AI Adoption Accelerates, But Demands for Tangible Impact Grow

JAKARTA, KOMPAS — After surpassing the peak of inflated expectations, companies are now demanding that the use of artificial intelligence (AI) delivers genuine positive impacts on productivity, revenue, cost efficiency, and service quality. However, to succeed, companies must reorganise work methods, strengthen data infrastructure, and position AI as part of business strategy, not merely a technology and information project. HP Indonesia President Director Juliana Cen stated that high AI usage rates do not automatically translate into optimal benefits. The current challenge for companies is ensuring AI does not remain just an additional feature but genuinely removes work barriers and improves organisational performance. According to the HP Work Relationship Index 2025, 94 per cent of knowledge workers in Indonesia have used AI, with around half using it daily. Data from AWS and Strand Partners in the Unlocking Indonesia’s AI Potential report also shows 18 million businesses in Indonesia have adopted AI. Unfortunately, only 10 per cent have been able to generate real contributions to business transformation or create new products. “So, whether its use actually provides a better impact? That is what remains largely unseen,” Juliana said at the HP Elevate event in Jakarta. She noted that the momentum of AI adoption in Indonesia must be accompanied by upskilling. HP is preparing skilling programmes and will launch more AI teachers in Indonesia to help workers, small and medium enterprises, and students understand AI utilisation. Senior Vice President and Managing Director Asia Pacific HP Mike Boyle said Indonesia is one of the markets with very high AI adoption rates. He noted that almost all knowledge workers in Indonesia have utilised AI in their work. “So now it is no longer about the hype of AI adoption, but how to produce real output,” Boyle said. HP estimates AI could contribute significantly to Indonesia’s economy, potentially driving economic output worth 366 billion US dollars by 2030, or about 12 per cent of Indonesia’s gross domestic product. Boyle said the future of work will increasingly feature AI as a collaborator, helping humans turn ideas into action faster. The impact will be seen across various sectors, with retail, healthcare, and travel expected to be affected the most. In retail, AI can help companies better understand consumer needs and goals. In healthcare, AI can improve system accuracy and support patient outcomes. In cross-border travel, biometric technology and AI can make passenger experiences smoother, safer, and more efficient. BINUS University Professor of Information Systems Meyliana said AI implementation in Indonesia is moving from the experimentation phase towards value realisation. In the early stages, AI was mostly understood through chatbots and predictive analytics. Now, companies are demanding AI that can provide direct business benefits. She noted that the maturity level varies by industry. Banking and financial technology sectors are relatively more advanced because they have strong data and high analytical needs. In manufacturing, AI is beginning to be used for predictive maintenance, inspection, and smart factory development. However, some industries still face limitations in data, talent, and investment. “The question now is no longer whether an organisation needs AI, but how AI can generate return on investment faster,” Meyliana said. Successful AI implementation is not determined by technology alone. AI must be positioned as part of organisational strategy, not just an IT project. Meyliana said AI implementation must start from a clear business problem. After that, organisations can determine the most appropriate data, infrastructure, processes, and forms of human-AI collaboration. Accenture AI and Data Managing Director Budiono said many companies have adopted AI but have not been able to scale it. He cited 2025 MIT research titled “The GenAI Divide” which found only about 5 per cent of generative AI initiatives directly impacted company revenue. This means almost the majority of AI initiatives implemented by companies failed to increase revenue. Budiono assessed that companies need to reorganise work methods, not just attach AI to existing business processes. Changes can touch business models, product search methods, customer service, and service delivery automation. “If the process is not reorganised, the impact will not be significant,” Budiono said. Telkom Indonesia Vice President of Business Integration and Strategic Parenting Fauzan Feisal said Telkom has been using AI since 2023. He noted that while AI adoption at the consumer level is rapid, corporate AI implementation still faces various obstacles.