Telkomsel and Pertamina Patra Niaga Integrate Braze Capabilities to Present More Relevant and Real-Time Customer Interactions

JAKARTA - Braze, a leading global customer engagement platform, announced that PT Pertamina Patra Niaga, the retail and distribution business unit of the Indonesian state-owned energy company, and PT Telkomsel, Indonesia's leading digital telecommunications company, have integrated Braze's capabilities into their respective digital ecosystems. This integration is aimed at providing more personalized, relevant, and real-time customer interactions through the use of artificial intelligence (AI) and data-based insights.

The announcement was made at Grow with Braze Jakarta 2026, Braze's flagship conference in Indonesia which took place on Tuesday, August 4. The event was opened by Bill Magnuson, CEO and Co-founder of Braze, and was attended by more than 300 senior leaders in the fields of marketing, product, and customer experience to discuss the future of customer engagement in the era of AI.

Through this collaboration, Telkomsel and Pertamina Patra Niaga will utilize Braze to further improve personalized communication throughout the customer journey. Indonesia is one of the countries with the fastest digital economic growth in Southeast Asia. Indonesia's digital economy is projected to reach 360 billion US dollars by 2030. This growth is driven by increased digital adoption and the increasingly rapid use of AI in various sectors.

Franz Sihaloho, Country Director Braze Indonesia, said that Indonesia is an important market for Braze in Asia Pacific. His party is proud that two influential organizations in Indonesia, Pertamina Patra Niaga and Telkomsel, have chosen Braze to support smarter customer engagement and AI-powered customer engagement.

"As Indonesia continues to advance its digital economy and its ambitions in the field of AI, we remain committed to investing in the local market, supporting Indonesian companies with global standard technology, and helping organizations to use AI responsibly to create more personal, trusted, and valuable customer experiences," he said. , in a written statement, Friday, August 7.

In the event, Muhammad Neil El Himam, Deputy for Digital Creativity and Technology of the Ministry of Creative Economy of the Republic of Indonesia, emphasized the importance of meaningful customer interaction, the responsible application of AI, and cross-sector collaboration in strengthening the global competitiveness of Indonesia's creative economy.

"Marketing is no longer just about promoting products. Marketing is about understanding people, building trust, and creating meaningful relationships. AI needs to complement and strengthen human creativity by helping businesses better understand customers and deliver more relevant and meaningful experiences," said Neil.

Neil cited Bodypack, a Bandung-based lifestyle brand that was one of the speakers at the event, as an example of how strong customer interaction and consistent brand storytelling can help local products grow into trusted brands. He added that AI-based customer engagement platforms such as Braze can help Indonesian creative industry players personalize communications, strengthen customer loyalty, and connect their products and creativity with a wider global audience.

"The Ministry of Creative Economy will continue to encourage the responsible implementation of AI and strengthen collaboration between the government, industry, and technology partners. This effort is important to help Indonesian creative industry players expand their reach to global markets, increase competitiveness, and create greater economic value," continued Neil.

As part of its commitment to serve customers wholeheartedly and strengthen Indonesia's inclusive digital ecosystem, Telkomsel integrates Braze's capabilities into its MyTelkomsel super app and wider digital ecosystem. Supported by real-time data architecture and AI, this integration strengthens Telkomsel's ability to deliver fast and relevant experiences to more than 153.5 million mobile customers, including more than 62 million monthly active users of MyTelkomsel.

The integration also helps Telkomsel optimize customer interactions on a large scale, accelerate experimentation and personalization, and maintain secure and trusted digital communications through AI-based content governance. Thus, customers can get a more simple, contextual, and aligned experience within the application with their needs.

Dedi Suherman, VP Digital Experience Telkomsel, said that at Telkomsel, his party continues to innovate by placing customers at the center of every digital experience, including through the integration of Braze capabilities into MyTelkomsel to provide faster and more relevant interactions at every stage of the customer journey.

"By supporting a simpler, contextual, secure, and trusted in-app experience, with real-time experimentation and AI-based content governance, this integration will help us continue to understand customer needs and improve services," he explained.

Meanwhile, Pertamina Patra Niaga is utilizing Braze to strengthen customer retention and provide more personalized product and service recommendations through orchestrated interactions across various digital channels, including mobile applications, emails, and WhatsApp. This initiative, which is currently in the development stage, is part of Pertamina Patra Niaga's broader digital transformation strategy to build stronger customer relationships and create added value through faster and more relevant communications.

Indonesia remains an important market for Braze in Asia Pacific. With a regional data center that has been operating for more than a year and provides a secure local environment for customer data, Braze helps companies face regulatory developments with greater confidence and leverage AI and machine learning to deliver personalized and impactful customer engagement, both locally and globally.

Braze aims to help accelerate the responsible application of AI while contributing to the sustainable growth of Indonesia's digital economy.