UBSI Yogyakarta Campus Explores AI-Based Institutional Branding Strategy 5.0 at Creative Digital Seminar

The development of digital technology and artificial intelligence (AI) has changed the way various institutions build communication, trust, and image within society. Addressing this challenge, Universitas Bina Sarana Informatika (UBSI), as a Creative Digital Campus, held a Creative Digital Seminar entitled ‘Institutional Branding Strategy 5.0: Managing Institutional Image with AI Smart Solutions’ on Monday (29/6/2026) in the Plenary Room of the Klaten Regency DPRD. The seminar brought together academics, digital practitioners, influencers, and regional policymakers to discuss the importance of digital transformation and the use of AI in building institutional image in the Society 5.0 era. The activity served as a collaborative platform as well as a space for sharing experiences in facing the ever-evolving challenges of digital communication. The event began with a speech by UBSI Rector Mochamad Wahyudi, who introduced UBSI and conveyed how the development of digital technology has changed the way institutions communicate with the public. The Regent of Klaten Regency, Hamenang Wajar, also gave a keynote speech on the importance of digital transformation as part of improving the quality of public services. He asserted that collaboration between the education sector, government, and the community is key to building an innovative and competitive digital ecosystem. ‘Digital transformation is no longer a choice, but a necessity. Collaboration between the education sector, government, and the community is key to creating an innovative and competitive digital ecosystem,’ he said. The seminar featured three speakers who discussed the use of digital technology from various perspectives. The Head of the Information Systems Study Programme at UBSI Yogyakarta campus explained the importance of building a strong institutional identity through data- and technology-based branding strategies. According to him, AI can be used to understand audience behaviour, manage public communication, and increase the effectiveness of digital campaigns. Meanwhile, digital influencer Amin Klaten, together with Rahmat Hermawan, shared experiences regarding strategies for building personal branding and consistently increasing engagement on social media. Both emphasised that authenticity, creativity, and consistency are important factors in building audience trust in the digital era, including as part of efforts to enhance the branding of educational institutions. One of the seminar participants, Siti Nur Aisyah, admitted to gaining many new insights regarding the use of AI in the world of education. ‘I now understand better that AI is not just for completing tasks faster, but can also help develop creativity and increase productivity. The material presented is very relevant to the needs of today’s young generation,’ she said. Through this Creative Digital Seminar, UBSI Yogyakarta campus hopes that more academics, students, practitioners, and agencies will be able to utilise digital technology and AI wisely, innovatively, and productively. This activity is also part of UBSI’s commitment as a Creative Digital Campus to encourage increased digital literacy and the development of human resources that are adaptive to technological developments in the Society 5.0 era.