KUALA LUMPUR: Media Prima Bhd is set to integrate artificial intelligence (AI) technology across its group of companies by the end of this year, according to its managing director, Rafiq Razali.
He said that Berita Harian is serving as the pilot for this initiative, with AI now generating several videos on Instagram Reels.
"From those videos, seven to eight million views are generated each month from the AI-produced videos. This is the output of a news writer who can translate their work into video format," he told reporters after his panel session at the National Human Capital Conference and Exhibition (NHCCE) 2024.
While Media Prima has been exploring AI for some time, Rafiq explained that the group began its journey into generative AI this year, working in collaboration with various partners.
"I want to ensure that all Media Prima products, whether it is TV3, New Straits Times, Says, or all companies under Media Prima, will be using AI to enhance productivity in the future," he said.
Rafiq explained that AI integration at Media Prima isn't necessarily about cutting operational costs, but rather about enhancing staff productivity.
"For example, a writer at Berita Harian can ensure that their content can be enjoyed by an audience that may prefer watching rather than reading.
"However, this does not mean they have more work, as their job is just to write the article, but the article format can be converted into video, reels, and other formats," he said.
NHCCE, organised by the Human Resource Development Corporation (HRD Corp), provides a platform to discuss the evolving role of AI in the workplace and its implications for the workforce of the future.
Hazrina Azizdin, HRD Corp's head of corporate communications, emphasised the value AI brings to improving both efficiency and the quality of content for journalists.
She said that AI is a perfect fit for Media Prima, which operates across various media platforms, including online, print, digital, and television.
Hazrina also highlighted NHCCE's growth since its rebranding in 2022, with a broader focus on human capital, leadership, technology, workplace culture, and ethics.
"Since last year, we have invited delegates from other countries, and this year we have participants from the UK, Germany, Vietnam, Indonesia, Thailand, and more.
"We also expanded the topics, like this year we're covering AI. Everyone is talking about AI now, so we're discussing the impact of AI on workers, employers, industries, and governments, in terms of policies and support for both employees and employers.
"At HRD Corp, we are the organisation responsible for advancing the nation's human capital, particularly through national training and reskilling," she adds.