AI in action: the new face of broadcasting in Malaysia

Broadcasting in Malaysia has evolved significantly with the integration of Artificial Intelligence (AI). AI has transformed how content is created, delivered, and consumed, making it faster and more personalized. Media Prima, a major media company in Malaysia, uses AI to analyze viewer preferences and recommend content accordingly. This allows users to enjoy more relevant shows and articles, enhancing their overall experience. AI also helps advertisers target the right audience more effectively. As a result, viewer engagement and retention have improved. The shift marks a positive development in the local media landscape.