AI can bring many benefits, but it also poses several risks if misused or abused—and Rafiq Razali believes it is our collective responsibility to embrace it appropriately and ethically. He echoed the viewpoint that development in AI must be considered thoroughly and eventually regulated.

His company, Media Prima, has been using it for metadata tagging and driving its content recommendation engine on its digital platforms.

While aware of the disruptive potential of generative AI on the media landscape, he says he embraces the technology with open arms. “We have launched initiatives to leverage this innovation, such as introducing Malaysia’s first AI DJ (DJ Aina on Fly FM) and integrating generative AI into our content workflow for better efficiency.”

Read more: Patrick Grove believes in the (near) future of AI

Timothy Ng’s company Spread-it has implemented GenAI technology such as ChatGPT-4 into its app and tracking system.

In the past, he says, one of the challenges for social influencers was creating captions that appealed to their clients and audiences. “There was a lot of back-and-forth in our system as influencers had to revise their captions multiple times until they got the approval from the clients. This can be frustrating and time-consuming for both parties,” says Ng.

In order to solve this issue, Spread-it integrated GenAI into its process to allow clients to select the tone of voice they want and allow the technology to modify and improve the caption.

By using GPT4 as a copywriter, Ng says influencers can save time and effort, and keep their clients satisfied. They can also experiment with different tones and styles to find the best fit for their brand and audience.

Read more: Instagram, influencers and AI: The unexpected impact of Spread-It’s Timothy Ng

For FastGig’s Joelle Pang, AI can help to enhance efficiency and job matching in the gig economy. “It can streamline and enhance job matching and improve operational efficiency, benefiting gig workers and businesses,” she says. But with any form of technological advancement, she understands that AI has the potential to be disruptive as well. “We are ensuring that the technological progress we make aligns with our commitment to fair work practices and the empowerment of our gig workers.”

Read more: Why do Elon Musk and other tech leaders want to pause AI experiments?

Singapore-based actor and musician Nathan Hartono sees AI as a powerful tool that can create and manipulate artistic voices in music, writing and speech. This raises legal and ethical questions, particularly regarding the originality and ownership of a work of art.

“It’s a brave new world regarding the ability to ‘steal’ another artist’s voice through training AIs. It’s too early to say the legal ramifications of AI in the music world like how a TikTok user, Ghostwriter977, made a viral song using the AI-trained voices of Drake and The Weeknd, but I believe that, like most matters related to artistic copyrights, it will be determined on a case by case basis.”

As a musician, Hartono is more fascinated than offended by the use of AI in his industry. “It’s like how guitarists try to mimic another guitarist’s tone by matching pedals and pickups, essentially copying someone else’s instrument. I foresee a future where humans regularly make art using AI as an assistant.” Someone could ask an AI to write and improve a song with the artist’s style, for example. “Those results will probably be more indiscernible, and that’s just the nature of the Pandora’s box that’s been opened,” he says.

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