Japanese drink Calpis names MY AI DJ as new brand ambassador

Malaysian AI radio DJ, Aina Sabrina, has been appointed as the newest brand ambassador for Calpis, a Japanese cultured milk drink.

As the official sponsor for the first AI radio show in Malaysia, Calpis will be using Sabrina to promote its newly launched Calpis Chewy Grape drink. Titled “Calpis with Aina”, the show will be in line with Sabrina’s characterisation as someone who loves all things Japanese. Through this, it aims to bring Sabrina closer to listeners and consumers.

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As part of the partnership, Fly FM’s exclusive “AI Song Contest” run by Sabrina on Thursdays will enable listeners to call in to guess the real singer of a song and win RM150 cash prizes and Calpis products.

“With the introduction of an AI radio DJ, we are extremely excited to introduce a brand-new phase of the Malaysian radio industry, and Aina is the definition of this,” said Sean Matjeraie, content director at Fly FM.

Amy Gan, VP of marketing at Etika, the manufacturer and distributor of Calpis, said that Sabrina forms part of its revolutionary approach to brand representation. She added that the brand has a commitment to innovation as the first in the industry to embrace an AI ambassador as the face of its brand.

Known as Aina, the AI radio DJ is a brainchild of Calpis and Malaysian English-language radio station, Fly FM. She is currently on air on weekdays from 2pm to 4pm on Fly FM, in a first for Malaysian radio broadcasting.

Sabrina was developed by Fly FM’s in-house team of production engineers, through artificial intelligence technology. Equipped with a vast music database, the AI DJ creates and mixes music in real-time, adapting to the listener’s mood. Sabrina also offers personalised music recommendations based on individual preferences.

This comes shortly after Fly FM achieved a new feat with a fully AI radio DJ crew taking over for a day in October. To drum up excitement for the day, which happened on 5 October, the studio launched a new social media campaign spanning Instagram reels that eventually led to an AI takeover after Fly FM DJs found themselves locked out of the studio.

The first reel was posted on 2 October and featured a video call between two Fly FM DJs who talked about the subpar quality of Malaysia’s first AI DJ Aina Sabrina’s single. They also talked about how tensions have begun to mount at the studio between Sabrina and other DJs. Sabrina then interrupts the video call and warns the DJs to watch their backs. 

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