Jakarta, 8 September 2025 – Deputy Minister of Creative Economy Irene Umar received an audience from Zarfix, an artificial intelligence (AI) platform developed by local talent. The meeting discussed opportunities to leverage digital technology to accelerate MSME transformation while strengthening the national creative economy ecosystem.
Wakil Menteri Ekonomi Kreatif, Irene Umar, menerima audiensi dari Zarfix, sebuah platform berbasis kecerdasan buatan (AI) karya anak bangsa, Jakarta, Senin (08/09/2025).
“MSMEs are the backbone of Indonesia’s creative economy. However, digital adoption among MSMEs remains uneven. Innovations like Zarfix can serve as an accelerator, allowing businesses to access intelligent technology in a simpler, more affordable, and inclusive way. Collaborations like this are important to drive the new engine of growth toward Indonesia Emas 2045,” said Deputy Minister of Creative Economy Irene Umar during the audience at Autograph Tower, Thamrin Nine, Jakarta, on Monday, 8 September 2025.
Zarfix offers an end-to-end solution integrating AI-based content creation, a marketplace for transactions, and market trend analysis. With a simple and affordable approach, the platform targets MSMEs that still face challenges in promotion costs, limited digital capacity, and restricted market access.
Deputy for Digital Economy and Creative Products at the Ministry of Creative Economy, Neil Hilman, added that technology development must first address the real needs of MSMEs. According to Neil, MSMEs require more than just training.
“They need platforms that truly help expand markets and increase transactions. Once these basic needs are met, technology utilization can then be extended to other creative economy subsectors, even up to Web3-based innovation,” explained Neil.
Doc. Communication Bureau of Ministry of Creative Economy/Creative Economy Agency.
Responding to this, Zarfix CEO Mohamad Nur Adli affirmed his company’s commitment to providing tangible solutions. He stated that Zarfix was designed to accompany MSMEs in their digitalization journey.
“Through the integration of AI, marketplace, and community, we aim to create a collaborative ecosystem that makes businesses more efficient, competitive, and sustainable,” said Nur Adli.
The Ministry of Creative Economy welcomes this initiative and is open to collaboration with Zarfix in priority programs for creative economy development. The focus is on accelerating digital downstreaming for MSMEs, enhancing technology literacy, and strengthening the innovation-based startup ecosystem. Through this synergy, Indonesia is expected to reinforce its position as a key player in the global creative economy landscape.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
