Jakarta, August 24, 2025 — In an era where artificial intelligence (AI) is increasingly shaping the global economic landscape, Digital Hub—as a community-powered growth platform and gateway to the multi-sector ecosystem of Sinar Mas Land and other Sinar Mas business pillars—has taken a strategic step to strengthen industry resilience through the organization of DNA Masterclass 2025. Carrying the theme “Build to Adapt: Human-Powered, AI-Enabled,” DNA Masterclass 2025 was successfully held on August 20–21, 2025, at the Grand Hyatt Ballroom, Jakarta.
The event was attended by industry leaders, particularly in the AI sector, senior government officials, cross-sector professionals, students from leading universities, and members of the public seeking to deepen their understanding of AI utilization, both for household support and remote work opportunities.
DNA Masterclass 2025 featured more than 50 expert speakers, 15 panel discussion sessions, and 6 masterclasses as the main highlights of the program. Designed to combine up-to-date insights, strategic inspiration, and practical experiences, the event delivered highly relevant discussions and learning opportunities. On the first day, the event opened with a keynote speech by Pratikno, Coordinating Minister for Human Development and Culture of the Republic of Indonesia. The second day began with an inspiring session by Giring Ganesha, Vice Minister of Culture of the Republic of Indonesia, and concluded with a presentation by Prof. Stella Christie, Ph.D., Vice Minister of Higher Education, Science, and Technology of the Republic of Indonesia.
Pratikno, Coordinating Minister for Human Development and Culture of the Republic of Indonesia, stated, “In this era of digital transformation that is moving at exponential speed, humans without AI will find it extremely difficult to compete with humans empowered by AI. Therefore, leveraging AI to enhance the productivity of Indonesians and accelerate economic growth is not merely a strategic choice, but an existential necessity for the nation’s progress. We must ensure that the AI revolution is not only enjoyed by elites, but also becomes a key pillar of inclusive development that empowers all levels of society, including farmers, fishermen, MSMEs, and people with disabilities. Moreover, Indonesia has a golden opportunity to become a pioneer of AI that upholds humanity—not only excelling in algorithms, but also demonstrating wisdom in its implementation. Let us use the momentum of DNA Masterclass 2025 to close the gap between the lower and upper segments of society.”
Giring Ganesha, Vice Minister of Culture of the Republic of Indonesia, said, “In today’s era, it is crucial to utilize AI wisely so that it remains aligned with human values. One day, AI may become smarter than us. Our responsibility is to ensure that AI continues to protect humanity and civilization, not the other way around. AI offers many benefits and opens up new opportunities, but this technology cannot fully replace human creativity. The authenticity and emotional nuances born from a person’s experiences and personal expression will always remain irreplaceable.”
Prof. Stella Christie, Ph.D., Vice Minister of Higher Education, Science, and Technology of the Republic of Indonesia, emphasized, “AI technology brings both benefits and risks that must be managed with the right strategies to ensure positive outcomes for humanity. There are four major risks that need to be anticipated: unemployment, cybersecurity vulnerabilities, misinformation, and inequality, alongside four major benefits: job creation, enhanced security, fact-checking capabilities, and equal access. In fact, the threats of AI are emerging faster than its benefits, making intensive training and managed disruption essential for a smooth transition into the AI era. While AI expertise will be increasingly important, social skills will remain crucial by 2030, and data will become a valuable asset that must be safeguarded and managed within Indonesia.”
Ferdinand Sadeli, Deputy Group CEO Investment International Tech & Emerging Sinar Mas Land, stated, “Sinar Mas Land is not merely a property company, but also plays a role in shaping Indonesia’s digital ecosystem. We began this commitment in 2015–2016 through the development of Digital Hub, by bringing in various technology players such as Traveloka, as well as world-class universities like Monash University, Indonesia. At the same time, if we observe today’s digital landscape, the term that appears most frequently is AI. In fact, for two consecutive years (2023–2024), AI became the most searched keyword on Google and one of the most widely discussed topics globally. Therefore, this year’s DNA Masterclass places AI at the center of discussion—not only because it is highly relevant to technological developments, but also because it is crucial in preparing society for major transformations across industries.”
On the same occasion, Irawan Harahap, CEO Digital Tech Ecosystem and Development Sinar Mas Land, added, “Amid the rapidly evolving digital landscape, ecosystem readiness has become increasingly important. DNA Masterclass 2025 is an initiative by Digital Hub to provide a dynamic platform where businesses can foster cross-sector collaborations and connect with top talents and innovators. Through this initiative, we aim to ensure that Indonesia is not only prepared to face the AI era, but also capable of creating global solutions born from local ecosystems that can support Indonesia’s economic growth.”
On the first day, panel discussions and masterclasses covered a range of engaging topics, including:
- Dr. Edwin Hidayat Abdullah, S.E., MPM. (Director General of Digital Ecosystem, Ministry of Communication and Digital Affairs of the Republic of Indonesia), Irvan Yasni (Chief Technology Officer of Sinar Mas Land), Prof. Yuhki Tajima (Associate Professor, Georgetown University), and Muhammad Arif Angga (Chairman of APJII) discussed “AI in Policy – Regulation, Opportunities & Challenges.”
- Prof. Dr. Ir. Derwin Suhartono, S.Kom., MTI (Dean of the School of Computer Science at BINUS University) discussed “AI and Us: The Future Has Already Begun.”
- Dr. Kapil R. Tuli (Lee Kong Chian Professor of Marketing; Deputy Dean (Research), Singapore Management University) discussed “Leveraging AI for Customer Service: Understanding the Importance of Human Governance.”
On the second day, panel discussions and masterclasses included topics such as:
- Irawan Harahap (CEO Digital Tech Ecosystem & Development Sinar Mas Land), Yanto Suryawan (Senior Vice President Ecosystem Acquisition & Promotion Digital Tech Ecosystem & Development Sinar Mas Land), and Sandra Kosasih (Chief Asset Management BSD Office & Education Business Development Sinar Mas Land) discussed “From Founder to Ecosystem Builder by Sinar Mas Land (Digital Hub Ecosystem).”
- Patrick Effendy (Creativepreneur), Hanung Bramantyo (Film Director & Producer), and Bhumi Bramantyo (Film Producer) discussed “AI for Creatives: From Storytelling to Content Creation.”
- Dian Asmahani (Chief of Corporate Sales and Marketing Sinar Mas Land), Edho Zell (Influencer, Founder & CEO of Social Bread), and Tommy Teja (Founder of AICO Community) discussed “AI in Marketing: Engaging Audiences with Data-Driven Creativity.”
- Yonas Yasahardja (Event and Promotion Manager Sinar Mas Land), Steve Saerang (Head of Membership Development and Perhumas Muda), Wisnu Satya Putra (Head of Creative Cluster, P3I), Hari Hoedojo (COO, TBWA Indonesia), and Dian Gemiano (CMO KG Media | MD Grid Network | Chairman of Indonesian Digital Association/IDA) discussed “AI Strategies for Brand Storytelling & Sales.”
- Alvin Francis Tamie (Chief Technology Officer of Ruangguru), Rangga Wisesa (Head of Media Production Program, Vocational Studies Universitas Indonesia), and Dr. Dendy Muris, M.Si. (Head of Undergraduate Program Communication Studies & Head of AI and Communication Technology Centre LSPR) discussed “Edutech: Educating in an AI-Driven World.”
The DNA Masterclass 2025 series was further enlivened by a super showcase featuring demonstrations of the latest technologies, startup presentations, scholarship programs, and technology-based job fairs. To strengthen networking opportunities, a networking lounge was also provided to encourage authentic dialogue among startups, corporations, and investors across sectors, creating strategic collaboration opportunities that reinforce Indonesia’s digital ecosystem.
More than just a discussion forum, DNA Masterclass reflects the strategic role of Digital Hub through its four main pillars: Ecosystem Integration, Community Activation, Infrastructure Excellence, and Economic Catalyst. These pillars provide added value to businesses within the Digital Hub ecosystem, ranging from solid ecosystem integration and co-branding opportunities with global partners to cross-industry collaboration.
Through this initiative, Digital Hub is not only investing in the development of national talent, but also providing a sustainable platform for digital business growth. As an integral part of Sinar Mas Land’s vision as an ecosystem builder, Digital Hub serves as a catalyst for national digital economic growth and a gateway for companies ready to lead in the era of artificial intelligence.
