Malaysia’s upcoming Guidelines for Responsible AI Communication will provide a critical framework to support professionals across media, public relations and digital content creation, said the country’s Communications Minister Fahmi Fadzil.

He said the guidelines are to complement the country’s National AI Roadmap and uphold ethical, transparent and trustworthy communication practices as artificial intelligence (AI) increasingly shapes public discourse, according to national news agency Bernama.

Fahmi stressed that technology must serve humanity, not replace it, and urged communication professionals to lead with purpose, guided by inclusive and transparent principles.

“We live in an age where communication is borderless and increasingly shaped by artificial intelligence… even as machines evolve, one thing must never change — human ethics and judgment must lead,” said Fahmi in his keynote address via video message at the Kuala Lumpur International PR Conference (KLIP 7) on Monday.

Addressing the forum virtually from Geneva, where he is leading the Malaysian delegation to the World Summit on the Information Society+20 High-Level Event (WSIS+20), Fahmi said Malaysia’s Asean chairmanship this year demands leadership anchored not just in authority, but also in vision, empathy and ethics.

The minister also highlighted the Venice Pledge, endorsed by the Global Alliance for Public Relations, as an emerging global benchmark for ethical, human-led AI communication.

“I’m proud to note that the president of the Institute of Public Relations Malaysia (IPRM), Jaffri Amin Osman, and, of course, a Malaysian, is part of the Global Alliance board and has played a key role in shaping the Venice Pledge,” he said.

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