Sultan Nazrin: AI Is Rewriting Trust - Communicators Must Guard the Truth
At the Global Public Relations Conference and Festival (GPRCF) Malaysia 2025 in WTC KL, the Sultan of Perak, Sultan Nazrin Shah, issued a clear warning: AI is changing how information is created, shared, and believed - and it's testing our grip on truth.
His message to PR and communications leaders was simple and firm: humanise the tech. "To ensure that innovation never replaces empathy, and that speed never supersedes sincerity. We must remain ever-vigilant."
Why this matters for PR and communications
Trust is your product. AI can help you produce faster, analyse sentiment, and scale campaigns - but it can also flood timelines with false certainty and synthetic content. In his address, Sultan Nazrin reminded communicators that the standard doesn't change just because the tools get faster.
"In an age where misinformation spreads faster than understanding, we must face these challenges not with hostility, but with wisdom, and with a steadfast commitment to the truth and peaceful engagement."
Language sets the tone for national discourse
Calling for civility and precision, Sultan Nazrin noted that words either connect or divide. "Communication that enlightens rather than inflames is part of what sustains the dignity of our institutions and the unity of our people."
That places a direct duty on communicators - in government, business, and media - to protect truth, civility, and accuracy. He cautioned that harsh or divisive speech erodes trust and cohesion, and stressed that the integrity of language is the foundation of public trust and national stability.
What to do next: Practical guardrails for teams
- Declare what's AI-assisted. Label AI-generated or AI-edited content. Transparency earns attention that lasts.
- Tighten verification. Use source triage: primary source, independent confirmation, and digital forensics (reverse image search, metadata checks, and content provenance tools).
- Adopt a "human-in-the-loop" standard. No AI-produced asset goes live without human review for context, tone, and cultural fit.
- Stand up a misinformation playbook. Pre-approve response templates, escalation paths, and correction visuals for fast deployment.
- Train spokespeople for AI-era risks. Prep statements for deepfake scenarios, manipulated quotes, and synthetic virality.
- Measure truth as a KPI. Track correction speed, source diversity, and post-correction sentiment - and report it.
- Protect brand voice. Build style guides that include AI prompts, "do-not-use" phrases, and cultural sensitivity checks.
- Collaborate across markets. Share verified assets and fact-checks with partners to reduce duplication and drift.
ASEAN context: Cooperation over confrontation
As Malaysia's ASEAN Chairmanship for 2025 nears its conclusion, Sultan Nazrin urged member states to choose cooperation. He called on communicators across the region to bridge divides and translate policy into public understanding.
For broader context on regional collaboration and standards, see ASEAN's official site, and for guidance on platform accountability and misinformation, review UNESCO's Guidelines for the Governance of Digital Platforms.
Who was in the room
Communications Minister Datuk Fahmi Fadzil attended, alongside former Malaysian National News Agency (Bernama) chairman Datuk Seri Azman Ujang and Malaysian Press Institute (MPI) president Datuk Yong Soo Heong, the former Bernama editor-in-chief. The inaugural three-day conference has gathered over 500 communication leaders, media professionals, policymakers, and academics from Malaysia and abroad.
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The takeaway is clear: Use AI, but don't outsource judgement. Move fast, but keep sincerity and accuracy in the lead.
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