Telekom Malaysia blends music and generative AI for national day

Telekom Malaysia (TM) is celebrating the nation’s Independence Day with a music video made with generative AI to showcase the people and traditions of Malaysia through a digital perspective.

The AIDENTITI KITA (OUR AIDENTITY) campaign, features local artists MK (K-Clique), Suki Low and Balan Kash as they interact with their community that get transformed with AI.

As the artists interact with people or food, the images constantly change throughout the music video alongside text prompts to highlight the nation’s rich culture and heritage.

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“Inspired by the many faces and facets of our nation, and our purpose in progressing with human-centered technology, we at TM aim to foster unity by bridging culture and technology,” said the company in a statement.

“The campaign also embodies the core of our brand promise, ‘Your Next is Now’, as well as our unwavering commitment to introducing cutting-edge technologies and ensuring their accessibility to all Malaysians,” said Amar Huzaimi Md Deris, TM’s group CEO.

AIDENTITI KITA shows TM’s commitment to the National Artificial Intelligence Roadmap where AI is a key part of the 4th Industrial Revolution as Malaysia looks toward being a technologically advanced nation by 2030, Huzaimi added.

As part of the campaign’s emphasis on inclusivity, the public can co-create their AI-generated profiles or AIDENTITIs when they submit which state they are from, their favourite food and a cultural element.

The public will also have the option and chance to showcase their personal AIDENTITIs on digital billboards nationwide.

This national day, TM is also collaborating with merchandise company A Piece of Malaysia (APOM) to celebrate each of Malaysia’s 14 states through specially designed APOM merchandise.

As Malaysian brands have gotten creative with how they integrate AI into their campaigns, RHB Bank and Star Media Group are showcasing its continued support for small and medium-sized enterprises with a second instalment of the #JomSapot BeliLokal initiative (Come Support and Buy Local) that features Malaysian actress, fashion icon, TV host and entrepreneur Sazzy Falak.

Together with RHB’s creative agency, FCB SHOUT, the new campaign utilises Falak’s face and voice to promote the brands or local merchants by creating ads that appear to star the Malaysian entertainer with artificial intelligence and machine learning.

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