Smart Marketing: How AI and Machine Learning Elevate Customer Experience

Abstract

This study investigates the impact of Artificial Intelligence (AI) and Machine Learning (ML) adoption on customer satisfaction among MSME resellers in Tokopedia and Shopee, focusing on Malang-based businesses. Using a quantitative approach, data were collected from 200 respondents via questionnaires in early 2025 and analyzed through linear regression. The tested variables include AI-powered recommendation systems and chatbot responsiveness. Findings show that AI and ML contribute significantly to customer satisfaction (65%), with recommendation systems accounting for 25% and chatbots 30%. Challenges include low digital literacy (45%) and limited capital (35%). The study contributes to understanding how smart marketing technologies enhance MSME competitiveness in Indonesia’s e-commerce ecosystem