TEMPO.CO, Jakarta - Country Director of Meta Indonesia, Peter Lydian, stated that Meta has allocated around US$100 billion (approximately Rp1,640 trillion) for investing in artificial intelligence (AI) technology research.
This amount has been spent over the past 10 years, ultimately paving the way for AI to become the cornerstone of future innovations. "If we create software, the investment is huge," he said during the Meta Marketing Summit Indonesia 2025 event in Jakarta on Tuesday, May 20, 2025.
Currently, Meta has developed the AI model Llama 4, namely Llama 4 Behemoth, Llama 4 Maverick, and Llama 4 Scout. These models have seen improvements compared to the Llama 3 model, covering reasoning, coding, and generating images with AI.
Peter mentioned that more than 700 million users have utilized Meta's AI products. Meta's AI capabilities have also assisted businesses promoting their products within Meta's ecosystem.
Furthermore, he expressed that AI has driven marketing transformation and seller-customer interactions. "AI plays a crucial role in driving business growth and maximizing return on investment (ROI)," he added.
During the event, Meta also introduced the Opportunity Score to aid business operations and optimize near real-time campaign performance and ads in the Meta Ads Manager.
Additionally, there is the Advantage+ Sales Campaigns as an AI-based advertising solution. Meta claims that this can reduce the cost per lead by up to 14 percent and boost adoption rates by 70 percent.
Peter also cited a report from Deloitte titled "AI for Business: APAC Trends in AI Platform Adoption," published on April 30, 2025. It revealed that 79 percent of businesses in Indonesia have utilized AI for operations, 65 percent for marketing new products, 61 percent for customer communication, and 56 percent for providing new services. "Meta is strategically positioned to assist businesses in capitalizing on these trends," he stated.
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