AI in Social Media: A Powerful Tool or a Double-Edged Sword?

20 April 2026

KOTA KINABALU: Dr. Masri Abdul Lasi, an international expert in Marketing Technology, Strategic Leadership, and Financial Governance attached to UiTM Trengganu, warns that AI's rise in social media demands balance between its empowering potential and serious risks.

Dr Masri who hails from Keningau shared, AI transforms social media into a business essential, especially in Malaysia's digital push under Belanjawan Madani 2026, which boosts 5G, SME digitalisation, and connectivity to regions like Sabah. It personalises content, automates tasks, and levels the playing field, allowing a Sabah entrepreneur to reach national markets without a physical store. "This is the real power of AI, it reduces barriers and creates access."

He however highlighted Key Risks. Deepfakes and manipulated images erode trust, turning entertainment into deception by exploiting identities without consent. Over-reliance on AI stifles critical thinking, particularly among youth and professionals who generate content without grasping ideas. Dr. Masri emphasises, "AI should support thinking, not replace it," adding that it won't eliminate jobs but those who fail to adapt."

National efforts include Bahasa Melayu AI models and sovereign infrastructure to safeguard data and culture. Success hinges on blending AI efficiency with human authenticity, "AI can generate content, but it cannot generate meaning. That remains a human responsibility."

On the path forward, he said, "For Sabah, AI offers economic inclusion but requires digital literacy to avoid dependency." Dr. Masri calls for shared accountability, governments directing, platforms enforcing rules, educators raising awareness, and users judging wisely.

"Used wisely, AI becomes a tool for empowerment. Used carelessly, it becomes a tool for manipulation," he stressed, urging a mindset shift to shape a trustworthy digital society.

Dr Masri holds a PHD in Business Administration and a PHD in Marketing.