. Chandra, R. Fahrudin, N. M. Agatha, and D. P. Suci, “Maturity level measurement model of msmes for sustainable economic growth,” Aptisi Transactions on Technopreneurship (ATT), vol. 8, no. 2, pp. 434–442, 2026.
[30] T. Nefianto, “Strategi transformasi digital untuk penguatan manajemen organisasi,” Jurnal Sosial Teknologi, vol. 5, no. 10, pp. 4026–4031, 2025.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Nurbaity, Riski Wahdini, Windy Septia, Dariari Robert
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
. 
