AI search in Indonesia
How AI engines answer, cite and recommend brands for questions asked in Indonesia.
Winning AI visibility in Indonesia
Earned media supplies a much larger share of citations in Indonesia than the benchmark average, and national news sites and financial-information portals feature prominently. A steady flow of news coverage and well-distributed announcements feeds directly into AI answers about Indonesian companies.
Focus brands are named in more than half of unbranded Indonesian answers, well above the global average, but their own websites are cited far less often. Make sure the Indonesian-language and English pages on your site answer the questions people ask, so engines can quote you rather than a third party.
Reference sources, including Wikipedia, reach a large share of Indonesian answers. Accurate entries in both English and Bahasa Indonesia are worth maintaining.
Local sources. Indonesian answers cite national news (Kompas, Antara), financial-information sites such as IDN Financials and Investor Trust, and press-release distribution, alongside YouTube, Reddit and Wikipedia.
AI adoption in Indonesia
- Indonesia is one of ChatGPT’s five largest markets, with weekly users up threefold in a year (OpenAI, September 2025). Source: Marketing-Interactive, OpenAI expands ChatGPT Go to Indonesia
- In a national population survey, 18.2% of Indonesians aged 13+ said they had accessed AI in 2026, rising to 29.4% among Gen Z. Source: Metro TV News, reporting APJII, Survei APJII: Gen Z paling banyak mengakses AI
- 33% of Indonesian workers are AI “frontier professionals”, against 16% globally (2026). Source: Microsoft, Work Trend Index 2026: Indonesia
- ChatGPT accounted for 85% of AI chatbot traffic in Indonesia in September 2026, with Perplexity (8%) ahead of Gemini (6%). Source: Statcounter, AI chatbot market share, Indonesia
Figures compare Indonesia with all 24 markets in the benchmark. They reflect the industries studied for Indonesia, so differences partly reflect sector mix. Languages in the Indonesia sample: mostly English, with some Bahasa Indonesia. Filter the explorer to Indonesia to go deeper.
What AI engines cite in Indonesia
Share of all cited sources, by type of source
| Measure | Indonesia | All markets |
|---|---|---|
| Brand & corporate | 29%31% | |
| Earned media | 36%20% | |
| Social & UGC | 11%8.0% | |
| Reference | 7.7%3.6% | |
| Government & public sector | 1.6%5.4% | |
| Academic & research | 1.4%8.8% | |
| Institutions & associations | 7.1%7.6% | |
| Marketplaces & aggregators | 3.0%2.6% |
Community and reference platforms
Share of answers with sources that cite each platform
| Measure | Indonesia | All markets |
|---|---|---|
| 11%9.5% | ||
| YouTube | 12%16% | |
| Wikipedia | 10%5.9% | |
| 7.2%8.7% |
Are brands recommended?
In questions that do not name the brand a study was built around
| Measure | Indonesia | All markets |
|---|---|---|
| Focus brand named (unbranded questions) | 56%27% | |
| Focus brand’s own site cited (unbranded questions) | 9.7%12% |
Most-cited sites in Indonesia
Share of answers with sources that cite each site. Focus brands’ own sites are grouped and masked.
- Focus brands’ own websites 36% · Brand & corporate
- idnfinancials.com 14% · Reference
- youtube.com 12% · Social & UGC
- investortrust.id 11% · Earned media
- reddit.com 11% · Social & UGC
- tripadvisor.com 11% · Social & UGC
- wikipedia.org 10% · Reference
- hotels.com 8% · Marketplaces & aggregators
- marketscreener.com 7% · Reference
- linkedin.com 7% · Social & UGC
- kompas.com 7% · Earned media
- instagram.com 7% · Social & UGC
- antaranews.com 6% · Earned media
- facebook.com 6% · Social & UGC
- prnewswire.com 6% · Earned media
Most-cited sites by industry in Indonesia
Industries whose data draws on studies from at least two organisations. Share of answers with sources that cite each site.
Travel & Tourism
- traveloka.com 35%
- tripadvisor.com 26%
- timeout.com 24%
- trip.com 17%
- youtube.com 16%
- thesmartlocal.com 15%
- hotels.com 15%
- instagram.com 13%
How each AI engine answers in Indonesia
Engines with enough answers that cite sources. Shares of cited sources and of answers with sources.
| Engine | Sources / answer | Brand sites | Earned media | YouTube | Wikipedia | ||
|---|---|---|---|---|---|---|---|
| OpenAI API | 5.2 | 31% | 34% | 3% | 0% | 30% | 1% |
| Claude | 7.6 | 25% | 42% | 0% | 3% | 5% | 8% |
| ChatGPT | 9.1 | 22% | 41% | 19% | 3% | 11% | 7% |
| Google AI Overviews | 7.5 | 33% | 27% | 19% | 23% | 6% | 9% |
| Perplexity | 8.7 | 24% | 39% | 16% | 27% | 8% | 17% |
| Google AI Mode | 9.5 | 37% | 27% | 14% | 22% | 4% | 8% |
| Gemini | 3.5 | 36% | 39% | 3% | 2% | 4% | 0% |
AI engines tracked
Answers collected in Indonesia
| OpenAI API | 1,305 |
| Claude | 1,298 |
| ChatGPT | 1,297 |
| Google AI Overviews | 1,296 |
| Perplexity | 1,296 |
| Google AI Mode | 1,280 |
| Gemini | 1,280 |
Industries covered
Industries with enough answers in Indonesia to report
- Healthcare · 3,195 answers
- Property · 2,651 answers
- Energy & Industrials · 1,661 answers
- Consumer · 922 answers
- Travel & Tourism · 623 answers
Frequently asked questions
- Does the benchmark include Bahasa Indonesia questions?
- Yes, though most Indonesian questions in the benchmark so far were asked in English. Use the language filter in the explorer to compare the two.
- Which Indonesian publishers do AI engines cite?
- National outlets such as Kompas and Antara appear in the most-cited list on this page, alongside financial-information sites and global platforms.
- Which industries are covered in Indonesia?
- Healthcare, property, energy & industrials, consumer, and travel & tourism. The list on this page shows each industry with enough answers to report.
Insights for Indonesia
- AI search statistics 2026: usage, clicks, citations and GEO, with sources
- What is GEO? Generative engine optimisation explained, with data
- The GEO checklist: 25 ways to improve your brand's AI visibility
- AI search in Asia-Pacific: how GEO differs in Australia, Singapore, Malaysia, Indonesia and India
- How to measure AI visibility: share of model and the new GEO KPIs
- Named but not cited: why AI engines describe your brand using other people's pages
- AI search for property and real estate: how AI engines answer property questions in Singapore, Australia, Malaysia and Indonesia
- AI search for travel and tourism: who ChatGPT, Gemini and Google AI cite for destinations, hotels and flights
Other markets: Australia · Singapore · Malaysia · India · United Kingdom · Germany · Europe
How is your brand showing up in AI answers?
We benchmark how ChatGPT, Gemini, Google AI Overviews, Perplexity, Claude and Copilot describe, cite and recommend brands, then build the content and earned-media plan to change it.
Want to understand your brand opportunities and risks on AI search? Contact We AI & Data Advisors for a sample audit: AIAdvisors@wecommunications.com