AI emerges as Indonesia's most powerful automotive 'influencer', study finds

As Indonesian consumers increasingly rely on AI to guide high-value purchase decisions, new research suggests that AI platforms are becoming the country’s most influential voice in the automotive sector. A joint study by GRID Network, Maverick, and Dataxet reveals that the first set of answers produced by AI - often the only source consulted by consumers - now has the power to shape brand preference in a way once dominated by search engines, media reviews, or peer recommendations.

The research examines how six leading large language model (LLM) platforms - ChatGPT, Gemini, Perplexity, Copilot, Google AI Overview, and Grok - evaluate automotive brands in Indonesia. The analysis encompassed nearly 300 AI-generated responses and more than 3,000 citations to determine which information sources AI relies on most when forming brand assessments. 

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According to the study, AI platforms prioritise trusted, structured, and verifiable information rather than popularity or social virality. The main factors emerged as the strongest drivers of AI-shaped brand reputation in the automotive category include credible media coverage, with major Indonesian media outlets accounting for 36.5% of all AI citations, underscoring the continued importance of authoritative product journalism.

Meanwhile, eCommerce listings play a major role in shaping purchase considerations, with AI frequently extracting specifications and product details directly from online sellers. Official brand websites serve as the primary source of fact-checking for features, specifications, and after-sales information, contributing 16.69% of total citations.

Dealer and service-level content serve as localised information helping AI form a sense of proximity and relevance to consumer needs, while user communities and automotive associations provide AI with ownership insights that influence perceptions of product quality.

These findings were presented by Maverick’s director of business growth and innovation, Cahyanto Arie Wibowo, at the GridOto Awards 2025 during the launch of the ‘AI Visibility of the Indonesian Automotive Industry 2025’ report. The study suggests that automotive brands must rethink their communication strategies to ensure consistency and clarity across all digital touchpoints - especially as AI systems cross-reference sources to validate information.

“Although AI adoption is still relatively new, it will quickly become the most influential ‘influencer.’ Our job is to understand and adapt to generative engine optimisation (GEO) strategies as early as possible, or we risk falling behind, and it will be difficult to catch up,” said Ong Hock Chuan, founder and managing partner of Maverick Indonesia.

From the media side, the rise of AI-driven decision-making further underscores the enduring importance of credible journalism. “As one of Indonesia’s largest automotive media networks, we see this study offering a new perspective for industry players. Mainstream media remains essential in shaping brand reputation on Generative AI platforms, which in turn can influence consumer preferences for automotive products largely because of the media’s credibility,” said Dian Gemiano, managing director of GRID Network.

The full report highlights the shifting interplay between media ecosystems, technological platforms, and brand reputation in a market where AI-led consumer journeys are rapidly becoming the norm.

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