Malaysia to launch AI guidelines for media, PR and digital content creation

Malaysia is preparing to roll out guidelines for responsible AI communication to help media, PR and digital content professionals navigate an AI-driven landscape with a clear ethical framework.

The guidelines will support the country’s National AI Roadmap and push for transparent, trustworthy communications as AI continues to shape public discourse.

Communications minister Fahmi Fadzil said the new framework will help guide communication professionals to lead with human judgement and ethics as technology evolves, according to The Star.

Don't miss: Malaysia launches AI adaptation guidelines 

Speaking at the Kuala Lumpur International PR Conference on 7 July, Fahmi stressed that technology must serve humanity — not replace it — and urged the industry to uphold inclusive, transparent practices.

He also pointed to the Venice Pledge as an emerging global benchmark for ethical, human-led AI communications.

The pledge, under the Global Alliance for Public Relations and Communication Management, represents commitments from organisations such as the ASEAN Public Relations Network, Public Relations Society of the Philippines, and Institute Public Relations Malaysia, among others.

The push follows Malaysia’s launch of AI adaptation guidelines for the public sector in March this year. The 158-page framework lays out ethical principles, roles and responsibilities, risk management tools, and self-assessment templates to help public agencies manage AI’s impact responsibly.

At the time, digital minister Gobind Singh Deo said AI must never become a ‘black box’ for decisions, calling for continuous workforce upskilling and safeguards to keep AI-assisted decisions in the best interest of Malaysians.

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