Indosat Ooredoo Hutchison is pushing AI beyond buzzwords by tying it directly to creative access, training, and economic opportunity. Through a collaboration with Adobe and Indonesia’s Ministry of Creative Economy, the company is aiming to make digital tools more practical for young creators who want to turn ideas into income.
The initiative is designed to address a familiar gap in the creative sector. Many young talents have strong ideas and skills, but not always the same access to professional tools, learning resources, or wider industry support.
Vikram Sinha, President Director and Chief Executive Officer of Indosat Ooredoo Hutchison, said opportunities are often not spread evenly even when talent exists in many places. In that framing, AI is not treated as a trend to watch, but as a work companion that can strengthen the creative process.
Free access and practical learning
As part of the partnership, all Indosat customers on IM3 and Tri will receive six months of free premium access to Adobe Express. The package also includes practical learning modules from Adobe Digital Academy that have been translated into Indonesian.
That combination matters because it goes beyond giving users an app and leaves them to figure out the rest on their own. The training component is intended to help users understand how AI and creative tools can be used for content production more effectively.
Why the creative economy matters here
Minister of Creative Economy Teuku Riefky Harsya pointed to the strength of Indonesia’s creative economy as an important backdrop for the collaboration. In 2025, the sector grew 6.86 percent and outpaced national economic growth by 1.75 percentage points.
He also emphasized that adaptability to new technologies such as AI will be central to the industry’s future. In a fast-changing environment, the advantage does not belong only to the largest players, but to those that can adapt most quickly.
GENSi and ECHOES extend the reach
The partnership is also being connected to Indosat’s youth empowerment platform, GENSi, short for Generasi Terkoneksi. The program is targeting reach of up to 15,000 young people this year.
On the government side, Kemenekraf will strengthen the effort through ECHOES, or Ekraf Creates Harmony on Education Sector. The program is aimed at expanding creative economy literacy and AI adoption in schools and campuses across Indonesia.
A broader push for local talent
Together, the access, the training, and the ecosystem support make the collaboration more than a simple product giveaway. It positions AI as a tool that can help young creators compete more effectively while also supporting new economic opportunities.
For Indosat, Adobe, and Kemenekraf, the message is clear: digital transformation in the creative sector is not complete if the technology is only available in theory. It also has to be understood, used, and put to work by more talent across the country.