Kuala lumpur: UMNO Information has proposed the establishment of a Digital wing within the party, aiming to shape political narratives and strengthen UMNO's influence in the digital era. UMNO information chief, Datuk Seri Azalina Othman Said, emphasized the necessity of this development to align with the demands of the current political landscape.

According to BERNAMA News Agency, the proposed wing is intended to serve as an official party structure at various levels. Azalina highlighted the potential to develop a voter database and analyze sentiment through a microtargeting approach. This method could be introduced and taught to party members at divisional and state levels, enhancing their understanding and engagement.

Azalina, who also holds the position of Minister in the Prime Minister's Department (Law and Institutional Reform), made these remarks at the Politics in Digital Era Symposium 2026. This event, organized by UMNO Information, was part of the 2025 UMNO General Assembly. UMNO president Datuk Seri Dr Ahmad Zahid Hamidi was also in attendance.

The establishment of the digital wing is seen as a means to better coordinate the party's machinery, shape public perception of UMNO on social media, and implement campaigns more effectively. Azalina stressed the importance of continuous training, which should be conducted by the UMNO Information Office at the central level, in collaboration with state UMNO Information offices, to ensure the success of the digital wing.