Study: Indonesians twice as likely to interact with AI influencers than global average

In a region where conversations around generative AI often teeter between cautious optimism and concern, Indonesian consumers appear to be sprinting ahead of their neighbours. According to a new study from YouGov, Indonesians are not just passively accepting AI in their content - they’re actively engaging with it at a pace that outstrips peers across Asia.

The survey, conducted between mid-December 2024 and early January 2025, polled over hundreds of respondents in Indonesia and compared their attitudes to those in Hong Kong and Singapore. Nearly 50% of Indonesian respondents are willing to engage with AI-generated digital influencers - more than double the global average of 23%. It’s a stark contrast to Singapore (26%) and even Hong Kong (40%), long considered more mature digital markets.

This brings “a unique opportunity for brands and digital platforms to connect with this highly engaged audience,” YouGov said in a release.

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This openness isn’t limited to AI avatars on TikTok or Instagram. The study found that 58% of Indonesians are comfortable with AI-generated imagery, and 56% with AI-generated videos - outpacing respondents in both Hong Kong (51% for imagery, 45% for video) and Singapore (37% for imagery, 36% for video). 



They are also relatively welcoming of AI-created social media posts (54%), articles and blogs (51%), and email newsletters (44%).

So what’s driving this digital receptivity? Part of it may lie in a broader cultural comfort with technology and a strong appetite for content innovation. But Edward Hutasoit, general manager of YouGov Indonesia, believes it’s also about perceived utility and trust.

“The survey findings indicate that Indonesian consumers are generally more comfortable with AI-generated content across a range of marketing formats, including imagery, video, and digital influencers,” he said. “As more brands adopt AI for personalised, scalable content, understanding these preferences will be crucial for building trust and long-term customer loyalty.”

Trust, but verify 

Even as Indonesians embrace AI content more readily, transparency remains a sticking point. A resounding 78% of respondents said it’s important that brands clearly disclose when AI is used in content. That figure is higher than regional counterparts and signals a crucial dynamic: Indonesian consumers may be welcoming of AI, but they’re not passive. They want to know when the lines between human and machine are being blurred. 

Interestingly, 70% of Indonesians surveyed said they trust news generated by AI equally or more than that produced by humans - again the highest in the region. Yet, concerns persist. Nearly half of the respondents across Indonesia, Hong Kong, and Singapore voiced anxiety over the diminishing human touch in content creation.

Hutasoit doesn’t discount these fears. “As AI continues to reshape the marketing landscape, understanding regional differences in consumer comfort and expectations is critical,” he noted. “For Indonesia, this means balancing the benefits of generative AI with clear communication and trust, ensuring that brands can connect with their audiences in a meaningful and responsible way.”

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