Artificial intelligence (AI) continues to shape the creative and media landscape, with professionals from INTI International University’s Mass Communication Industry Advisory Board (IAB) 2025 highlighting the importance of using technology responsibly while strengthening the human skills essential to effective communication.
Industry partners together with Mass Communication lecturers from INTI campuses.
Held under the theme “Future-Proofing Education: Building Workforce Readiness Through Skills, Innovation & Sustainability,” the annual IAB brought together leaders from broadcasting, advertising, journalism, and public relations to discuss changing industry expectations and how INTI can better prepare graduates for real-world challenges.
Representing INTI, Prof Dr Shamsul Nahar Abdullah, Pro Vice-Chancellor (Academic Operations) at INTI International University, remarked that although AI has become integral to creative work, the human qualities of imagination, judgement, and empathy continue to motivate meaningful storytelling.
“AI is already part of every creative process,” he said. “But while technology can assist in ideation and production, it is the human mind that gives meaning and emotional depth to ideas. Our role as educators is to ensure that students understand how AI works so they can work with it, not be replaced by it.”
Participants from the communication field echoed this sentiment, stressing that graduates must pair technical proficiency with adaptability and sound professional judgement.
Jeremy Chua, Client Solutions Partner at Digitas Malaysia (Publicis Groupe) and an INTI alumnus, shared that while mastering AI tools is valuable, graduates also need the ability to think critically in practical settings. “While the use and adoption of AI today is important, it is equally important to instil common sense in students so they can adapt in corporate and working spaces,” he said.
Alex Poon, General Manager of Tech & Services at Media Prima Audio, emphasised that educators should stay informed about emerging technologies and industry practices. He explained that lecturers who understand new media developments are better positioned to guide students on ethical and practical applications of AI. “Teaching students how to use AI safely and with integrity is just as important as teaching them how to use it academically,” he said.
Industry partners and Mass Communication lecturers exchange ideas to enhance INTI’s curriculum during the IAB session.
Building on this, Jamalina Jamali, Head of News & Editorial at Media Prima Audio and TV3 News Presenter, highlighted the importance of practical newsroom experience. She pointed out that no amount of technology can replace the discipline and precision gained through real-world reporting. “Students need to experience finding stories, interviewing sources, and producing news under deadlines,” she said. “We need graduates who are well-rounded, who can compile, produce, and edit content across multiple platforms while upholding ethics and accuracy.”
The IAB session offered valuable insights for INTI’s faculty, who will incorporate the feedback into future curriculum reviews. Industry input will help refine modules across the Mass Communication programme, particularly in digital storytelling, media production, journalism, and advertising, while reinforcing AI literacy and ethical media practices.
Jamalina Jamali, Head of News & Editorial at Media Prima Audio and TV3 News Presenter, presenting on behalf of industry partners for the journalism vertical.
By combining academic foundations with practical exposure and ethical awareness, INTI aims to cultivate graduates who are proficient with digital tools yet capable of leading with creativity and integrity in today’s fast-evolving media industries.
The discussions pointed to a future where technology and humanity must progress together. As AI continues to redefine creative work, educators and professionals share a common responsibility to ensure that innovation never comes at the expense of empathy, values, or skill