Companies everywhere are being forced to rethink traditional sales strategies. With inflation, slower growth, and shifting consumer demands, businesses across Southeast Asia—especially in Indonesia—are increasingly turning to AI to streamline operations, optimize costs, and enhance customer engagement. Recent case studies reveal that companies utilizing AI-driven sales and marketing strategies have seen website traffic soar by up to 547 times over a few years, with conversion rates increasing by as much as 50%.
But how can Indonesian businesses harness the power of AI effectively, especially given the unique landscape of the region? Pavel Yurovitsky, CEO of KIT Global, shares how AI is transforming businesses globally and offers advice on how Indonesian companies can leverage these advancements to stay competitive.
When conomic challenges meet AI opportunities
Global economic pressures are reshaping business dynamics. Pavel notes, “The economic landscape is pushing businesses to find cost-effective solutions. By integrating AI into sales, companies can automate labor-intensive tasks like lead generation, resulting in significant savings.” For instance, a major retail brand in Indonesia used AI to reduce its ad spend through smart campaign optimization, effectively lowering costs without compromising customer reach.
This shift is crucial as companies become more budget-conscious. According to Pavel, “In a down economy, AI helps businesses deliver results without overspending. We’ve worked with clients who reduced their Cost Revenue Ratio by up to 30%, thanks to AI-led efficiencies in targeting and content optimization.”
Real-time personalization drives conversions
One of the game-changing aspects of AI is its ability to personalize sales and marketing strategies in real time. Pavel recounts how KIT Global partnered with a chocolate brand in Indonesia to develop AI-generated content tailored to customer preferences. The results were remarkable: not only did engagement rates jump, but the brand also saw a significant increase in repeat purchases, thanks to personalized outreach that resonated with its audience.
“A personalization-first approach can yield incredible results,” Pavel explains. “In another example, a major energy drink brand in Indonesia replaced high-cost influencers with AI-powered digital avatars, which doubled engagement while reducing overall costs. This strategy doesn’t just save money; it makes interactions more authentic and consistent.”
The rise of omni-channel marketing
In Indonesia’s digital economy, customers expect seamless experiences across multiple platforms, which is where omni-channel strategies come into play. This is where AI plays a vital role in coordinating these interactions. Pavel elaborates, “When AI is integrated into an omni-channel model, it can tailor interactions based on past customer behavior, boosting engagement and retention rates significantly.”
Performance-based marketing for cost-conscious businesses
Another approach gaining traction is performance-based marketing, where businesses pay only for measurable results like clicks, conversions, or revenue growth. This model appeals especially to businesses tightening their budgets, as it aligns marketing spend with actual outcomes. “We focus on metrics that truly matter, like ROI, customer lifetime value, or conversion rates,” Pavel shares. “A client we worked with recently doubled their ROI within six months by adopting a performance-based model, enabling them to scale without financial risks.”
Data-driven advice for businesses starting with AI
For Indonesian businesses ready to adopt AI, Pavel recommends starting small first. “For AI adoption to succeed, companies need to start small and build internal capability. Businesses don’t have to go all-in immediately. They can focus on one aspect, like automating their email campaigns or using AI for better forecasting, and then scale based on those results.”
To address these challenges, KIT Global has rolled out a series of tailored initiatives, including training programs that introduce companies to AI’s fundamentals and how it can be applied practically.
After the internal teams are getting more tech-savvy, it’s time to set clear, measurable goals. “When adopting AI, have clear KPIs from the outset—something like a 20% increase in customer acquisition or a 30% boost in engagement,” he advises. In global companies, businesses that use AI-driven chatbots on their websites have seen significant increase in customer interactions, and it’s all started with clear, measurable goals from the get-go.
In sectors like e-commerce and retail, where competition is fierce, AI-led personalization can be a powerful differentiator. “One of our clients in Indonesia saw their conversion rate increase by 50% just by tailoring messages based on customer data. The results are more loyal customers and a stronger market presence,” Pavel notes.
Building AI solutions for long-term impact
While the AI buzz continues, Pavel emphasizes the importance of focusing on value-driven metrics rather than jumping on trends. “AI isn’t a one-size-fits-all solution,” he says. “Businesses need to focus on where they’ll see the most return. If it’s social media, then track conversions from views. If it’s email, measure open and click-through rates.” Pavel encourages Indonesian companies to avoid AI adoption merely for novelty, and to focus on how each investment directly impacts business growth.
As businesses in Indonesia and Southeast Asia face the complexities of a challenging economy, AI presents both an opportunity and a tool for resilience. The experience of companies working with KIT Global shows that strategic, data-driven AI integration can lead to powerful outcomes. As more Indonesian businesses begin their AI journey, the future of sales and marketing in the region holds exciting potential for those ready to innovate and adapt.
