AI Triggers 'Double Subsidy' Phenomenon and Traffic Decline in Indonesian Media

Research findings indicate that the media industry in Indonesia is experiencing a ‘double subsidy’ phenomenon and a decline in visitor traffic. The emergence of artificial intelligence (AI) is no longer just a tool for the media industry. Its presence has begun to change the way the public accesses information, eroding traffic to news sites and creating new challenges for the sustainability of media businesses in Indonesia. This was highlighted during the launch of two research reports organised by the Indonesian Cyber Media Association (AMSI) in collaboration with Monash University Indonesia and PR2Media at the Press Council Building in Jakarta on Monday (20/7). The two studies examine the impact of generative AI on media business models while measuring the readiness of media companies to adopt the technology. AMSI Chairman Wahyu Dhyatmika stated that the research was compiled as a common foundation for understanding the changes taking place in the media industry. According to Wahyu, the research findings are not intended solely as internal knowledge for AMSI, but rather as a basis for stakeholders to formulate collective steps in facing the development of AI. ‘We want this information to become our shared knowledge so that future conversations are based on the same reality and make it easier for us to formulate joint steps,’ Wahyu said.