Harnessing Artificial Intelligence Tools to Enhance Food Microbusinesses in Pangasinan: Opportunities, Challenges, and Strategic Approaches
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Abstract
This research assesses the use of Artificial Intelligence (AI) tools to improve the operations of food microbusinesses in Pangasinan, Philippines. Despite the importance of food microbusinesses for local economic development and job creation, few have entered even the early stages of digital transformation. A descriptive research design was used to examine 200 food microbusiness owners in four major cities (Alaminos, Dagupan, San Carlos, and Urdaneta) to determine awareness, readiness, challenges, and strategic needs regarding AI tool adoption. Data was collected using a validated survey questionnaire and analyzed using frequency, percentage, and weighted mean. The findings show that while respondents generally seem eager to adopt AI applications, they seem to have low knowledge and experience using AI-driven tools such as ChatGPT, Canva AI, and Microsoft Copilot. Barriers included inadequate technical skills, little training support, and expensive subscription pricing. At the same time, respondents did see AI’s potential to improve marketing, productivity, and customer service. The study recommends that capacity-building take a specific focus, that affordable access to AI platforms could be an immediate goal, and that investment in AI use by microbusinesses is maintained by government and institutional support mechanisms to encourage equitable digital adoption by food microbusinesses. The outcomes from this study are misleading for policymakers, educators & business development agencies to support sustainable, appropriate, and technology-enabled microenterprise development......
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