MSMEs Have Not Yet Optimised the Use of AI
The utilisation of artificial intelligence (AI) among Indonesia’s micro, small, and medium enterprises (MSMEs) still faces a significant gap. More than 90% of MSME players are recorded as not yet optimally utilising AI in their business processes.
This condition presents a challenge amidst the widening public access to digital technology. The Central Bureau of Statistics (BPS) noted that 7ly.78% of the Indonesian population accessed the internet in 2024, an increase from 69.21% in 2023.
The government has also begun encouraging MSMEs to use AI as an instrument to expand markets. Minister of Trade Budi Santoso is urging MSME players to leverage AI to support digital marketing.
“This technology can be used, among other things, to conduct market research, create content, formulate advertising strategies, and communicate with potential buyers,” Santoso said recently.
He assessed that the use of digital technology has the potential to help MSME products reach a wider range of consumers, including international markets.
According to him, the digital transformation of MSMEs should no longer stop at owning social media accounts or websites. Business owners need to build a digital foundation that allows technology to be used to increase business productivity and efficiency.
“AI can be utilised to find marketing ideas, assist in content creation, build and develop websites, perform search engine optimisation, and support various business operational processes,” he continued.
VP & Country Manager of Exabytes Indonesia, Indra Hartawan, assessed that the next challenge is no longer just about expanding access to technology, but ensuring that AI can provide real benefits to business players.
“AI is becoming closer to Indonesian MSMEs, as seen in the increasing use of AI for design, content, and marketing. However, adoption is still uneven. The challenge now is not whether MSMEs can access AI, but to what extent AI can help them work more effectively, save costs, and increase turnover,” said Indra.
However, Indra emphasised that AI must remain a supporting tool and not replace the human role in decision-making.
“For us, being AI-ready does not mean every business must become a technology company or have its own AI team. What is more important is understanding where AI can truly make an impact on the business, having an adequate digital foundation, and ensuring that humans maintain control over the decisions made,” he said.
The issue of responsible AI utilisation is also a concern for the government. The Ministry of Communication and Digital (Komdigi) is preparing a governance framework through the National Artificial Intelligence Roadmap 2026-2029 and regulations regarding AI ethics.
This framework is directed so that the development and use of AI in Indonesia proceeds ethically, safely, inclusively, transparently, and responsibly.
Exabytes assesses that the problem of AI adoption among MSMEs is not only related to the availability of technology. The ability of business players to translate technology into business benefits is also a challenge.
Therefore, the use of AI for MSMEs is deemed to need to be made simpler and oriented towards the daily problems faced by business owners, ranging from marketing and content creation to work efficiency and market expansion.
Exabytes stated it continues to develop digital solutions that integrate AI capabilities so they can be used by business players without requiring deep technical expertise.
“MSME digitalisation should not create new disparities. As technology develops faster, we need to ensure that small business owners also have the opportunity to grow alongside it,” said Indra.
According to him, technology providers should not only offer devices or services but also help business owners understand the benefits and how to use them.
Amidst the increasing use of AI, Exabytes assesses that this technology should be used as an empowerment tool, not as a replacement for humans.
Collaboration between the government, technology providers, industry players, communities, and MSMEs is deemed necessary to expand AI utilisation while simultaneously increasing digital literacy and data security.
With proper utilisation, AI has the potential to help MSMEs increase operational efficiency, expand marketing, and reach consumers in a wider market.
“Indonesia has a great opportunity to make AI an empowerment tool for millions of business players. We want to be part of that journey, not only by providing technology but by helping more Indonesian businesses understand how AI can be used for real needs, be easily accessible, and provide benefits for their businesses,” Indra concluded.