A participatory model for sustainable branding of heritage SMEs: digital communication and AI empowerment in Batik Lasem

Wibowo, Ganjar and Suhud, Usep and Utami, Annisa Retno and Rubiyasih, Arina and Sukmi, Sih Natalia and Allan, Mamoon and Hoo, Wong Chee and Sihotang, Doni Sugianto (2026) A participatory model for sustainable branding of heritage SMEs: digital communication and AI empowerment in Batik Lasem. International Journal of Research and Scientific Innovation (IJRSI), 13 (3). pp. 2271-2287. ISSN 2321-2705

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Abstract

Through a participatory engagement program, 20 participants consisting of Batik artisans and representatives from non-governmental organizations at the Lasem Heritage Foundation in Central Java were involved in strengthening the sustainable branding of Batik Lasem small and medium-sized enterprises (SMEs). The program addressed key challenges faced by cultural SMEs, including limited digital access, low global visibility, and constraints in adopting new technologies in heritage-based industries. Focusing on practical applications of digital tools, the program integrated digital communication, generative artificial intelligence (GenAI), and augmented reality (AR) into facilitated training sessions. Participants were introduced to tools such as ChatGPT for caption generation and SUPA AI for visual design, enabling rapid and accessible content creation. Through collaborative activities, participants transformed cultural assets into contemporary digital narratives that maintain authenticity while enhancing market appeal. The findings indicate observable improvements in participants’ understanding of sustainable branding, digital communication skills, and willingness to adopt AI-driven marketing strategies. In addition, the program strengthened collaboration and knowledge exchange among participants. However, several challenges were identified, including variations in digital literacy, limited technological resources, and initial resistance to innovation. Structured observational assessment further supports these outcomes, showing that approximately 85% of participants demonstrated improved understanding of sustainable branding, 80% were able to produce structured digital content, and Gen AI adoption increased from 10% to 70%. Active participation in collaborative discussions also rose to 90% of participants. Overall, the study highlights the importance of integrating cultural knowledge with digital innovation and demonstrates that participatory, practice-based approaches can enhance digital capability and sustainable branding in heritage SMEs.

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