Jakarta, INTI – Amid the rapid advancement of artificial intelligence, various challenges such as manual workflows, repetitive customer service processes, and digital marketing that requires precise targeting became the focus of Meta Indonesia’s presentation on social technology and AI trends held this week. In a session led by Meta Indonesia’s Country Director, Peiter Lydian, he explained how AI can address these issues while opening new opportunities for creators, businesses, and industries across Indonesia. The presentation highlighted what is expected to happen in 2026 when AI evolves from a mere supporting tool into an autonomous system integrated into daily life and business operations, Wednesday, December 10, 2025.
The Shift from Generative AI to Agentic AI
Peiter believes that within the next two years, AI technology will no longer be limited to executing instructions but will be capable of operating autonomously through Agentic AI. Unlike Generative AI, which only responds when prompted, Agentic AI can be assigned long-term tasks such as monitoring specific news or trends and continue working without user intervention.
Peiter explained that this capability will significantly reduce repetitive manual activities. Meta’s data shows that AI adoption has already grown substantially, with 79% of MSMEs in Indonesia using AI technologies for marketing and communication purposes.
AI Industrialization: Specialized Systems for Industry Needs
Meta predicts another major trend: the industrialization or specialization of AI. Technologies will increasingly be developed to meet the specific needs of certain sectors, such as banking, logistics, or customer service. In the case of customer service, AI enables conversations to continue without requiring customers to repeat information when a call is disconnected.
“With AI, when the connection drops and reconnects, the conversation continues right where it left off,” Peiter said. This industrialization is expected to accelerate operational efficiency across industries.
Consumer Behavior Shifts Toward Business Messaging
Approaching 2026, consumers are expected to increasingly rely on interactive conversations during their shopping journey. The static model of e-commerce is transforming into direct communication through chat to ask about stock availability, shipping, or product suitability.
In Indonesia, this trend is particularly strong. Meta sees AI integration into messaging as a crucial factor. For instance, the AI-based chatbot implemented by the Financial Services Authority (OJK) has successfully handled 80% of inquiries automatically and boosted productivity by four times.
AI Democratization for Creators and MSMEs
Meta emphasizes that AI must not become an exclusive technology. Peiter highlighted how creators can now embed product links directly into their content and use automatic dubbing features to reach global audiences. Case studies, such as international creator Kili Paul, demonstrate how wide market access can be achieved through simple lipsync content enhanced by AI-powered translation and voice dubbing.
These opportunities also align with the rise of cross-border trade especially in the halal economy sector, which holds strong potential globally.
Advertising Efficiency with AI: From Targeting to Creative Production
The digital marketing landscape is also projected to undergo major transformation. Technologies such as Advantage + enable advertisers to leverage AI to optimize targeting, creative variations, and campaign management automatically.
Peiter explained how AI can generate thousands of content variations in a short time an effort that would otherwise be extremely time-consuming if done manually. “If Bu Broto in Madiun can sell pecel to Morocco with the help of AI, that is the essence of technology democratization,” he added.
Conclusion
Meta’s predictions show that 2026 will mark a pivotal moment in AI’s evolution toward systems that are increasingly autonomous, integrated, and accessible. From business automation and advertising optimization to expanding creator markets, AI is projected to become a key accelerator of connectivity and economic opportunity in Indonesia. With growing adoption, the digital future will be defined by technology that not only assists but actively advances business and society.
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