IdeaTalks
*Magnifique Indonesia officially presented an IdeaTalks session titled “The Impact of AI: Support or Threat for the Creative Industry” as part of the IdeaFest 2025 creative festival. The session took place on the second day of the event, Saturday, November 1, 2025, featuring four experts in their respective fields: Raline Shah (Arts and Government), Marianne Rumantir (Creative Media), Belinda Luis (AI Technology), and Amanda Simandjuntak (Education), moderated by communication practitioner Arifaldi Dasril.
The rapid development of technology in Indonesia continues to show exponential growth.
According to data from the Indonesian Internet Service Providers Association (APJII) in 2025, national internet penetration has reached 80.66%, equivalent to 229.4 million users.
Indonesians also spend an average of more than 40 hours per month watching short-form videos, making Indonesia one of the largest digital content markets in the world.
Seeing this opportunity, the national creative industry is required to adapt.
AI has emerged not only as a production tool, but also as a strategic partner in creating new value, accelerating workflows, and expanding creative reach.
Founder and Managing Partner of Magnifique Indonesia, Arifaldi Dasril, explained,
“The rise of AI is not the end of the creative industry, but the beginning of a new era full of potential. The question is no longer whether AI will replace humans, but how we can optimize it to create work that is more original and relevant. In the end, true creativity still comes from human empathy and intuition—two things machines cannot fully replicate.”
The growth potential of Indonesia’s creative economy is supported by strong data.
According to the Ministry of Communications and Digital Affairs (Komdigi), the contribution of the national creative economy surpassed Rp1,300 trillion in 2023 and absorbed more than 24 million workers.
Raline Shah, Special Advisor to the Minister of Communications and Digital Affairs, added,
“From our data, AI is predicted to create new job opportunities in three main clusters. First, in content and creator industries through automated editing and dubbing. Second, in gaming and animation by accelerating visual asset production. Third, for digital SMEs, where AI helps personalize advertising and product photography. This technology accelerates ideation, production, and analysis—but its success still depends on how we manage the human creativity behind it.”
The massive potential of the digital content sector aligns with the fundamental role of AI technology, which has transformed how we consume and create content.
As stated by Marianne Rumantir, CEO and Co-Founder of TS Media, “At TS Media, we see AI as a creative companion that strengthens storytelling, not replaces it.
AI changes how we produce content, making the process more efficient.
However, our role as storytellers is shifting—we must become better curators to ensure authenticity and human touch remain present, because that is what builds emotional connection with audiences.”
AI’s ability as a creative companion aligns with Indonesia’s focus on AI development.
Komdigi data shows that sectors such as digital content, gaming, and animation are projected to experience the most significant impact from AI.
This growth is now being realized into real-world applications by practitioners in immersive technology and the creative industry.
Highlighting recent advancements in AI technology, Belinda Luis, Founder of Pixie Lab and Genexyz, stated,
“We no longer discuss AI as a concept, but as a tangible application. At Pixie Lab, we combine AI technology with real facial and skin data to develop advanced biometric systems in the beauty and fashion sector. Our technology not only analyzes the face, but aims to understand it—its character and unique needs. We believe this empowers each individual to become the best version of themselves by helping them choose the most suitable products based on personalized analysis.”
As AI technology rapidly evolves, the need for qualified human resources becomes increasingly crucial.
This highlights the challenge of preparing Indonesian talent to adopt and use AI productively, encouraging their transition from mere consumers to capable creators.
Addressing this challenge, Amanda Simandjuntak, Co-Founder of Markoding and Perempuan Inovasi, emphasized,
“The biggest challenge for today’s young generation in Indonesia is not just becoming users of technology, but transforming into responsible creators. At Markoding, we believe that technical capabilities alone are not enough. In implementing AI, every step must be guided by critical thinking and ethical awareness, ensuring that the technology we build does not harm, exclude, or override human creativity.”
This IdeaTalks session by Magnifique reinforces the notion that facing the AI era is not about fear, but about adaptation, collaboration, and strengthening human values.
Speakers agreed that AI is an accelerator—not a threat—as long as humans remain at the center of the creative process.
With the spirit of “(Cult)ivate The Culture,” IdeaTalks 2025 serves as a platform for creative industry players to collectively cultivate a collaborative culture that integrates technology, creativity, and human values for the future of Indonesia’s creative industry.
