Innovations in virtual influencers and AI integration are reshaping Indonesia’s digital landscape and driving broader digital adoption.

Indonesia, already a leader in digital adoption, is now leveraging AI-powered metahumans to enhance its digital transformation. These computer-generated avatars, designed for virtual environments, are being integrated into various industries, particularly in influencer marketing, where they are making a significant impact. Companies like Genexyz, based in Jakarta, have pioneered the use of metahumans, creating virtual endorsers with real-life brand partnerships, including deals with major Indonesian companies such as Tokopedia, Pepsodent, and Ismaya Group. Earlier this month, Genexyz secured $1 million in seed funding from investors, including East Ventures, signaling growing interest in the metahuman space.

In the media and entertainment sector, metahumans are being used to streamline operations and improve accessibility. For example, tvOne, a major Indonesian TV network, unveiled a digital news anchor named Nadira, modeled after their real-life news anchor, Fahada Indi. This allows the network to maintain consistent content delivery even during staff shortages or special events. Another notable project is Kiki, a metahuman developed by Media.Monks’ Jam3 and Japanese public broadcaster NHK Enterprises. Kiki is designed to serve the deaf community by generating dynamic Japanese Sign Language interpretations from text input, showcasing the potential of metahumans in promoting inclusivity.

Experts suggest that the integration of AI and metahumans could significantly improve digital literacy and adoption across Indonesia, especially among micro, small, and medium enterprises (MSMEs). According to Kartina Sury, a strategic marketing expert and senior fellow at the Center of Indonesian Policy Studies (CIPS), metahumans can help bridge the digital literacy gap between large corporations and smaller businesses. “The more important use of metahumans in this early time is to drive digital literacy for better business results at the MSME level,” she said.

However, challenges such as digital literacy gaps and potential job displacement remain. To mitigate these issues, experts emphasize the importance of training and empowering workers to adapt to new technologies, ensuring that AI and metahumans complement rather than replace human roles. Funs Jacobs, senior director of innovation at Media.Monks, noted that AI-infused metahumans can “democratize creativity” by enabling hyper-personalized interactions with audiences. For instance, singer The Weeknd’s “Alone With Me” project in 2020 used a lifelike AI-powered version of the artist to greet fans using Spotify accounts and send personalized videos within hours.

Despite these challenges, Indonesia’s digital landscape is growing rapidly, driven by a booming digital economy and expanding internet penetration. With over 224 million internet users as of 2025, and projections of reaching 270 million by 2028, Indonesia is positioned as a key player in Southeast Asia’s digital transformation. As of January 2023, Indonesia has the world’s fourth-largest digital population, only behind the U.S., India, and China. A 2018 study by Forrester Consulting on behalf of AI software company Appier found that Indonesia leads the Asia Pacific in AI implementation, further reinforcing its potential in the region.

Indonesia’s National Strategy for Artificial Intelligence (2020–2045) has identified talent development and industrial research and innovation as two of the four key focus areas. This strategic push aligns with the growing role of metahumans in various sectors, from marketing to education and accessibility. As local innovators like Bukalapak and GoTo continue to gain traction, Indonesia is well-positioned to lead Southeast Asia’s digital transformation, provided it continues to address inclusivity and digital literacy challenges.