AI Opens New Opportunities for MSMEs in Labuan Bajo to Grow in the Digital Era

Labuan Bajo, August 6, 2026 — The use of Artificial Intelligence (AI) is creating new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to improve their marketing activities and business operations in the digital era. This was one of the key topics discussed during the “UMKM Naik Kelas: Jurus Jualan Laris & Digital Makin Manis” training, part of the InJourney Creative Hospitality (ICH) 2026 program, held at Zasgo Hotel, Labuan Bajo, on Thursday, August 6, 2026.

During the session, Engel Vione, Founder of Lingkotech, introduced practical ways MSMEs can use AI in their daily business activities, from creating social media captions and developing content ideas to preparing responses to customer inquiries and complaints.

The session was part of a broader effort to encourage MSMEs in Labuan Bajo to move beyond simply having a social media presence and start using digital platforms more strategically to strengthen their brands, engage with customers, and expand their market reach.

Changing the Way MSMEs See Social Media and AI

Prior to the AI session, participants received a presentation on branding, social media, and digital marketing from Fitri Ciptosari, a lecturer at Politeknik eLBajo Commodus.

Fitri encouraged MSME owners to change the way they perceive social media and AI as part of their business development strategies. Social media, she explained, should not merely be viewed as a place to sell products, but also as a space to tell stories and build a brand identity.

“MSMEs today need to see social media not merely as a place to sell, but as a space to tell stories and build their brands. Likewise, AI should not be viewed as complicated technology, but as a digital assistant that can help with everyday tasks,” said Fitri.

According to Fitri, successful digital marketing is not determined simply by how frequently businesses promote their products. Building trust, telling the stories behind products, and creating closer relationships with customers through relevant content are equally important.

This perspective was followed by a hands-on session on AI led by Engel Vione.

AI as a Digital Assistant for MSMEs

During the session, participants were introduced to practical applications of AI that are closely related to their everyday business needs.

These included creating social media captions, developing content ideas, preparing promotional concepts, and assisting with responses to customer inquiries. AI was introduced as a tool that can help MSMEs save time and work more efficiently.

“AI is not a replacement for business owners. AI is an assistant. We still have our own stories, experiences, and brand character that cannot be replaced by technology. AI helps us develop ideas and complete tasks that might otherwise take much more time,” said Engel Vione.

According to Engel, using AI does not require advanced technical knowledge. MSMEs can start by applying AI to simple problems they encounter in their daily operations.

One example is creating social media captions. Instead of simply asking AI to “write a caption for my product,” business owners can provide information about their product, target customers, unique selling points, communication style, and content objectives.

“Don’t just ask AI, ‘Write a caption for my product.’ Give it context. Tell AI who you are, who your customers are, what makes your product different, and what you want to achieve. The better the context we provide, the more relevant the results can be,” Engel explained.

Creating More Relevant Social Media Content

Participants were also encouraged to use AI to develop social media content ideas. Rather than focusing solely on direct product promotion, content can be used to build stronger relationships with audiences.

Several approaches introduced during the session included content about:

• The story behind a product
• The production process
• Customer experiences
• Educational information
• Tips and useful insights
• The stories of business owners
• Product uniqueness and local values

This approach is expected to help MSMEs develop more natural communication on social media while strengthening their brand identity.

Engel believes this is particularly relevant for MSMEs in Labuan Bajo, where local stories, culture, creativity, raw materials, and personal experiences can become valuable assets in digital marketing.

“Many MSMEs in Labuan Bajo actually have interesting products. The challenge is often not the product itself, but how to tell its story. We need to help them discover the stories that already exist within their own businesses,” Engel said.

Using AI to Improve Customer Service

Another topic that attracted attention was the use of AI to assist with customer communication.

In their daily operations, business owners receive various inquiries about prices, sizes, product availability, shipping, and customer complaints. The way businesses respond can influence the overall customer experience and their brand reputation.

AI can help business owners structure responses that are clearer, more polite, and aligned with their brand’s communication style.

“When a customer complains, don’t respond emotionally. Use AI as a partner to help structure your response. But empathy must still come from humans. We are the ones who decide how we want our customers to be treated,” Engel said.

He emphasized that customer interactions on social media are part of branding. The way a business responds to questions and complaints can reflect its values and professionalism.

Supporting Digital Transformation among MSMEs in Flores

As an IT Practitioner, Engel sees digital literacy as an important part of supporting the growth of MSMEs across Flores.

He believes the development of AI provides businesses with opportunities to work more efficiently while gaining access to capabilities that previously might have required greater resources.

However, he emphasized that technology should remain a supporting tool rather than replace human creativity.

“Digital transformation doesn’t mean everything has to become sophisticated. Digital transformation happens when technology genuinely helps us work better. I hope the MSMEs in Labuan Bajo leave this program not only with knowledge about AI, but also with the confidence to start experimenting,” Engel Vione concluded.

Through the program, InJourney Airports Creative House 2026, together with PenaKita, aims to encourage more MSMEs in Labuan Bajo to strategically utilize digital media and AI to strengthen their brands, improve marketing effectiveness, and expand their market reach.

— Engel Vione
Founder, Lingkotech