As AI continues to reshape digital economies worldwide, Meta is accelerating its role in Indonesia’s business ecosystem with the launch of new AI-powered marketing tools aimed at empowering small and medium enterprises (SMEs) and advertisers to scale more efficiently in the digital space.
Unveiled at the Meta Marketing Summit 2025, these solutions are part of Meta’s broader strategy to make artificial intelligence more accessible and impactful for emerging markets. The company introduced enhancements to its Advantage+ suite and a new tool called Opportunity Score, both designed to optimize campaign performance, reduce cost-per-lead, and maximize return on investment (ROI).
“Indonesia’s young, tech-savvy population is a major driver of digital transformation. With 79% of local businesses already using AI tools for marketing and customer communication, Meta is in a strategic position to support this momentum,” said Pieter Lydian, Country Director for Indonesia at Meta.
These numbers are drawn from the Deloitte Access Economics report AI for Business: Trends in AI-Platform Adoption in Asia Pacific, which highlights how AI adoption among APAC SMEs is closing the competitive gap between smaller firms and large corporations.
Generative AI That Drives ROI
Meta’s newly launched Opportunity Score enables businesses to monitor and enhance ad performance in near real-time through Ads Manager. Early tests show a 14% decrease in cost per lead using Advantage+ Leads Campaigns. Meanwhile, Advantage+ Sales Campaigns have seen 70% year-over-year adoption growth, proving the tools’ effectiveness in driving real business results.
A standout metric from internal studies: every $1 invested in Advantage+ Shopping Campaigns generated an average of $4.52 in return on ad spend (ROAS) — a compelling case for integrating AI in ad strategies.
These numbers echo in real business outcomes. For instance, Wookey Weight, an advertiser active during Mega Sales Days, reported significantly lower lead costs and higher conversion rates after shifting more budget to Advantage+ campaigns. Similarly, Masela Adawiyah 99 saw a 17% increase in leads with 15% lower cost-per-lead during Ramadan when using Meta’s AI-optimized campaign formats over conventional video ads.
The APAC Impact: Scaling with Intelligence
Meta reported that as of Q4 2024, over 4 million advertisers globally have utilized its generative AI ad tools. In the Asia Pacific region, this shift resulted in a 15% increase in ROAS compared to 2022, bringing the average up to $3.47 per dollar spent.
Beyond ad efficiency, AI is transforming how businesses interact with Meta’s massive ecosystem of 3.4 billion daily active users. Notably, 50% of Instagram content is now AI-recommended, signaling how deeply AI is embedded in user experience — and, by extension, in marketing effectiveness.
6 AI-Driven Practices Reshaping Business in 2025
Meta’s new suite of AI tools supports six key marketing practices, all designed to help businesses succeed in an increasingly data-driven digital environment:
- Scalable Connection
Businesses can leverage AI to scale connections across Meta’s platforms, enabling more personalized and effective engagement.
2. Smarter Marketing
Meta’s AI tools allow for automatic content diversification, ad copy generation, and customer journey support — including through messaging apps.
3. Campaign Optimization
Real-time AI-based campaign adjustments maximize reach and ensure consumers see the right content at the right time.
4. Data-Driven Decision Making
Tools now offer granular insights into user behavior and conversion hotspots, helping businesses understand which platforms yield the best returns.
5. Cost-Efficient Conversions
AI-powered video catalogs and branded content formats are delivering up to 20% more conversions while lowering acquisition costs by 19%. Meta’s Reels Ads alone drove a 5% conversion boost last quarter.
6. Content Creation Efficiency
Meta’s generative AI capabilities streamline content development and ad formatting, saving time and resources while improving engagement outcomes.
“In a world where attention is divided across platforms and formats, Meta helps brands cut through the noise and turn connections into customers,” Pieter Lydian emphasized.
Indonesia’s AI Marketing Future
Meta’s push into AI marketing aligns with broader digital transformation goals in Indonesia, where businesses — particularly SMEs — are seeking smarter ways to reach audiences and measure impact. With high smartphone penetration, social media adoption, and mobile-first consumers, the market offers fertile ground for AI-led marketing evolution.
“What we’re seeing in Indonesia mirrors a global shift: AI is no longer a futuristic concept, but a core component of how modern businesses operate,” said Ahmad Fadli, Managing Director of Burson Indonesia, Meta’s PR partner. “The adoption curve is steep, and those who embrace AI tools today will define the competitive landscape tomorrow.”
As the digital economy in Indonesia matures, Meta’s investments in AI-powered marketing infrastructure are not only a response to the region’s growth potential — they may also shape the future of how businesses connect, convert, and grow in Southeast Asia.
