JAKARTA, November 18, 2025 — The fundamental shift in consumer and business interactions was the main focus of the AI Business Summit 2025: Shaping The Future of AI-Driven Commerce, held at Ciputra World 2 Tower, Jakarta. The event, organised by bitbybit, presented technical discussions on adopting AI for operational efficiency in Indonesian commerce.
The forum framed the phase of commerce technology adoption as moving from the web era (2009) and mobile apps (2015) towards full AI integration in 2025. Guided by MC Cinthia Karani, the panel featured bitbybit Founder William Tunggaldjaja, Meta Strategic Partner Eddyman Kharma, and Torch COO Ivan Kurniawan.
Automation and the human role
William Tunggaldjaja’s keynote argued that AI implementations are now handling the majority of repetitive customer inquiries end-to-end — order status, stock availability, the recurring questions that consume agent hours. The framing wasn’t replacement; it was rebalancing what humans should be doing.
“AI is effective for repetitive work. Humans have the advantage in issue escalation and creative problem-solving. This integration frees humans from robotic work to focus on work that requires empathy.” — William Tunggaldjaja, bitbybit
”Power Message” and no-code infrastructure
The forum also introduced the technical concept of Power Message. Unlike conventional reactive auto-reply systems, this model proactively initiates conversations with customers without waiting for user input.
The underlying AI Studio infrastructure allows operators to build AI agents without writing code. The platform includes pre-built skillsets and a playground for testing conversation scenarios in Indonesian and foreign languages. Prasetyo Budi Utomo, Product Manager at bitbybit, walked through the application using nibbl.id as a live case study.
“The AI Agent records customer flavour preferences into the database as the interaction occurs. This data is then used for segmentation, so future marketing campaigns can be specifically targeted based on consumer taste profiles.” — Prasetyo Budi Utomo, bitbybit
Real operational data
The effectiveness of AI implementation was validated by internal data from local brand Torch. Ivan Kurniawan revealed that within less than three months of using the bitbybit system, the customer service team’s workload was significantly reduced.
“As many as 44% of conversations are now handled entirely by AI. If humans can do that work manually, AI can accelerate it faster and more accurately.” — Ivan Kurniawan, COO, Torch
Ecosystem and next steps
bitbybit’s solution integrates with the broader Indonesian commerce ecosystem, including Shopify and Xendit, to support business scalability. The event closed with a networking session featuring interactive booths from SSDC (Shopify Expert Partner in Indonesia), KiriminAja (integrated shipping platform for MSMEs), Torch, and nibbl.