The other night, I came across a video of an orangutan riding a motorbike through a flooded kampung street — complete with rooster crows and kopitiam chatter in the background.
It looked so eerily real.
It wasn’t. It was 100% AI-generated.
That’s the beauty — and danger — of where we’re headed.
In a world where AI-generated content is almost indistinguishable from reality, we’re no longer just passive viewers.
We’re stepping into a new frontier of content creation, one where imagination becomes reality at lightning speed.
While much of the industry is watching TikTok’s rise with concern, the real disruption for platforms like YouTube and even traditional TV may come from a different corner: AI-native platforms.
If brands here are smart, bold, and fast, Malaysia could punch way above its weight in this new era.
From content abundance to creativity drought
We’re living in a time of infinite content and limited freshness.
Even with access to Netflix, Disney+, Astro Go, and Viu, Malaysians still complain: “Takde cerita best pun.”
It’s not for lack of supply — it’s a creativity crisis driven by risk-averse formats and recycled formulas.
That’s why Gen Z fled to TikTok, not just for memes and dances, but because traditional media has stopped surprising them.
They’re entire ecosystems that empower creators — even here in Malaysia — to generate short films, stories, and brand narratives without a production crew or camera.
Just input sheer imagination and prompts.
Imagine a Kelantanese ghost story turned into a spine-chilling AI short film.
Or a Hari Raya family reunion rendered as a heart-tugging animated film.
The possibilities are endless and the cost, negligible.
Malaysia’s next storytelling icons won’t be found on film sets
Consider this: Malaysia has no shortage of creative talent.
What we lack is access.
Too many great stories sit unwritten or unproduced because traditional media filters out risk.
But AI platforms don’t care who you know.
They reward imagination, not connections.
Much like how TikTok turned nasi lemak unboxings into viral content, AI platforms will elevate a new generation of visual storytellers.
The next big Malaysian content creator might not come from an ad agency or production house but from a 19-year-old in Taiping with an old laptop and wild ideas.
The real battle: Discovery, not creation
If you’ve ever self-published a book on Shopee or tried to promote your short film on YouTube, you’ll know the pain: great content doesn’t guarantee discovery.
TikTok and YouTube excel because of their algorithmic muscle.
But many AI platforms are still lagging in this department.
When they catch up and combine creation tools with smart distribution engines, we’ll see an explosion of localised, relevant, and resonant Malaysian stories going global.
Imagine if the next Upin & Ipin wasn’t produced by Les’ Copaque, but by a small team of AI storytellers in Seremban, using free tools and zero budget.
Brands, your moment is now
Let’s bring the narrative back to marketing.
As Google’s AI-driven search features expand, the old paid search model — the bread and butter of digital marketing — may lose its shine.
If AI answers a user’s question directly, who needs to click on ten links?
But here’s where it flips in your favour.
AI content platforms will need ad-based monetisation to scale.
That means new real estate — product placements in AI-generated rom-coms, brand cameos in fantasy epics, or even co-created AI shorts.
We’re already seeing glimmers of this:
Digi and Astro have dabbled in branded animated shorts during festive campaigns.
Milo has created interactive gaming content for kids.
PETRONAS could very well commission AI-generated versions of its iconic Merdeka ads for 100 different Malaysian dialects and communities.
Don’t just advertise. Build.
Which brings us to a powerful shift: Brands don’t need to rent space in someone else’s AI story. They can build their own.
Think about how Dulux gave customers control with its paint-matching machines.
Now reimagine that in the Malaysian context:
MR.DIY could build an AI-powered home improvement simulator — letting homeowners design their dream kitchen before a single drill goes in.
Cadbury Malaysia could launch a chocolate personalisation platform where customers create their own flavours and AI-generated ads — then share them socially.
Sunway Group could build an AI visualiser for its new smart city projects, letting investors and homeowners explore developments in real-time 3D.
This is the Dulux Effect — turning brands into creators, not just advertisers.
Malaysia, don’t sit this one out
We’re at the dawn of a content revolution, one that doesn’t require million-ringgit budgets, massive crews, or traditional studios.
It only asks for one thing: vision.
For marketers in Malaysia, this is your chance to leap ahead.
Collaborate with AI creators.
Commission wild stories.
Better yet, become the platform that others flock to.
Because in the AI era, it’s not about who shouts the loudest, it’s about who builds the stage.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
