The influencer landscape is shifting fast – creators moving not just public sentiments but markets in minutes, and digital culture either creating new opportunities or exposing a disconnect between brands and audiences when relevance and trust are misread.
“The Future of Influence,” hosted by Vero and visual communication agency Magnifique, was designed to spotlight how this shift is playing out in Indonesia’s influencer scene, and what it takes for brands and communicators to turn influence into trust and measurable impact.
The full-day conference held on April 23 at Plaza Indonesia brought together Indonesia’s leading influencers, brand and marketing leaders, media, and students to explore how influence has evolved over the years and what the future of communication looks like.
From keynote speeches on the growth of the creator economy and AI innovation to dynamic panel discussions grounded in real-world case studies and practical strategies to thrive in the next era of PR, marketing, and brand influence – the inaugural “The Future of Influence” created a space for content creators, brands, legacy media, and the communications industry to explore how credibility and integrity can be maintained as the content environment shifts.
Influence in the Age of AI
The rapid advancement of AI has fundamentally changed how content is produced and consumed, raising core questions for brands about who and what can still be trusted. The forum came at a pivotal moment, as traditional media consumption continues to decline in favor of digital platforms, video ecosystems, and algorithm-driven distribution. AI lowers the cost of content production but simultaneously raises concerns about credibility, disinformation, and cultural integrity.
Reputation — for both brands and influencers — now sits on a fine line, built quickly through relevance and consistency, and just as easily undone by one questionable clip or synthetic moment. In this environment, the role of PR has become more critical than ever, not just to communicate, but to build and safeguard credibility when reputational risks can surface at any time and, oftentimes, out of nowhere.
New Truths of Influence
Vero Indonesia Communications Director Fuad Arrasyid and Communications Consultant Muthia Pratiwy shared bold insights on the new truths of influence. The era of big-name endorsement and borrowed authority has ended, giving way to more selective and intentional partnerships. Even the traditional rule of neutrality when it comes to politics and social issues is being challenged. Now “woke” and more socially aware, Indonesian audiences consider silence as a conscious decision by brands. These new truths lead to the greater need for PR and communication that aim for trust rather than just short-term performance.’
Trust Is the New Currency
Arifaldi Dasril, Founder and Managing Partner of Magnifique Indonesia, noted that brands are no longer simply competing for attention, but for trust — and that creativity and communication have a more strategic role to play in building lasting validation and meaning. He also pointed out that while social media can build or destroy a reputation overnight, traditional media retains a unique power: the ability to cultivate public trust over time.
Authentic Storytelling in a Synthetic World
Ryan Adriandhy, creator of Na Willa, highlighted that in a landscape where AI can generate almost anything, audiences have grown more selective. Influence today is not about who has the largest audience, but about who can build the strongest connection. Authentic storytelling has become the defining differentiator for creators and brands alike — content must feel genuine and relatable, not manufactured.
The Evolving Creator Economy
Jehian Sijabat, CEO of Mantappu and Co-Founder of Creators Association Southeast Asia (CASA), spoke about the evolution of the creator economy in Southeast Asia — from a focus on visibility to one centered on long-term value creation, where trust, consistency, and shared purpose form the foundation of meaningful brand-creator collaboration. Short-term campaign approaches are giving way to more structured, sustainable ecosystems built on mutual alignment.
Translating Influence into Business Impact
Andi Renreng, Marketing Director of Xiaomi Indonesia, brought the brand perspective, emphasizing that influence must ultimately translate into tangible business outcomes — not just presence, but relevance and credibility at the moments that matter most to consumers. Brands that cannot consistently build trust and navigate complexity will struggle to remain relevant among a new generation of consumers who expect brands to act with clarity, cultural awareness, and responsibility.
