KUCHING: Traditional media must evolve its content strategy and embrace technology, particularly artificial intelligence (AI), to remain relevant in today’s fast-changing media landscape.
Malaysia Press Institute (MPI) chief executive officer Ainol Amriz Ismail said while he does not foresee newspapers shutting down any time soon, survival hinges on shifting away from straight news reporting.
“People still want to read the newspaper in the market, I do believe that. But the content must be change.
“Instead of the direct reporting content, it must be an analytic one, that is how you are able to make your newspaper alive,” he said.
He was speaking during a question-and-answer session following his presentation titled ‘Artificial Intelligence: Shaping the Future of Journalism’ at the Sarawak Media Conference (SMEC) 2025, held at Sheraton Hotel here on today.
Highlighting the disruption brought by digital media and AI, Ainol said the days of print media dominating breaking news are over.
“They cannot help us in reporting anymore, because social media has already taken over that space.
“That is why to survive, newspapers must focus on in-depth analysis, commentary, and thoughtful perspective, that’s how we continue to operate,” he stressed.
Despite the growing dominance of digital platforms, Ainol said print still holds value for certain segments of readers.
“I still want the paper in my hands. I want to read everything inside.
“But nostalgia isn’t enough, the industry must adapt.”
He further urged media professionals to embrace technological advancements rather than resist them.
“Don’t fight AI. Use it. Learn how it works. Let your content feed the system, that’s how we evolve,” he added.
