Newly appointed Consumer Council chief executive Alaina Shum on Monday said she hopes to make use of artificial intelligence to improve cost efficiency due to budget constraints, as she revealed her vision and goals for her new role.

Speaking to reporters for the first time since taking office three weeks ago, Shum said she regards the position as a mission rather than a job, and that her past experience will help her.

"Although my previous jobs in statutory bodies do not 100 percent tie in to consumer protection, I do see a lot of synergy that I can leverage," she said.

"For example, in terms of stakeholder collaborations, in terms of statutory compliance, policy enforcement, etc, I guess there are many areas from my previous experience to help me get started in this role."

Shum said she also wants to revolutionise the watchdog's publicity strategies, instead of heavily relying on its monthly Choice magazine.

"We want to deploy more social media and digital platforms to communicate with our users in a more efficient and faster [manner], and this also allows us to be able to catch the attention of more consumers from different segments," she said.

Shum added that she hopes to kick-start an online dispute resolution mechanism the watchdog has been planning for some time.