Jakarta. Salesforce is doubling down on its investment in Indonesia, seeing the country as an important market in its long-term Southeast Asia growth plans. 

“We see Indonesia as one of the top markets in the region, with enormous long-term potential,” Arun Kumar Parameswaran, Executive Vice President and Managing Director, South Asia, Salesforce, told reporters in a group interview this week. “This is not a short-term play; it’s a long-term commitment.”

Salesforce, ranked the world’s top customer relationship management (CRM) platform by IDC in 2024, has combined its India and ASEAN operations into a new South Asia unit, underscoring Indonesia as a priority market. The company also announced that its Data Cloud, Agentforce, Tableau Next, Tableau Cloud, and Marketing Cloud Next services are now available in Indonesia.

The company recently expanded Hyperforce, its cloud infrastructure that enables local data residency and security, in Indonesia, allowing AI-powered solutions such as Agentforce and Data Cloud to operate locally in compliance with regulations.

Indonesia’s growing digital economy, which accounts for 40 percent of ASEAN’s digital GDP, combined with a young, tech-savvy population, presents a major opportunity for AI adoption. According to Salesforce, AI could contribute $366 billion to Indonesia’s GDP within the next five years, with the domestic AI market projected to reach $10.8 billion by 2030, growing at a 24 percent compound annual growth rate. Notably, 82 percent of C-level executives in Indonesia have made generative AI a top priority in their business strategies.

As the world’s largest archipelago, Indonesia also faces unique logistical challenges. Salesforce's Agentic AI enables companies to reach underserved regions without requiring a physical presence, particularly in sectors like financial services and telecommunications.

“The sheer size of the population presents a huge challenge for companies trying to serve hundreds of millions of people. Many simply can’t scale fast enough,” said Gavin Barfield, CTO and VP, Solutions, Salesforce ASEAN.

Agentforce, Salesforce’s agentic AI platform, is an important part of this strategy, allowing companies to automate repetitive tasks while enabling human workers to focus on creative and strategic functions. 

"With autonomous agents powered by our agentic AI, companies can offload repetitive tasks and scale more efficiently. These digital agents can be deployed instantly and handle high volumes, making it possible to serve large populations in places like Indonesia, the Philippines, and Vietnam, without having to expand workforces to unsustainable levels. The potential for transformation in these regions is enormous," Barfield added.

Bunga Sugiarto, Regional Director, Salesforce Indonesia, added that the primary challenge for businesses in Indonesia is balancing the urgency of digital transformation with concerns about resources and investment returns.

“Because we’re a SaaS platform with embedded AI, customers don’t need to build their own models from scratch, and we can accelerate their time-to-market,” she said.

Salesforce’s expansion aligns with the Indonesian government’s push to enhance digital infrastructure and services while addressing regulatory requirements on data residency and security.

“From the beginning, we’ve partnered with key regulators like the Financial Services Authority (OJK) and the Communication and Digital Affairs Ministry to ensure our platforms are compliant, making it easier for businesses and government agencies to adopt digital solutions confidently,” Sugiarto said.

The company sees strong demand for its services across sectors, from financial services and telecommunications to retail and manufacturing. “Whether it’s customer service, sales, or middle-office automation, we’re helping Indonesian companies modernize and improve customer experiences,” Sugiarto said.

Despite global uncertainties, Parameswaran said the momentum for digital transformation remains strong in Indonesia. “Regardless of external challenges, the core needs for modernization and customer-centricity don’t change,” he said.

Salesforce’s focus on Indonesia is also reflected in its growing local presence, expanding from under 10 employees to over 50 in two years. Parameswaran reiterated the company’s commitment to investing in people and partnerships to drive sustainable growth, highlighting the importance of bridging the digital skills gap as AI adoption accelerates.

“AI will not replace jobs, but will elevate the level at which people operate. We’re optimistic about what AI means for business and society in Indonesia,” he concluded.