Indosat's AI Play: From Telco to AI-Native Operator
Telecoms are racing to move beyond basic connectivity. Indosat Ooredoo Hutchison, Indonesia's second-largest operator with 100 million+ subscribers, is leaning into artificial intelligence as its edge.
The company calls this a structural shift: AI built into how it operates, how it markets, and how it contributes to Indonesia's digital future. The intent is clear-make AI practical, scalable, and accountable to both business growth and societal impact.
The Three-Lane Strategy
- AI Native Telco: Embed AI into core operations to improve customer experience, reduce churn, and optimise spend. Think real-time segmentation, next-best-offer engines, and predictive service quality.
- AI TechCo: Build new digital products and monetisation models on top of the network. Use data and AI to create services that go beyond standard plans.
- AI Nation Shaper: Support sovereign AI capacity through infrastructure, talent, and Bahasa Indonesia models (e.g., Sahabat AI). AI Experience Centres in Papua and Solo are the anchors.
Marketing at Scale, With Precision
Indosat is pushing AI into day-to-day marketing workflows. Real-time segmentation and predictive engagement let teams deliver content that is both personal and scalable-especially through the mobile app.
Churn prediction is a standout. Models flag risk weeks in advance. Instead of spamming the base, the brand responds with targeted offers: tailored data packages, loyalty perks, and app-only bundles. The outcome: smarter connections, stronger retention, and better ROI on media and CRM.
Balancing Mass Reach and Micro-Personalisation
AI-driven targeting is only half the picture. Indonesia's habits vary across regions and demographics, so national campaigns still matter for reach and cultural relevance.
SATSPAM shows how to blend both. It's an anti-spam and scam protection service built directly into the IM3 network-no app needed. It switches on for any customer with an active data package and scans in real time to block suspicious numbers and messages before they land. Its Jakarta rollout paired national messaging with an on-ground SATSPAM Parade and the #NomorModusNoMore movement.
Bundles That Create Daily Value
Indosat is packaging connectivity with content and services to anchor everyday use. A recent partnership with VISION+ brings global sports, box-office films, and local originals into Indosat's digital ecosystem.
The principle is simple: bundle data with entertainment, gaming, or commerce to create moments that matter-families streaming together, gamers connecting with friends, entrepreneurs running their business online.
Building National AI Capacity
Beyond commercial outcomes, Indosat is investing in access. AI Experience Centres in Papua and Solo offer training, infrastructure, and applications to broaden participation-especially in Eastern Indonesia.
The aim is collective progress: communities, government, and the private sector working together in a spirit of gotong royong. This includes support for a National Centre of Excellence and Bahasa Indonesia-based large language models such as Sahabat AI.
What Marketers Can Apply Now
- Set an AI North Star: Define the top 3 marketing outcomes AI will improve (e.g., churn, cross-sell, NPS). Socialise the plan across teams.
- Start with high-ROI models: Churn risk, next-best-action, and creative optimisation. Prove value fast with test-and-learn loops.
- Make your app the hub: It's the most efficient channel for personalisation, first-party data, and retention programs.
- Blend micro + mass: Use AI for precision, but keep national campaigns and offline events for scale and cultural impact.
- Bundle for outcomes: Package data with content, gaming, or commerce to drive usage, habit, and brand preference.
- Measure what matters: Track NPS, brand lift, and customer lifetime value-not just CTRs and short-term conversions.
- Upskill the team: Build AI fluency across creative, media, CRM, and analytics. Bake co-pilots and workflows into daily work.
- Stand for progress: Tie your brand to a clear social outcome (e.g., digital inclusion). It builds trust and long-term equity.
If you're formalising team development, explore this practical path for marketers: AI Certification for Marketing Specialists.
What's Next at Indosat
Leadership has set a near-term benchmark: embed AI across the marketing stack and deliver personalisation at scale through digital channels over the next year. Success will show up in stronger NPS, brand scores, and customer advocacy.
The bigger ambition is clear: be the most pioneering and trusted telco brand in Indonesia by building useful products, meaningful experiences, and broader access to AI for more people.
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