Agency Creative Circle Holds Inaugural Meeting Discussing AI from a Brand Perspective
The Agency Creative Circle (ACC) held its inaugural meeting to discuss the utilisation of Artificial Intelligence (AI) within the creative industry, including its application from a brand perspective. The event took place in Condongcatur, Yogyakarta, on Tuesday (29/09/2026), and was attended by dozens of participants.
Muhammad Hafidullah, Senior Board Advisor of Semesta Network Inc., stated that ACC is a new initiative aimed at revitalising the creative ecosystem in Yogyakarta. He noted that the formation of this community is intended to provide a space for discussion among creative industry players.
“Today’s discussion focused on the future of business with AI; we are discussing together what the future of AI looks as,” Hafid told Republika on Tuesday.
He assessed that AI has begun to transform business processes within the creative industry. However, he emphasised that the use of AI must be accompanied by proper understanding so that the technology is not merely used to simplify tasks.
“AI is not something to be feared because, fundamentally, AI is technology. AI is a tool, and the effectiveness of a tool depends on the ‘man behind the gun’,” he added.
Meanwhile, Erny Kurniawati, Brand Director of Looke Cosmetic and Oasea Laboratories, viewed the AI discussion within ACC as an opportunity for agencies, brands, industry players, and students to understand the application of such technology in the professional world.
“In my opinion, this discussion about AI is interesting and serves as a positive catalyst, especially for the agency industry, practitioners, brands, and students,” said Erny.
From a brand perspective, Erny noted that AI is quite helpful for tasks related to strategy, such as collecting data, summarising research results, creating reports, and visualisation. However, the use of AI has not yet been applied directly to the production of visual product promotions.
“For our daily operations, since we are in the beauty industry, we do not yet heavily utilise it for visuals of that nature,” she explained.
Erny added that the use of AI in visual production is still being considered as it relates to the values upheld by the brand, including sustainability issues. Therefore, the use of AI is carried out selectively, in accordance with the specific needs and values of the brand.