AI SHE LEADS, held recently at Federal Hall, Sultan Abdul Samad Building, Kuala Lumpur, brought together women executives, emerging leaders and senior practitioners from across Malaysia, ASEAN and the wider Asia-Pacific region for a vibrant and future focused forum on AI, leadership and inclusive digital transformation.
The forum explored how Artificial Intelligence can empower women, strengthen decision making and reshape leadership pathways across government, corporate sectors and civil society.
Officiating the forum, the Minister of Women, Family and Community Development, Dato’ Seri Hajah Nancy Shukri, emphasised that AI must be shaped with people, values and communities at its core.
She said: “Technology is not just about machines. It is about people. It is about our values, our communities, and our future.” She stressed that women must not only adapt to technological change but play a central role in shaping it, noting: “Women should not only adapt, but women must also help shape the direction of technology.”
Drawing from her experiences in Sarawak, she highlighted how AI can uplift women entrepreneurs across Malaysia, from longhouses to cities, saying: “With AI, even a small business owner in Kapit or Betong can reach customers far beyond her district.”
She also underscored the importance of ethical AI, reminding participants that “ethical AI is not just a technical matter. It is a social responsibility.” Her keynote culminated in a powerful call for women to lead at every level of society: “True empowerment means women’s voices are heard at every level – from the community hall to the corporate boardroom.”
The forum also highlighted the role of higher education in supporting women’s leadership in the digital era. Professor Datuk Dr Azlinda Azman, Director-General of Higher Education, referenced the Ministry of Higher Education’s virtual counsellor, AIMI- an AI-powered support system designed to strengthen student wellbeing and mental health.
She noted that innovations like AIMI demonstrate how AI can be deployed responsibly to support young people, especially women, as they navigate academic, emotional and professional challenges. Her message reinforced the importance of building AI systems that are ethical, empathetic and aligned with Malaysia’s social priorities.
Speaking at the forum, AI SHE LEADS host Jaffri Amin Osman reflected that although AI is used globally and he personally relies on various AI tools daily, it was the women in his life who shaped his leadership journey.
He recalled his grandmother, a colourful and formidable figure whose authenticity, courage and sharp instincts taught him to be fearless yet grounded. He emphasised that empathy, face-to-face communication, trust building and emotional engagement remain critical leadership qualities.
As such, he highlighted the importance of embracing another form of AI – Authentically Inspiring leadership. Jaffri noted that in an era of rapid technological change, these timeless human qualities remain indispensable, reminding participants that while AI may transform how we work, it is human character that ultimately defines how we lead with wisdom, purpose and impact.
Peing Tajang of Sarawak Energy added “The 8th edition of the Kuala Lumpur International PR Conference (KLIP) as well as the associated AI She Leads session shows how the annual forum continues to grow from strength to strength as a premier platform for strategic communication, maintaining its relevance through well considered topical choices.
In addition to in depth discussions on pressing issues of the day faced by the communication community in general and women in particular in the AI She Leads sessions, the look forward view ensures all delegates including from outside the public relations sectors understand current challenges and enhance their future-readiness.
The Ministerial speakers as well as subject matter experts from across SouthEast Asia as well as Australia, New Zealand and South Korea further elevated the sessions. Well done to the organisers.”The day concluded with a vibrant Asia-Pacific panel session featuring Fiona Cassidy, Immediate Past Chair of the Public Relations Institute of New Zealand; Professor Minjung Sung of Chung Ang University, South Korea; Ruby Wan of Wasabi Creation PR Consultancy, Hong Kong; Jennifer Muir, CEO of She Advocates Australia; Peing Tajang, Vice President of Corporate Shared Services at Sarawak Energy; and Azza Pawanchik, Chief Marketing and Communications Officer of Wong International Group.
The discussion sparked a dynamic exchange of ideas, with panellists challenging assumptions, sharing personal experiences and offering bold, thought provoking insights on how AI is reshaping leadership pathways for women. The session drew strong engagement from the floor, closing the forum on a high note of energy, curiosity and optimism.
AI SHE LEADS as part of KLIP 8 brought together more than 300 women executives and leaders from government and corporate sectors across Malaysia, ASEAN and the AsiaPacific, including representatives from Sarawak Energy, Guardian Malaysia, Petronas, Ministry of Women, Family and Community Development and Aras Integrasi, alongside regional communication bodies such as Institute PR Malaysia (IPRM), the ASEAN PR Network, London School of PR, PERHUMAS Indonesia, the Global Alliance for Public Relations and Communication Management, and delegates from Australia, Hong Kong, South Korea and New Zealand.
Their participation underscored the growing momentum behind women-centred leadership in AI, communication and governance across the region. As Malaysia and the Asia-Pacific navigate rapid technological change, AI SHE LEADS has emerged as a vital platform for elevating women’s voices, strengthening digital inclusion and shaping a future where technology and leadership evolve hand in hand.
The forum’s energy, diversity and depth of dialogue reflect a shared commitment to ensuring that women are not only protected in the digital era but empowered to lead it, from the longhouses of Sarawak to the boardrooms of Kuala Lumpur.
