Incorporating artificial intelligence (AI) into journalism transforms the global media landscape, and Malaysia is certainly part of this revolution.
AI technologies, from automated news writing to personalised content recommendations, are transforming news production, enhancing audience engagement, and optimising business strategies.
These advancements are not merely tools for efficiency but strategic assets that help media organisations maximise profitability and adaptability in the digital era.
AI is no longer a futuristic concept in journalism; it is already embedded in various aspects of the news-making process.
By analysing successful implementations in leading nations such as the United States, China, and the United Kingdom, Malaysia can leverage AI to drive media growth and remain competitive in an increasingly digital world.
The London School of Economics and Political Science, for example, recently launched the JournalismAI Academy for small newsrooms, providing free online training for journalists and media professionals to explore AI’s potential.
Such initiatives underscore the importance of AI literacy for news organisations looking to remain relevant in the evolving media ecosystem.
AI-powered news writing
One of the most transformative applications of AI in journalism is automated news generation. Media giants like Reuters, The Washington Post, and The Associated Press use AI-driven tools such as Wordsmith and Heliograph to generate reports on financial markets, sports events, and breaking news.
These AI-powered systems analyse vast datasets, identify patterns and produce coherent articles within seconds, ensuring real-time news delivery.
In Malaysia, media houses such as The Star and Malaysiakini could benefit significantly from adopting similar AI-powered solutions.
Automated news writing reduces the need for large editorial teams for routine news coverage, lowering labour costs and allowing journalists to focus on investigative and analytical reporting.
AI-generated reports ensure that breaking news reaches audiences faster, giving media organisations a competitive edge.
The double-edged sword of AI in journalism
While AI-driven journalism offers numerous benefits, it also introduces ethical challenges, particularly in deepfake technology and misinformation.
Deepfake technology, powered by AI, enables the creation of hyper-realistic audio and video content. While this can enhance storytelling through realistic visual recreations of historical events or virtual interviews, it raises concerns about misinformation and media manipulation.
To combat the spread of false information, AI tools such as Google’s Fact Check Explorer and Facebook’s AI-powered content moderation have been developed to verify news authenticity.
BBC disinformation expert Marianna Spring emphasises the importance of fact-checking as a safeguard against misleading content.
Countries like China have even experimented with AI-driven deepfake technology in state media, creating interactive AI news anchors to engage audiences in new ways.
Malaysian media organisations could explore similar innovations while ensuring that ethical guidelines are in place to maintain journalistic integrity.
AI-enhanced visual storytelling and business growth
AI-powered journalism extends beyond text-based content; it is also revolutionising visual storytelling. AI-generated visuals and deepfake technology can make news more engaging by providing audiences with immersive experiences.
This innovation not only reduces production costs but also creates new market opportunities, particularly among younger audiences who prefer visually engaging news formats.
Moreover, AI-driven video content unlocks fresh revenue avenues. AI-enhanced recommendation systems, for example, tailor user experiences, boosting engagement and subscription rates.
In Singapore, AI-driven content recommendation systems have significantly boosted media platform subscriptions. Malaysian television networks such as Astro and Media Prima could implement similar AI-based strategies to enhance user engagement and drive revenue.
By leveraging AI-driven insights, media companies can deliver customised advertisements, maximising monetisation opportunities.
Personalised content recommendations encourage more subscriptions and premium memberships, further contributing to revenue growth.
AI’s ability to analyse user behaviour and preferences enables media organisations to optimise their advertising strategies, ensuring that ads reach the right audience segments.
AI journalism and the business of media in Sarawak
AI-driven journalism is transforming the media landscape in Sarawak by providing fresh avenues for monetisation, enhancing cost-effectiveness, and boosting audience interaction.
As traditional revenue streams like print advertising decline, AI-driven tools help media companies adopt and implement personalised advertising, targeted content recommendations and subscription-based models to generate sustainable income.
AI-driven journalism should not be limited to specific media outlets like TV Sarawak and Sarawak Tribune, as many organisations such as Bernama and RTM have already incorporated AI in news production including features like voice-to-text and multilingual functions.
Instead, the focus should be on expanding and enhancing AI integration across the entire media landscape in Malaysia and Sarawak.
Additionally, AI-generated infographics and visual storytelling can transform data journalism by producing interactive data visualisations, making financial reports and election coverage more accessible.
Furthermore, to enhance diversity in news production, integrating AI into local language (Iban) reporting can significantly improve accessibility.
Voice recognition AI can assist in transcribing and translating interviews, making news coverage more inclusive and ensuring broader audience engagement.
AI-driven recommendation engines enhance reader engagement and boost subscriptions by personalising content based on user behaviour.
For example, the Public Broadcasting Service (PBS) implemented Amazon Personalise to create a recommendation engine, which increased user interaction with their content.
In content verification, AI has proven instrumental in combatting misinformation and bolstering media credibility.
A study published in Science demonstrated that interactions with AI chatbots providing accurate counter-evidence led to a 20% reduction in participants’ belief in conspiracy theories, with effects lasting at least two months.
Integrating AI into Sarawak’s media industry enhances competitiveness and profitability, keeping it aligned with Malaysia’s digital economy.
Globally, AI adoption has transformed journalism, as seen in Tamedia. The Swiss Media company has established an in-house AI Lab that develops tools for 600 journalists to streamline news production.
In Malaysia, initiatives like AI at Work 2.0 demonstrate the government’s commitment to AI integration, benefitting industries, including media.
It is crystal clear that AI-powered journalism presents a transformative opportunity for Sarawak’s media industry.
It enhances efficiency, accuracy and audience engagement while driving sustainable business growth.
By expanding AI integration beyond select media outlets, leveraging AI-driven data journalism and adopting advanced content verification tools, Sarawak’s media landscape can remain competitive in Malaysia’s evolving digital economy.
● Ms Yugeetha a/p Balan, School of Design and Arts, Faculty of Business, Design and Arts,Swinburne University of Technology Sarawak Campus
The views expressed here are those of the writer and do not necessarily represent the views of the Sarawak Tribune.
