Tren Content Marketing Berbasis AI: Analisis Efektivitas dan Tantangan Etis dalam Promosi Sekolah
DOI:
https://doi.org/10.31004/joecy.v6i1.6563Keywords:
AI Marketing, Personalisasi, Etika DigitalAbstract
Penelitian ini bertujuan menganalisis efektivitas content marketing berbasis artificial intelligence (AI) dalam promosi sekolah serta mengidentifikasi tantangan etis yang muncul dalam penerapannya. Urgensi penelitian didasarkan pada meningkatnya adopsi AI di lembaga pendidikan tanpa adanya pedoman ilmiah yang komprehensif untuk memastikan efektivitas sekaligus menjaga integritas etis publikasi sekolah. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus di SMA Darussalam Blokagung Banyuwangi. Data diperoleh melalui observasi, wawancara mendalam, dan analisis dokumentasi, kemudian diolah menggunakan tahapan reduksi data, display data, dan verifikasi. Hasil penelitian menunjukkan tiga temuan utama: pertama, integrasi AI meningkatkan efisiensi produksi konten hingga tiga kali lebih cepat; kedua, personalisasi konten berbasis AI membentuk pola hubungan baru yang lebih interaktif dan adaptif antara sekolah dan audiens digital; ketiga, kesenjangan literasi digital antar-guru menjadi hambatan signifikan dalam optimalisasi pemanfaatan AI. Penelitian ini memberikan kontribusi penting dengan menawarkan pemahaman komprehensif tentang dinamika sosial, peluang, dan risiko etis penggunaan AI dalam promosi sekolah serta menjadi dasar bagi perumusan pedoman implementasi AI yang bertanggung jawab, inklusif, dan berkelanjutan di lingkungan pendidikan.
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