Business
The State of AI Marketing: An Indonesian Perspective
Exploring the impact of using AI in marketing and it’s current adoption in Indonesia, courtesy of the MMA.
Published
1 year agoon
By
AIinAsia
TL;DR:
- 38% of Indonesian marketers are in the experimental phase of AI integration, with only 16% fully integrated.
- 52% express confidence in AI’s potential to revolutionise marketing practices.
- 49% face challenges in applying AI to content marketing, emphasising the need for better tool selection.
AI In Indonesia:
Artificial Intelligence (AI) and Artificial General Intelligence (AGI) have become more than just a technological shift in the world of marketing and advertising. In Asia, AI is rapidly becoming a strategic imperative. MMA Global is dedicated to fostering conversations about the integration of AI into marketing practices, as evident in their ‘MMA State of AI in Marketing’ report for Indonesia. This article explores the report’s findings, emphasising the localisation of global initiatives to investigate critical areas where AI has proven effective.
AI Adoption and Priority in Indonesia:
The AI integration journey in Indonesian marketing is still in its infancy. Currently, 38% of marketers are in the experimental phase, while only 16% have fully integrated AI into their marketing strategies. However, the growing recognition of AI’s importance is clear, with 22% considering it a high priority and 38% rating it as a medium priority.
Confidence in AI’s Impact:
The potential of AI to revolutionise marketing practices is recognised by 52% of respondents. In contrast, only 10% believe AI will have a limited impact, indicating a generally positive outlook towards AI in marketing.
Concerns and Challenges:
Despite the optimism, there are concerns. Data privacy is a significant concern for 31% of respondents, while 22% express apprehensions about cybersecurity.
Challenges in AI Adoption:
The application of AI to content marketing poses challenges for 49% of respondents, underscoring the importance of selecting the right tools. Additionally, 44% express concerns about biased and fabricated answers, highlighting the need for robust data safeguards.
Barriers to Adoption:
The lack of understanding (22%) and high costs (17%) are significant barriers to AI adoption. However, the most prominent barrier is the need for skills training, recognised by 38% of respondents.
The Future of AI in Marketing:
The survey reveals a growing recognition among industry leaders of the need to integrate AI into marketing strategies. However, challenges such as tool selection, bias concerns, and skills training hinder full implementation. As AI continues to evolve, MMA Global remains at the forefront of innovative marketing research, navigating the development and deployment of AI with careful consideration.
Final Thoughts:
In the journey towards a future where AI is the expected standard, it’s crucial to stay informed, envision possibilities, and embrace unprecedented innovation. By staying ahead in the ever-evolving marketing landscape, we can make the most of AI’s potential while mitigating its challenges.
Comment and Share: AI Marketing In Indonesia
As AI continues to shape the marketing landscape, how are you preparing to leverage its potential and overcome the challenges it presents? Let us know your thoughts in the comments below.
You can sign up for, or download, this fantastic MMA Indonesia AI Report by tapping here.
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Embrace AI or Face Replacement—Grab CEO Anthony Tan’s Stark Warning
ChatGPT now generates previously banned images of public figures and symbols. Is this freedom overdue or dangerously permissive?
Published
10 hours agoon
April 3, 2025By
AIinAsia
TL;DR – What You Need to Know in 30 Seconds
- Grab CEO Anthony Tan believes workers and companies that don’t embrace AI risk being replaced by those who do.
- Grab paused normal operations for a nine-week generative AI sprint, significantly boosting innovation.
- AI tools developed by Grab, such as driver and merchant assistants, are empowering everyday entrepreneurs.
- Globally, many companies are downsizing due to AI, but Tan insists AI enhances human capabilities rather than replacing them.
Is Your Refusal to Embrace AI Secretly Sealing Your Fate?
Anthony Tan, co-founder and CEO of Grab—the Southeast Asian super-app that transformed regional transport, food delivery, and financial services—has made a bold and slightly unsettling prediction: “Humans who don’t embrace AI will be replaced by humans who embrace AI.”
In other words, whether you’re a company or an individual, ignoring AI isn’t merely shortsighted—it’s career suicide.
But before we panic, what exactly does Tan mean?
Making Humans ‘Superhuman’
Speaking at Converge Live in Singapore, Tan explained to CNBC’s Christine Tan that AI isn’t just a fancy tech upgrade. Instead, it’s a crucial tool to “make you superhuman” by significantly boosting productivity and freeing up valuable time.
Tan himself isn’t just preaching—he’s practising. Despite not being a coder, he’s enthusiastically using AI coding assistants for personal and professional projects. He claims AI has radically changed his productivity, helping him accomplish things previously impossible.
I can’t code myself, but I use AI to build my own projects, for research, for Grab,” Tan explained. “It totally changes how you spend your time.
Grab’s Radical AI Experiment
Grab didn’t stop at encouraging individual AI adoption. Instead, the company took it to a whole new level, implementing an ambitious, company-wide nine-week “generative AI sprint”.
This meant putting all regular business on pause to explore AI-driven solutions across the entire company. As Tan humorously admitted:
People thought I was crazy—maybe I am—but it really moved the needle.
During this sprint, Grab developed powerful AI tools, including:
- Driver Co-pilot: An AI assistant reducing wait times and boosting job opportunities for drivers.
- Merchant AI Assistant: Imagine a single mother in Jakarta now equipped with an AI-driven sous chef, packaging expert, and even a chief revenue officer—all in one assistant. This innovation isn’t just about efficiency; it’s empowerment, reshaping the livelihoods of Grab’s vast network of entrepreneurs.
The Wider Implications for Asia
This isn’t just a Grab-specific phenomenon. According to the World Economic Forum’s 2025 Future of Jobs Report, 40% of employers globally plan to downsize due to AI, and a whopping 86% anticipate AI reshaping their businesses by 2030.
Asia, in particular, with its digitally fluent workforce and vibrant entrepreneurial scene, stands uniquely poised to lead this transition. Grab’s aggressive AI strategy under Tan’s leadership could become a model for businesses across Southeast Asia, showcasing how AI can be harnessed responsibly and productively.
Human vs AI: Not a Zero-Sum Game
Tan stresses AI shouldn’t evoke fear—it should inspire excitement. AI adoption isn’t about machines replacing humans. It’s about humans becoming irreplaceable by effectively harnessing these tools.
If you’re reluctant or sceptical, Anthony Tan’s message is clear: embrace AI now, or watch as those who do leave you behind.
Hot Take
Anthony Tan might sound dramatic—but he has a point. If you’re not actively exploring AI, you’re preparing yourself (and your company) to become obsolete. The clock is ticking: Will you adapt, or will you become the adaptation?
What do you think?
Are you inspired or intimidated by Anthony Tan’s AI-driven future? Drop your thoughts below!
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Ready more about Grab’s AI solutions by tapping here.
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Business
Can PwC’s new Agent OS Really Make AI Workflows 10x Faster?
PwC’s Agent OS seamlessly connects and orchestrates AI agents into scalable enterprise workflows, promising 10x faster AI deployment and real-world productivity gains.
Published
1 day agoon
April 2, 2025By
AIinAsia
TL;DR – What You Need to Know in 30 Seconds
- PwC’s Agent OS orchestrates diverse AI agents into unified, scalable workflows, promising deployment up to 10x faster.
- Real-world cases already show efficiency boosts: 40% faster supply chains, 70% reduction in compliance tasks, and 30% quicker marketing launches.
- Designed for complex enterprise environments, it’s cloud-agnostic, multilingual, and actively deployed in leading global businesses, including PwC itself.
AI Agents are everywhere—but can they talk to each other?
PwC has unveiled its ambitious “Agent OS,” aiming to streamline AI orchestration at enterprise scale—promising workflows built and deployed 10 times faster. But is this platform truly the missing link enterprises need for their AI strategy?
Let’s dig in.
Enterprise AI sounds fantastic until you realise it often means managing a tangled web of different tools, platforms, and “intelligent” agents, each stubbornly refusing to play nice with each other. Companies regularly find themselves stuck between AI experiments and true enterprise-scale AI adoption because—ironically—these clever AI agents simply can’t collaborate.
Enter PwC’s new Agent OS, positioned as a kind of universal translator and orchestration conductor rolled into one. Imagine a central nervous system for enterprise AI, capable of seamlessly linking different agents and platforms into coherent workflows—no matter where the agents were developed or what tech stack they’re built on.
But is it all hype, or can PwC’s Agent OS genuinely unlock seamless, scalable enterprise AI?
What exactly is PwC’s Agent OS?
PwC’s Agent OS acts as a unified command centre, orchestrating a multitude of AI agents across popular enterprise platforms, including Anthropic, AWS, GitHub, Google Cloud, Microsoft Azure, OpenAI, Oracle, Salesforce, SAP, and Workday, to name just a few. It connects, coordinates, and scales AI agents—whether they’re custom-built, developed via third-party SDKs, or fine-tuned with proprietary data.
Think of it as the ultimate workflow builder, letting users—from AI specialists to your average non-tech-savvy manager—design sophisticated AI processes using intuitive drag-and-drop tools, natural language interfaces, and visual data-flow management.
Better yet, it’s cloud-agnostic, deploying effortlessly across AWS, Google Cloud, Microsoft Azure, Oracle Cloud Infrastructure, Salesforce, and even on-premises solutions.
Real-World Impact (not just theory)
Sceptical about fancy AI promises? Let’s look at some concrete use-cases PwC already claims are working in practice:
- Supply Chain: Imagine reducing your manufacturing firm’s supply chain delays by up to 40% through seamless integration of forecasting, procurement, and real-time logistics tracking agents from SAP, Oracle, and AWS, topped with PwC’s custom disruption detection agents.
- Marketing Operations: What if your retail marketing campaigns could launch twice as fast, with 30% higher conversion rates by orchestrating agents from OpenAI, Google Cloud, Salesforce, and Workday—all talking together in harmony?
- Compliance Automation: Picture a multinational bank automating regulatory workflows, drastically reducing manual reviews by 70%, thanks to agents seamlessly interpreting and aligning evolving regulatory policies via Anthropic and Microsoft Azure.
Who’s Already Benefiting?
PwC’s Agent OS isn’t just theoretical—real companies are already seeing transformative results:
- A tech company revamped its customer contact centre, reducing average call times by nearly 25%, slashing call transfers by 60%, and boosting customer satisfaction.
- A global hospitality firm automated brand standards management, achieving up to 94% reduction in manual review times.
- A healthcare giant applied AI agents to oncology workflows, streamlining clinical document processing to unlock actionable insights 50% faster, while simultaneously reducing administrative burdens by 30%.
And PwC themselves aren’t sitting idle: They’ve deployed over 250 internal AI agents, turbocharging productivity across tax, assurance, and advisory divisions—proving they’re ready to eat their own AI cooking.
Why PwC’s Agent OS Matters to Asia
In Asia, where enterprises are rapidly adopting AI to stay competitive (especially in dynamic markets like Singapore, India, and Indonesia), PwC’s Agent OS could offer a real edge. Asian enterprises grappling with complex multilingual data streams and diverse regional platforms may find a solution in the adaptive, multilingual capabilities of this system.
But it’s not just about tech. It’s about helping Asia’s leading enterprises quickly build, adapt, and scale AI-driven workflows to compete globally—accelerating innovation at a pace that keeps them ahead.
Could PwC’s Agent OS finally mean enterprises spend less time wrestling with AI tech—and more time reaping its benefits?
We’d love your take. Let us know in the comments below.
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Business
Forget the panic: AI Isn’t Here to Replace Us—It’s Here to Elevate Our Roles
Learn why managing AI agents—not fearing them—is key to thriving in the workforce of tomorrow. Discover how to become an effective AI manager today.
Published
1 week agoon
March 26, 2025By
AIinAsia
TL;DR – What You Need to Know in 30 Seconds About the Rise of the AI Manager
- AI creates new leadership roles, not job losses.
- Successful AI managers combine tech knowledge with clear communication.
- AI boosts productivity, creating more jobs and opportunities.
- Invest early in AI literacy and critical thinking to thrive.
Professionals who master the art of managing AI agents are set to define the next era of work.
AI is everywhere right now—and so are fears about job displacement. But take a deep breath; there’s good news! Rather than making human skills obsolete, artificial intelligence is actually paving the way for a new, exciting role: the AI manager.
As AI agents evolve into reliable digital teammates capable of handling complex tasks, the spotlight shifts onto the people who manage them. In fact, the most successful professionals of the future won’t just understand how AI works—they’ll know exactly how to lead, direct, and collaborate effectively with their digital colleagues.
AI as High-Performing Team Members
Today’s AI isn’t just impressive—it’s genuinely useful. In the past few years alone, we’ve witnessed remarkable leaps in capabilities, especially with generative AI. These digital teammates are now expertly handling everything from financial analysis and legal research to content creation and data-driven decision-making.
The next big thing is ‘agentic AI’—digital agents that don’t just assist humans but actively work alongside them with a level of independence. Think about it: consistent, reliable, and tireless digital employees who never need a coffee break. Of course, that might make some of us nervous—who wouldn’t worry about a colleague who can work 24/7 at lightning speed?
But here’s the key: even the best talent needs effective management. AI might be powerful, but it still needs direction, oversight, and human judgement. The professionals who thrive won’t be replaced by AI—they’ll manage teams of digital talent to deliver results greater than anything achievable alone.
What Does It Mean to Manage AI?
Being an AI manager doesn’t mean abandoning traditional leadership skills; it means expanding them. Great managers have always needed two core competencies:
- People management: motivating, inspiring, and guiding human teams. While AI lacks emotions, clear communication and setting precise expectations are still vital.
- Technical management: structuring workflows, delegating tasks strategically, and ensuring alignment towards organisational goals.
Both skill sets are critical when managing AI. A manager of digital agents must understand the nuances of the technology—its strengths, weaknesses, and quirks—while also working effectively with their human counterparts. Just as a great sales manager might stumble managing engineers without understanding their workflows, managing AI requires hands-on technical knowledge combined with clear strategic vision.
Ultimately, being disconnected from practical realities won’t cut it. Leaders in an AI-driven environment must be equally comfortable engaging with technology as they are with strategy and collaboration.
Re-examining the Job Displacement Myth
Fears around AI’s impact often overlook one important economic principle: Jevons paradox. Simply put, when efficiency improves, overall demand frequently increases too. Yes, AI might automate tasks currently performed by humans—but that same efficiency boost can open doors we can’t yet imagine.
Think of the industrial revolution: automation displaced manual labour, but it simultaneously created unprecedented wealth, innovation, and new kinds of employment. Similarly, AI’s efficiency will likely spawn entirely new markets, industries, and roles—like AI agent managers—ensuring that human creativity and insight remain irreplaceable.
How Can We Prepare for This Shift?
Change can be uncomfortable, and the rise of AI is no exception. But the transition doesn’t have to be painful. Here’s how we can adapt:
1. Prioritise Practical Skills in Education
Universities excel at theory but often overlook practical skills that the workplace demands. It’s time to elevate vocational and professional training, the kind traditionally offered by polytechnics or community colleges, to build job-ready skill sets.
2. Embrace AI Literacy in the Workplace
Companies should embed AI literacy into their core training, ensuring everyone—from new hires to senior executives—is comfortable using and collaborating with AI tools. Businesses that invest early in AI literacy will hold a powerful competitive advantage.
3. Take Personal Responsibility for Learning
Individuals, especially those in roles susceptible to automation, need to proactively upgrade their skillsets. This doesn’t mean everyone should become a developer, but learning to confidently use AI, understand digital workflows, and develop critical thinking around tech are essential.
Crucially, becoming AI-literate doesn’t mean blindly trusting technology; it means being savvy enough to challenge it. An effective AI manager must know when to push back against the recommendations of digital teammates, recognising that AI isn’t perfect—it’s only as good as the people who oversee it.
Luckily, resources to build these skills abound: free online courses, corporate training, AI boot camps, and independent learning opportunities are readily available. Your job is to start learning—and keep asking smart questions.
Are YOU ready?
The future belongs to those who adapt, question, and lead the digital workforce. Are you ready to become an AI manager?
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- Learn more: read Navigating the AI revolution: A roadmap for managers and companies at the WEF
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Embrace AI or Face Replacement—Grab CEO Anthony Tan’s Stark Warning

Can PwC’s new Agent OS Really Make AI Workflows 10x Faster?

The Secret to Using Generative AI Effectively In 2025
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