By Syed Mohammed Idid | General Manager, Strategic Communications & Stakeholder Engagement, West Coast Expressway Sdn Bhd | Deputy Chairman, Public Relations Practitioners Society of Malaysia
The conversation around AI regulation often begins and ends with developers, engineers, and system architects. That view is too narrow. In the real world, AI already influences hiring shortlists, customer service responses, media monitoring, content drafting, internal risk scoring, and even how organisations respond to crisis. When AI affects people and outcomes, the question is no longer whether the technology works, but who answers when it does not.
That is why the proposed Bill matters. It seeks to close a governance gap that existing laws have not fully addressed. Data protection rules may govern the personal information AI processes, but they do not by themselves regulate the behaviour of the AI system, the fairness of its outputs, or the accountability structures behind it. Sector regulators may cover pieces of the puzzle, but there has long been no single framework that treats AI as a distinct governance issue. The Bill attempts to change that.
For communicators, this is not abstract policy. It directly affects how organisations speak, what they disclose, and how they defend public trust when AI is involved in decision-making or content generation. The reputational risk is obvious: one flawed AI-generated response, one biased automated decision, or one poorly managed AI incident can quickly become a credibility crisis. In an environment where trust is fragile and news travels fast, silence or vagueness is no longer a safe default.
The Bill’s proposed principles are particularly relevant to public relations and corporate communications. Human dignity, transparency, accountability, safety, and data stewardship are not just legal concepts; they are communication principles. They describe what the public expects from responsible institutions. If an organisation uses AI in ways that shape public outcomes, it must be able to explain not only what the system does, but also why it is being used, who oversees it, and how harm is prevented.
The distinction between “developer” and “deployer” is equally important. In practice, organisations often purchase or subscribe to AI tools and assume that responsibility remains with the vendor. That assumption is dangerous. If a company deploys AI in a business process, it cannot outsource reputational accountability. A vendor may build the tool, but the organisation deploying it will still answer to customers, regulators, employees, journalists, and the public.
This is especially important for senior communications practitioners, who are often the bridge between technical reality and public expectation. PR leaders must now ask harder questions: Where is AI being used? Who approves it? What are the limits of the system? What happens when it fails? Can we explain the decision in plain language? These are no longer niche questions for IT. They are strategic questions for leadership.
The proposed incident reporting mechanism also changes the communications landscape. AI errors will not remain internal for long, especially when they affect customers, workers, or citizens. Organisations should therefore build AI incident response into their crisis management architecture. That means pre-approved holding statements, clear escalation pathways, coordinated legal and reputational reviews, and a disciplined approach to disclosure. The worst outcome is not the incident itself, but a slow, defensive, or contradictory response.
The AI Sandbox concept is also worth noting. Supervised testing before full deployment is sensible, but it should not be mistaken for immunity. If anything, it reinforces the need for disciplined internal governance. Organisations should treat sandbox testing as a stage for learning, documentation, and risk review — not as a communications vacuum where public accountability can be postponed.
For public relations professionals, there is another dimension here: authenticity. AI is already entering content creation, media monitoring, audience analysis, and stakeholder engagement workflows. Used well, it can improve speed and insight. Used carelessly, it can produce generic, inaccurate, or ethically questionable output that erodes trust. The challenge is not whether to use AI, but how to govern it without compromising professional judgement, editorial integrity, or organisational values.
This is where leadership matters most. Senior practitioners should not frame AI governance as a burden to be managed quietly by compliance teams. It is a board-level issue that belongs in enterprise risk, reputation strategy, and stakeholder trust conversations. Communications leaders should help shape internal policy, not merely react to it. That includes insisting on clear ownership, documented accountability, transparent use policies, and meaningful training for anyone using AI in external-facing or decision-support roles.
Malaysia’s public consultation on the Bill is therefore an important moment. It is an opportunity for industry to shape a framework that is practical, risk-based, and fit for purpose. But organisations should not wait for the final wording before acting. The governance expectations are already visible. The direction of travel is already clear. And the reputational cost of being unprepared will be far higher than the cost of readiness.
In the end, the AI question is not only about innovation. It is about stewardship. It is about whether organisations can adopt powerful tools without abandoning accountability. For PR and strategic communications professionals, that is not a peripheral concern. It is the heart of the profession.
About the Author:
Syed Mohammed Idid is General Manager, Strategic Communications & Stakeholder Engagement at West Coast Expressway Sdn Bhd and Deputy Chairman of the Public Relations Practitioners Society of Malaysia. An award-winning communications leader with more than 35 years of experience, he is a recognised advocate for AI-powered communications, crisis leadership and stakeholder trust. A regular speaker and industry commentator, he writes on how organisations and SMEs can harness artificial intelligence responsibly to strengthen reputation, resilience and long-term business value.
