What four Indonesian studies show about AI, trust and the path to purchase Most talk about AI starts with adoption. How many people use it? Which platforms are growing? How fast should brands move? For marketers, there is a more useful question. Which part of the decision are consumers willing to give to AI? We looked across four RB Consulting studies from 2026. They cover very different people: shoppers in Greater Jakarta, vehicle buyers, first-time Gen Z mothers, and vocati

Picture a 28-year-old walking the floor of a vehicle exhibition. On his phone, an AI chatbot has already compared three cars for him — price, fuel use, features. He may know the specs better than the sales staff. But before he signs anything, he calls his older brother. That is the pattern we found when we asked more than 1,400 automotive-engaged consumers how AI fits into buying a car or a motorcycle. We surveyed them at vehicle exhibitions in 2026. Every question was about

Picture a 28-year-old woman in Malang. Her skin has been breaking out, so she asks an AI chatbot which serum suits oily, acne-prone skin. In seconds she gets an answer: two ingredients to look for, three products to try. She does not buy any of them. Not yet. She opens a marketplace and starts reading reviews. Now imagine that evening she asks the same AI what snack to bring to the office tomorrow. Would she check reviews again? Or would she just buy the first brand it names?