Transforming Customer Engagement in Indonesia with AI Messaging

This report presents insights from the 2025-2026 business messaging study conducted by Boston Consulting Group and Meta, focusing on the evolving role of AI-enabled business messaging in Indonesia. The study aims to understand how large enterprises utilize messaging channels to enhance customer engagement and identify best practices for implementation. It highlights that AI-enabled messaging is becoming essential for scaling growth and improving customer relationships. The report outlines key trends in business messaging, emphasizing the shift towards personalized, autonomous, and end-to-end conversational experiences. It notes that while many Indonesian enterprises have adopted rich messaging, few have fully realized connected customer journeys. The report identifies five critical success factors for enterprises to unlock the potential of rich messaging, including designing tailored strategies, investing in technology, and establishing integrated operating models. The findings underscore the importance of evolving customer expectations and the need for enterprises to adapt their messaging strategies accordingly.