Umno to use AI to identify voter trends - Azalina

UMNO AGM | Umno will emphasise digital politics as stated by its president Ahmad Zahid Hamidi earlier today.

Party information chief Azalina Othman Said said this includes using artificial intelligence (AI) to ensure Umno remains competitive in the increasingly intense “war of perception”.

“Umno’s information (bureau) will utilise AI to identify voter trends and sentiments more precisely and in a more targeted manner.

“This will help to put together a more effective and responsive communication strategy in changing public perception,” she said in a statement.

Earlier, Zahid said in his policy speech at the Umno general assembly that Malaysia is now in the era of digital politics and people’s thinking is changing with technology.

He shared the term 3S to explain the changes - from “script and screen” such as newspapers and TV, to “scroll” representing websites, and now “swipe”, i.e. social media such as TikTok.

He further said that politics based on AI will dominate the battle for people’s minds in the upcoming general election.

Meanwhile, Azalina said Umno will offer digital communication training so that more party members can better understand propaganda and produce high-quality digital content.

“We will diversify the form of content that is relevant to current trends such as the podcast series #HitamPutihKelabu and a chatbot generated by AI that can explain current issues at any time,” she explained.

These initiatives will help strengthen the party’s image in the digital landscape as well as within the hearts of the youth, she added.

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