Mona Al Marri: AI and digital transformation will redefine media’s future

Dubai: Her Excellency Mona Ghanem Al Marri, Vice President and Managing Director of the Dubai Media Council and Chairperson of the Organising Committee of the Arab Media Summit, said the media industry is entering a new phase in which technology is reshaping many of the rules that have governed the profession for decades, from content production and newsroom operations to audience engagement, media economics and revenue models. Speaking ahead of the opening of the Arab Media Summit tomorrow under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE and Ruler of Dubai, Al Marri said digital transformation will play the leading role in shaping the future of media. She stressed that, under the guidance of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, the summit continues to strengthen its position as a leading regional platform for the exchange of ideas, expertise and partnerships between Arab and international media organisations. Al Marri said the summit has evolved continuously since its launch around 25 years ago, with preparations for each edition beginning shortly after the previous one concludes. She noted that selecting themes and topics requires extensive dialogue with media professionals across the Arab world to ensure discussions remain closely aligned with the sector's priorities and aspirations. She added that this year's expanded edition reflects the geopolitical, economic, social and cultural transformations taking place across the region, while also reinforcing Dubai's growing role as a global hub for media innovation, creativity and talent. According to Al Marri, the summit has grown beyond a traditional conference into an integrated media ecosystem encompassing specialised forums, conferences, awards, initiatives and events serving various segments of the media industry. The event now covers visual, audio and digital media, while also embracing emerging creative sectors such as film and video games, which have become increasingly influential components of the modern media landscape. Al Marri said the summit's partnerships with leading international media organisations, including Reuters and the Financial Times, help provide access to global expertise, best practices and lessons learned, while contributing to the advancement of professional standards within the Arab media sector. Addressing the impact of artificial intelligence and digital platforms, she said this year's agenda will focus heavily on digital transformation and its implications for content creation, filmmaking, newsroom operations, media credibility and government communication. The summit will explore the future of newsrooms, the evolution of digital platforms and the growing role of artificial intelligence in enhancing communication strategies and audience engagement. It will also feature workshops and masterclasses designed to provide practical skills and hands-on experience alongside strategic discussions. Al Marri noted that film and gaming have emerged as powerful media sectors due to their ability to combine content, technology, creativity and cultural influence. She said both industries play an important role in reaching younger audiences and showcasing local culture and identity to global markets. Discussing the future relationship between traditional media, content creators and digital platforms, Al Marri said the industry is undergoing a fundamental transformation. She pointed to changing audience habits, the rise of user-generated content and new business models based on subscriptions, digital advertising and paid content. She added that future media success will depend less on the size of an organisation's output and more on its ability to produce credible content, leverage technology, understand audiences and build engaged digital communities. Al Marri described investment in young media talent as a strategic priority, saying the next generation of professionals must be equipped with both traditional journalistic skills and expertise in emerging technologies, particularly artificial intelligence. She also highlighted the importance of the Arab Media Award, which marks its 25th anniversary this year. The award, she said, has maintained its status as one of the region's most prestigious media honours through its commitment to integrity, impartiality and excellence, while continuously evolving to keep pace with changes across the media landscape. Al Marri further highlighted the launch of the first Government Communication Forum as part of the Arab Media Summit 2026, describing effective government communication as an essential pillar for building trust, managing change and addressing crises in an increasingly complex and fast-changing world. She said the summit's growing popularity reflects the confidence it has earned among media professionals across the UAE and the wider A