Chamrun Digital’s Agentic AI to Break Silos, Boost Malaysia’s Public Service Efficiency
The existence of silos across various ministries and departments remains one of the persistent challenges in Malaysia’s public administration, resulting in inefficiencies and delays in decision-making, said Dr Behrang Parhizkar, Chief Executive Officer of Chamrun Digital and Chamrun AI.
“One of the biggest bottlenecks in our public service is the fragmentation among ministries, departments and data systems. Acting as a “smart connector”, Agentic AI can unify these fragmented data and workflows into a single, actionable platform enabling leaders to make more informed, timely and effective decisions,” he stated during his address at the Malaysia Digital Expo (MDX) Summit 2025 launching today.
While traditional AI operates reactively and is limited to individual tasks, Agentic AI is designed to be proactive, autonomous, and action-driven. It anticipates needs, plans ahead, and coordinates multiple processes across agencies, delivering faster and more integrated solutions for the public.
The potential benefits of Agentic AI are significant. In agriculture and food security, it helps farmers anticipate needs and improves demand and supply forecasting, potentially reducing the country’s RM70 billion annual food import bill. In public service, automating tasks such as form checks and license assessments can cut delays, allowing civil servants to focus more on policymaking and citizen services.
For fraud prevention, Agentic AI powered voice systems can operate 24/7, verifying reports instantly and alerting authorities in real time – a crucial feature given over RM573 million in online fraud losses recorded early in 2025.
Beyond technology deployment, Chamrun Digital, in collaboration with the Public Service Department (JPA), is conducting a six-month AI & Digital Leadership Programme to train senior officers within the public sector. The programme equips leaders with the skill to embed AI expertise for sustainable government transformation.
“Malaysia cannot afford to view AI as a passing trend. With Agentic AI, we are moving beyond pilot projects to real solutions that benefit citizens by improving public sector efficiency, responsiveness, and sustainability,” he emphasized.
This initiative positions Chamrun Digital and Chamrun AI as strategic industry partners to JPA and MyDIGITAL, fully aligned with the Malaysia Digital Economy Blueprint (MyDIGITAL) and the National AI Policy.
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THE NATIONAL ART GALLERY ORGANIZES IPOH SUKA LANGKA
The National Art Gallery is celebrating its 67th anniversary this year, reinforcing its role as the nation’s premier visual arts institution. From Kuala Lumpur to Langkawi, the artistic pulse continues in Ipoh with the establishment of a new branch, which is expected to begin operations next year in the iconic Pejabat Pos Lama Ipoh building, enriching Perak’s creative landscape as a hub for contemporary art.
In anticipation of the opening of its Ipoh, Perak branch, the National Art Gallery will organize “Ipoh Suka Langka” on 19th and 20th September 2025. This event will take place at the National Art Gallery Ipoh Branch and across several significant city landmarks, including Dataran Dato’ Sagor, Town Hall, Sultan Idris Shah II Mosque, and Ipoh Town.
This two-day program will feature a wide range of activities that combine visual arts, culture, and community in an inclusive and lively atmosphere. The event includes several art competitions, such as Ipoh Plein Air, Mobilegraphy – Jejak Seni, and a Children’s Coloring Contest. Community-focused activities will feature a Skate Jam and Neon Art Walk, while interactive workshops will cover AR Colouring, Animation Screenings, a Doodle Workshop, and a Cupcake Workshop.
Visitors can also enjoy stage performances showcasing local artists. Other activities include Bicara Rohani by Ustaz Syed Abdul Kadir Aljoofre, a Curatorial Session (Rapat Kurator) for art enthusiasts, and a variety of activity booths. Interestingly, the program will also feature a projection mapping show on the National Art Gallery Ipoh building every night throughout the event, which will combine digital technology, creative expression, and an immersive experience for visitors.
The program will be officially launched on 19th September 2025 (Friday), at 9.00 p.m. The ceremony will also include the launch of the "Ipoh Suka Langka Digitalization" initiative and a prize-giving ceremony for the winners of the "Most Creative Neon Costume" competition.
Through its diverse activities, the program not only serves as a platform for community engagement but also marks an important milestone for the National Art Gallery Ipoh as a new landmark in Ipoh, Perak. The public is invited to attend and enliven this program, celebrating art, culture, and community in the city of Ipoh. For more information, follow the National Art Gallery’s official social media platforms or visit www.artgallery.gov.my.
LPSVN UKK/600-01/05 JILID 2 (11)
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Attitude Ideology Wins Two Awards at the Hashtag Asia Awards 2025
Recognized for Excellence in Xiaohongshu Seeding and Integrated Social Campaigns with Lazada & Watsons
At the prestigious Hashtag Asia Awards 2025 held in Singapore, Malaysian branding & creative marketing agency Attitude Ideology clinched two major accolades for its outstanding integrated strategies and impactful social content executions. In partnership with Lazada and Watsons Malaysia, the agency showcased its prowess in Xiaohongshu (XHS) content seeding and cross-platform marketing.
The award-winning campaigns include:
Silver – Best Social Media Campaign for a Specific Audience
Lazada #TaoFashion Project
Bronze – Best Use of Social Media Platforms
Watsons Malaysia #WatsonsXHS Project
Both award-winning campaigns were fully conceptualized and executed by the Attitude Ideology team, centered around Xiaohongshu (XHS) as the primary content seeding platform. By leveraging the influence of KOCs, brand storytelling, and platform-specific amplification, the campaigns successfully built deep resonance and high engagement within targeted audience segments.
Hashtag Asia Awards is one of the region’s most influential accolades recognizing excellence in social and content marketing. The 2025 edition brought together top brands and agencies from across Asia, including Singapore, Malaysia, Hong Kong, the Philippines, Indonesia, and Thailand, marking a competitive and star-studded showcase of innovation.
Beyond Attitude Ideology, several other Malaysian campaigns stood out this year, including projects from Air Selangor and Telekom Malaysia (TM), reflecting the growing influence of Malaysia’s marketing industry on the regional stage.
Kien Lim, Founder and Strategy Director of Attitude Ideology, shared:“It’s truly encouraging to receive international recognition alongside our brand partners. As marketing trends evolve rapidly, we remain committed to content-first strategies that tap into local culture and community insights. Xiaohongshu seeding marketing has become a rising force across the region. With over 3 million users in Malaysia alone, it’s no longer just a platform, it’s a crucial gateway that deeply influences purchasing behavior. We believe this wave of social conversion is key for brands to create real, lasting value.”
Overall, Malaysia has about 25–28 million social media users, around 70–80% of the population — it’s part of Malaysian daily life. The big trend now is authentic content. “XHS is gaining so much popularity because it feels like digital word-of-mouth. People use it to discover what to buy, where to go, or which brand to trust. And especially for the Chinese-speaking market, it has become the go-to platform for authentic recommendations”, said Kien.
On the future trends on social media which will hit in 2026, Kien affirms,” The direction moving forward revolves around niche communities. Platforms that combine AI, shopping, and culture with strong community trust will grow fastest. People want simply wants platform that feel personal, relevant and meaningful.”
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