Strengthening Coastal MSMEs’ Brand Competitiveness Through AI-Driven Digital Marketing and Strategic Market Partnerships in Support of SDGs 8 and 17

Coastal Micro, Small, and Medium Enterprises (MSMEs) face challenges in branding, digital marketing, and market access despite their significant contribution to local economic development. This study reports a community empowerment program integrating AI-driven digital marketing, continuous mentoring, and strategic market partnerships to strengthen the competitiveness of coastal MSMEs in Tambakmulyo and Tambakrejo, Tanjung Mas Subdistrict, Semarang City, Indonesia. Using a Participatory Action Research (PAR) approach, the program involved 12 MSMEs through needs assessment, capacity building, business strengthening, and evaluation. The intervention enhanced digital competencies, strengthened brand identity through AI-assisted branding, and expanded collaboration with key stakeholders. Overall, the program demonstrates an effective community-based approach to improving coastal MSME competitiveness while supporting SDG 8 (Decent Work and Economic Growth) and SDG 17 (Partnerships for the Goals).