Blibli Strengthens Talent with AI, Prepares for Future Operations

Jakarta - Speed has become the new standard in the commerce industry, as customers expect increasingly personalised shopping experiences, easy transaction processes, and fast delivery. At the same time, companies are required to process large amounts of data and make decisions in real-time. This shift is not only changing how businesses operate, but also how people work. Amidst these changes, artificial intelligence (AI) is becoming a new foundation to help teams work faster, make data-driven decisions with greater confidence, and deliver innovation more effectively. This has prompted PT Global Digital Niaga Tbk (BELI) to integrate AI into its entire business ecosystem to strengthen productivity and operational quality. AI implementation is applied across various functions, from digital platforms, physical store networks, and payments, to logistics services. With AI support, teams can reduce time spent on repetitive processes, allowing more room for collaboration, innovation, and delivering the best experience for customers. Blibli’s COO and Co-Founder, Lisa Widodo, stated that speed has become the new standard in the commerce industry. She explained that at Blibli, AI is viewed as an enabler that strengthens human capabilities, helping teams process data into faster and more accurate insights so they can make decisions with greater confidence and work more productively. This allows them to focus more on delivering added value for customers. The approach is realised through the use of AI in various functions. On the customer side, AI helps provide more personalised product recommendations, improves search accuracy, optimises inventory management, and supports real-time operational decision-making for a more seamless shopping experience. Behind the scenes, various teams at Blibli utilise AI to improve operational performance. The marketing team uses it to optimise data-driven strategies, while the Customer Care team leverages AI to access relevant product knowledge and information, enabling faster, more accurate, and still personal responses. Lisa added that with this support, teams can focus more on building personal interactions while resolving customer needs that require a human touch. The use of AI is also extended to sellers and business partners, from product content creation and catalogue management to brand protection and price anomaly detection to maintain marketplace quality. In the logistics sector, Fulfillment at Speed (FAS), a Blibli subsidiary providing end-to-end fulfilment services, utilises AI to optimise inventory management, stock placement, packaging recommendations, and delivery routes. This step helps accelerate the order fulfilment process while increasing operational productivity and accuracy. All AI utilisation is carried out under responsible AI deployment principles, with aspects of data privacy, information security, model accuracy, and risk management being integral to every technology implementation to maintain the trust of customers and business partners. Lisa emphasised that in the AI era, a company’s advantage is determined not only by technological sophistication but by its people’s ability to utilise the technology. The focus is not merely on adopting AI, but on building an organisation and employees who continuously learn, adapt, and collaborate better. This approach serves as one of Blibli’s foundations for strengthening operational efficiency alongside business growth. In the first quarter of 2026, the company posted net revenue of Rp7.8 trillion, representing a 67% year-on-year increase. In line with this growth, Blibli will continue to strengthen its AI capabilities and integrated fulfilment services to build operations that are more adaptive, efficient, and customer-oriented.