TLDR: A new report by MMA Global reveals that while Indonesian marketers recognize the transformative potential of AI, many are still in the early stages of adoption. Challenges such as data privacy, cybersecurity, and a lack of skilled talent are hindering full integration, despite a growing confidence in AI’s ability to revolutionize marketing practices.
The ‘MMA State of AI in Marketing’ report for Indonesia, released on July 28, 2025, highlights the evolving landscape of Artificial Intelligence within the nation’s marketing and advertising sectors. The study indicates a significant, albeit nascent, embrace of AI technologies, with a majority of companies still navigating the experimental or partially integrated phases of adoption.
According to the report, a mere 16% of Indonesian companies have fully integrated AI into their marketing strategies. A larger segment, 38%, remains in the experimental phase, while 32% have achieved partial integration. This data suggests a cautious yet progressive approach to AI adoption across the industry. The growing recognition of AI’s importance is evident, with 22% of respondents considering AI a high priority and 38% rating it as a medium priority.
Confidence in AI’s potential to revolutionize marketing practices is notably high, with 52% of marketers expressing optimism. However, a smaller contingent of 10% holds a more reserved perspective, anticipating a limited impact from AI. Despite the enthusiasm, the journey towards widespread AI adoption is fraught with challenges. Key concerns include data privacy, cybersecurity, and the practical application of AI tools. Furthermore, a significant hurdle lies in the realm of skills training, with marketers citing a lack of education and training as the top barrier to AI adoption, a consistent finding over the past five years of this report.
The report also sheds light on organizational and pre-existing data challenges. Organizational silos and fragmented ownership are identified as substantial obstacles to creating a unified vision and clear roadmap for AI deployment. Issues with data quality and system integration further impede successful AI implementation. Perhaps most strikingly, the research points to a concerning lack of awareness regarding AI-related risks, with nearly half of marketers surveyed not fully understanding the AI risk agenda, and only one in eight having a strategy in place to address these risks.
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Despite these challenges, the report underscores a collective recognition among industry leaders for the imperative of integrating AI into marketing strategies. As AI continues its rapid evolution, MMA Global Indonesia emphasizes its commitment to leading innovative marketing research, guiding the development and deployment of AI with careful consideration. The organization envisions a future where AI is the expected standard, advocating for vigilance, envisioning possibilities, and embracing unprecedented innovation to stay ahead in the ever-evolving marketing landscape.
