Optimizing Artificial Intelligence (AI) in Empowering the Creative Economy Through the Development of Students^ Halal Product Potentials
Mochamad Malik Akbar, Nadia Meirani, Rezi Muhammad Taufik, Eka Tresna Gumelar, Krisna Bayu, Rinza Alesvia

Universitas Islam Bandung

Abstract

Entrepreneurship is a strategic issue in community engagement due to its contribution to reducing unemployment and promoting innovation-driven economic growth. Higher education institutions play a vital role in fostering entrepreneurial mindsets among students through theoretical learning and practical experience. The success of entrepreneurship programs is greatly influenced by the effectiveness and sustainability of mentoring, as well as participants^ readiness in areas such as digital literacy, business innovation, and access to a supportive entrepreneurial ecosystem.

Universitas Islam Bandung, through the Management Study Program, responded to this challenge by implementing the Entrepreneurship Development Program (PPK) using a participatory and collaborative approach. The program included student recruitment, motivational training, and intensive business mentoring. One of the key focuses of the program was the integration of AI-based training as a support tool for entrepreneurship development. AI tools such as ChatGPT or Bard were introduced for conducting fundamental business research, while Pictory.ai, Canva, and Gamma.app were used to create content that enhances brand awareness and interest.

The implementation of the program yielded significant outcomes: all participants successfully obtained legal business status (NIB and certifications), developed products protected by intellectual property rights, and published scientific articles and media features. Collaboration with HIPMI PT further strengthened the entrepreneurial ecosystem on campus. These achievements demonstrate that a practice-based approach combined with continuous mentoring effectively enhances entrepreneurial awareness and intention among students, while also contributing to the university^s key performance indicators.

Keywords: student entrepreneurship, community service, MBKM, intellectual property, business mentoring

Topic: Innovative Education in the Digital Era