Technology plays an important role in economic growth. The Covid-19 pandemic in the past changed people’s lifestyles and business behavior patterns from conventional to digital. Even though the pandemic has had a dire effect on the global economic downturn, it has also been able to provide machine learning in the form of adaptation to digital innovation and transformation in the form of the application of the latest technology and artificial intelligence. This research uses a qualitative descriptive method and research data is collected through articles, journals, books and official sources that can be accounted for. The aim of this research is to describe a series of phenomena from the development of the industrial revolution 4.0 era which supports the growth of business actors to change or transform digitally with the help of artificial intelligence so that they can provide globally competitive growth. The results of this research are that digital transformation will be able to provide opportunities and strengths to build sustainable and strong businesses. Business actors have also implemented digital adoption by migrating to e-commerce platform sites, food delivery applications, and other online business models. However, the adoption of artificial intelligence is still not widely used by business actors. Only a few business actors have adopted artificial intelligence technology such as the use of chatbot applications for automated services to customers. Apart from that, for more massive development in the use of machine learning and artificial intelligence, assistance and support from the government and the private sector is needed so that business actors can develop and adapt business models to adapt to the latest technology so that business actors will be able to survive and even grow rapidly in the future.