Pendampingan Media Iklan Berbasis AI (Visual AI) untuk Branding Won.dis Cokelat

Rama Kertamukti; Ummu Samhah Mufarrihah; Kurnia Indasah

doi:10.61105/jise.v4i1.468

Authors

Rama Kertamukti UIN Sunan Kalijaga Yogyakarta
Ummu Samhah Mufarrihah UIN Sunan Kalijaga Yogyakarta
Kurnia Indasah UIN Sunan Kalijaga Yogyakarta

DOI:

https://doi.org/10.61105/jise.v4i1.468

Keywords:

branding UMKM, kakao lokal, kecerdasan artifisial, komunikasi visual, Participatory Action Research

Abstract

This community-engagement programme aimed to strengthen the branding of Won.dis Chocolate, a local cocoa-processing MSME in Kalibawang, Kulon Progo, through visual communication assistance and responsible artificial intelligence (AI) use. Conducted by the Master’s Programme in Media and Communication at UIN Sunan Kalijaga Yogyakarta from 1 January to 1 May 2026, the programme employed Participatory Action Research, including participatory diagnosis, brand-identity co-design, visual and AI training, prototype production, limited implementation, and evaluation-reflection. The baseline audit identified six needs: inconsistent visual identity, predominantly informational messages, underdeveloped cocoa-farmer storytelling, absent reusable content templates, limited design human resources, and no human-curated AI workflow. The programme produced a brand message architecture, visual guidelines, digital media templates, four advertising prototypes, and the VISUAL-AI framework for content production. The findings show that AI supports idea exploration and production efficiency; however, claim verification, copyright review, brand consistency, local-identity representation, and final decisions remain human responsibilities. This article argues that strengthening local food MSME branding requires the integration of brand strategy, visual communication, evidence-based storytelling, and ethical AI governance.

Program pengabdian kepada masyarakat ini bertujuan memperkuat branding Won.dis Cokelat, UMKM pengolah kakao lokal di Kalibawang, Kulon Progo, melalui pendampingan komunikasi visual dan pemanfaatan kecerdasan artifisial (AI) secara bertanggung jawab. Kegiatan dilaksanakan oleh Program Studi Magister Media dan Komunikasi UIN Sunan Kalijaga Yogyakarta pada 1 Januari–1 Mei 2026 dengan pendekatan Participatory Action Research yang mencakup diagnosis partisipatif, ko-desain identitas merek, pelatihan visual dan AI, produksi rancangan, implementasi terbatas, serta evaluasi-refleksi. Audit awal menemukan enam kebutuhan: identitas visual belum konsisten, pesan masih dominan informatif, storytelling petani kakao belum optimal, templat konten belum tersedia, sumber daya desain terbatas, dan alur kerja AI belum memiliki kurasi manusia. Program menghasilkan arsitektur pesan merek, pedoman visual, templat media digital, empat rancangan iklan, serta kerangka VISUAL-AI sebagai panduan produksi konten. Temuan menunjukkan bahwa AI membantu eksplorasi ide dan efisiensi produksi, tetapi verifikasi klaim, kepatuhan hak cipta, konsistensi merek, representasi identitas lokal, dan keputusan akhir tetap harus dilakukan manusia. Artikel ini menegaskan bahwa penguatan branding UMKM pangan lokal membutuhkan integrasi strategi merek, komunikasi visual, storytelling berbasis bukti, dan tata kelola AI yang etis.

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