Digital Transformation in MSMEs: Innovation and Competitiveness Strategies Through Artificial Intelligence

DOI

10.2991/978-94-6239-779-8_9How to use a DOI?

Keywords

Artificial Intelligence; MSMEs; Competitiveness; Digital Transformation; and Sustainability

Abstract

Artificial Intelligence (AI) has transformed operations in micro, small, and medium-sized enterprises (MSMEs) by reducing costs and automating key processes. The objective of this study is to evaluate in detail the impact of implementing AI tools in the operational areas of a restaurant, specifically in administration, marketing, accounting, and social economy. A mixed-method case study methodology was employed, integrating both qualitative and quantitative techniques. Information was collected through direct observation, document analysis, and the monitoring of Key Performance Indicators (KPIs) related to the areas of administration, marketing, accounting, and social economy. This study aims to analyze how the implementation of accessible artificial intelligence tools contributes to operational efficiency, competitiveness, and sustainability in MSMEs through evidence obtained from an in-depth case study conducted in the restaurant sector. In the area of administration, the implementation of ChatGPT and Google Docs enabled the automation of operational manual creation. For marketing purposes, ChatGPT and Canva were used to create content for social media platforms. In accounting, Google Sheets and Excel automated payment recording and expense management. In the area of social economy, Google Forms and LinkedIn supported the hiring of employees from vulnerable groups and the purchase of goods from local suppliers. This case study examines how a restaurant implements basic AI tools to improve operational efficiency, customer interaction, and sustainability. The implementation of AI resulted in a 35% reduction in the time required to create operational manuals; a 41% increase in orders generated through social media; the restaurant achieved its objective of ensuring that 20% of its workforce consisted of employees from vulnerable groups; and it increased purchases from local suppliers by 30%. The findings support previous research demonstrating how AI enhances operational efficiency through innovation in social media management and the social responsibility practices of MSMEs, highlighting its potential to improve competitiveness and sustainability.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Janette Brito Laredo
AU  - Karen Lizeth Zapata Torres
AU  - Velia Verónica Ferreiro Martínez
PY  - 2026
DA  - 2026/10/06
TI  - Digital Transformation in MSMEs: Innovation and Competitiveness Strategies Through Artificial Intelligence
BT  - Proceedings of the International Congress on Competitiveness and Development of MSMEs 2026 (ICCD-MSMEs 2026)
PB  - Atlantis Press
SP  - 141
EP  - 157
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-779-8_9
DO  - 10.2991/978-94-6239-779-8_9
ID  - Laredo2026
ER  -