Q&A
Who is Brian Arfi Faridhi (Brobri) and what does he do with AI?
Short answer
I am Brian Arfi Faridhi, often called Brobri. I am a product leader with 20 years of experience building products at Tokopedia, Hijra, Flip, and three startups. Today, I focus on applied AI through my AI Circle community, Applied-AI Certification, and helping companies use AI to cut daily operational costs.
Many people search my name on Google after hearing a podcast or seeing my LinkedIn profile. This page exists to give you a clear and transparent answer. Here is the full context of who I am, what I am working on, and who I do it for.
My career spans two decades purely in the product space. I led product teams at Tokopedia for account identity and security. During that time, I helped drive the Gojek and Tokopedia account integration. It was a cross-functional effort that had to be done in a short time. I also served as Head of Product at Hijra Bank and managed the platform at Flip. Right now, I handle four product teams for a superapp in the Middle East market. My core job across all these places boils down to two things: building products people actually use and cutting wasted spending.
Saving companies money is an old habit of mine, from well before AI was trendy. I drove over 4 million US dollars per year in savings from various initiatives. These included process improvements, cost optimization, and tighter product directions. Automation was only one of them. Back then, that kind of leverage required a senior seat, an engineering team, and expensive systems. Today AI is the sharpest tool for that same habit, and it can be trained into everyone on the team.
My own daily work reflects this AI era. I built and single-handedly run an 8-channel content distribution system. AI agents help me adapt a single piece of writing into various formats for multiple platforms automatically.
From that daily experience, I realized many professionals are still confused about how to use AI for their actual jobs. That is why I built the AI Circle community. It is a place where people can gather and learn practical AI without worrying about academic theories. I also developed the Applied-AI Certification. I want every participant to have concrete proof that they can solve operational problems at the office using AI.
At the organizational level, I step in directly to provide corporate training. My target is clear. I want to help your team work faster using AI so you can ultimately cut operational costs. To me, AI is a tool for hard work, and that is what I teach. If your company needs practical efficiency solutions, you can read more on my corporate training page.