Media Prima is a local company that dares to use artificial intelligence (AI) technology in their programs despite being criticized by the public. Last weekend, they began using an AI host to present the coverage of the 17th Sabah State Election (PRN) developments by featuring the use of artificial intelligence (AI) technology, last Saturday.
The host, named Sofea, shared important data and context that was easier for viewers to understand. Among them were the number of seats, the number of voters and also the parties contesting in this PRN.
According to the graphic designer who produced Sofea, Nurul Farah’ain Nordin, the process of developing this presenter took a month and involved the process of creating characters, moods, and outfits that met the standards of live television broadcasts.
TV3 is not the first TV company to use an AI host in Malaysia. This status was held by Astro Awani when they introduced AI hosts named Joon and Monica in 2023. Media Prima however became the first company to use an AI radio DJ named Aina on Hot FM and launched the animated series Misteri di Sebalik Order on TikTok which was generated entirely using generative AI.
