Kuala lumpur: The rapid advancement of artificial intelligence (AI) and instant digital amplification are forcing corporate organisations and media practitioners to re-evaluate communication strategies to maintain credibility and effectively manage crises, a senior PETRONAS executive said. PETRONAS Senior General Manager of Strategic Communications, Group Strategic Relations and Communications Division, Datin Arni Laily Anwarrudin, highlighted the major challenges posed by AI in spreading unverified information, which can significantly impact brand reputation.
According to BERNAMA News Agency, Arni Laily emphasized the necessity for organisations to proactively control their corporate narrative rather than allowing external parties to dictate public perception. 'The age of AI kind of forces us as an organisation to be a lot more transparent, because otherwise someone else will fill that space. And the question then comes in, do we want someone else to tell that story?' she remarked. Her comments were made during her participation as a panellist at the PETRONAS Lunch Escape 2026 programme, focusing on media credibility and artificial intelligence, organised in collaboration with the Malaysian Press Institute (MPI).
The panel also included Radio Televisyen Malaysia (RTM) director-general Ashwad Ismail, former executive director of news and editorial operations at Media Prima Berhad and NSTP Group managing editor Mustapha Kamil Mohd Janor, and Free Malaysia Today (FMT) Managing Director Azeem Abu Bakar. The session was attended by other notable figures, including Bernama Chief Executive Officer Datin Paduka Nur-ul Afida Kamaludin and Editor-In-Chief Arul Rajoo Durar Raj.
Arni Laily pointed out that traditional crisis response protocols have become outdated due to the immediacy of modern digital communication platforms. She questioned how organisations could still ensure truth and confirmation amidst the pressure to react quickly. Mustapha Kamil echoed these sentiments, highlighting the need for corporate communication structures to adapt to the instantaneous nature of today's news cycles. He advised organisations to establish structured media crisis communication teams to navigate this evolving landscape.
Azeem Abu Bakar added that while AI can manage substantial operational tasks, media organisations should focus on developing 'super journalists' who excel in areas beyond the capabilities of technology. He defined 'SUPER' journalists as those who possess sources, understanding, pattern recognition, efficiency, and reputation-qualities that AI cannot replicate.