Kuala lumpur: The National Entrepreneurship Institute (INSKEN) has called on Malay entrepreneurs to bolster their businesses through digitalisation, in response to global economic instability resulting from the conflict in West Asia. INSKEN chairman Datuk Mustaffa Kamil Ayub highlighted the necessity of adopting more agile strategic shifts, particularly in leveraging digital technologies to ensure business resilience. According to BERNAMA News Agency, Mustaffa Kamil emphasized the importance of digital commerce as a critical tool for entrepreneurs, especially given the experience during the COVID-19 pandemic, which demonstrated its potential as a survival mechanism during crises. He urged Malay entrepreneurs to become proficient in technologies such as artificial intelligence (AI), digital marketing, and marketing automation systems, which are rapidly evolving and can significantly contribute to business growth. Mustaffa Kamil further explained that to support entrepreneurs in mastering digital tools, the i mplementation of the MADANI Inclusive Entrepreneur Reference Centre (PRIME) in each state is pivotal. This initiative aims to provide comprehensive and structured access to guidance. The effort also involves strategic collaboration with the Perak Malay Chamber of Commerce (DPMM) at both national and state levels to broaden the reach of support for the entrepreneurial community. He detailed that PRIME, launched last year, serves as a one-stop centre connecting entrepreneurs with 66 government agencies, facilitating access to various forms of assistance, such as financing, training, and business advisory services. This year, the programme will be expanded to the district level to ensure that more entrepreneurs can benefit from this centralized support system.