MMA Leadership Pulse 2026:
Guided By The MMA Indonesia Board of Directors, Delivers Practical Leadership Insights
To Drive Growth And Innovation.
Wednesday, 25 February 2026
17th Floor, Accenture Office, Wisma 46 - Kota BNI
About MMA Leadership Pulse
Guided by MMA's Board of Directors, The MMA Leadership Pulse focuses on leadership development, practical insights, and actionable solutions that drive business growth and spark innovation, while also reinforcing the core fundamentals of advertising and marketing.
The digital economy is entering a new era where artificial intelligence no longer just responds to prompts — it acts independently toward goals. Along with GenAI, this MLP 2026 inaugural series will feature agentic AI: systems capable of interpreting objectives, making decisions, and executing multi-step tasks autonomously across digital marketing environments. These autonomous agents go beyond traditional AI or automation by proactively managing workflows — effectively becoming digital collaborators in marketing operations rather than tools that wait for instructions.
In marketing, this evolution matters because it enables marketers to move past manual execution and task-by-task automation toward strategic orchestration of campaigns, customer engagement, personalization, and optimization. Globally, the agentic AI market is on a steep growth trajectory — projected to expand from about USD 7 billion in 2025 to over USD 90 billion by 2032 at an annual CAGR of ~44%, reflecting growing demand for autonomous capabilities across businesses.
Across industries, leading tech forecasts suggest that by 2028, roughly 15 % of routine work decisions will be made autonomously by AI agents, and agentic capabilities will be embedded in around 33 % of enterprise software applications — up sharply from almost zero just a few years earlier. In addition, many organizations report strong expectations for ROI: nearly 88 % of executives surveyed plan to increase AI budgets due to agentic AI’s potential, and companies that adopt these technologies early often project returns well above traditional automation approaches.
Yet even as interest accelerates, enterprises still face challenges moving agentic AI projects from pilot to production — a trend seen globally. About half of agentic AI pilots remain in proof-of-concept stages, highlighting the importance of thoughtful governance, data readiness, and integration strategies to realize measurable impact.
Within Southeast Asia and Indonesia, while adoption of fully autonomous systems is still emerging, the strategic relevance of agentic AI in marketing is growing fast. Indonesian marketers are actively experimenting with AI to personalize experiences and optimize operations, even as broader AI adoption rates vary by maturity level. Local practitioners and vendors highlight how agentic approaches — sometimes referred to as agentic marketing — can increase efficiency, drive personalization at scale, and unlock higher ROI by reducing manual workload and operational complexity.
It provides an exclusive gathering space for MMA Members, uniting CMOs, Marketing Directors, Heads of Marketing/Digital/Technology, and other senior decision-makers. With its semi-casual format, the session offers a relaxed yet focused coffee-time environment that enables genuine networking, insightful discussions, and actionable knowledge exchange among a wide spectrum of sectors—including brands, marketers, agencies, media companies, publishers, telecommunications, and technology firms.
The name Pulse reflects the initiative's mission: to tap into and understand the rhythm, mindset, and evolving perspectives of Indonesia's marketing leaders. It is where fresh ideas meet foundational principles, and where leaders align on the trends shaping the future of the Indonesian marketing landscape.
