The integration of Artificial Intelligence (AI) in business communication is reshaping how micro, small, and medium enterprises (MSMEs) develop branding strategies. While prior studies have examined AI adoption in MSMEs more broadly, limited research has specifically explored how generative AI tools, such as ChatGPT, are used for branding design and communication, particularly in the Indonesian context, where MSMEs often face resource constraints and limited digital literacy. Addressing this gap, this study investigates how MSME actors employ ChatGPT for branding development, with a particular focus on prompting as a strategic communicative practice. Using an appsnographic approach, five MSME participants from diverse sectors (fashion, automotive, and culinary) were observed and interviewed to explore their interactions with ChatGPT across five dimensions: techno-physical, techno-discursive, techno-communicative, techno-sociocultural, and techno-mediality. The findings reveal that prompting functions as the core of branding strategy, shaping outputs such as captions, copywriting, and design ideas. MSME actors not only edited and adapted outputs across platforms but also gradually humanized ChatGPT, perceiving it as a partner that provides reassurance and creative support. Processes of internalization and emotional attachment emerged, leading to stronger trust and even community-level diffusion of AI practices. These practices highlight the “domestication of AI” (the process by which AI tools are integrated into everyday business routines) as both a communicative and cultural process. Theoretically, the study enriches literature on AI-mediated communication, human–computer interaction (HCI), and digital ethnography by proposing a model of ChatGPT use in MSME branding. In practice, it underscores the need for AI literacy, competence, and peer-based knowledge sharing to enhance creativity and minimize the risks of misbranding or over-reliance. Together, these findings illuminate how generative AI can serve as a strategic ally in MSMEs’ digital transformation.
Bioldy et al. (2026) studied this question.