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MMA Indonesia: Strong leadership, not AI alone, will shape the next generation of brands

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MMA Indonesia: Strong leadership, not AI alone, will shape the next generation of brands. (Dok. Istimewa)
MMA Indonesia: Strong leadership, not AI alone, will shape the next generation of brands. (Dok. Istimewa)

TheIndonesia.co - Indonesia has the scale, talent and consumer market to become a regional leader in marketing and digital innovation, according to Marketing + Media Alliance (MMA) Indonesia. However, the organisation said achieving that potential will depend on the quality of leadership rather than technology alone.

The organisation said business leaders must move beyond simply adopting artificial intelligence (AI) and emerging technologies, arguing that sustainable growth will come from combining innovation with a clear business purpose and consumer trust.

"Marketing leaders treat innovation as a discipline that demands a clear growth agenda, a genuine consumer truth and a brand worth believing in," said Shanti Tolani, Country Head and Board Director of MMA Indonesia.

"Indonesia has every condition to set the standard for this region—the scale, the speed, the consumer base and the talent to match. What converts that potential into reality is the quality of leadership behind it."

Tolani said companies that succeed over the next decade will be those that use technology strategically rather than treating it as an end in itself.

"The leaders who will shape the future are those who direct technology with purpose, earn trust deliberately and build growth pathways ahead. Innovation is a tool, purpose is the strategy, and together they create brands consumers choose to believe in," she said.

The remarks come ahead of MMA Marketing Talk 2026, which will bring together more than 35 senior executives from brands, agencies, publishers, media companies, technology firms and telecommunications operators in Jakarta on July 16.

Held under the theme "Lead with Innovation. Grow with Purpose," the conference will explore how leadership, generative AI, data, creativity, retail media and digital transformation are reshaping Indonesia's marketing landscape.

The discussion comes as Indonesia's digital transformation market is projected to reach US$29 billion in 2026 and expand to US$69.6 billion by 2031, making it one of Southeast Asia's fastest-growing digital economies.

Despite rapid growth, MMA Indonesia noted that many organisations remain focused on short-term business performance, while the companies pulling ahead are investing in leadership capabilities, AI readiness and long-term consumer trust.

The conference will be opened by Ilham Akbar Habibie, Commissioner of PT Ilthabi Rekatama, who is expected to discuss the role of technology and innovation in Indonesia's future economic development.

Tag # mma indonesia # leadership # ai # indonesia

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