PETALING JAYA – Mainstream media remains a key driver in preserving public trust, even as the digital world becomes increasingly saturated with artificial intelligence (AI) and synthetic content whose authenticity is difficult to verify.
Karangkraf Sdn Bhd Corporate Communications Head, Nik Justin Nik Ariffin said trust is a core value that all media organisations, particularly those with an established presence, must uphold responsibly.
“Karangkraf is a 47-year-old company and trust is something extremely important for us to maintain.
"It is not just a value but a vital asset for the continuity of our media operations,” he said.
He was speaking as a panellist during a forum titled 'Synthetic Media and the Currency of Trust' organised by the Malaysian Digital Association (MDA) in conjunction with the 2025 D Conference, held at a hotel here on Thursday.
The forum was moderated by Star Media Group Berhad’s Chief Operating Officer, Lydia Wang and included three other panellists: Media Prima Berhad Group Managing Director, Rafiq Razali; Free Malaysia Today Managing Director, Azeem Abu Bakar and APAC Sales at Teads Vice President, Diogo Andrade.
According to Nik Justin, the main challenge in today’s digital era is finding the balance between producing high-quality and transparent content while catering to two distinct audience groups: traditional viewers and the digital generation.
“We are dealing with two generations of audiences, one still relying on traditional media and the other demanding quick, concise and interactive content.
"The biggest challenge is maintaining trust across both groups,” he said.
He added that although Sinar Harian and other media outlets have begun using AI in their editorial processes, relying fully on technology without human checks and balances is highly risky.
“AI helps improve efficiency and speed in news production. However, human input remains essential to ensure accuracy and proper context in information delivery. That is where the true value of ethical media lies,” he said.
Nik Justin stated that transparency is non-negotiable in any media organisation.
“As a responsible media outlet, we cannot compromise on transparency. This includes the sources of information, how the news is structured and who writes it. This is not just about ethics but also social responsibility,” he said.
He acknowledged that the explosion in AI usage across the content industry has caused confusion among readers regarding the authenticity of information, especially when content could now be generated in an instant.
“Sometimes we just click on something without knowing where it came from. That’s very concerning and this is why media like Sinar Harian must continue to act as a bulwark against the spread of false or unreliable information,” he stated.
He said industry players in digital media and marketing must understand that total reliance on automated systems could weaken the communications ecosystem if not guided by ethical standards.
“We are not rejecting AI, but we say that there must be human oversight. That’s what distinguishes credible media from mere content-producing machines,” he said.
Nik Justin also raised concerns about the growing trend of deepfakes and manipulative content, which is increasingly difficult to detect.
“When information can be easily manipulated, perceptions can be shaped without a factual basis. That makes our role even more important in educating the public on what’s real and what’s been tampered with,” he said.
He added that media outlets like Sinar Harian must return to conventional principles of verifying, filtering and authenticating content, even in today’s fast-paced digital ecosystem.
“With the flood of information on social media, TikTok and various platforms, the public is finding it harder to distinguish the truth. But when the issues are complex like politics, the economy and social matters, people still turn to trusted media in the end,” he said.
He also pointed out that media credibility is not only crucial for readers but also for advertisers, business partners and corporate clients who rely on trustworthy channels to deliver their messages.
“We can’t depend on AI to build customer confidence. That comes from a media outlet’s track record and reputation,” he said.
During the session, all panellists agreed that the future of digital communication demands a balance between embracing technology and adhering to ethics and integrity.
“In conclusion, humans must still lead, not just the technology and we in the media have a responsibility to ensure trust continues to be protected,” said Nik Justin.