AWS Study: Startup More Advanced In AI Adoption Than Big Company

Illustration of artificial intelligence (photo: Freepik)

JAKARTA - Amazon Web Services (AWS) released a new research that reveals an artificial intelligence (AI) adoption gap between startups and big companies.

This condition, according to Director Strand Partners Nick Bonstow, has the potential to create a "two-tier economy", where tech startups move faster and surpass their major competitors who have not fully integrated AI.

"AI plays an important role in streamlining supply chains, reducing operational costs, and minimizing waste through machine learning algorithms and predictive analytics," Nick said at the 2025 AWS Summit Media Briefing session, Thursday, August 7 in Jakarta.

Although AI adoption is increasingly widespread in Indonesia, a recently released AWS study entitled 'Unlocking Indonesia's AI Potential', found most businesses have not used their use in depth, m.

A total of 76% of businesses in Indonesia are still focused on basic use, such as encouraging efficiency and simplifying the process of using AI instead of innovating in developing new products or disrupting the industry.

Meanwhile, only 11% of businesses adopting AI have reached the medium stage, and only 10% have reached the most transformative AI integration stage, where AI is no longer just a tool, but a core part of product development, decision making, and business models.

Unlike Startups, AWS sees Startups as more enthusiastic and innovative in their use of AI in Indonesia, and has adopted the most advanced AI use much faster than more established companies.

A total of 52% of startups in Indonesia use AI in various ways, and 34% of them build new products fully AI-based, making maximum use of this technology.

In contrast, 41% of major companies use AI, but only 21% of them launch new AI-based products or services, and only 22% have a comprehensive AI strategy.

This is an interesting phenomenon that we see. Big companies are also at risk of being left behind by more agile startups and moving fast, "added Nick.