Penang: The media industry faces a crucial juncture as it is urged to adopt Artificial Intelligence (AI) tools to tackle growing challenges, including declining profits amid rising fixed costs, as stated by Malaysian National News Agency (Bernama) chairman, Datuk Seri Wong Chun Wai.

According to BERNAMA News Agency, Wong emphasized that AI technology offers significant benefits, such as reducing the need for manpower while enabling the generation of diverse content types, including videos, stories, clips, posts, and shows, tailored for various platforms. This increased content production opens up more monetization opportunities, potentially leading to lower fixed costs and reduced salary expenses, which are essential for the sustainability of media companies. Wong conveyed these insights during his address on "Using AI, Driving Efficiency and Cutting Costs in Media Companies" at the 58th Annual Conference of the World Chinese Language Press Institute, held at the Lin Xiang Xiong Art Gallery.

The conference, spanning two days, is part of the celebration of the 115th anniversary of the Penang-based Kwong Wah Jit Poh newspaper, which was established in 1910 by Chinese revolutionary Dr. Sun Yat Sen during his exile in Penang, making it the world's oldest surviving Chinese newspaper.

Wong further highlighted that AI not only aids in content creation but also enhances audience engagement by accurately understanding audience preferences. AI facilitates the production of content that appeals to advertisers, improves audience targeting, reporting, segmentation, and predicts content performance. He stressed the importance of producing content that is both relevant and timely to maintain the competitive edge of media outlets.