In a statement, Umno information chief Azalina Othman Said explained that the move was part of the party’s digital campaign to diversify content forms and utilise trending platforms.

Azalina said the information unit would also leverage AI to accurately identify voter trends and sentiments.

“This will assist in crafting more effective communication strategies and make us more responsive to changes in public perception,” she said.

She also said the information unit plans on offering digital communication training modules to train more of the party’s communication machinery at the grassroots level.

Azalina said this would help it produce high-quality, authoritative digital content to attract public attention and disseminate party messages more effectively.

“With these initiatives in place, the information unit is confident in further strengthening the party’s position and enhancing its image, particularly in the landscape of ‘digital politics’,” she said.

“Ultimately (Umno hopes to) win the support of the public, especially the younger generation.”

She said Umno’s information unit is implementing these steps in line with party president Ahmad Zahid Hamidi’s speech today about how the widespread use of mobile phones had led to “digital politics”.

Speaking at the opening of the Umno general assembly, Zahid stressed that the party needed to evolve to ensure it dominates cyberspace and maintains its relevance, particularly among the youth.