Discussions focused on how businesses can measure marketing performance, strengthen consumer trust and use artificial intelligence (AI) to create sustainable value.
Held on 2223 October 2026 at Manhattan Hotel Jakarta, the two-day summit carried the theme Beyond Reach: From Discovery to Community Trust and Sustainability.
The market projections cited by MMA point to sustained growth, with advertising revenue expected to increase at a compound annual growth rate (CAGR) of more than 8% through 2030.
Marketing leaders in Indonesia are facing growing pressure to demonstrate how their strategies contribute to measurable business growth as artificial intelligence (AI), social commerce and changing consumer behaviour reshape the industry.
This was among the key messages at MMA IMPACT Indonesia 2026, hosted by Marketing + Media Alliance (MMA) Indonesia on November 5 at The Ritz-Carlton Mega Kuningan, Jakarta.
Under the theme “Advancing Marketers’ Ability to Create Value,” the forum brought together more than 30 senior business leaders and industry experts to discuss how marketing can create, measure and sustain business value.
The discussion took place amid rapid growth in Indonesia's digital economy, which is projected to reach US$600 billion by 2030. AI could also contribute up to US$366 billion to the country's GDP over the same period.
Greg Stuart, Global CEO of MMA, said marketing leaders must demonstrate their contribution to business growth through evidence-based strategies and measurable results.
“Marketing is the engine of enterprise growth, and the knowledge to prove its value already exists,” Stuart said.
He added that AI could strengthen marketing effectiveness when supported by reliable data, experimentation and sound business assumptions.
Human Creativity and Consumer Trust
Beyond technology, the forum highlighted the importance of human storytelling and consumer trust in building successful brands.
Prof. Mohammed Ali Berawi, Deputy Minister for Strategic Development of Creative Economy, delivered a keynote address titled “The Power of Human Storytelling in a World Hungry for Meaning.”
He emphasised that while AI accelerates content production, human empathy, authenticity and intellectual property remain essential sources of value.
“True value remains anchored in human empathy, authenticity, and intellectual property,” he said.
The forum also highlighted the growing influence of social commerce. Social media spending is growing twice as fast as other digital channels, while 88% of consumers consider brand trust an important or critical factor in purchasing decisions.
Sutanto Hartono, CEO of EMTEK Media & Vidio and Chairman of MMA Indonesia, said challenging market conditions should encourage brands to become more agile and creative.
“Tough times do not stop growth; they reward the brands that act with agility and creativity,” he said.
Meanwhile, Shanti Tolani, Country Head and Board Director of MMA Indonesia, stressed that future business growth would depend on combining AI capabilities, local cultural understanding and consumer trust.
Through MMA IMPACT Indonesia 2026, the organisation aims to strengthen collaboration among brands, agencies, platforms and researchers while encouraging businesses to view marketing as a measurable investment in long-term growth.
