The Transformation of Digital Dawah in the Artificial Intelligence Era: A Literature Review on Content Personalization and the Dynamics of Religious Authority

Abstrak

The rapid integration of Artificial Intelligence (AI) and algorithmic systems into digital communications has fundamentally reshaped the landscape of Islamic proselytizing (dawah). This study explores the paradigm shift from traditional, pulpit-based sermonizing led by established ulama (religious scholars) to algorithmically driven online channels populated by decentralized and often unverified propagators. Utilizing a qualitative descriptive approach combined with a systematic literature review, this paper examines how AI-powered content personalization alters religious consumption and transforms the structure of Islamic religious authority. The analysis reveals two major dynamics: first, AI algorithms prioritize user engagement, click-through rates, and personalized feeds, which effectively democratize religious discourse while simultaneously fragmenting sacred knowledge. Second, this shift creates significant friction concerning authentic Islamic knowledge ('ilm) and authoritative expertise, as algorithmic relevance frequently replaces scholarly credibility and traditional chains of transmission (isnad). Consequently, digital dawah operates within a tension between expanded accessibility and the risks of theological dilution, echo chambers, and the proliferation of unvetted religious interpretations. The study concludes by proposing an analytical framework to understand how traditional religious institutions can navigate and ethically engage with algorithmic spaces to preserve scholarly integrity in the AI era.