As Indonesia prepares for its biggest shopping moment, Ramadan 2026, Glance and InMobi Advertising, in collaboration with WPP Media, revealed insights from their upcoming report, Glance Into the Future: Win Indonesian Consumers in the Age of AI During Ramadan and Beyond, at MMA IMPACT Indonesia 2025. We have captured the highlights: the most significant shifts shaping content consumption in Indonesia and ideas for Ramadan marketing with AI and innovative media.
AI Adoption Is Redefining Ramadan Consumer Behavior
One of the most significant observations is the scale and speed of Indonesia’s AI uptake. 64.7% of Indonesians use AI, making the consumers of this nation among the most enthusiastic AI adopters worldwide. This pattern reflects in how they discover products, evaluate brands, and consume content during Ramadan.
What is even more incredible is their comfort with AI-generated content. Indonesian consumers are 3x more comfortable with AI-generated news than those in developed markets. This openness offers brands a major opportunity: AI-led content and formats, delivering culturally relevant, contextualized, and personalized narratives at scale.
Entertainment Has a New Formula: Short + Light-Hearted + Character-Led
Video is a favorite during Ramadan and beyond, but the preferences for how it is consumed are evolving rapidly. Short-form videos win, delivering 2x higher completion and engagement rates, which make them the go-to type for capturing attention in today’s crowded digital landscape.
Entertainment drives engagement, especially character-led stories. Outperforming all other genres, such content witnesses a remarkable 67.7% higher completion rate. It is clear that audiences seek authentic storytelling: driven by personalities, relatable moments, and emotional connection. This is more evident during Ramadan, when moments like fasting, Mudik, and Eid planning are on people’s minds.
Adding that flavor to your story is likely to win more hearts.
While content consumption spikes are significant across categories, finance, food, and beauty are at the top, as consumers seek a balance between spirituality and indulgence.
How Brands Can Shine During Ramadan 2026
To make a mark in this age of AI-powered entertainment, brands must reimagine storytelling and creativity for cultural relevance. Here are five actionable strategies:
- Lead with original, character-driven stories: Narratives with local flavor and endearing personalities can help brands break the clutter and build affinity.
- Leverage AI in creative ways and drive interaction: AI-generated content encouraging active participation from the audience can deepen connection and inspire stronger brand loyalty.
- Front-load your storytelling: Delivering your key message fast becomes critical as short video rules in the age of low attention spans. Even for longer content, landing your message clearly early in the story is essential.
- Tap into high-interest categories: Finance-related and beauty content achieve the highest engagement during Ramadan, indicating financial confidence and self-care are on top of consumers’ minds during this season.
- Position your brand around the consumer sentiment: During Ramadan 2025, the top two interests were as different from each other as fritters (gorengan) and fat reduction (lemak), which is clear proof that consumers seek a balance between indulgence and health. Brands can own this space by positioning their offerings accordingly and promoting products that relate to this sentiment.
Stay Tuned for Deeper Ramadan Insights
While this early preview offers ideas for impactful storytelling in your Ramadan 2026 campaigns, the full report will reveal what is on shoppers’ minds, how they intend to spend this season, what is on their shopping lists, and detailed media innovation for smarter Ramadan campaigns.
To receive an exclusive copy of the full report once it’s released, pre-register here and be a brand that wins this season.
