Content is everywhere, yet engagement feels harder to earn.

What happens when Malaysian audiences aren’t reacting, and instead are quietly tuning out? Is this content fatigue or a sign that much of what brands put out has become repetitive and easy to ignore?

Drawing from experience across hundreds of campaigns and thousands of creators in Malaysia and the region, Shermaine Wong, Founder and CEO of Cult Creative, shares why algorithms and AI aren’t the real problem, how trust has shifted away from big brands, and what actually cuts through in 2026. A grounded conversation on judgement, intention, and why depth now matters more than volume.