Artificial intelligence (AI) can quickly draft an advertisement or press release. Turning that draft into effective communication requires understanding the audience, questioning the information, and deciding what the message should achieve.
YB Michelle Ng Mei Sze, Political Secretary to the Minister of Digital and State Legislative Assemblywoman (ADUN) for Subang Jaya, addresses the opening of INTI-UH Digital Mass Communication Week 2026 at INTI International College Subang
Participants discussed these decisions at INTI-UH Digital Mass Communication Week 2026, held from 20 to 22 October at INTI International College Subang. Organised by Mass Communication students under the INTI–University of Hertfordshire (UH) collaboration programme, the event combined an industry seminar, practical workshops and a film showcase.
YB Michelle Ng Mei Sze, Political Secretary to the Minister of Digital and State Legislative Assemblywoman (ADUN) for Subang Jaya, officiated the opening ceremony.
In her address, she cautioned that using similar AI prompts and familiar phrases could make communication increasingly generic. She also discussed AI-generated misinformation and the importance of media literacy in helping people assess the credibility of online content.
“Today, almost anyone can publish content and reach a large audience. The real challenge is knowing what deserves that audience’s attention,” said Dr Jane Lim, Chief Executive of INTI International College Subang.
“AI can help us produce content faster, but effective communication requires more than speed. Students must learn to question information, understand the people they communicate with, and find meaningful ways to tell a story. These are skills that remain important as the tools we use continue to evolve.”
Drawing on his advertising experience, Datuk Prof Dr Azizul Halim Yahya, Professor of Communication and Political Economy at Universiti Teknologi MARA (UiTM), described how AI can accelerate work that once took weeks or months. He emphasised the role of human emotion and experience in developing creative ideas.
He also cautioned against an AI echo chamber if students rely on AI-generated information and then use the technology to complete assignments without developing their own thinking.
(From left) Reanna Kasha Jacob, student moderator from the Bachelor of Arts (Honours) Mass Communications 3+0 programme in collaboration with the University of Hertfordshire; Datuk Prof Dr Azizul Halim Yahya, Professor of Communication and Political Economy at UiTM; Dr Jane Lim, Chief Executive of INTI International College Subang; Priya Prabakaran, Director of Astro Audio at Astro Malaysia Berhad; Shafiqah Safuan, an INTI-UH alumna working in strategic advisory, narrative intelligence and data analytics at Zeno Group; and Haresh Deol, Editor of Twentytwo13, Co-founder of Professional Storytellers and Deputy President of the National Press Club of Malaysia.
Priya Prabakaran, Director of Astro Audio at Astro Malaysia Berhad, described the challenge of keeping audiences interested when they have so many choices about what to watch and listen to.
“The content may be easier to produce today, but connecting with the audience is still what matters. We are no longer competing only with other radio stations,” she said.
“We are competing for people’s attention across the internet, so we have to understand what our audiences are consuming and find creative ways to reach them.”
Understanding those choices requires research. Shafiqah Safuan, an INTI-UH alumna working in strategic advisory, narrative intelligence, and data analytics at Zeno Group, discussed the importance of understanding people’s perspectives alongside their demographic profiles.
“When we take the time to research and understand their perspectives, we can develop campaigns that are more relevant to the people we want to reach,” she said.
Haresh Deol illustrated how context can shape a journalist’s approach to a story. The Editor of Twentytwo13, Co-founder of Professional Storytellers and Deputy President of the National Press Club of Malaysia, used a football match between Malaysia and North Korea as an example.
He explained that examining the wider historical and diplomatic context could give readers a different understanding of the match and help them see why the event mattered.
Students explored digital tools further through workshops on AI in public relations and AI prompting for creative campaign development. A panel session also examined AI and creativity in filmmaking.
Students and alumni presented their short films at INTI CineFest 2026, a festival and awards ceremony with categories including Best Film, Best Direction, Best Cinematography and People’s Choice.
Students and participants at the opening of INTI-UH Digital Mass Communication Week 2026. The student-organised event combined industry discussions, practical workshops and a showcase of films by students and alumni.
For the student organisers, running the three-day event involved applying their communication and event management skills while engaging with industry practitioners.
Professional experience also forms part of the Bachelor of Arts (Honours) Mass Communications 3+0 programme at INTI International College Subang. Students work with an industry partner to examine an employer’s challenges, develop proposals and present solutions. They also undertake a 12-week internship.
Offered through INTI’s partnership with the University of Hertfordshire, which spans more than three decades, the programme leads to a UH-awarded degree and can be completed entirely in Malaysia. Its curriculum covers journalism, filmmaking, digital media and public relations.