DAMPAK ADOPSI KECERDASAN BUATAN TERHADAP INOVASI MODEL BISNIS PERUSAHAAN DIGITAL: PERAN KAPABILITAS DINAMIS
DOI:
https://doi.org/10.58268/eb.v5i2.337Kata Kunci:
artificial intelligence; AI capability; business model innovation; dynamic capabilities; digital companies, : Artificial Intelligence; AI Capability; Business Model Innovation; Dynamic Capabilities; Digital CompaniesAbstrak
Adopsi kecerdasan buatan atau artificial intelligence (AI) mengubah cara perusahaan digital menciptakan, menyampaikan, dan menangkap nilai, tetapi dampaknya terhadap inovasi model bisnis tidak terjadi secara otomatis maupun seragam. Penelitian ini bertujuan menjelaskan mekanisme adopsi AI dalam mendorong inovasi model bisnis perusahaan digital. Penelitian menggunakan kajian literatur konseptual dengan desain sintesis teori terhadap 23 artikel jurnal bereputasi terbitan 2017–2024 mengenai AI capability, inovasi model bisnis, transformasi digital, dan dynamic capabilities. Hasil sintesis menunjukkan bahwa AI memengaruhi keempat dimensi model bisnis: mempersonalisasi value proposition, memadukan otomatisasi dan augmentasi dalam value creation, mengotomatisasi serta memperluas skala value delivery, dan membuka mekanisme pendapatan serta efisiensi biaya berbasis data pada value capture. Dampak tersebut muncul ketika adopsi AI diubah menjadi AI capability dan diorkestrasi melalui kemampuan sensing, seizing, dan reconfiguring, sedangkan tata kelola data yang lemah, kesenjangan keterampilan, dan hambatan organisasi pada level mikro dapat menghambatnya. Penelitian ini menghasilkan kerangka konseptual integratif dan lima proposisi penelitian. Perusahaan digital disarankan menilai investasi AI berdasarkan kontribusinya terhadap perubahan model bisnis serta membangun tata kelola data, talenta, dan koordinasi lintas fungsi secara bersamaan.
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