MODEL HYBRID AI UNTUK OPTIMASI PEMASARAN, KEUANGAN, DAN OPERASIONAL SEBAGAI SOLUSI PERTUMBUHAN BISNIS UKM: STUDI KASUS PT.XYZ DI SURABAYA.

Small and Medium Enterprises (SMEs) have a strategic role in the Indonesian economy, particularly in the architectural metal products manufacturing sector. However, SMEs are often faced with various obstacles that hinder business growth, especially in marketing, financial, and operational aspects. This research aims to identify the main barriers and develop a Hybrid Artificial Intelligence (HAI) Model that integrates Generative AI and Analytic AI as a comprehensive solution. A qualitative approach was used with a case study method at PT XYZ, a project-based architectural metal product manufacturing company in Surabaya. Data collection techniques included in-depth interviews, direct observation, and document analysis. The results of the study identified 15 main obstacles which included low digital marketing innovation, suboptimal cash flow management, and limited quality of human resources (HR). The proposed HAI model consists of Generative AI to support product design innovation and digital marketing strategies and Analytic AI for financial optimization and operational efficiency improvement through real-time data analysis. The implementation of this model has significant potential to improve innovation, productivity, and effectiveness of strategic decision-making, thereby strengthening the competitiveness of SMEs in the premium market. This research provides practical contributions for SMEs in adopting AI technology for sustainable business transformation, as well as policy recommendations for the government and relevant stakeholders to support the digitalization of SMEs. [ABSTRACT FROM AUTHOR]