Perhumas believes AI can help SMEs boost branding and scale up

The Indonesian Public Relations Association (Perhumas) believes that the use of artificial intelligence (AI) can help micro, small and medium enterprises (MSMEs) enhance brand identity and, at the same time, broaden their business scale. The Secretary-General of Perhumas, Benny Siga Butarbutar, said after the INFOBRAND Forum 2026 in Jakarta on Wednesday that AI is an effective aid for MSMEs because the technology is relatively easy to access at a low cost, yet capable of delivering substantial benefits in the marketing process and strengthening the brand. “This makes AI—and digitalisation—an effective aid for MSMEs because access to AI or digitalisation is high-profit but low-cost,” he said. According to Benny, the utilisation of AI also opens opportunities for MSMEs to increase the scale of their operations, allowing them to move up a level and reach a broader market. “Its scale can be larger, it can grow at any time, and whatever MSMEs want to request, it can adjust,” he said; he also serves as the President Director of Perum Lembaga Kantor Berita Nasional (LKBN) ANTARA, the state news agency. He added that AI technology can help MSMEs maintain brand communication consistency, making it easier to build brand awareness (top of mind) in the eyes of the public. “AI can help them improve consistency. Consistency to remain persistent. When this is demonstrated, kept and managed, it will facilitate an increase in top-of-mind awareness or the growth of their brand in the eyes of the public,” Benny explained. He emphasised the importance of optimising several aspects so that AI usage can truly drive the strengthening of MSME branding, from technology access and market access to financing support from the banking sector. Market access also needs to be expanded through digital marketing strategies so that MSME products can be known more widely by consumers. “With robust financial capability and good products, they can open up their markets to a wider audience because of exposure. The fastest way is through access to digital marketing,” Benny said. The government notes that MSME entrepreneurs make a significant contribution to Indonesia’s economy, accounting for more than 60 percent of GDP and absorbing nearly 97 percent of the workforce.