Analysis Capability Dynamics of E-Commerce MSMEs in Adopting Generative AI Technology for Content Strategy Efficiency Creative

Abstract

Purpose: This study aims to examine how dynamic capabilities—detecting, utilizing, and transforming—mediate the adoption of Generative Artificial Intelligence (Generative AI) to optimize content marketing strategies among culinary Micro, Small, and Medium Enterprises (MSMEs) in Jatinangor. Research Method: A qualitative descriptive approach with a multiple case study design was employed to explore how culinary MSMEs integrate Generative AI into content marketing while addressing digital and resource constraints. Results and Discussion: The findings show that detecting capability develops organically through a bottom-up process, with creative staff acting as information gatekeepers. This capability is reflected in tactical budgeting for premium AI accounts and independent experimentation. Transforming capability emerges by restructuring conventional workflows into a human–AI hybrid model, in which AI generates ideas and drafts, while creative staff perform cultural and local curation. This integration reduces content production time by 50%–60% without compromising brand authenticity or local identity. Implications: Generative AI serves as a capability enhancer, increasing creative productivity and supporting digital creativity among resource-constrained MSMEs. Originality: This study contributes by explaining Generative AI adoption through a dynamic capabilities perspective and demonstrating how human–AI collaboration enables productive yet culturally authentic content marketing at the micro-business level.