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In Indonesia, services utilizing artificial intelligence (AI) are becoming increasingly widespread, and consumers now have more opportunities to interact with AI in various aspects of daily life, such as search engines and online shopping. How exactly are people making use of AI?

Katadata Insight Center, a research and data analysis organization, published a report in 2024 titled Kedaulatan AI untuk Memberdayakan Indonesia (AI Sovereignty to Empower Indonesia), which presents findings on the use of AI by Indonesians.

This article summarizes insights from the report, exploring how Indonesians are currently using AI and what they expect from it. It also includes videos demonstrating real-life applications of AI.

AI Usage in Indonesia by the Numbers

64.7% Have Used AI

In a survey conducted with 1,255 respondents, 64.7% reported having used AI. Among those with experience using AI, 77.8% said they use it on a daily basis.

As shown in the graph below, the most common usage of AI is for information searches, followed by online shopping and photo and video editing.

(Source: Katadata Insight Center, Kedaulatan AI untuk Memberdayakan Indonesia, p.46 – Compiled by PT. TRICRUISE MARKETING INDONESIA)

Indonesians Are Positive Toward AI

According to the survey, Indonesians generally hold a positive outlook on AI adoption. 85% of respondents stated they are optimistic about AI, and 81.7% expressed enthusiasm for its use.

However, some respondents also voiced concerns regarding the risks of AI, including its potential use for spreading malicious content (33.4%), privacy issues (28.7%), and cyberattacks (26.5%). Notably, 20% said they see “no significant risks” associated with AI.

So, what are Indonesians expecting from AI?

(Source: Katadata Insight Center, Kedaulatan AI untuk Memberdayakan Indonesia, p.48 – Compiled by PT. TRICRUISE MARKETING INDONESIA)

The chart illustrates the responses to a question about the benefits of AI (multiple answers allowed).

61.1% cited “improved efficiency and productivity” as the most important benefit, significantly higher than other options. This suggests that many people, aside from those well-versed in AI, primarily view it as a tool to optimize work and daily life.

Reference: Katadata Insight Center, Kedaulatan AI untuk Memberdayakan Indonesia, pp.44–53

Visual Examples of AI Utilization in Indonesia

AI Recommends Cosmetics

Watch the Video

This video, posted on the official TikTok account of the cosmetics brand Garnier, introduces the SkinCam feature available on Shopee.

SkinCam uses VR and AI to analyze users’ skin characteristics and recommend suitable skincare products. This feature was introduced by the e-commerce platform Shopee in 2022 and is now widely used by various cosmetics brands.

The use of AI and VR is advancing in the e-commerce sector. In addition to chatbots and product recommendation engines, companies are implementing features to suggest cosmetics and clothing based on skin tone and skin type.

Counting Coconuts with AI

Watch the Video

“Would you count all these coconuts by yourself? That wouldn’t be ideal if you made a mistake, right?”

This video was posted by Widya Robotics, a company that offers various services utilizing robotics and AI.

Among the company’s products is a customer profiling solution that combines AI and CCTV, but their technology is also being used in the agricultural sector. According to the company, their AI solution can count 11,000 coconuts per hour.

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Advancing AI Adoption and Widening Gaps

The report Kedaulatan AI untuk Memberdayakan Indonesia points out that there are still significant disparities in knowledge about AI. While many people have used AI, their understanding of it remains limited, and the broader potential of AI applications—beyond information searches or task efficiency—is not yet widely recognized.

The report also shows that individuals who are younger, more economically privileged, and more highly educated tend to make more effective use of AI.

It is important to note that the spread of AI fundamentally requires robust internet infrastructure, which still varies greatly across regions in Indonesia.

Going forward, it will be essential to closely monitor the development and application of AI in Indonesia.