RESPONSIBLE AI ADOPTION IN AIRMADIDI’S TRADITIONAL SNACKS MICROBUSINESSES

Abstract

Traditional snack microbusinesses in Airmadidi, North Sulawesi, Indonesia, play a critical role in preserving local culinary heritage while contributing to the regional economy. Despite the growing importance of digitalization, the integration of Artificial Intelligence (AI) among these micro-entrepreneurs remains minimal. While many vendors actively use social media and messaging applications such as WhatsApp and Facebook for marketing and sales, they lack knowledge of AI-driven tools, including product recommendation algorithms and automated marketing. This research explores the readiness, perceived barriers, and potential of responsible AI adoption among Airmadidi’s snack microbusinesses, emphasizing a human-centered approach. Using a mixed-methods design surveying 40 local snack vendors and conducting in-depth interviews with selected cases such as Kue Nova the study investigates digital literacy levels, perceived benefits of AI, and ethical concerns. The findings reveal strong digital engagement through e-commerce platforms but low AI literacy, alongside a high willingness to adopt AI solutions if accessible and easy to use. Critical needs include automated product recommendations, order management systems, and dynamic promotional tools. The study proposes a responsible AI adoption framework tailored for microbusinesses, integrating cultural sensitivity, simplicity, cost-effectiveness, and training support. These insights inform policymakers, polytechnics, and technology developers to create inclusive AI solutions that foster innovation while empowering local entrepreneurs to sustain cultural and economic vitality.