Studi Literatur: Optimalisasi AI-Based Personalized Marketing sebagai Strategi Literasi Ekonomi Syariah bagi Digital Native
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Abstract
Rendahnya indeks literasi ekonomi syariah di kalangan digital native menjadi tantangan besar di tengah pesatnya digitalisasi keuangan. Meskipun literasi keuangan nasional telah mencapai 66,46%, literasi ekonomi syariah masih tertinggal di angka 43,42%. Penelitian ini bertujuan untuk menganalisis mekanisme optimalisasi AI-based personalized marketing sebagai strategi transformatif dalam mengakselerasi literasi ekonomi syariah. Menggunakan metode studi literatur kualitatif, penelitian ini mensintesis berbagai literatur mengenai kecerdasan buatan, pemasaran digital, dan edukasi syariah. Hasil penelitian menunjukkan bahwa integrasi teknologi AI, seperti Machine Learning dan Natural Language Processing, mampu mentransformasi materi ekonomi syariah yang kompleks menjadi konten edukasi yang personal dan adaptif bagi pengguna. Model ini mengubah customer journey menjadi learner journey yang tersegmentasi berdasarkan karakteristik psikografis individu. Temuan riset menekankan bahwa strategi ini harus didukung oleh transparansi algoritma, perlindungan privasi sesuai UU PDP, dan kepatuhan terhadap prinsip Maqasid al-Syariah. Kolaborasi antara regulator dan pengembang teknologi menjadi kunci untuk menciptakan ekosistem literasi yang inklusif dan berkelanjutan bagi masyarakat digital native.
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