The large number of internet users in Indonesia contributes to Indonesia's growth potential in general in the digital economy. This rapid growth urged the government to plan for the industrial 4.0 revolution with artificial intelligence (AI) technology as its basis. Innovations in the field of AI come from many startup companies. Despite many benefits, only 40 percent companies in Asia-Pacific utilized the AI technology in functional areas, such as chatbot services and customer service robots. This gap needs to be addressed considering that more than 87 percent of internet users in Indonesia utilize chat services and social media. AI utilization can be implemented by using the services of companies engaged in AI, including startups. However, AI-based startups in Indonesia are not yet mapped. Furthermore, practical impact of AI implementation needs to be surveyed as knowledge to implement AI in business. This research mapped 68 Indonesian startups of AI service providers. In addition, this study evaluates the implementation of AI in the Natural Language Processing (NLP) category for companies from the perspective of the service provider. Of all 8 mapped NLP service providers, 4 of them are chosen as the research objects. The impacts of its implementation are categorized into eight categories: motivation, profit, interest, change in strategy, competition, satisfaction, trust, and ethics. Recommendations are given to companies related to NLP with the most important things which are defining purposes and dare to try.