UMNO to embrace digital communication and AI tools

The United Malays National Organisation (UMNO) is shifting its communication strategy to prioritize digital engagement over traditional methods. During a press conference at the World Trade Centre Kuala Lumpur, UMNO Information Chief Datuk Seri Azalina Othman Said emphasized that the party must move beyond conventional political speeches and microphones to embrace mobile phones and digital platforms to reach target audiences effectively.

To support this transition, the party is introducing AIRA, an artificial intelligence instrument designed to assist in providing clarifications on various issues. UMNO also aims to cultivate more ‘digital celebrities’ among its members and information machinery at the branch and division levels. The party plans to expand its Digital School program from the academy level to local branches between 2026 and 2027 to ensure members can navigate changing social media algorithms and technological developments.