Original research and market analysis from the RB Consulting team — focused on Indonesian consumers, emerging segments, and the trends shaping business decisions.
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?
