The development of Artificial Intelligence (AI) technology has brought significant changes in digital marketing strategies, allowing businesses to increase efficiency, personalization, and market reach. This research aims to identify forms of AI use in digital marketing, analyse implementation challenges, and explore opportunities that can be maximized by business actors, mainly digital MSMEs in the city of Palembang. Using a descriptive qualitative approach, data were collected through literature studies and semi-structured interviews with business actors and digital marketing practitioners. The results show that AI has been utilized in various forms, such as chatbots, product recommendation systems, targeted advertising, predictive analytics, and content automation. However, its implementation still faces challenges, including low technology literacy, limited human resources, infrastructure costs, and data privacy issues. On the other hand, tremendous opportunities are opening up through personalizing consumer experience, operational efficiency, data-driven product development, and expanding the global digital market. This research is expected to make a theoretical contribution to the development of technology-based marketing literature and become a practical reference for business actors in utilizing AI strategically and sustainably.
 

This study aims to explore the role of metacognitive awareness in improving the speaking performance of hospitality vocational students. Using a mixed-methods design, this study involved 50 students of the Prasetiya Mandiri Polytechnic and combined quantitative data from the adapted Metacognitive Awareness Inventory (MAI) as well as role-play-based speaking tests, with qualitative data from in-depth interviews. The results of correlation analysis showed a significant positive relationship (r = 0.65) between metacognitive scores and speaking performance. The most dominant metacognitive strategies reported by students included self-monitoring during speaking and post-task reflection. These findings reveal that students with high metacognitive awareness tend to be able to manage their communication more effectively in professional situations. Research implications include the importance of integrating metacognitive training in vocational curricula, such as through reflective journals and communication strategy guides. The study also highlights a curriculum gap, where only 32% of respondents reported having received explicit training related to metacognitive strategies. Limitations include small sample sizes, so it is recommended that follow-up studies be conducted longitudinally and across institutions.
 
 

This community service activity aims to improve the knowledge and skills of homestay and family inn managers in marketing and branding management in the region Pagaralam City. The background of this activity is the importance of the role of homestays and family lodging in supporting local tourism, as well as the problems faced by managers in terms of marketing and branding. The method of implementing this activity includes a needs survey, preparation of training materials, training implementation, and follow-up in the form of mentoring and evaluation. The training was attended by 50 participants with a high level of attendance and activity. The results of the pre-test and post-test evaluations showed an average increase of 89 percent in participants' understanding. Feedback from participants also showed that this training was very useful and relevant. After the training, participants began to implement changes in their marketing and branding strategies, which had an impact on increasing the number of guests and the quality of photos of lodging products. The interpretation of the results showed that this training was effective in improving the knowledge and skills of the participants, as well as having a positive impact on their efforts. The conclusion of this activity is that marketing and branding management training has succeeded in increasing the capacity of homestay and family inn managers in developing their businesses. This activity also contributes positively to the development of local tourism.

Punti Kayu City Park in Palembang has a strategic role as the lungs of the city and an ecotourism-based economic center for the surrounding community. However, challenges such as suboptimal environmental management, low public awareness of park conservation, and economic utilization that has not been maximized are still obstacles. This community service activity aims to improve the sustainability of the park through environmental education, empowerment of local MSMEs, and revitalization of park facilities. The methods used include initial observation, coordination with related parties, workshops and seminars, creative economy training, and 3R-based reforestation and waste management programs (Reduce, Reuse, Recycle). The results of the activity showed an increase in public awareness of the importance of city parks, increasing the skills of MSME actors in digital marketing, and improving park infrastructure to support educational tourism. The implication of this program is the formation of a sustainable park management model based on community participation, which can be used as an example for other green areas. It is hoped that this program will continue through long-term mentoring and cross-sector collaboration so that the benefits are wider.