By Kamaruzzaman Abdul Manan
USM School of Communication Studies lecturer
PETALING JAYA, Oct 13 — The Petaling Jaya City Council (MBPJ), collaborating with Universiti Sains Malaysia's (USM) School of Communication, has developed an artificial intelligence (AI)-based entrepreneurship training model that has proven effective in empowering micro-entrepreneurs to build sustainable, competitive digital businesses.
This advanced programme is a continuation of two previous phases organised by MBPJ’s Licensing, Business Development, and Entrepreneurs Department, aimed at strengthening urban entrepreneurs' capabilities via a structured approach, personalised mentoring, and integrating AI technology into management and marketing strategies.
The department's director Sharinaz Samsudin said that its success indicates that strategic collaboration between universities and the local authorities can produce a new generation of micro-entrepreneurs better equipped to face the challenges of today’s digital economy.
“This collaboration is the best example of how academic expertise can be translated into real-world practice. Through structured methods, intensive training, and applying AI technology, participants are not only exposed to theory but also able to apply digital skills directly into their day-to-day business operations,” she said.
The eight-day intensive programme, running from August 11 to October 2, involved 15 selected participants who completed six main modules: leadership and staff management; digital financial management using MyInvois and AI; AI-based brand development; strategic digital marketing; and pitching real business plans.
Final assessments recorded a 100 per cent active attendance rate, while 46.7 per cent of participants achieved good to excellent performance levels, demonstrating measurable improvement in financial management, digital strategy, and sales through platforms like TikTok Live.
Programme participant Mohd Faizal Zahari, 35, who operates an East Coast cuisine restaurant, described the training as a significant turning point in how he manages his business’s finances and operations.
“Previously, I managed my finances manually. After this programme, I started using AI salary and financial planning templates, which have helped me monitor staff costs and profits more systematically,” he said.
Meanwhile, kuih kapit entrepreneur Chia Yee Yan, 32, acknowledged that AI tools like Canva and Looka had helped her develop a more professional brand identity.
“In the past, I designed my logo based on personal taste. Now, with AI assistance, my brand identity looks more attractive and inspires customer trust,” she said.
For Beauty Aura Spa and Salon owner Mazni Ambali, 47, hands-on training modules such as TikTok Live have boosted small entrepreneurs’ confidence to compete digitally.
“I learnt how to speak in front of the camera, write persuasive sales captions, and use high-impact promotional techniques. Now, I am seeing more new customers coming in,” she said.
By combining USM’s academic expertise and MBPJ’s on-the-ground support, the programme has produced a high-impact micro-entrepreneur development model that should serve as a reference for other agencies.
It enhanced the participants’ digital skills and cultivates a community of tech-savvy, creative, and ethical entrepreneurs, per the Smart Selangor aspiration and the state’s economic development policy towards a sustainable and inclusive digital entrepreneurship ecosystem.
