Survey: Consumers Want Companies to Use AI to Improve Service

Indonesian society generally holds a positive view of artificial intelligence (AI). Many also hope that this artificial intelligence technology can support companies in improving customer service.

This is evident from a research report by the Katadata Insight Center (KIC) titled *Report AI 2024: AI Sovereignty to Empower Indonesia*.

At the end of 2024, KIC conducted a survey across 38 Indonesian provinces to explore public perception of AI.

One of the findings, from 1,255 respondents, showed that about 80% are optimistic about AI development over the next five years.

"In general, the public appears very optimistic about the benefits brought by AI, both in the short, medium, and long term," as quoted from the KIC report.

KIC also found several benefits that respondents expect from the use of AI in companies.

The majority hope that this technology can be used by companies to improve customer service (63.7%).

Other respondents hope that AI can help companies create product or service innovations (39.4%), improve work efficiency (37.1%), and make product or service prices cheaper (30.4%).

In line with these expectations, various companies are currently developing AI to support improvements in local business services. One of them is Sahabat-AI.

Sahabat-AI is an open-source Large Language Model (LLM) ecosystem launched by Indosat Ooredoo Hutchison (IOH) and GoTo Group, designed specifically in Indonesian and various regional languages.

This platform is capable of supporting services in various sectors, such as assisting in the development of health medications, assessing banking credit risk, inspecting the quality of manufactured products, and enhancing customer experience in the retail sector through virtual shopping assistants.

"Sahabat-AI serves as a collaborative platform, offering personalized services to seamlessly meet the needs and interactions of business-to-government (B2G) and business-to-business (B2B), improving government services, and helping businesses unlock AI-based solutions aligned with their goals," as quoted from the Indosat website (ioh.co.id).

A more detailed overview of AI utilization, user characteristics, as well as the challenges and opportunities for its development in Indonesia can be found in the KIC report (download link).