Malaysia PM Anwar Ibrahim launches AI avatar to reshape citizen engagement

Malaysia Prime Minister Anwar Ibrahim is set to introduce an AI-powered avatar of himself, becoming one of the few world leaders to deploy artificial intelligence as a public-facing extension of government leadership, according to media reports.

Developed by Malaysian digital infrastructure firm Zetrix AI Bhd, the avatar, named PMX AI, is expected to launch within days. The initiative, led by Anwar's political party, Parti Keadilan Rakyat (PKR), aims to improve access to public services while showcasing the country's digital transformation ambitions.

"AI will transform governance and politics," said Zetrix Group Managing Director TS Wong.

People-first AI

PMX AI has been trained on Anwar's speeches, writings and government policies, enabling it to communicate in a way that closely mirrors the prime minister's style and positions.

Built as an agentic AI system, the avatar can independently complete complex, multi-step tasks rather than simply answering questions.

According to Wong, the platform uses a "personal knowledge" model that is continuously updated with Anwar's latest speeches and public remarks, allowing it to deliver responses that evolve in real time.

Workforce support

Beyond answering citizen queries, PMX AI is designed to guide Malaysians towards government training programmes, skills initiatives and job opportunities based on individual needs and career aspirations.

Students will also be able to receive personalised education and career recommendations, while users seeking government services can complete processes such as renewing a driving licence, making payments and tracking transactions through the AI assistant.

The platform supports conversations in English and Malay, while also recognising regional dialects, colloquial expressions and Malay slang to improve accessibility.

Leadership strategy

The launch reflects Anwar's broader vision of positioning Malaysia as a digital-first economy while preparing its workforce for higher-value jobs powered by emerging technologies.

It also comes as the country heads towards national elections due by early 2028, reinforcing the government's focus on innovation, AI adoption and digital investment.

The Prime Minister's Office has released a launch video introducing the platform.

"No leader can be everywhere, at every moment. That is the reality," the narration says. "It's not merely an avatar. It is a digital extension of myself. Ready to listen, assist and serve the people."

Global momentum

Malaysia joins a growing number of countries using AI-powered digital leaders for public engagement.

Ukraine's President Volodymyr Zelensky has used AI-generated multilingual messages, India's Prime Minister Narendra Modi has deployed AI to communicate in multiple Indian languages, and South Korean President Lee Jae Myung used an AI avatar extensively during his election campaign.