UNAIR NEWS Prof. Dr. Rachmah Ida, PhD, a media and communication expert at 51动漫 (UNAIR), served as a speaker at MACE CONNECT 2026: International Symposium in Communication & Media Research held virtually on Tuesday, April 21, 2026. During the event, she explained the importance of integrating local wisdom into the development of Artificial Intelligence (AI) in Southeast Asia (ASEAN).
In the forum titled Communication Future in Asia: Trends, Challenges, and Collaborative Pathways, Prof. Ida emphasized that Southeast Asia has transitioned from a passive consumer to a proactive producer and innovator of AI.
淚 think countries in ASEAN have also started implementing generative AI content and technology in various sectors, including the public sphere, she said.
Communal strength in the digital era
Another point highlighted by Prof. Ida was the strong presence of communal values in Southeast Asia. Despite technological advancements, media representations that emphasize harmony, family, and community values are considered more effective than individualistic approaches.
Media representations aligned with harmony and family values continue to create strong emotional resonance among consumers. She gave examples of e-commerce companies such as Grab and Lazada in using AI to present advertisements and services that tell local stories through regional languages and influences while maintaining global design standards.
Potential threats of AI in news media
Prof. Ida also warned about the risks of AI in presenting harmful stereotypes. She explained that AI data often lacks diverse local cultural context, so supervision is needed to ensure authentic representation.
Referring to a study by BBC Media Action, Prof. Ida highlighted the use of AI in Indonesian news media. As many as 75 percent of journalists in Indonesia used AI tools such as ChatGPT and Gemini in their daily work. While many saw AI as an opportunity, some also viewed it as a potential threat.
淭his becomes both a technical and cultural challenge that must be addressed so that technology does not create a gap with social realities, she said.
Furthermore, she noted that AI has emerged as a novel tool for political communication, where citizens use generated content to express national concerns. 淥ur challenge is to ensure digital sovereignty is maintained amidst technological literacy gaps, so that local identity remains authentic and is not eroded by global standardization, Prof. Ida concluded.
Author: Nur Ibad Khasani
Editor: Khefti Al Mawalia
