Development of an AI-based Automated Rating System for the Quality of Capcut Promotional Videos on Vehicle Rental Services on Tiktok and Reels in Yogyakarta

Abstract

This study aims to design an Artificial Intelligence (AI)-based automated evaluation system using API’s from Open AI to assess the quality of CapCut promotional videos for vehicle rental services distributed via TikTok and Instagram Reels in Yogyakarta. The research is motivated by the widespread adoption of short video content in MSMEs’ digital marketing strategies, yet many businesses still encounter challenges in objectively and consistently evaluating the effectiveness and quality of their content. CapCut was selected as the primary tool for video creation due to its comprehensive features and user-friendly interface, while the AI system was developed to automatically assess various elements, including visual quality, audio, structure, text, and video duration, and to provide measurable improvement recommendations. The research employed the Research and Development (R&D) method using the ADDIE development model, which encompasses needs analysis, system design, development and implementation of the automated evaluation system, and assessment of its effectiveness through engagement data, user questionnaires, and business interviews. The findings reveal that the implementation of the AI-based automated evaluation system effectively enhances the quality of promotional videos, as evidenced by a significant increase in engagement rates after the content was revised based on AI recommendations. Most users and business owners reported that the improved videos were more attractive, informative, and effective in generating interest in vehicle rental services. Therefore, the integration of CapCut and the AI-based content evaluation system presents an innovative and practical solution to support MSMEs’ digital promotion in a more creative, efficient, and adaptive manner in response to social media trends. This research is expected to make a tangible contribution to the development of digital marketing in Indonesia, particularly in the vehicle rental sector, and to serve as a reference for future research on the optimization of AI-based promotional videos.