Grab Indonesia continues to strengthen the digital ecosystem for merchant partners through the utilization of the GrabMerchant AI Assistant. This artificial intelligence technology is designed as a practical solution to simplify daily business operations, enabling business owners to make data-driven strategic decisions without requiring complex technical expertise.
Business owners' enthusiasm for this innovation has been quite significant. From the beginning of 2026 through May, 59.2% of new GrabFood merchants have adopted the feature. In less than five months, over one million incoming messages or interactions were recorded, with an impressive user satisfaction rate of 96.1%.
Through a campaign titled "Find Answers for Anything", Grab seeks to democratize technology access for MSMEs. Country Marketing and Communications Head of Grab Indonesia, Melinda Savitri, emphasized that technology should play a role in simplifying business processes. With features such as automated store insight analysis and Menu Scanner, partners can optimize promotion efficiency by up to 11% and determine business expansion steps more accurately.
The success of this technology has been directly felt by business owners across various regions in Indonesia. Beyond Jakarta, which accounts for the highest usage, other major cities such as Surabaya, Bandung, Medan, Yogyakarta, and Bali also show high reliance on this feature. This reflects a shift in local business owners' mindset in leveraging data to boost sales performance amid increasingly dynamic market competition.
In addition to assisting with routine operations, the GrabMerchant AI Assistant also serves as a strategic consultant. The feature helps business owners map expansion areas and craft more appealing product descriptions using the Description Generator. This commitment underscores Grab's steps in supporting national MSME growth to remain adaptive and competitive in the era of digital transformation.
