The 2CTE Model: A New Approach to AI Skill Training for Local Enterprises
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Abstract
Thai local entrepreneurs suffer from a digital skills gap standing in the way of their online competitiveness, which is exacerbated by generative AI. This research has attempted to confront this problem with the following objectives: 1) Create the 2CTE model, a new workshop mode for technology training of skills for local entrepreneurs, aimed at resolving Basic digital illiteracy limitations to compete adequately. 2) to conduct a hands-on workshop, integrate the 2CTE Model as training entrepreneurs in Ubon Ratchathani province on the use of AI, present new ideas, and generate digital content with product advertising images. The workshop used the curated generative AI tools, and results were judged through an entrepreneur satisfaction survey. The results were highly positive. The mannose model was well validated by experts. The workshop attendees reported being delighted with the AI-generated images, stating that they were especially appealing in terms of quality ( = 4.80) and speed of content development ( =4.73). The latter led to high positive contentment ( =4.60) and empowering that minimized dependence on the professional designers. In summary, the 2CTE Model has proven to be a successful model for addressing the AI knowledge and skills gap. Similarly,
it efficiently applies the adoption model and the TAM in the practical marketing of local products.
It can also be effectively applied to community development projects. The most notable contribution of this study is the innovative merging of two theories, the Technology Acceptance Model (TAM) and the Elaboration Likelihood Model (ELM), to practical teaching. This specialized knowledge enables community developers to address the digital divide by promoting psychological adoption of technology and empowering them to build persuasive branding. This is a sustainable approach to upgrading local organizations into digital organizations. In summary, the 2CTE Model is a verified effective framework for filling the AI skills gap. It effectively adopts technology acceptance and training modes for local enterprises about practical marketing, and should be further utilised in community development projects.
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