KUCHING: Artificial intelligence (AI) is reshaping workplaces, but human creativity, judgement and accountability remain irreplaceable, delegates at the Sarawak Media Conference (SMeC) 2026 were told today.
Founder of SOL Digital, Lunnie Gan, said while AI has become increasingly accessible, its true value lies in helping organisations work smarter while leaving critical thinking, creativity and accountability in human hands.
Speaking during her session titled ‘AI and Digital Marketing in Media’ at the Pullman Hotel today, she highlighted that AI is already being adopted by businesses across Malaysia, but many are only using it for basic functions.
“According to a recent Amazon Web Services (AWS) study, 2.4 million Malaysian businesses are already running on AI. However, 73 per cent are still stuck using basic tools such as chatbots and scheduling software, while only 10 per cent are using AI to truly transform the way they work,” she said.
Technological advancements have levelled the playing field, allowing smaller teams to access the same AI tools as larger organisations elsewhere.
“The advantage today is no longer about having the biggest team or the biggest budget. A small team in Kuching has access to the same technology as companies in Kuala Lumpur or Singapore,” she added.
She pointed to Sarawak’s ambitions in developing its own AI ecosystem, including real-time multilingual translation across different languages and dialects, as an example of how innovation is already taking place locally.
Lunnie emphasised how generative AI has significantly shortened content production workflows, from creating marketing visuals to producing promotional videos.
Despite AI’s capabilities, she stressed that human oversight remains essential.
“You need to describe the outcome you want because AI is only as good as the instructions you give it. More importantly, verify before you trust it,” she said.
She reminded participants that AI-generated content should always be treated as a draft requiring human review before publication.
Addressing concerns over AI replacing jobs, Lunnie said technological disruption has historically reshaped industries rather than eliminated professions entirely.
“AI can help with speed, but trust, accountability, local knowledge and human judgement cannot be replicated.
“Most jobs will not be replaced by AI, but they will be redesigned by people who choose to learn and adapt,” she said.
Lunnie encouraged media practitioners, communicators, creatives and organisational leaders to remain curious, embrace change, and adopt AI responsibly while upholding accuracy, transparency and ethical reporting standards.
