COMM FEST 2025: Reimagining the Future of Media with AI in Broadcasting

By, Qistina Azreen & Syuhada Yusoff

GOMBAK, 27 MAY 2025: a captivating forum titled, ‘AI in Broadcasting: Reimagining Creativity, Control, and the Future of Media’ was held today in the Human Sciences Seminar Room, that brought together students into a deep discussion that focused on the transformative impact of artificial intelligence (AI) in the media and broadcasting perspective. This forum was organized by COMET IIUM under COMM FEST 25. The forum featured two prominent speakers who brought their diverse experiences from the media and broadcasting landscape. Among them are Mohd Nizar bin Mohd Mokhtar, a senior lecturer in the Graphic Design program at the Faculty of Art and Design, UiTM Puncak Alam Campus, and Hamka Rosli, as an editor of VAL media.

“We need to master both the technical side and the knowledge behind AI. At the end of the day, the real power of media lies in our brain and mind,” Mohd Nizar asserted. he said that AI should be viewed as a tool to enhance creativity, but not as a replacement for human intellect and he also highlighting how AI lacks the depth of human meaning, ideology, and narrative planning.

Meanwhile, another speaker, an alumnus of IIUM, Hamka Rosli, pointed out that since AI opens new possibilities such as mimicking voices and generating visual content, but we need to make sure it is used responsibly. He spoke out that AI can be a great tool, but unethical use like manipulation and misinformation is a real concern. He also reminded us that since we are from IIUM, we have to be more ethical and guided by integrity as content creators when using AI, likes in the content meant for public dissemination.

Throughout the forum, the speakers addressed the balance between high technology and high creativity, with both agreeing that AI cannot function effectively without human innovation. Hamka noted that prompt engineering and hands-on experience with AI platforms could give future media professionals a competitive edge. He said that “cutting-edge tools without creativity are meaningless.” So that’s the reason he encouraged students to familiar themselves and start mastering the use of AI tools to uphold our creative skills from an early age.

The discussion also touched on the challenges AI poses to traditional media. Mohd Nizar noted that current media is no longer a platform for one-way communication. “With AI, content is interactive, tailored, and curated to gain engagement,” he said. However, this also blurs the line between reality and simulation, leading to hyperreality, where content often becomes more dramatized or emotional which can be manipulated to maximize views. “What we experience is not unfiltered reality but a carefully constructed version,” he explained. He also stressed the importance of transparency, citing social media platforms that now require content creators to label AI-generated materials properly.

This forum reflected students’ interest and concerns about using AI on media platforms. Lastly, students were given the opportunity to engage with the speakers in a Q&A session.***