Heaptalk, Jakarta — Artificial Intelligence (AI) is becoming increasingly integrated into digital technology, enabling businesses to analyze and interpret external data to enhance efficiency. Recognizing this, Hybrid, a leading player in Indonesia’s AdTech industry, hosted a discussion in Jakarta on March 18, 2025. The event focused on AI’s role in analyzing content to optimize advertisements.
Several of Hybrid’s key clients, including GroupM (WPP), Publicis, MXA, and Mediatics, attended the discussion. The event was a collaborative effort between Hybrid, Dentsu as the advertiser, and Kantar Media for research purposes. Notable speakers included Irsyad Iryenal, Connection Planning & Strategy Director at Dentsu Indonesia; Ummu Hani, Associate Director at Kantar Indonesia; and Sergey Kovalev, Chief Operating Officer of Hybrid Global.
“AI technology is developed based on human-created data, transforming it into a property that assists in making work more effective and efficient,” said Afla Zulfahmi, Country Head of Hybrid Indonesia, in a written statement on Friday (March 28).
By utilizing AI for content analysis, advertisements can become more intelligent and optimized for their intended objectives. AI can determine the best timing and placement of ads, increasing the likelihood of user engagement. “Through machine learning algorithms, AI can analyze user data and predict when and where advertisements are most likely to be seen,” Zulfahmi explained.
Addressing concerns about AI replacing human roles, Sergey Kovalev emphasized that while AI can automate many tasks, human involvement remains irreplaceable in specific areas. “Not everything can be done by AI. Even though many human jobs may be automated in the future, some roles still require human interaction. AI cannot replace the human-to-human relationship,” he stated.
Despite its advantages, AI still faces limitations in advertising. It requires accurate and sufficient data to generate optimal ads. Additionally, AI lacks creativity and imagination, making it less effective in developing innovative and unique advertisements.
Sergey Kovalev also revealed Hybrid’s promotional plans in collaboration with its partners in Indonesia. “We have an ongoing research project with Dentsu and Kantar, where Dentsu serves as the advertiser and Kantar conducts the research. This event is just the beginning, and we want to inform our clients that in 2025, we will have further promotional events to showcase our Kantar research findings.”
With continued collaboration and technological advancements, Hybrid aims to strengthen AI’s role in the advertising industry, driving more efficient and targeted advertising strategies for businesses in Indonesia.
