Kopi Nusantara
“A 180-outlet coffee chain's app CAC jumped from Rp 28k to Rp 84k in Q1 while MAU growth flatlined. The CMO is waiting. Your candidate has 30 minutes and one AI analyst to find the real problem — and it's not what the dashboard suggests.”
The 5D AIQ Framework
Prompt clarity, context richness, and the quality of follow-up questions to the AI analyst.
Knowing what to hand to AI versus what requires independent human judgment.
Catching planted errors, AI hallucinations, or biased framing before they reach the recommendation.
Own-voice synthesis in the final output — not recycled AI output with a name attached.
Deck structure quality: clear position, quantified impact, concrete implementation plan.
Each dimension is scored 0–20. Total AIQ Score is 0–100 and determines the candidate’s profile: from AI-Avoidant to Strategic Collaborator.
Relevant job roles
Send this case to candidates in these roles to see who can actually think alongside AI — not just discuss it in theory.
Three phases. One report.
The candidate receives a real scenario from the industry. They write a planning memo — their initial analysis before AI is introduced.
An AI analyst named after a fictional consultant role-plays as their data partner. The candidate asks questions, challenges assumptions, and navigates planted errors.
A structured 3-slide deck: their recommendation, quantified impact, and an implementation plan. Scored live against all 5 dimensions.
When I ran marketing solutions at Tokopedia, I wasn't running Tokopedia's own ads — I was managing tens to hundreds of billions in ad spend on behalf of the top 1% brands on the platform. Native TopAds, Meta CPAS, Google, TikTok, affiliates, KOL. The candidates who thrived weren't the ones who knew the platforms best — they were the ones who could question the data and redirect the algorithm. We worked as trusted confidants to our brand partners: not just helping them spend their budget, but helping them earn it back through ROAS, retention, and campaigns that actually moved the needle. This case tests exactly that.
Leads 50+ product managers and designers across 40+ Sinarmas group companies. Leading SQE AI and digitalization efforts. Previously AVP of Marketing Solution at Tokopedia — responsible for TopAds and built native ad solutions across Meta CPAS, Google, and TikTok performance channels.