Kuala Lumpur, Malaysia – Malaysia Airlines has appointed Kingdom Digital as its creative automation agency following the conclusion of a retainer pitch, formalising a partnership that began with project-based work in July 2024.
The appointment establishes a longer-term collaboration aimed at delivering regional creative adaptation at scale, supported by Kingdom Digital’s Digital Creative Automation (DCA) technology and services.
Through the partnership, the airline aims to better engage international travellers across multiple markets while reinforcing its position as Malaysia’s national carrier.
In the aviation industry, where fares, promotions and market conditions frequently shift, brands often need to adapt campaign materials rapidly across different markets, languages and channels. Such demands can place pressure on traditional production workflows.
To address this, Kingdom Digital has introduced its Digital Creative Automation (DCA) as a Service model. Central to the partnership is the use of creative automation to help the airline respond more quickly to changes in the global aviation market, where volatility can affect fare prices and promotional activity.
Under a “human-in-the-loop” approach, automation is combined with human oversight to streamline workflows and update campaign messaging and pricing across multiple channels. The agency said this approach can reduce production turnaround times by up to 80%, while maintaining creative and strategic control.
The automation process is intended to enable Malaysia Airlines to bring campaigns to market more quickly while maintaining brand consistency and creative quality. It also allows the airline’s marketing team to allocate more time to strategic tasks such as developing brand narratives and designing campaigns aimed at strengthening connections with travellers.
Malaysia Airlines selected Kingdom Digital for its integrated creative automation capabilities, which include dynamic creative templating, multilingual adaptation, large-scale rich media versioning, and expanded video production. The system is supported by a dedicated automation team focused on implementing creative automation processes.
The retainer covers global marketing campaigns across more than 20 countries and supports the production of multi-language creative assets across static, HTML5 and video formats. These assets can be generated across multiple destinations, formats and placements while maintaining consistent brand standards.
By automating parts of the creative production process, the airline aims to address operational challenges linked to high-volume campaign production while enabling more dynamic brand storytelling.
The companies said the partnership also reflects a broader effort to develop marketing systems designed to support creative output rather than constrain it. Both organisations plan to continue refining workflows and exploring further creative and technological innovation through the collaboration.
“At Kingdom Digital, we believe technology should empower people, not replace them,” said Ryan Ong, CEO of Kingdom Digital. “This partnership with Malaysia Airlines allows us to solve real business operational challenges while unlocking new creative potential. By combining automation with human craft, we’re pushing the boundaries of creative AI automation to build smarter marketing ecosystems that scale.”
The appointment also highlights Kingdom Digital’s presence in Southeast Asia, supported by the strategic digital network of Hakuhodo International through its H+ Malaysia operations, as more brands explore hybrid models that combine artificial intelligence tools with human-led creative development.
Malaysia Airlines and Kingdom Digital said the collaboration aims to demonstrate how automation and creativity can work together to support global marketing operations and brand building across multiple markets.
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