IDN Media Maximizes Value and User Experience through AI Integration

  • IDN Media emphasizes user value and experience over AI as the sole product value.
  • Successful AI integration led to a 12.5% increase in engagement time and a 244.8% surge in advertising impressions.
  • “Intinya Sih” summaries cater to Gen Z’s preference for concise content, boosting engagement and ad impressions.
  • AI-driven journalist “Timmy si Robot” produces diverse articles daily, monitored for accuracy by a separate AI system and human oversight.
  • AI optimization of unstructured data enables innovative features like editable recipes, enhancing user experience.
  • AI empowers IDN Media to experiment and innovate swiftly, reducing time-to-market for new features.

Main AI News:

In the realm of digital media, IDN Media stands out as a pioneer in leveraging artificial intelligence (AI) to enhance user experience and deliver unparalleled value to its audience. At the recent WAN-IFRA’s Digital Media Asia conference, held in Kuala Lumpur, IDN Media’s CEO, Widjaja, emphasized the significance of prioritizing user value and experience above all else.

In a dynamic landscape where user engagement is paramount, Widjaja stressed that AI should never serve as the sole product value. Rather, it should augment the user experience and assist audiences in deriving value from the content seamlessly. He highlighted a notable success story wherein IDN Media’s AI integration initiative, implemented in December 2023, led to a remarkable 12.5% surge in engagement time and a staggering 244.8% increase in advertising impressions between October 2023 and March 2024.

However, ensuring accuracy and transparency remained crucial. Addressing concerns regarding data visualization, Widjaja pointed out that the Y-axis for Engagement Time should ideally start at zero, providing a clearer perspective. Additionally, he elucidated that the significant increase in Advertising Impressions was meticulously calculated, comparing averages before and after the implementation to mitigate seasonal variations effectively.

Closing the Gap: Meeting Gen Z’s Content Consumption Habits

Understanding the evolving preferences of its predominantly Gen Z audience, IDN Media embarked on a mission to bridge the gap between social media’s entertainment-centric content and the need for verified news. Through extensive research encompassing over 1,000 college-educated Gen Z individuals, IDN Media discovered a penchant for concise, easily digestible content amid a sea of social media noise.

To cater to this demand, IDN Media introduced “Intinya Sih” (“Here’s the Point”), succinct article summaries designed to be consumed in under 20 seconds. These summaries condense lengthy articles into bite-sized synopses, seamlessly embedded within the article page to cater to the shorter attention spans of the youthful demographic.

The success of “Intinya Sih” has been resounding, driving significant increases in engagement time and advertising impressions. Encouraged by its impact, IDN Media is extending this AI-driven feature across its diverse media properties, further solidifying its commitment to delivering value-driven content.

Harnessing AI for Unprecedented Innovation

IDN Media’s journey with AI began in 2018, focusing on transforming structured data into compelling narrative content. By collaborating with data providers and government agencies, IDN Media successfully automated the creation of articles covering a wide array of topics, from weather updates to market movements.

Today, IDN Media’s AI-powered journalist, “Timmy si Robot,” generates a diverse range of articles daily, spanning various genres such as weather forecasts, sports results, and lifestyle tips. However, meticulous oversight is maintained through a separate AI system and human monitoring to ensure accuracy and relevance.

Furthermore, IDN Media has capitalized on AI’s capabilities to optimize unstructured data, such as recipes, into structured formats. Through ChatGPT, millions of recipes have been converted into actionable data, facilitating the development of innovative features like editable grocery lists and scalable recipes, enhancing user experience and product value.

Embracing Agility and Innovation with AI

For IDN Media, AI isn’t just a tool; it’s a catalyst for innovation and agility. By leveraging AI, IDN Media has streamlined product development processes, significantly reducing time-to-market for new features and initiatives. “Intinya Sih,” for instance, was conceptualized and executed in just over a month, a feat that would have been considerably more time-consuming without AI’s intervention.


IDN Media’s strategic integration of AI has not only elevated user experience and engagement but also streamlined product development processes. By swiftly delivering value to users and embracing innovation, IDN Media sets a precedent for leveraging AI to stay relevant and competitive in the ever-evolving digital media landscape. This approach underscores the importance of prioritizing user-centric innovation in driving market success.