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KUALA LUMPUR: The rise of generative artificial intelligence (AI) tools like ChatGPT is sending shockwaves through the Malaysian media landscape, exacerbating existing challenges and pushing an already weakened ecosystem to the brink. These AI assistants are increasingly siphoning off traditional online search traffic, directly impacting news websites’ visitor numbers and, crucially, their advertising revenue. This shift poses a serious threat to the sustainability of Malaysian news outlets, both large and small.

For years, the Malaysian media industry has faced a confluence of pressures. Declining print circulation, the rise of social media platforms as news sources, and the dominance of global tech giants in the digital advertising market have all taken their toll. The COVID-19 pandemic further accelerated these trends, forcing many news organizations to implement cost-cutting measures and even downsize their operations. Now, generative AI adds another layer of complexity.

The core issue lies in how users are accessing information. Instead of typing queries into search engines like Google, many are now turning to AI chatbots to get direct answers. These chatbots, trained on vast datasets of information, can summarise news articles, provide explanations, and even generate original content. This bypasses traditional news websites entirely, effectively cutting off a vital source of traffic and revenue.

“It’s a double whammy,” explains Dr. Aminah Salleh, a media analyst at Universiti Malaya. “Not only are news websites losing traffic to social media and aggregators, but now they’re also losing it to AI. This makes it incredibly difficult for them to sustain their operations and continue providing quality journalism.”

The impact on advertising revenue is particularly concerning. News websites rely heavily on advertising to fund their operations. With fewer visitors, ad impressions decrease, leading to a decline in revenue. This, in turn, can lead to further staff cuts, reduced reporting capabilities, and a decline in the overall quality of journalism.

What Can Be Done?

The situation is not hopeless, but it requires a concerted effort from media organizations, policymakers, and technology companies. Here are some potential solutions:

• Diversify Revenue Streams: News outlets need to explore alternative revenue models beyond traditional advertising, such as subscriptions, memberships, and sponsored content.
• Embrace AI: Rather than viewing AI as a threat, news organizations can leverage it to enhance their operations. This could involve using AI to automate tasks, personalize content, and improve search engine optimization (SEO).
• Collaboration: Media outlets can collaborate with each other to share resources and expertise.
• Government Support: The government could provide financial support to the media industry, such as tax breaks or grants.
• Regulation of AI: Policymakers should consider regulating AI to ensure that it does not unfairly disadvantage news organizations. This could involve requiring AI companies to pay news outlets for using their content to train their models.

The future of Malaysian media hangs in the balance. Addressing the challenges posed by generative AI is crucial to ensuring that Malaysians continue to have access to reliable and independent news and information. Failure to do so could have serious consequences for democracy and civic engagement.

The conversation around AI and its impact on the media is just beginning, and the Malaysian context requires a nuanced understanding and proactive strategies to navigate this evolving landscape. The time to act is now, before the ecosystem collapses.