Interview Highlights

Christopher Fun, Lead of Mediacorp’s SocialHub, shared his perspectives on how data and AI are reshaping influencer marketing during his panel discussion at Asia Tech x Singapore (ATxSG) 2025.

Reflecting on the session, he highlighted the powerful combination of social media, data, and AI in transforming audience engagement:

“Social media, data and AI create such an amazing new way of engaging our audience because it allows us to understand them and create the most precise and personalized content, with ways to measure success we couldn’t through other platforms.” — Christopher Fun

The Convergence of Social Media, Data, and AI

Christopher emphasised how the integration of these three forces is creating unprecedented opportunities for brands and broadcasters:

• Personalised content creation: Data-driven social media strategies empower tailored messaging that resonates with audiences at scale.
• Smarter measurement: AI in content creation and social media data analytics unlock advanced insights, going beyond the capabilities of traditional platforms.
• Future outlook: As AI continues to evolve, broadcasters and content creators will have even greater ability to reach audiences in meaningful, impactful ways.

Insights from the ATxEnterprise 2025 panel reinforced this, highlighting the importance of:

• AI-human collaboration to balance efficiency with authentic storytelling.
• Real-time content adaptation, where engagement metrics guide rapid response and follow-up content.
• AI-powered content gap analysis to identify trending topics and opportunities.

This convergence signals a future where influencer marketing is more data-driven, measurable, and adaptable than ever before.

Explore more on AI in marketing and data analytics in our feature: Data Governance in the AI Era: How Enterprises Can Secure and Optimise Their Data

Evolution of Broadcasting Through Technology

When asked about his ATxEnterprise experience, Christopher reflected on how broadcasting has been transformed by technology.

He noted that while “broadcast” might be considered a traditional concept, technology has broadened its meaning — from livestreaming to social-first platforms — giving organisations like Mediacorp new ways to connect with audiences.

For established media companies like Mediacorp, this evolution has:

• Expanded distribution beyond linear TV into digital-first ecosystems.
• Enabled influencer collaborations that drive both B2C and B2B growth.
• Balanced livestream opportunities with traditional broadcast strengths, creating a hybrid model.

The BroadcastAsia 2025 sessions echoed this shift, stressing how platform-specific engagement strategies and metadata optimisation are key to improving discoverability and audience connection in the digital era.

For more on the shifting media landscape, check out: Q3 2025 APAC Broadcasting Market Deep-Dive

Building Community Through Technology

When asked to sum up ATxEnterprise in three words, Christopher chose: “Friends, Technology, Purpose.”

He described the event as a place where:

• Thought leaders come together to exchange best practices.
• Technology helps foster purposeful connections.
• The community grows stronger by aligning individual and collective goals.

This highlights how Asia Tech x Singapore serves as a hub for collaboration, innovation, and shared learning.

About Christopher Fun

Christopher Fun brings over 19 years of experience in shaping award-winning brand narratives and go-to-market strategies for leading global brands. Throughout his career, he has led multi-million-dollar integrated campaigns across government, consumer technology, telecommunications, aviation, travel, and other consumer sectors — setting new benchmarks with full-funnel, multi-platform storytelling.

In recent years, Christopher has pioneered Mediacorp’s venture into MarTech by founding SocialHub, the company’s social-first marketing and content commerce agency platform. Under his leadership, SocialHub has become a driver of data-driven influencer marketing, combining content, commerce, and analytics to help brands engage audiences with greater precision and impact.

About Asia Tech x Singapore

Asia Tech x Singapore (ATxSG) is Asia’s flagship tech festival, convening global leaders, enterprises, and innovators to shape the future of technology. The event comprises:

• ATxSummit — a government-led summit addressing global digital developments.
• ATxEnterprise — exhibitions and conferences including BroadcastAsia, CommunicAsia, SatelliteAsia, TechXLR8Asia and The AI Summit Singapore

At BroadcastAsia, where Christopher participated, discussions focused on the role of media, data, and AI in accelerating digital transformation for broadcasters and content creators.

Be part of the conversation, Pre-Register now for Asia Tech x Singapore 2026.

Full Interview Transcript

So, Christopher, you've just come up with a panel discussion around data-driven influencer marketing. What are some of your main highlights from the session?

I think one of the most exciting things that we've shared about is how social media, data and AI can create such an amazing new way of engaging our audience because it allows us to understand them and create the most precise and personalised content and give us a way to measure success like we couldn't through other platforms.

So I think that really got me excited and the panel just excited over the future that all these things can have for us in engaging and broadcasting messages to the larger audience.

How has your ATX enterprise experience been so far?

It's been really exciting because I'm just looking around how technology has evolved. Broadcast is such a traditional word, but if you think about it, technology has evolved in a way to help content creators like MediaCorp, like all the influencers we work with, and how we can reach out to the many in the most personalised way, whether it's through livestream or the traditional platforms that we know of. I think this is the beauty of getting all this technology and thought leaders together to think about our network.

If you could describe ATX enterprise in three words, what would they be for?

Wow, three words. Friends, technology, purpose. It's a place where we gather together, share the best practices to really reach the purposes that each of us have individually.