Integrating Artificial Intelligence and SmartPLS for Data Driven Educational Innovation

Authors

Keywords:

Artificial Intelligence, SmartPLS, Education Model, AI Technology Integration

Abstract

This study examines the rapid growth of startups integrating Artificial Intelligence (AI) into their business models, aiming to analyze and compare the business models of AI companies with traditional IT organizations to understand their differences. AI has become a key enabler for startups, offering innovative solutions in data analysis, automation, and predictive modeling. These technologies are reshaping business practices and creating new value propositions that set AI-driven startups apart from traditional IT firms. The study focuses on identifying the unique features of four primary AI business models Deep Tech Researcher, Data Analytics Provider, AI Product/Service Provider, and AI Development Facilitator and how these models leverage AI for competitive advantage. The research analyzes a dataset of 162 global startups, using a systematic categorization framework to assess AI integration and its impact on business models. The study reveals that AI technologies drive new revenue streams, enhance operational efficiency, and improve decision-making in AI startups. These startups, by utilizing AI and data analytics, create highly personalized customer experiences and cost effective solutions. The research provides insights into the growing importance of AI in business model innovation, highlighting the need for strong infrastructure, continuous learning, and ethical governance in ensuring sustainable AI-driven business success.

References

[1] U. Rahardja, M. Ngadi, R. Budiarto, Q. Aini, M. Hardini, and F. P. Oganda, “Education exchange storage protocol: Transformation into decentralized learning platform,” in Frontiers in Education, vol. 6. Frontiers Media SA, 2021, p. 782969.

[2] H. A. Hamzah, M. S. Abu Seman, and M. Ahmed, “The impact of artificial intelligence in enhancing online learning platform effectiveness in higher education,” Information Development, p. 02666669251315842, 2025.

[3] A. Wiliams, A. Faturahman, U. Rahardja, F. P. Oganda, and A. P. Pangestu, “Nvivo based al-quranic features in students for autism therapy,” Aptisi Transactions on Technopreneurship (ATT), vol. 3, no. 1, pp. 81–90, 2021.

[4] M. U. Fakhrudin, M. M. Siahaan, M. H. R. Chakim, A. B. Mutiara, A. S. Rafika, L. Pasha et al., “Enhancing academic achievement in higher education through adaptive learning algorithms,” in 2025 4th International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2025, pp. 1–6.

[5] J. B. Rahmad, S. Suwandi, C. K. T. Soedaryono, L. F. D. Aryanti, and D. Aprialiasari, “Analysis of the effect of community’s role in csr activities on the image of the company of minarak brantas gas, inc.” ADI Journal on Recent Innovation, vol. 3, no. 2, pp. 153–171, 2022.

[6] M. A. R. Lubis, F. Falah, D. Harini, Sudarmanto, A. Kharisma, B. Tjahyono, W. Fatriasari, B. Subiyanto, L. Suryanegara, and A. H. Iswanto, “Enhancing the performance of natural rubber latex with polymeric isocyanate as cold-pressing and formaldehyde free adhesive for plywood,” The Journal of Adhesion, vol. 99, no. 1, pp. 58–73, 2023.

7] H. INDRAYADI, M. GLEN, B. A. SIREGAR, A. RIMBAWANTO, B. TJAHJONO, C. MOHAMMED et al., “Effect of soil types on root infection of acacia mangium and eucalyptus pellita by ganoderma philippii and pyrrhoderma noxium.” Biodiversitas: Journal of Biological Diversity, vol. 24, no. 4, 2023.

[8] M. F. Shahzad, S. Xu, X. An, H. Zahid, and M. Asif, “Learning and teaching in the era of generative artificial intelligence technologies: An in-depth exploration using multi-analytical sem-ann approach,” European Journal of Education, vol. 60, no. 1, p. e70050, 2025.

[9] B. Tjahjono, Y. Fauzia, and R. Kurnia, “Prototyping of precission farming hydroponic garden using arduino using design thinking method at puriponic greenhouse depok,” International Journal of Science, Technology & Management, vol. 4, no. 2, pp. 305–310, 2023.

[10] M. N. Ayubi and A. Retnowardhani, “Optimizing learning experiences: A study of student satisfaction with lms in higher education,” Aptisi Transactions on Technopreneurship (ATT), vol. 7, no. 2, pp. 527–541, 2025.

[11] M. Ebrahimi, H. K. Badi Alsharhani, and A. Kamyabi Gol, “A movement towards language learning by artificial intelligence: A pls-sem approach to instrument development and validation,” Media and Intercultural Communication: A Multidisciplinary Journal, vol. 3, no. 2, pp. 67–87, 2025.

[12] B. E. Sibarani, “Exploring the impact of artificial intelligence in enhancing the effectiveness of distance education: The moderating role of student engagement,” Turkish Online Journal of Distance Education, vol. 26, no. 2, pp. 133–148, 2025.

[13] Z. Zhao, Q. An, and J. Liu, “Exploring ai tool adoption in higher education: evidence from a pls-sem model integrating multimodal literacy, self-efficacy, and university support,” Frontiers in Psychology, vol. 16, p. 1619391, 2025.

[14] M. Hardini, H. Hetilaniar, S. E. E. Girsang, S. N. W. Putra, and I. N. Hikam, “Advancing higher education: Longitudinal study on ai integration and its impact on learning,” International Journal of Cyber and IT Service Management, vol. 5, no. 1, pp. 23–30, 2025.

[15] H. Kusumah, M. Alghifari, E. S. N. Aisyah, W. N. Wahid, A. Rizky, and A. Adiwijaya, “Leveraging smartpls and ai for educational model optimization,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–6.

[16] M. Soliman, R. A. Ali, J. Khalid, I. Mahmud, and W. B. Ali, “Modelling continuous intention to use generative artificial intelligence as an educational tool among university students: Findings from pls-sem and ann,” Journal of Computers in Education, pp. 1–32, 2024.

[17] M. W. Wicaksono, M. B. Hakim, F. H. Wijaya, T. Saleh, E. Sana et al., “Analyzing the influence of artificial intelligence on digital innovation: A smartpls approach,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 5, no. 2, pp. 108–116, 2024.

[18] J. van der Merwe, S. M. Wahid, G. P. Cesna, D. A. Prabowo et al., “Improving natural resource management through ai: Quantitative analysis using smartpls,” International Transactions on Artificial Intelligence, vol. 2, no. 2, pp. 135–142, 2024.

[19] K. Mirdad, O. P. M. Daeli, N. Septiani, A. Ekawati, and U. Rusilowati, “Optimizing student engagement and performance usingai-enabled educational tools,” Journal of Computer Science and Technology Application, vol. 1, no. 1, pp. 53–60, 2024.

[20] J. Juanda, R. J. Riansyah, A. Arsadi, and L. Bethany, “Towards entrepreneurial campus sustainability: Integrating artificial intelligence for resource allocation in business management,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 3, pp. 314–323, 2024.

[21] S. SHAUMIWATY, H. R. C. MOCHAMAD, and N. HENI, “Enhancing personalized learning using artificial intelligence and machine learning approaches,” BLOCKCHAIN FRONTIER, vol. 4, no. 2, pp. 156–170, 2025.

[22] R. Sneesl, Y. Y. Jusoh, M. A. Jabar, and S. Abdullah, “Examining iot-based smart campus adoption model: an investigation using two-stage analysis comprising structural equation modelling and artificial neural network,” IEEE Access, vol. 11, pp. 125 995–126 026, 2023.

[23] E. Sana, A. Fitriani, D. Soetarno, M. Yusuf et al., “Analysis of user perceptions on interactive learning platforms based on artificial intelligence,” Journal of Computer Science and Technology Application, vol. 1, no. 1, pp. 26–32, 2024.

[24] R. A. Sunarjo, M. H. R. Chakim, S. Maulana, and G. Fitriani, “Management of educational institutions through information systems for enhanced efficiency and decision-making,” International Transactions on Education Technology (ITEE), vol. 3, no. 1, pp. 47–61, 2024.

[25] A. R. A. Zahra, D. Jonas, I. Erliyani, N. A. Yusuf et al., “Assessing customer satisfaction in ai-powered services: An empirical study with smartpls,” International Transactions on Artificial Intelligence, vol. 2, no. 1, pp. 81–89, 2023.

[26] S. Watini, L. Magdalena, T. W. Wirjawan, A. Gunawan, D. Julianingsih, and N. Ivanov, “Social media as a tool for transforming childhood learning mechanisms in edupreneurship,” Aptisi Transactions on Technopreneurship (ATT), vol. 7, no. 1, pp. 109–119, 2025.

[27] R. Fahrudin, M. Hatta, Y. Yulianti, E. Erwin, and A. Zelene, “Machine learning for the next generation: A guide to matchmaking at startups,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 6, no. 1, pp. 65–74, 2024.

[28] M. Rodriguez, A. Rizky, Y. I. Tanjung, S. Sumliyah et al., “Optimizing e-learning platforms through adaptive learning for diverse demographics,” Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi, vol. 4, no. 1, pp. 30–39, 2025.

[29] C. S. B. Bangun, D. P. Riskhandini, and N. Lyraa, “Blockchain governance models for enhancing e-commerce user satisfaction,” Blockchain Frontier Technology, vol. 4, no. 2, pp. 72–83, 2025.

[30] A. Alwiyah and N. Lyraa, “The role of innovation in the success of modern startupreneurs,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 98–106, 2024.

[31] K. Vaher, A. Simanjuntak, E. Sugiharto et al., “Securing academic records with blockchain technology a data-driven approach for university management,” Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi, vol. 4, no. 1, pp. 52–62, 2025.

[32] M. Yusup, M. F. Ariq, E. J. A. H. Nasution, A. Z. Fahreza, and J. Edwards, “Digital transformation and branding for empowering the creative economy based on local wisdom: Transformasi digital dan branding untuk pemberdayaan ekonomi kreatif berbasis kearifan lokal,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 6, no. 1, pp. 45–54, 2025.

[33] A. Delhi and A. Sijabat, “The role of technology adoption in scaling startupreneur business models in the digital economy,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 141–147, 2024.

[34] V. Meilinda, C. Pasha, N. F. Zuhriyah et al., “The impact of e-learning platforms on student engagement and academic achievement: Dampak platform e-learning terhadap keterlibatan siswa dan prestasi akademik,” Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi, vol. 3, no. 2, pp. 157–167, 2025.

[35] A. A. A. M. A. Alhajeri and E. E. M. Safian, “Mediating role of organizational learning in the relationship between use of artificial intelligence security technology and community security,” International Journal of Sustainable Construction Engineering and Technology, vol. 14, no. 3, pp. 137–153, 2023.

[36] N. A. Dahri, N. Yahaya, W. M. Al-Rahmi, L. Almuqren, A. S. Almgren, A. Alshimai, and A. S. Al-Adwan, “The effect of ai gamification on students’ engagement and academic achievement: Sem analysis perspectives,” IEEE Access, 2025.

[37] X. Wu, Y. Tang, X. Fang, Y. Xu, and S. Qiao, “The effects of servitization, digitalization, and digital learning orientation on sustainable performance: a hybrid pls-sem-ann model,” IEEE Access, 2025.

[38] J. Ferdousmou, M. Samiun, N. Mohammad, M. Z. Hossan, S. Das, M. Hassan, A. Q. Mozumder, and S. H. Suha, “It management strategies for scaling artificial intelligence-powered educational systems in american schools and universities,” Journal of Posthumanism, vol. 5, no. 2, pp. 470–486, 2025.

[39] J. Nathalie, G. Jacqueline, N. A. Yusuf, and L. W. Ming, “Optimizing digital business processes through artificial intelligence: A case study in e-commerce systems,” ADI Journal on Recent Innovation, vol. 6, no. 1, pp. 89–98, 2024.

[40] A. Rizky, A. Gunawan, M. A. Komara, M. Madani, and E. Harris, “Optimization of machine learning algorithms for fraud detection in e-payment systems,” Journal of Computer Science and Technology Application, vol. 2, no. 1, pp. 55–64, 2025.

[41] S. A. A. Bokhari and S. Myeong, “The influence of artificial intelligence on e-governance and cybersecurity in smart cities: A stakeholder’s perspective,” IEEE Access, vol. 11, pp. 69 783–69 797, 2023.

[42] A. Abudaqa, P. A. Sunarya, S. Millah, F. Rahardja, R. Ahsanitaqwim et al., “Ai-driven optimization for startup partnership matching,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–7.

[43] J. Wiratama, R. I. Desanti et al., “Optimizing erp deployment with intelligent tutoring systems,” in 2025 International Conference on Artificial Intelligence in Information and Communication (ICAIIC). IEEE, 2025, pp. 0856–0862.

[44] A. S. Almogren, W. M. Al-Rahmi, and N. A. Dahri, “Integrated technological approaches to academic success: Mobile learning, social media, and ai in higher education,” IEEE Access, 2024.

[45] Y. Rachma, A. Sutarman, D. Andayani, H. Haryani, and S. A. Johnson, “Analysis of hr career development strategies in the era of artificial intelligence,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–7.

[46] I. A. Akour, H. M. Alshurideh, H. M. Alzoubi, M. T. Alshurideh, and Y. A. Antouz, “Integrating artificial intelligence in improving educational system: the mediating role of smart learning,” in 2023 international conference on business analytics for technology and security (ICBATS). IEEE, 2023, pp. 1–5.

[47] T. S. Goh, D. Jonas, B. Tjahjono, V. Agarwal, and M. Abbas, “Impact of ai on air quality monitoring systems: A structural equation modeling approach using utaut,” Sundara Advanced Research on Artificial Intelligence, vol. 1, no. 1, pp. 9–19, 2025.

Downloads

Published

2025-10-16

Issue

Vol. 1 No. 2 (2025): October

Section

Articles

License

Copyright (c) 2025 Tommy Bustomi, Cindy Aurora, Shofiyul Millah, Fikri Arsla Ramahdan, Felix Kruger

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.