Jake Abdullah on AI, Authenticity, and Winning Attention in Modern Media

The Evolution of Media: Insights from Jake Abdullah

Jake Abdullah entered the media scene in 1996 when the industry was much more structured and controlled by clear gatekeepers. Nearly 30 years later, he has transformed from a radio executive to a solopreneur, business coach, and YouTube host of Book of Jake. His approach is powered by artificial intelligence (AI) and a commitment to authenticity.

At Content 360 in Kuala Lumpur, Jake reflected on his career—from leading at Astro to becoming a vocal advocate for AI adoption in media. He challenges brands and agencies to embrace discomfort, experiment rapidly, and adapt to a media environment where attention replaces airtime as the key currency.

The Role of AI in Media

Jake highlights the rise of AI influencers and micro-creators as examples of how media is changing. Staying relevant now means moving fast and telling compelling stories at scale. When asked why many business leaders hesitate to adopt AI, he points to fear and denial.

“All of us are afraid, and it’s completely normal. I’m afraid as well but I use it to my advantage,” Jake shares. He recalls how, 30 years ago, when Facebook was new, his company initially banned it at work, but he fought to allow it because he saw its potential to engage users through gamification.

“That’s the same with AI now. It’s going to be everywhere, and it’s much more than just ChatGPT. If we delay because of fear, the cost of catching up will be painful,” he warns.

Coming from a modest background, Jake sees pushing boundaries and embracing new technologies as a necessity, not a choice. He encourages business leaders to quickly join the AI movement. As a solopreneur, he values how AI lets him handle multiple roles efficiently, from driving to coaching.

“Waiting weeks for agency feedback is over. Now, CEOs can get notes and follow-ups within an hour. The cost of ignoring AI will be huge in the next few years,” he adds.

Media Transformation: From Traditional to Digital

Jake’s media career started with radio at Astro in 1996. He foresaw video becoming the big thing around 20 years ago, predicting “watching radio” would become popular through video platforms. Today, he talks about attention as the true currency.

We’re all caught in a cycle of checking social media likes and comments—a dopamine-driven behavior. Jake urges marketers to channel this attention into smart media strategies. Control has shifted from large media companies to everyday people. For example, a street vendor in Seremban can now reach over a million views.

Staying Relevant Amid New Content Formats

With TikTok-style content and AI-powered personalization rising, how can traditional broadcast platforms like radio stay relevant? Jake offers two key points:

• Supply and demand dynamics still matter.
• Radio must do what AI and digital can’t—build real, physical connections and create personality-driven content.

He emphasizes the need for radio to evolve beyond just playing music since streaming services like Spotify already fill that space. This shift requires trial and error, balancing catchy content with journalistic integrity.

Jake shares, “Some posts go viral for unexpected reasons, like a photo of my neighbor’s cat, while quality content might not get the same attention. Persistence is key. Data guides us, but consistency builds a brand.”

Authenticity in Content Creation

Jake’s online presence spans fitness on Instagram and business stories on LinkedIn. His strategy? Authenticity.

“People are tired of generic posts about promotions or gratitude. My best content is personal, like a story about my mom teaching me finance,” he says. Authentic stories capture attention because they feel real.

He advises marketers not to spread themselves too thin across every platform. Instead, choose carefully. For Jake, LinkedIn, Instagram, and YouTube Shorts work best, while TikTok is less relevant for his audience.

AI tools make it easy to repurpose content, but the goal should always be clear: what returns do you want? Jake studies engagement metrics closely to understand where content resonates, adapting accordingly.

For marketers ready to develop skills in AI and content strategy, exploring specialized courses can provide a practical edge. Resources like Complete AI Training offer focused learning paths to keep pace with these changes.