Hazmi Abdun Nazir

I help organizations turn real problems into working technology. These days, a lot of that is AI.

Twenty years across engineering, architecture and leadership—at Gojek, Bukalapak and Pinhome, and now at Emtek, where I lead AI adoption for SCM. I still build things most weeks.

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Currently

Where AI actually earns its place
Finding the business problems where AI creates real value, and being honest about where it doesn't. That means opportunity discovery, prioritization, and keeping a portfolio of AI initiatives grounded.
Product and engineering that own outcomes
Helping teams move from shipping features to understanding problems: better shaping, clearer ownership, closer ties between business, product and engineering.
Cheap, fast experiments
Turning ideas into working prototypes in days, so decisions get made on evidence rather than slides.

Explore my approach to AI →

Start with the problem, not the technology.

AI makes experimentation cheaper. It doesn't make thinking optional. The most useful work I do is usually before anything gets built.

Experience

  1. 2025 – now

    Emtek · SCM Head of AI

    Leading AI strategy and adoption, from business problem discovery to experiments and working workflows.

  2. 2021 – 2025

    Pinhome Head of Engineering

    Introduced Shape Up across product, design and engineering. Led web initiatives that grew organic clicks 10×, impressions 15×, and improved Core Web Vitals by more than 85%.

  3. 2020 – 2021

    Bukalapak Senior Software Architect, Front End

    Led the core front-end team, improving marketplace architecture, developer experience and web performance.

  4. 2019 – 2020

    Gojek · GoLife Frontend Engineer Lead

    Led GoLife's front-end team, strengthening architecture and collaboration between design and engineering.

Earlier: built products and led teams in travel and healthcare startups, working across Singapore and Indonesia. Front-end engineering at KMK (Liputan6, Vidio) and XHTMLized; geospatial software at Agrisoft.

Writing

  1. Dulu, bikin video presentasi itu lumayan effort.ID

  2. Yang bikin proyek vibe coding berantakan bukan kode yang salah.ID

  3. Sekarang, yang paling sulit dari bikin tampilan bukan coding-nya.ID

  4. AI nggak otomatis menaikkan value kita.ID

  5. Punya ide bagus itu baru langkah pertama.ID

All writing →

Speaking & training

I speak about practical AI adoption, engineering culture, and how teams work. Recent engagements include MMA SMARTIES Unplugged, Kreditplus Tech Lounge and NOICE After Hour, alongside AI training for leadership and teams at Emtek.

Talks and training →

Off the clock

Outside work I coach archery on weekends, follow the UFC more closely than I probably should, and have supported Arsenal long enough to be patient.

Contact

Have an interesting problem? Let's talk.

I'm always glad to hear from leaders working through AI adoption, product and engineering questions, or an idea for a talk or workshop.

hello@hazmi.idLinkedIn