Dubai: Dubai Media has launched Media X, its flagship AI Transformation Programme, reinforcing the organisation's commitment to Dubai's vision of becoming a global leader in artificial intelligence and digital innovation. The programme will integrate AI across every stage of media operations, accelerating digital transformation while empowering talent with the skills and technologies needed to shape the future of media.
Media X is designed to build an AI-powered media ecosystem where intelligent technologies support idea generation, content creation, production and audience engagement. The programme will enhance operational efficiency, improve content quality and establish an internal community of AI practitioners capable of driving innovation across television, radio, newspapers and digital platforms. The initiative reflects Dubai Media's commitment to adopting advanced technologies that strengthen competitiveness and future readiness.
The programme represents a long-term strategic transformation roadmap focused on developing AI-enabled media solutions, identifying high-impact use cases and integrating emerging technologies into everyday operations. Its first phase will be delivered through the Media X AI Accelerator, which will equip a select group of employees with practical AI skills and specialised tools tailored to the media industry.
Shaikha Ahmad, Chief Human Capital Officer at DMI, said the global media industry is being reshaped by artificial intelligence, creating new opportunities to reimagine content creation, production and audience engagement.
She said: "Media X is more than a technology initiative—it is a strategic transformation programme that will embed artificial intelligence into the way we work, create and innovate. By equipping our people with advanced capabilities and turning emerging technologies into practical applications, we are building a more agile, efficient and future-ready media organisation."
She added: "This programme reflects Dubai Media's commitment to supporting Dubai's ambition to lead the digital economy while nurturing a culture of continuous learning and innovation. Artificial intelligence will empower our teams to enhance creativity, accelerate production and deliver richer audience experiences, while preserving the editorial excellence, credibility and quality that define our media brands."