Key insights from Grow with Braze Jakarta 2025

Our Grow with Braze Jakarta event welcomed more than 350 marketers, technologists, and product leaders to Westin Jakarta for a fast‑paced morning of ideas, real‑world stories, and live demos. The theme of the event centered around how brands can earn trust and loyalty while scaling AI‑powered personalization across channels, in a mobile‑first market with soaring consumer expectations.

Indonesia’s moment: Trust, personalization, and AI

The event opened with Shahid Nizami, VP for APAC and GCC at Braze. He explained how today's customers demand immediate, personalized interactions—and marketers need to adapt their customer engagement strategies to respond to those needs. He underscored that brands mastering personalization through data, trust, and AI-driven strategies will be the ones that lead the charge on customer loyalty and growth in the region.

A policy lens on Indonesia’s digital momentum

The keynote session from Dr. Ir. Mohammad Rudy Salahuddin, MEM, Deputy Minister,

Coordinating Ministry for Economic Affairs, added a national perspective to the conversation. He stressed that digital talent, interoperability, and responsible data use are no longer side quests, but central to business growth.The message landed especially strongly in the context of Indonesia’s rapid digital expansion and the government’s push for public‑private collaboration.

Pizza Hut Indonesia: 40 Years of engagement

The first marquee conversation brought Pizza Hut Indonesia to the Java Ballroom stage for “40 Years of Engagement,” moderated by Shahid. Elvin Rahardja, Chief Marketing Officer at Pizza Hut traced how the brand doubled down on CRM fundamentals—clean events, clear triggers, meaningful messaging, before layering bigger activations, showing how disciplined foundations make AI sharper and governance easier.

BrazeAI™: AI at every customer journey step

A rapid tour of BrazeAI™, led by Bakti Muhammad, Account Executive at Braze, and Henry Roberto, Solutions Consultant at Braze, showcased intelligence woven throughout the journey—from creation and personalization to delivery and optimization. The demos made a practical case for small teams operating with enterprise‑grade sophistication, highlighting benefits such as faster testing, smarter channel mixes, and measurable lift without sacrificing brand tone.

Personalization for customer excellence

The conversation then widened. Franz Sihaloho, Country Director of Braze Indonesia, Julia Simon, VP of APAC at AB Tasty, Ruli Himawan Nugroho, Head of Marketing & Communications at BCA Digital, and Zachri Alrashid, Head of Growth & CRM at MIFX, compared testing rhythms, guardrails, and the craft of turning micro‑signals into macro outcomes across app, email, and messaging. The group compared approaches to orchestrating cross‑channel journeys and building the “right‑time, right‑message” muscle. Key conversation threads that were covered in the session include:

• Balancing experimentation velocity with governance
• Using first‑party data to power mobile‑led experiences
• Turning AI from “pilot projects” into durable, measurable capability

Building trust and loyalty through data

Moderated by Omega Tamboen, Account Executive at Braze, with Praya Mudya, Digital Marketing Manager at Otten Coffee, Amelia Rahmi, CRM & Loyalty Program Manager at The Union Group, and Diza Anindita, Head of Marketing at FIT HUB. This session focused on responsible data use and the link between consented data, personalization, and retention. They shared tactical insights and recommendations for:

• Designing responsibly personalized offers that respect preference and context
• Measuring loyalty outcomes beyond simple purchase frequency
• Translating retention wins into language the business understands

A national commitment to digital talent

To sustain momentum beyond the event, Braze announced 1,000 free global certification vouchers for Indonesian professionals. Candidates can pursue the Practitioner or Customer Engagement learning paths, both designed to strengthen skills in cross‑channel strategy, lifecycle design, and execution.

Key takeaways for Indonesian marketers

1. Trust is the growth engine: Clear value exchange and responsible data practices earn the right to personalize more deeply.
2. AI is a multiplier, not a magic wand: Start with strong data and journey fundamentals, then let AI scale the things that already work.
3. Cross‑functional wins fast: Marketing + Product + Tech collaboration turns experiments into repeatable playbooks.

Closing note: Trust-first growth through data and AI

As the morning concluded and moved to networking and building new connections, the takeaway was unmistakable—trust-first personalization, powered by first-party data, AI, and strong partnerships, will set the pace for growth in Indonesia and across the region.

Grow with Braze Jakarta 2025 showed that leading brands here aren’t just adapting; they’re building the future of seamless, loyal customer experiences.

Looking to network with peers and gain exclusive insights to grow your brand?

Visit our Grow With Braze event hub for all upcoming events around the world and opportunities to learn from the very best: https://brazeevents.braze.com/grow-with-braze.