Integrity, Credibility Must Remain Cornerstone Of Journalism In AI Era - Bernama CEO

KUALA LUMPUR, June 15 (Bernama) -- Integrity and credibility must remain the cornerstone of journalism as media practitioners navigate the challenges posed by misinformation and the rapid advancement of artificial intelligence (AI), according to the Malaysian National News Agency (Bernama) chief executive officer Datin Paduka Nur-ul Afida Kamaludin.

As the chair of the National Journalists’ Day (HAWANA) 2026 working committee, Nur-ul Afida said ‘Media Integrity Strengthens Credibility’ was chosen as the theme for this year’s HAWANA celebration to underscore the importance of both values in ensuring public trust in media organisations.

She said the theme reflects the current media landscape, where false information is increasingly disseminated through social media platforms without proper verification and fact-checking.

“Integrity is an essential part of the journalism code of ethics. When journalists carry out their duties responsibly and honestly, their work gains credibility.

“When journalism is credible and authoritative, it earns public trust and enhances the reputation of the media organisation itself,” she said when featured on Bernama Radio’s special HAWANA edition of Jendela Fikir programme today.

Nur-ul Afida said a culture of media integrity can only be strengthened if society values it as well, warning that the tendency to share misinformation and gossip instead of verified facts continues to create tension between journalistic principles and industry sustainability.

As such, she urged the public to consume and share information responsibly, citing content from agencies under the Ministry of Communications and the Malaysian Communications and Multimedia Commission (MCMC) as reliable sources, and stressing the need for greater awareness of the consequences of violating media-related regulations.

She said prioritising credible sources would enable the media to continue serving as a bridge between the people and the government, supporting national development and preserving social harmony.

She also noted the establishment of the Malaysia Media Council, involving media organisations, academics and non-governmental organisations, which would further strengthen the industry's role and foster closer collaboration among stakeholders.

On AI, Nur-ul Afida said the technology should be viewed as a tool that enhances efficiency and accelerates content production rather than a threat to journalists.

With nearly 42 years of experience in journalism, Nur-ul Afida noted that the industry had successfully gone through and adapted to numerous technological transitions, from typewriters to computers and digital platforms.

“AI is merely a tool. The quality of journalism ultimately depends on the people using it. It helps streamline workflows and improve journalistic output. Media practitioners should not see AI as a threat but rather leverage it positively to produce more effective and impactful content,” she said.

She also highlighted the RM30 million Media Innovation Fund announced by the Communications Ministry last year, saying it had enabled media organisations to acquire new technologies and enhance staff capabilities in applying AI ethically and effectively.

“The fund has benefited more than 50 media organisations, including Bernama. It has been instrumental in helping newsrooms embrace new technologies, and Bernama is intensifying efforts to strengthen AI integration through new newsroom solutions.

“We will showcase these technologies during HAWANA in Penang to demonstrate how AI can support journalism, rather than being associated solely with issues such as misinformation and deepfakes,” she said.

On the Tabung Kasih@HAWANA initiative, Nur-ul Afida said Bernama, as the implementing agency, continues to identify media practitioners and veterans facing financial hardship or health challenges through collaboration with media clubs and alumni associations.

To date, 774 recipients have benefited from the fund, with total assistance amounting to approximately RM2.3 million.

The main celebration of HAWANA 2026 will be held at the PICCA Convention Centre @ Arena Butterworth in Penang on June 20 and is set to be officiated by Prime Minister Datuk Seri Anwar Ibrahim.

-- BERNAMA