Senior marketing leaders from major Indonesian brands are set to gather in Jakarta on September 23 for the third edition of Campaign Connect Indonesia, with artificial intelligence, consumer value and sustainable growth expected to dominate the agenda.

Organized by Haymarket Media Asia, publisher of Campaign Asia-Pacific, the conference will take place at AYANA Midplaza Jakarta. The event is expected to bring together senior marketers from more than 30 Indonesian brands, including Pizza Hut Indonesia, Goodyear Indonesia, Indosat, Kopi Kenangan, L'Oréal, Prudential Indonesia and Unilever Indonesia.

The agenda reflects a broader shift in marketing leadership: AI is moving beyond content generation and increasingly being discussed as a tool for decision-making, customer understanding and operational scaling.

AI Moves Beyond Content Creation

One of the central themes will be the changing role of AI in marketing. Ario Fajar, Vice President of Marketing at Toffin Indonesia, is scheduled to discuss how businesses can use AI to improve decision-making while retaining human judgment in customer-facing activities.

The emphasis on first-party data is particularly relevant as marketers look for proprietary sources of competitive advantage. Fajar argues that businesses should focus on using their own data to inform decisions rather than viewing AI primarily as a content-production tool.

This perspective mirrors a wider development in marketing technology, where generative AI is increasingly being incorporated into customer-data, analytics, personalization and marketing automation workflows. The strategic question is shifting from whether marketers should use AI to where it can generate measurable business value.

Consumer Value Takes Center Stage

The conference will open with a keynote from Amalia Sarah Santi, EVP & Chief Business Officer of ParagonCorp, focused on creating consumer value in an increasingly value-conscious market.

Her session is expected to address how brands can move beyond price-led promotions by better understanding changing consumer needs, testing new approaches and using AI to scale successful initiatives.

For marketing leaders, that creates a balance between technological adoption and consumer relevance. AI can increase the speed and scale of experimentation, but brand differentiation still depends on understanding customer expectations and delivering experiences that consumers consider valuable.

Market Landscape

Indonesia represents a complex environment for marketers, combining rapidly evolving consumer behavior with increasing adoption of digital channels and AI-enabled technologies. As organizations invest in marketing technology, leadership teams are increasingly expected to connect technology decisions with growth objectives rather than treat them as isolated innovation projects.

Campaign Connect Indonesia's speaker lineup includes executives from sectors spanning financial services, insurance, retail, food, automotive, hospitality, consumer goods and telecommunications. The breadth of participating companies highlights the cross-industry nature of current marketing challenges.

Strategic Outlook

The event's focus suggests that the next phase of AI adoption in marketing will involve more than automated content. First-party data, decision intelligence, experimentation and customer trust are emerging as important components of AI-enabled marketing strategies.

For senior marketers, the challenge will be determining where automation can improve efficiency while preserving the human judgment required for empathy, brand building and customer relationships.

Top Insights

• Campaign Connect Indonesia 2026 is scheduled for September 23 in Jakarta.
• AI decision-making will be a major discussion topic.
• First-party data is positioned as a strategic marketing asset.
• Speakers will address consumer value and sustainable growth.
• The event will feature leaders from more than 30 Indonesian brands.

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