GELOMBANG AI DAN OTOMASI: BAGAIMANA BISNIS BERTAHAN DI TENGAH REVOLUSI INDUSTRI 4.0

Abstract

This study aims to analyze how the wave of Artificial Intelligence (AI) and automation in the era of the Industrial Revolution 4.0 affects business sustainability, particularly Micro, Small, and Medium Enterprises (MSMEs), and to formulate relevant adaptation strategies. The research employed a descriptive quantitative approach through a simple survey of 40 MSME actors in West Java who have adopted or are currently adopting digital technology. Data were collected using closed-ended questionnaires and analyzed using descriptive percentage statistics. The results show that 72% of respondents experienced increased operational efficiency after adopting digital technology, 65% reported expanded market reach through digital platforms, while 58% identified limited human resource competencies and technology investment costs as the main challenges. These findings confirm that AI and automation do not merely replace human labor but instead drive the transformation of business models, organizational culture, and digital skill enhancement. Effective survival strategies include marketing digitalization, human resource training, ecosystem collaboration, and gradual and well-planned technology adoption. Therefore, business success in the Industry 4.0 era is highly determined by adaptive readiness and sustainable managerial transformation.