From Prompt to Profit: The Role of AI-Human Synergy in Growing Student Startups

The unstoppable advancement of digital technology has encouraged universities to develop new approaches to support student entrepreneurial activities. One of the crucial activities affected is the business incubation program. This study explores a business incubation program supported by the use of artificial intelligence, showing the program's adaptation to advances in digital technology. A qualitative approach with case study analysis is used in this study to understand the complex phenomenon of the issue of entrepreneurial behavior in using artificial intelligence that has an impact on business. The subjects of this study were 20 business groups consisting of two clusters, where the first cluster contains 10 groups in the ideation and prototype phases, while the second cluster contains 10 groups in the business growth phase. In general, AI contributes to students' confidence in deciding their future as entrepreneurs. More specifically, AI contributes as a digital coach for students in the ideation and prototype phases in exploring opportunities. Meanwhile, in the business growth phase, AI acts as an advisor who is able to audit the suitability of business growth strategies with external situations and internal capabilities and provide recommendations for alternative strategies that are more fit. The results of this study provide novelty about the different important roles of AI in each phase of business, called AI-Business Fit, a concept that explains the level of suitability of using AI in entrepreneurial activities that have an impact on business growth.