Emtek Group is enhancing its partnership with Google Cloud to leverage generative AI tools for its media production efforts. This follows the successful implementation of an internal AI platform used in an animated series in Indonesia.
The media group is broadening the deployment of VidioGen, an innovative production platform created by Vidio’s technology team utilizing Google Cloud tools. This platform is designed to assist creative and production teams with a variety of tasks, including asset generation, shot composition, and video editing.
This expanded rollout builds on the success of New Keluarga Somat, a revitalized animated series that originally aired on Indosiar in 2013. The show portrays a family from Central Java adapting to metropolitan life and has been updated for audiences on Mentari TV and Vidio.
According to Emtek, using VidioGen in the series helped sustain animation quality while reducing redevelopment time and costs by 30%. The show has also risen to become the top local animated series during Ramadan 2026, with its audience share increasing by 74% in free-to-air prime-time slots and 90% during Sahur TV segments compared to the previous year.
Indosiar, Vidio, and Mentari TV are integral parts of Emtek’s media operations. Previously, the group has employed Google Cloud AI to enhance television advertising revenue and improve semantic search capabilities for content discovery.
Creative tools
VidioGen features advanced outpainting and inpainting tools, enabling production teams to extend or modify existing frames without the need to redraw entire scenes. Emtek indicated that these features empower artists, cinematographers, and visual effects teams to adjust imagery, textures, props, and lighting more efficiently.
The platform utilizes production bibles to ensure visual consistency throughout scenes, preventing what Emtek refers to as visual drift. Additionally, AI outputs are closely aligned with the narrative and artistic direction set by human creative teams.
Moreover, Emtek is incorporating transcription, subtitling, and dubbing capabilities into the platform. These tools are designed to assist linguists in adapting stories for diverse audiences across Indonesia and international markets, all while maintaining the humor, slang, and emotional nuance of the original content.
A separate initiative, known as Vivi (short for Vidio Vision), is employed to analyze footage and extract promotional material. Emtek claims that this tool can identify key plot points and emotional moments in lengthy videos, transforming them into highlight reels and marketing images.
Wider rollout
In addition to content creation, the group plans to introduce more AI applications for its staff across various departments. Employees will have the opportunity to build no-code AI agents for routine tasks in applications such as Gmail, Google Drive, and Google Chat, as well as use Gemini Enterprise in tandem with Google-built, Emtek, and third-party agents.
Emtek is also establishing an AI Centre of Excellence to facilitate further implementation across its portfolio companies. The objectives under consideration include multimodal systems for analyzing sports footage for almost real-time content creation, developing knowledge graph technology for scriptwriting, and crafting custom agents for game development.
Sutanto Hartono, the managing director of Emtek Group, stated that the company views AI as an augmentation tool rather than a replacement for creative professionals. “The essence of the creative industry lies within its people—writers, directors, actors, and the many who bring stories to life. Technology has proven to be a formidable enabler, helping our teams enhance their work, produce more efficiently, and ultimately offer richer storytelling,” he remarked.
He connected this philosophy to the early achievements of New Keluarga Somat. “We believe the future of content will lie in the collaboration between creators and AI, opening up new possibilities, and New Keluarga Somat serves as a prime example of this. With Google Cloud’s assistance, we will continue to scale VidioGen and our ‘Studio of the Future’ initiatives, while ensuring that human artistry and cultural authenticity remain central to Indonesian storytelling,” Hartono added.
Google Cloud emphasized that the collaboration reflects a growing demand among media companies for AI tools that seamlessly integrate into existing workflows instead of replacing them. Mark Micallef, managing director for Southeast Asia at Google Cloud, noted that the partnership provides Emtek with a solid foundation for widespread adoption.
“While humans have always been the storytellers, technology offers increasingly profound ways to convey our perspectives and experiences,” Micallef stated. “Emtek’s success with VidioGen illustrates how Google Cloud’s comprehensive AI can assist media professionals in overcoming technical challenges, enabling their creative endeavors. By establishing strong usage policies, offering indemnification, and ensuring that customers retain full intellectual property rights, we have laid the responsible groundwork Emtek needs to scale its ‘Studio of the Future’ vision and present culturally rich narratives to audiences across the region.”
