Leveraging AI in Modern Retail: Insights from IKEA Indonesia’s Country Head of IT and Digital on CNBC Indonesia’s CTO Talks

The use of Artificial Intelligence (AI) and digital technology has become a key foundation in modern retail transformation. This was highlighted by the Country Head of IT and Digital of IKEA Indonesia, Sigit Triwibowo, during the CTO Talks CNBC Indonesia program on January 30, 2026.

In a discussion with Safrina Nasution, Sigit emphasized that technology plays a crucial role in delivering the best customer experience across every stage of the customer journey—from building awareness and assisting product discovery to encouraging sustainable purchasing. IKEA Indonesia leverages a data-driven approach to analyze customer data effectively, enabling more relevant and personalized programs and services.

AI adoption also improves operational efficiency and strengthens data-driven decision-making. Technology serves as an enabler of digital transformation across all organizational functions, ensuring the company remains relevant in the digital era.