Youth Urged to Be Adaptive as AI and Digital Marketing Mastery Becomes Increasingly Crucial

The rapid development of digital technology and artificial intelligence (AI) has transformed various aspects of society, from learning, working, and communicating to running businesses. Amidst these changes, the younger generation is required to adapt to technological advancements in order not to be left behind in an increasingly competitive global landscape. One skill considered increasingly crucial to master is digital marketing. No longer limited to business actors or marketing workers, this ability has now become relevant for students, university attendees, job seekers, freelancers, and professionals across various sectors. The importance of mastering these digital skills was highlighted during the Digital Marketing Training Batch 4 and Batch 5 of 2026, organised by the Batam City Youth and Sports Office (Dispora) on Thursday (18/6). This activity is part of a youth capacity-building programme aimed at enhancing the readiness of the younger generation to face the era of digital transformation. During the event, Kreta Digital CEO Aldo Pasha Permana attended as a speaker and shared his experiences and views on the development of the digital world, including opportunities emerging alongside the increasingly widespread use of AI technology in various fields. According to him, digital transformation has opened many new opportunities that were previously difficult for young people to access. Today, anyone has the chance to build personal branding, create works, develop a career, and even build a business by utilising the various digital platforms available. “In the past, many opportunities could only be accessed by people with large capital or extensive networks. Today, the situation is different. With the internet and digital technology, a person can build a reputation, offer expertise, and even get clients from various regions solely through digital platforms,” he said. In his presentation titled ‘Digital Marketing for Everyone: From Scroll to Skill, From Skill to Opportunity’, Aldo explained that digital marketing has evolved into a fundamental skill in the modern era. This ability is not only related to product promotion or business activities but also concerns how to build communication, create trust, and deliver value to an audience. “Digital marketing is not just about selling or social media. It is the ability to build trust, deliver value, and open opportunities in the digital age. Anyone can learn and utilise it for their future,” he told the training participants. He assessed that the current development of digital technology is also going hand in hand with the rapid advancement of artificial intelligence. The presence of AI has changed the way individuals and organisations work in various sectors, ranging from marketing, communication, and education to public services and the creative industry. According to him, AI technology can help make work faster, more effective, and more efficient. Various activities that previously took hours can now be done in minutes, from information research to content creation, data analysis, communication strategy formulation, and digital campaign management. “AI is not meant to replace humans but to be a tool that helps humans work smarter. Those who can utilise this technology will have higher productivity than those who refuse to learn and adapt,” he said. Nonetheless, Aldo emphasised that technological skills will not completely replace human creativity, empathy, and critical thinking abilities. Therefore, the younger generation needs to develop a combination of technological skills and personal abilities to compete in the future. He mentioned that individuals who can combine creativity, communication skills, an understanding of digital marketing, and the utilisation of AI will have a greater competitive advantage in the world of work and business. “Technology will continue to evolve. What makes the difference is how we use it. Creative people who can utilise technology will have far greater opportunities to thrive,” he said. As a practitioner who has been involved in the digital industry since 2014, he has experience in various fields such as digital marketing, branding, media relations, search engine optimisation (SEO), digital public relations, and reputation management for organisations and public figures. He currently leads Kreta Digital, which handles various national clients from both the private and government sectors. Through the training, participants not only gained an understanding of basic digital marketing concepts but also insights into the utilisation of digital technology and AI in daily life and the professional world. The material provided covered digital marketing strategies, social media management, personal branding development, and the use of technology to increase productivity. Batam City Youth and Sports Office Head Zulkarnain expressed hope that this activity could serve as a means for the younger generation to improve competence and readiness to face the ongoing changes caused by technological developments. Beyond being technology users, youth are also expected to become creators, innovators, and drivers of the digital economy in the future. This programme is also part of the Batam City Government’s efforts to prepare superior, adaptive human resources capable of competing amidst the acceleration of technology-based economic transformation and the strengthening of digital literacy.