Azam embraces AI-driven shift to enhance digital landscape

KUCHING (March 5): Angkatan Zaman Mansang (Azam) Sarawak is adapting to the rapidly evolving communication landscape to remain relevant in supporting the state’s digital transformation agenda, its chief executive officer Ali Suhaili said.

Speaking at the Azam & Media Iftar event here on Tuesday night, Ali said the organisation’s 43-year journey has entered a new phase aligned with the demands of the digital era.

“Forty-three years is not the end but the beginning of a new phase. Since 1983, Azam has focused on development communication, delivering accurate information, empowering communities through participatory communication, and becoming a bridge between policy and society,” he said.

He noted that the communication landscape has changed significantly with the rise of artificial intelligence (AI), content automation, and social media algorithms.

“The presence of artificial intelligence, content automation and social media algorithms has made speed the norm. However, at that speed, credibility becomes more expensive,” he said.

Ali added that both Azam and the media share the responsibility of ensuring information remains accurate and ethical amid growing pressure for immediacy.

“The media face the same challenge as communication organisations, ensuring information remains accurate and not swept away by sensationalism.

“This is where Azam and the media complement each other,” he added.

Ali stressed that Azam does not seek to compete with other agencies but aims to add value through its community-based communication approach.

“We are here to add value with our own communication approach, rooted in the community and relevant to Sarawak’s context as it moves towards a digital economy.”

He also clarified that Azam does not provide direct financial assistance to the public, but focuses on building awareness and literacy.

“Our strength lies in delivering information that builds awareness,” he said.

Ali said Azam disseminates information through social media campaigns, awareness infographics, its e-publication progress, and AI presenters known as Saudara KAI (Knowledge, Access, Impact) and Saudari ELI (Engage, Listen, Influence).

To further engage young people, he said a youth podcast is expected to be launched in the third quarter of this year, while Azam Young Souls (AYS) serves as the organisation’s official youth wing.

“Youth are not merely participants. They are drivers, disseminators of information and shapers of the future,” he said.

On digital initiatives, Ali said Azam had recently concluded the Sarawak Digital Champion Bootcamp and would expand the programme to 45 districts statewide, ensuring digital literacy reaches the grassroots.

The event, themed ‘Sands of Prosperity’, combined Ramadan and Chinese New Year celebrations, symbolising Sarawak’s multicultural harmony.

Supported by local companies Ibrandium, Eric Enterprise and Syarikat Danao, the gathering brought together about 30 media representatives from across the state, comprising print, electronic and new media outlets.

“As grains of sand form a landscape, prosperity is built little by little, through collective effort,” he said.

Ali expressed appreciation to the media, describing them as strategic partners in advancing development communication.

“As long as we share the same goal of building an informed, mature and progressive society, this relationship will remain relevant,” he added.