Kemenekraf, Indosat and Adobe launch AI-powered creator economy initiative

Indonesia’s digital transformation is entering a new phase, with the ministry of creative economy (Kemenekraf), Indosat Ooredoo Hutchison (IOH), and Adobe joining forces to help Indonesians turn digital skills and creativity into economic opportunities.

The collaboration combines Indosat's nationwide network and youth programmes, Adobe's AI-powered creative tools and creator monetisation capabilities, and the ministry's efforts to strengthen Indonesia’s creative economy ecosystem.

This comes as Indonesia records rising levels of digital connectivity and literacy. While more Indonesians are online and equipped with digital skills, stakeholders say the next challenge lies in translating that access into tangible outcomes, from content creation and entrepreneurship to new career pathways.

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According to the partners, the programme is designed as an end-to-end ecosystem that supports creators from learning and creation through to showcasing their work and generating income.

Creative economy minister Teuku Riefky Harsya said the partnership aligns with the government's efforts to ensure technology enhances rather than replaces human creativity.

"The foundation of Indonesia's creative economy lies in intellectual property rooted in the nation's culture and the creativity of its people. In the age of AI, our focus is on leveraging technology to strengthen human creativity, not replace it, so that ideas can be developed, protected, and transformed into greater opportunities," he said.

"This partnership serves as an important example of how government and industry can collaborate to equip the next generation with the confidence and sense of responsibility needed to compete on the global stage. We invite creators across the ministry of creative economy's network to join this initiative and transform Indonesian ideas into impactful works, valuable intellectual property, and sustainable economic growth."

The collaboration also supports the ministry's Ekraf Creates Harmony on Education Sector (ECHOES) programme, which aims to strengthen creative economy literacy, technology adoption, AI understanding, and industry-relevant skills among students and young creators across Indonesia.

For Indosat, the partnership builds on its broader mission of digital empowerment through Generasi Terkoneksi (GENSi), the operator's youth-focused platform. Having already reached more than 10,000 young Indonesians through digital literacy and creative learning initiatives, GENSi is targeting 15,000 participants nationwide this year.

Vikram Sinha, president director and CEO of Indosat Ooredoo Hutchison, said the initiative seeks to bridge the gap between talent and opportunity.

“Indonesia has no shortage of talent or creativity. What many young people need is access to the right tools, skills, and opportunities to bring their ideas to life. By combining the power of AI, creativity, and collaboration, we aim to help the next generation of creators unlock their full potential and create meaningful impact for themselves and their communities. This is how we empower Indonesia and build a #LebihBaik future together," he said.

A major component of the partnership is Adobe's expanded investment in Indonesia's creator economy. Through the programme, all Indosat customers will receive six months of complimentary premium access to Adobe Express, the company’s content creation platform, alongside learning resources from Adobe Digital Academy, which Adobe and Indosat are working to translate into Bahasa Indonesia.

The training modules will focus on AI literacy, digital storytelling, content creation, visual communication and other creative skills that can help users compete in an increasingly digital economy.

David Wadhwani, president of Adobe's creativity and productivity business, said Indonesia represents a strategic market for the company's creator-focused ambitions.

“At Adobe, we're inspired by Indonesia's creative community and passionate about helping more of its creators transform their ideas into opportunity. We are proud to invest in Indonesia's creators by making Adobe Express available to more people and providing curriculum to sharpen their skills and a pathway to earn from what they make."

In a further sign of Adobe’s commitment to the market, Indonesia has been selected as the launch country for the company's first creator monetisation programme. The initiative will enable Indonesian creators to earn revenue through locally designed templates published on Adobe Express.

Selected participants will also have the opportunity to showcase their work at IDEAFEST, one of the country's largest creative festivals, providing exposure to audiences, industry stakeholders and potential collaborators.

The three organisations are also exploring ways to connect participants in the ECHOES programme with Adobe's creative tools and training through GENSi, helping young Indonesians build practical skills in design, storytelling and content creation while understanding how creative output can generate economic value.

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