Arab Social Media Influencers Summit to spotlight AI, digital influence and content creation

Dubai: The Arab Media Summit Organising Committee has unveiled the agenda for the Arab Social Media Influencers Summit (ASMIS), which will bring together leading influencers, content creators and experts to explore the future of digital media and content creation, and examine how digital influence can drive positive impact across Arab societies. The summit will be held under the umbrella of the Arab Media Summit 2026, organised by the Dubai Press Club under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and under the directives of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council. Her Excellency Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, President of the Dubai Press Club, and Chairperson of the Arab Media Summit Organising Committee, said the Dubai Press Club has worked closely with content creators across the region since the launch of ASMIS in 2015 to enhance the quality of Arab content and its positive impact on society. She said the organisation remains committed to strengthening the summit's role as a platform for knowledge exchange and collaboration while supporting the development of innovative, responsible and impactful Arab content. Maryam Al Mulla, Director of the Dubai Press Club Maryam Al Mulla, Director of the Dubai Press Club, said this year's edition will offer a more focused and enriching experience, bringing together social media influencers, content creators and experts to discuss developments shaping the digital landscape and share practical insights. Digital influence The programme will feature a session titled "Media and Fifth-Generation Warfare", with His Excellency Dr Mohamed Al Kuwaiti, Head of the UAE Cybersecurity Council, in conversation with Sami Qasimi, presenter at Sky News Arabia. A session titled "Tools for Impactful Content Creation" will feature content creators Rawaa Al Jallad, Musab Al-Tuwaijry and Omar Kaskas, moderated by financial journalist Nourhan Abo Samra. Another session, "Boundless Reach Across Digital Platforms", will bring together content creators Saba Shamaa, Abir Al Saghir and Esraa Nabil. The discussion will be moderated by Walid Elmusrati. The summit will also host "Amazon: What's Worth Paying Attention To?", featuring Rayan Karaky, Managing Director of Amazon Ads for Europe, the Middle East, Africa and Southeast Asia. Trust and knowledge On the second day, the session "Doctor or Influencer: Whom Should We Believe?" will explore how audiences navigate health information online. Participants include consultant dermatologists Dr Anwar Al Hammadi and Dr Talal Al Muhaisin, alongside doctor and content creator Dr Munther Al Herani. Another session, "Impact Begins with Knowledge", will feature content creators Imane Ennaim, Abdullah Annan and Eisa Al Habib, moderated by Sara Al Refai, Chief Executive Officer of Idraak Media. The summit will also host a session in collaboration with TikTok titled "Driving the Digital Economy: The TikTok Effect", featuring Kinda Ibrahim, Regional General Manager of Operations for TikTok Europe, the Middle East and Africa. AI and economic decisions The final day will include a session titled "Creating with AI", featuring content creators Hasan Thamer, Hakam Kiki and Sarah Younes. The discussion will be moderated by Abdullah Al Sharhan, Manager of Creative Services at Sharjah Media City (Shams). The influence of social media on financial and economic choices will be explored in "Scroll, Swipe, Spend", featuring economics and financial empowerment expert Samah Al Hajeri, content creators Mohannad Al Wadiya and Ahmed Elgamal, and economist Ahmad Enezan. The session will be moderated by Hind Al Naqbi of Dubai Media Incorporated. Entertainment and sport The programme will also include "Behind the Viral Moment", featuring content creators Hussein bin Mahfouz, Beki Ksouri, Ahmad Aburob and Ahmed Sharif, moderated by Joyce Akiki. The summit will conclude with "Post-Whistle Stardom", featuring sports content creators Bilal Al Haddad and Mohammed Alnoufali, alongside Ibrahim Fayeq, presenter at MBC Masr. The session will be moderated by media presenter and content creator Jassim Al Shehimi.