The Role of Canva Artificial Intelligence in Enhancing Business Decision Quality among Fashion SMEs

Abstract

The adoption of Artificial Intelligence (AI) continues to drive change across various business activities, including in the Micro, Small, and Medium Enterprises (MSME) sector. In the fashion industry, AI-based design platforms have become essential tools for supporting marketing strategies through more engaging, efficient, and consistent visual communication. This study analyzes the impact of using Canva AI on the quality of business decision-making among fashion MSMEs in Bandung, with digital literacy and user experience serving as moderating variables. The method employed is a quantitative explanatory survey, with data collected from 253 fashion MSME owners in Bandung who actively utilize Canva AI in their business operations. Analysis was conducted using SPSS and SmartPLS 4 through validity and reliability tests, factor analysis, and structural equation modeling. The results indicate that the use of Canva AI is positively associated with improved business decision-making quality. However, digital literacy and user experience were not found to significantly moderate the relationship between Canva AI usage and business decision-making quality. These findings indicate that AI-based design technology can enhance promotional effectiveness, strengthen brand identity consistency, and support faster, more accurate, and adaptive decision-making processes in response to market dynamics. This study expands the body of research on AI-based decision support systems for SMEs and provides practical insights for fashion business owners.