RTM uses AI avatars to deliver PSA for Raya, sparks Reddit convos

National public broadcaster RTM has decided to use AI avatars to host its public service announcement for Aidilfitri.  

In the video, the avatars, named Aaron Lim and Che Rita, were used to remind Malaysians to lock their windows and doors before leaving their houses for the long festive period. People were also reminded to check their cars before beginning long journeys, and to not cut down on foods which are high in fat and sugar during meals.  

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The video ends with the two avatars wishing viewers Selamat Hari Raya, in a messy out of sync fashion. Checks by A+M have found that the comments section for the video posted on YouTube yesterday (3 April) has been turned off.  

Upon further checks, RTM’s PSA video made it to the r/Malaysia thread on Reddit. Some netizens commented that RTM should have hired a proper actor or person to host the PSA, and that dystopia has arrived. Another netizen said “It says a lot when a government agency whose main job is media agency turns to AI.” 

According to media monitoring and social listening company DATAXET Nama, the overall sentiment surrounding RTM's AI avatars was overwhelmingly negative at 85%. Most comments were very unhappy with the decision to use AI in media production, feeling that replacing human talent with machines was a mistake. Only a few comments mentioned any benefits, while some expressed uncertainty or mixed feelings.

Some of the key themes included anger over losing human jobs, complaints about poor quality and unfair practices, as well as criticism of cutting costs at the expense of quality. DATAXET Nama found that many comments said that skilled artists and actors were being replaced by AI. They believed that choosing machines over real people showed a lack of respect for local talent and was a poor way to save money. 

Additionally, netizens also called for more openness and transparency, as the comments section of the RTM PSA videos had been disabled, which only increased suspicions that the decision-makers were trying to hide something. Other comments expressed worry that using AI went against traditional values. 

However, DATAXET Nama did find some positive (5%) and neutral (10%) comments, mainly surrounding the fact that AI could perform certain tasks well such as correct pronunciation. "However, these positive points were far outnumbered by the negatives," said the media monitoring company. 

This is not the first time that netizens have voiced their concerns over the use of AI in Malaysian broadcasting channels. Three months ago, TV3 and TV9, under Media Prima, released an AI-generated Azan Maghrib (daily call to prayer) video. While the video mostly featured images of mosques, and a person performing prayers, it also featured scenes of robots, renewable energy and virtual reality (VR) sets.  

With regards to the AI-generated azan video, Redditors called it cringey, mengarut (silly), and disrespectful.  

Meanwhile, radio stations such as Hot FM and Fly FM have also created social media profiles for its AI radio announcers. This raises questions surrounding the ethical use of AI by Malaysian broadcasters, and wider concerns about the shortage of jobs amid cost cutting measures in the industry.  

Back in 2023, Fly FM's first AI DJ, Aina Sabrina, was used as a "virtual influencer", which operates with a full backend team that runs the AI in real time for her on the air show, according to Moots, the group network director for Media Prima Audio. The backend team also allows Sabrina to engage with listeners during her show when they call in, offer personalised music recommendations as well as create and mix music according to a listener’s mood.

Last year, Astro launched an AI-driven social media initiative to support the Astro original series Project; Exit, featuring the show's actors Mieul Aiman and Shasha Abedul. The initiative uses a social listening system to identify posts expressing emotions such as sadness and frustration, after which AI-generated personalised messages are sent in response. These messages mimic the style and tone of the cast members to provide support and encouragement. 

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