< Previous30 CEO MIDDLE EAST SEPTEMBER 2023 he Gulf Cooperation Council (GCC) region is a powerhouse. Comprised of six countries – Saudi Arabia, UAE, Kuwait, Qatar, Oman, and Bahrain – it’s an area of the Middle East that boasts future-focused government initiatives, booming econo- mies and giant leaps towards sustain- ability. At least, that’s what we hear. But what do the numbers tell us? Do they really back up this claim? Here, we’ll look at six key stats and put them under the microscope to try to understand just why the GCC is such a vital business hub, and why so many entrepreneurs are selecting it to set up their new businesses. So, what’s the source of this GDP? Well, you can’t really discuss the Gulf economies without addressing its vast oil reserves. Saudi Arabia, as the largest economy in the region, produced 12.14 million barrels per day last year. This immense output places the region firmly at the centre of the world’s oil produc- tion, significantly influencing global energy markets. While the region will continue to produce jobs in the oil sector for some time to come, the move away from oil dependency (which we will cover next) is where entrepreneurs should look when it comes to the brightest opportunities. 2. Green initiatives could boost GDP to $13 trillion Yes, that huge figure is right. While the ‘business as usual’ projection by the World Bank is that the region’s GDP will triple by 2050, it could in fact increase six-fold if sustainability initiatives are implemented correctly and at scale. In recent years, the GCC has made impressive strides in this direction, signalling a shift towards a greener and more environmentally conscious future. This commitment to sustain- ability is not only vital for addressing global environmental challenges but also has implications for job creation and economic growth. The GCC’s commit- ment to sustainability is underpinned by strategic national agendas, such as Saudi Arabia’s Vision 2030 and the UAE’s Energy Strategy 2050. Recognising the fact that oil is finite, along with the urgent need to reduce carbon emissions, the GCC countries have embarked on ambitious renew- able energy initiatives. Solar energy, in particular, has emerged as a beacon of hope, leveraging the region’s abundant sunlight to harness clean and renewable power. The UAE’s Noor Abu Dhabi So- lar Plant, one of the world’s largest solar installations, and Saudi Arabia’s plans for massive solar projects demonstrate the region’s dedication to harnessing sustainable energy sources. Here’s why the powerhouse region is waiting for you THE GCC IN SIX STATS Solar energy has emerged as a beacon of hope, leveraging the GCC region’s abundant sunlight to harness clean and renewable power ECONOMY BY KARL HOUGAARD, FOUNDER AND MANAGING PARTNER, TRADE LICENSE ZONE 2.5% The projected GCC economic growth this year, according to a report from the World Bank T 1. GDP reached $2 trillion last year That’s an impressive number for the GCC region, but it’s not the figure to focus on, because the World Bank estimates that by 2050 that number will be tripled. SEPTEMBER 2023 CEO MIDDLE EAST 31 ECONOMY “THE GCC IS POISED TO CONTINUE SHAPING THE GLOBAL ECONOMIC LANDSCAPE FOR YEARS TO COME” Businesses focusing on eco-friendly products and sustainable technologies are gaining traction across the GCC, Hougaard says This transition to renewable energy sources has a major effect on job crea- tion. As the GCC invests in renewable energy infrastructure, it creates a demand for specialised skills, from engineers and project managers to technicians and re- searchers. The development, installation, and maintenance of solar panels, wind turbines, and other clean energy tech- nologies will only boost the job market. So, sustainability has become a driving force for entrepreneurship and innovation. Startups and businesses focusing on eco-friendly products and sustainable technologies are gaining traction across the GCC. These ventures not only contribute to environmental preservation but also tap into a growing market demand for sustainable products and services, thus creating new avenues for job seekers and entrepreneurs alike. 3. GCC population hit 56 million in 2021 The population of the GCC has almost doubled since 1995, when it was 26 million. Approximately half of the total GCC population is made up of expats. Taking the UAE as an example, the countries with the most expats in the Emirates are India (2.8 million) and Pa- kistan (1.3 million). In terms of Western expats, the figure in the UAE is around 500,000. In Saudi Arabia there are around 13 million expats, compared to 19 million Saudi nationals. Why so many expats? That’s what we’ll look at next. 4. GCC dominates the top 10 destinations for expats GCC countries occupy five of the top 10 places globally where expatriates find it easiest to settle. The report examined four main areas, including afford- ability of housing, language barriers, digital infrastructure, and ease of doing day-to-day admin. Then we can add to this the very attractive lifestyle and ease of doing business. Plus, setting up a company in the UAE in particular is remarkably straightforward. Initiatives such as the Dubai 2040 Urban Master Plan are in place to en- sure that the growth of sustainable living and working environments are made a priority, further increasing the region’s attractiveness to foreign workers. This diverse demographic landscape brings in a wealth of skills, cultures, and perspec- tives, which really enriches the region’s unique social fabric. 6. New jobs in GCC will rise by 5 percent in 2023 The GCC region’s economic dynamism has translated into job growth and em- ployment opportunities. A new report notes that sectors including property, cyber security, and sales and marketing (as well as the public sector) are seeing a significant increase in job creation. The allure of tax-free salaries and a luxurious lifestyle has attracted expatri- ates from around the world, filling roles across almost any sector you can imag- ine, from those listed above to the likes of finance, healthcare, and hospitality. The future outlook The GCC region’s main challenge has been turned into an opportunity. In an effort to reduce dependence on oil, many of the six countries are establishing aggressive plans to achieve long-term sustainability. Further diversification will allow for greater economic resilience and adaptability in the future. It’s worth noting that while the Covid-19 pandemic affected everyone, countries such as the UAE have recovered very quickly, this year beating pre-pandemic levels for total number of visitors to the country. As the world watches the region’s economic evolution, one thing is clear: the Gulf’s story is far from over. With ongoing diversification efforts and a steadfast commitment to progress, the GCC countries are poised to continue shaping the global economic landscape for years to come. The question is whether you’re ready to join this fast- paced, dynamic region and make your own contribution to its future? Recognising the need to reduce dependency on oil, the UAE has trans- formed into a global hub for technol- ogy and innovation. Dubai’s free zones have attracted numerous multinational companies, contributing to the country’s non-oil GDP. Similarly, Saudi Arabia’s Vision 2030 initiative aims to reduce the country’s reliance on oil by foster- ing entrepreneurship and diversifying its economy. As a result, we’ve witnessed a surge in startups and tech-driven ven- tures across the region and so more and more opportunities for entrepreneurs. 5. The urbanisation rate for GCC countries is 80 percent or higher Urbanisation is a defining feature of the GCC region, with towering skyscrapers and modern infrastructure shaping its landscape. The population growth in these urban centres has been nothing short of astonishing. In recent decades, cities like Dubai and Doha have expe- rienced high population growth rates, often surpassing the global average.32 CEO MIDDLE EAST SEPTEMBER 2023 aming and esports: it’s an industry very much on the rise in Saudi Arabia - and one destined to drive substantial economic growth and development in the years ahead. This much is being realised by all across the kingdom. From avid gamers and the casual fan to those who’ve never even played a video game, everyone has become well aware of the profile, popularity, influence, and impact of gaming and esports. At the behest of the kingdom’s leadership, the sector is one of 13 be- ing prioritised, pursued, and explored under the transformational Vision 2030 framework. Initiatives launched and investments made recently have lit the blue touch paper where gaming and esports are concerned – helping to create today’s vibrant, exciting, and opportunistic landscape where Saudi Arabia is perfectly poised to become a leading global hub for the sector. An emerging gaming and esports epicentre Glowing regional statistics aside, including Saudi Arabia being home to 85 percent of gaming fans in the entire Middle East and North Africa (MENA), the potential for gaming and esports in the country is underscored by various facts. These include there being around 23.5 million gaming enthusiasts in the kingdom out of a population of 35 million – which alone illustrates the widespread appetite for all things gaming and esports. Such statistics have not only broadened the kingdom’s ambitions; they have inspired proactive action sure to deliver many benefits for Saudi Arabia and its people. The Public Investment Fund (PIF) is proof of this reality, having invested $38bn in the sector through its subsidiary, Savvy Games Group. Chaired by Crown Prince Moham- med Bin Salman, the Deputy Prime Minister and Chairman of PIF, Savvy was founded with the aim to be a lead- The potential for gaming and esports in the country is huge EXPLORING SAUDI ARABIA’S GAMING AND ESPORTS SCENE — NOW AND IN THE FUTURE Creating new jobs, establishing new game developers, and nurturing a competitive talent pool that competes regionally and internationally are some of the many possibilities well within reach for Saudi Arabia, says Alfawzan ECONOMY BY TURKI ALFAWZAN, CEO, SAUDI ESPORTS FEDERATION GSEPTEMBER 2023 CEO MIDDLE EAST 33 ECONOMY “EVERYONE HAS BECOME WELL AWARE OF THE PROFILE, POPULARITY, INFLUENCE, AND IMPACT OF GAMING AND ESPORTS” Saudi Arabia is aiming to become a global hub for gaming and esports ing gaming and esports group, lo- cally and internationally. Having first purchased esports entity ESL Gam- ing followed by tournament organiser FACEIT, Savvy merged the two to form ESL FACEIT GROUP in 2022. This has helped elevate gaming and esports possibilities to new heights in Saudi Arabia, where gaming consump- tion is projected to surge to $6.8bn by 2030 and expected to grow at a CAGR (compound annual growth rate) of 22 percent through 2030 from $959m in 2020, according to the Boston Consult- ing Group. Creating new jobs, establishing new game developers, and nurturing a competitive talent pool that competes regionally and internationally are some of the many possibilities well within reach, as are developing the na- tion’s gaming and esports value chain and partnership ecosystem through sponsorship and hosting opportuni- ties. In truth, some of these possibili- ties are already coming to fruition and ongoing events are a testament to this, such as Gamers8: The Land of Heroes. A blueprint for sustained success Organised by the Saudi Esports Federa- tion (SEF), the authority nurturing elite and watched by more than 132 million people around the globe. Figures this year are expected to be even higher. As such, SEF is making invaluable contributions towards Saudi Arabia’s gaming and esports scene, thereby supporting the National Gaming and Esports Strategy, which represents a comprehensive investment to develop the value chain and ensure the country becomes a global centre for the indus- try by 2030. Launched in September 2022, the strategy marked the begin- ning of a new era towards leading the gaming and esports sector and achieving Vision 2030 objectives such as diversifying the economy, creating new jobs, and providing world-class entertainment for citizens, residents, and visitors alike. Already Saudi Arabia is experi- encing more and more glimpses of what this new era entails. And in the years ahead, the full potential of the country’s already vibrant gaming scene will be realised through even more tournaments, events, investments, and opportunities for all. Doing so ensures a winning combination that paves the way for the ultimate ambition of Saudi Arabia becoming a global hub for gam- ing and esports. gamers and developing the nation’s gaming community and industry, Gam- ers8 is the biggest gaming and esports festival worldwide and has a $45m prize pool, triple that of last year’s inaugural edition. The eight-week long festival, held at Boulevard Riyadh City through- out July and August, features 16 elite, in-person esports tournaments from 13 top gaming titles this summer. The elite tournaments are comple- mented by local gaming competitions, educational gaming platforms, live concerts from top global, regional, and local artists, and more than 1,000 fun- filled activities and attractions for all the family. Last year, Gamers8 was at- tended by more than 1.4 million visitors $38BN Public Investment Fund’s investment in the gaming sector through its subsidiary, Savvy Games Group34 CEO MIDDLE EAST SEPTEMBER 2023 ith economic growth outpac- ing global averages and digital ambitions underpinning vi- sions for the future, the GCC finds itself in yet another period of accelerated de- velopment and exciting transformation. Amid worldwide economic slowdown the position is enviable, but rapid advance- ment brings its own set of risks and the key to mitigating them could well lie in a good old-fashioned value: sharing. As the GCC continues to grow, so too will the demand for vital infrastructure such as roads, telecom networks, hos- pitals, and schools, but getting it right requires a careful balancing act. Invest too much, too fast and inefficiencies will start to emerge, and costs will soar. Herein lies the first of two somewhat controversial suggestions: instead of working in silos and getting caught in an endless cycle of capital expenditure to develop new, proprietary infrastruc- ture, corporate heavyweights across key sectors should instead shake hands and share. In doing so, they can reduce capital expenditure per user, resulting in higher returns and more infrastructure investments overall. Take telecoms for example. A report from Ericsson forecasts that 5G will account for 73 percent of all mobile subscriptions in the GCC by 2026 – the second highest 5G market penetration in the world. Yet no matter how high the demand soars, if every telecoms operator creates its own fibre, supply will eventually exceed it, resulting in overcapacity and unnecessary spending, with costs passed down to disgruntled consumers. Some may in fact be forced to reassess whether they can afford the service it at all. By contrast, for operators who share, the scenario could be win-win. The company behind the existing fibre would benefit from additional income, the outlay for the operator utilising the extra capacity would be far lower than the cost of starting from scratch, and the infrastructure would be optimised, with cost savings for end users too. The GCC needs to focus on its infrastructure backbone for economic success, writes Thomas Kuruvilla, Managing Partner at Arthur D. Little Middle East CAN DATA SHARING AND POOLING RESOURCES DRIVE DOWN INFRASTRUCTURE COSTS? Building the sustainable infrastructure of the future requires some serious courage on multiple fronts, says Kuruvilla ECONOMY WSEPTEMBER 2023 CEO MIDDLE EAST 35 ECONOMY Healthcare is a sector where data can be critical in enhancing patient care However, while there are benefits to be gained for stakeholders across the board, care must be taken to ensure that sharing does not come at the expense of innovation and healthy competition. While infrastructure sharing between companies will deliver important cost reductions, efforts must be made to ensure that industry advancement and customer experience do not decline too. But first let’s take a step back; for a corporate world that thrives on compe- tition and closely guarded secrets, the prospect of joining forces in the first place may be hard to swallow, and this raises a question that sparks an equally uncomfortable discussion. That is, if companies are unwilling to take the leap, should government step in and give them a push? In other words, should infrastructure sharing be introduced by government mandate? If compulsory infrastructure sharing sounds controversial, then the second issue up for discussion is even more so, and it relates to the sacred topic of data privacy. Continuing the theme of shar- ing, there is a compelling argument for encouraging or even mandating organi- sations across essential sectors to share customer data in the name of efficiency and optimisation. The premise goes like this: Any gov- ernment authority tasked with approv- ing infrastructure investments needs to first understand the utilisation of the infrastructure that already exists, and that requires a level of insight that only data can provide. The case of the Nordic banking market is an interesting example of infrastructure sharing at a national level. Major banks in the region have formed a central payment infrastructure initiative to cope with modern payment infrastructure requiring scale, scope, and speed at a lower cost along the pay- ments value chain. Healthcare is another arena where data can be critical not just in develop- ing infrastructure, but in enhancing patient care. For example, understand- be exactly what we need. Imagine a world where telecoms operators share data with the fire service about the number of active devices and their locations within a burning building. Or a transport authority com- municates with a hospital about a road traffic victim – blood type and all. In the simplest of terms, it is data sharing in pursuit of public good, but it requires access to citizen data that is almost unbridled, and willingness among all stakeholders to share it. For individuals and organisations alike, it is a big ask – while government access to data will undoubtedly benefit society in some re- spects, exactly how citizen information is analysed and acted upon is entirely at the state’s discretion. In the telecom space and digital eco- system, reluctance on these fronts can be overcome with relative ease at the local level. Already, many companies and au- thorities are required to share key data with government. The real problem is the global players that operate squarely within society but on the periphery of national rules and regulations – the Facebooks and Googles of this world that retain their iron grip on data at all costs. For countries to truly optimise their most vital infrastructure, it is these giants of the tech world that need to be brought on board – or else dealt with robustly, for those brave enough to take a firm stance. In fact, whether it is sharing fibre or divulging data, building the sustain- able infrastructure of the future requires some serious courage on multiple fronts, and fundamental changes that will inevitably change the status quo. Right now, there is no clear answer when it comes to the best way ahead, just ques- tions – and lots of them. But in a world of inefficiencies and finite resources, it is increasingly hard to deny that a little sharing could go a long way. Of course, the devil will be in the detail, but what matters now is getting the dialogue rolling – or else risk being left out of the conversation altogether. ing the who, what, when, where, and why of every single hospital patient would contribute significantly towards infra- structure optimisation. Still, data is not a silver bullet and organisations across industries can pursue optimisation without it –albeit to a lesser degree. What’s more, there are valid reservations over improper use of patient data, and companies, governments, and individuals would be remiss to overlook the risks. There is no escaping the fact: collecting and using data involves a serious privacy trade-off for service users, but benefits such as cheaper healthcare and improved, per- sonalised service would likely lead many to conclude that relinquishing a little control was worth the while. Privacy debates have been raging for years, but here’s where we enter new ter- ritory – and where the ground underfoot becomes a little stickier. Using customer data to improve a service is one thing but sharing that data with an entirely different beneficiary in an entirely dif- ferent sector is another. Yet that could 73% 5G’s representation in all mobile subscriptions in the GCC by 2026, according to a report from Ericsson36 CEO MIDDLE EAST SEPTEMBER 2023 s technology continues to play an increasingly critical role in education, cyberat- tacks are increasingly becoming a concern. The education sector globally was often overlooked when it came to protecting its network and data largely because most people did not consider it a high-stakes target. That kind of perception would have been forgiven pre-2020 but not now. A lot has changed since then driven by a shift and in most cases, the full adaption of online classes for most learning institutions across the globe. Regionally, the rapid adoption of online and hybrid education has accel- erated the Middle East online edu- cation market, which is expected to expand at a compound annual growth rate of 9.8 percent by 2023. The UAE online education market is expected to grow by 10 percent over the same pe- riod driven by the government’s efforts to digitise the education space and a ballooning demand for online educa- tion and e-learning. While such developments are welcome, they also expose schools’ unprotected networks to cyber- attacks in the form of data breaches among others. Growing concern With K-12 schools, universities, and vocational-technical schools relying on technology more than ever due to the pandemic, the number of cyberat- tacks has increased substantially. However, securing these systems poses a significant challenge, even for skilled IT professionals. This is par- ticularly true when navigating different levels of access for each user commu- nity, which creates higher risks since networks must be open to employees, students, and others. MSPs/MSSPs providing cyber- security to schools and colleges face many challenges, including media devices that can be connected to com- puters such as thumb drives, external With K-12 schools, universities, and vocational- technical schools relying on technology more than ever due to the pandemic, the number of cyberattacks has increased substantially THE DARK SIDE OF CONNECTIVITY: HOW DIGITAL NETWORKS PUT EDUCATION AT RISK The education sector in the UAE should take critical steps to safeguard learning institutions from attacks that could cripple the industry, Nasr says EDUCATION BY ZIAD NASR, GENERAL MANAGER — MIDDLE EAST, ACRONIS ASEPTEMBER 2023 CEO MIDDLE EAST 37 EDUCATION “MODERNISING NETWORK SECURITY WITH BACKUP SYSTEMS AND INTEGRATED PROTECTION IS CRITICAL” Cybercriminals use several common methods to gain access to school systems’ data, including phishing scams, ransomware attacks, distributed denial of service (DDoS), and Zoom bombing hard drives, CDs, and DVDs, as well as outdated software. Data breaches are becoming increasingly more signifi- cant, with recovery times ranging from two to nine months, according to the Government Accountability Office. MSPs/MSSPs must contend with sophisticated foreign governments and crime syndicates, as well as lone-wolf hackers targeting employees’ and students’ medical records and other sensitive information. Implementing tough policies Cybercriminals use several common methods to gain access to school systems’ data, including phishing scams, ransomware attacks, distrib- uted denial of service (DDoS), and Zoom bombing. To mitigate these risks, the Readiness and Emergency Management for Schools (REMS) advises schools and school districts to implement cyber policies, including filtering and blocking applications like firewalls, encryption, and anti- virus/anti-malware systems. Unfortunately, K-12 schools face budget constraints, with nearly one- fifth of them investing less than one percent of their overall IT budget on cybersecurity, according to the Nationwide Cybersecurity Review (NCSR). However, the average cost of a data breach in the US hit $9.4m (AED34.5m) in 2022, making it imper- ative that resources be made available to contain it, even in an environment with limited funding. In comparison, the average cost of a data breach in the UAE hit $6.53m (AED23.9m) in 2020, according to IBM’s Cost of a data breach 2022 report. MSPs must, therefore, lead the way in creating more robust and sustainable cyber defences to protect these institutions. Infrastructure is a prominent concern for IT teams and administrators due to the number of devices and diversity in operating sys- tems. Universities, in particular, have huge networks that make them vulner- The education sector in the UAE should take critical steps to safeguard learning institutions from attacks that could cripple the industry. Some of these steps include the adoption of multiple approaches designed to cyber protect e-Learning, such as increasing awareness through training teachers and students, deploying firewalls and intrusion detection systems to protect schools’ networks, conducting random vulner- ability assessments and penetration tests to expose any unwanted loop- holes, and developing a comprehensive incident response plan. As technology continues to evolve not to mention driving the growth of the education sector globally, key play- ers in the industry need to put in place solid and stringent measures that will ensure that learning institutions effectively keep cyberattacks at bay. With most institutions now relying on technology more than ever, the number of cyberattacks is bound to increase substantially if robust cyber protection strategies are implemented. able to cyberattacks. In many cases, educational institutions have more to protect than just academic records. Best practice To mitigate these risks, MSPs must implement best practices for the safety and privacy of their clients. Limiting which employees can access sensitive data is a good start. However, mod- ernising network security with backup systems and integrated protection is critical for cyber hygiene.38 CEO MIDDLE EAST SEPTEMBER 2023 enerative AI is arguably the pinnacle of human ingenuity. Though its traction today has elicited excitement and appre- hensions in equal measure, it will be looked back at as an inflection point in technological evolution. AI has made inroads into every sector with action- able use cases. That said, its impact in a few domains has been particularly revolutionary. Content creation, tradi- tionally dependent on human creativ- ity, is a notable example in this regard. AI’s ability to streamline process- es, augment creativity, and personalise experiences has been nothing short of a revelation in content creation. Evidently, it is not stifling creativity but augmenting it, leading to compel- ling content and stunning visuals in significantly lesser turnaround time. That possibility is pushing the bounds of value creation in the content indus- try. And, as expected, many content- related startups harnessing generative AI have mushroomed across GCC in the last few months. The cornerstone of the majority of such ventures is “intelligent creativity” — the amalgam of human competen- cies and AI’s generative, analytical, and automation abilities. Users of Natural Language Generation (NLG) tools such as ChatGPT are churning out impressive articles and product descriptions through well-defined prompts. The Machine Learning (ML) models working in tandem are adapt- ing with every input, eventually primed to produce the most desirable output. What are their implications for the content industry? Personalisation at its peak Ever since the proliferation of digi- tal content, marketing teams have emphasised personalisation. AI algorithms, which can process vast amounts of data pertaining to user behaviours and preferences, have armed content creators with insights. The Big Data accrued over the recent AI’s ability to streamline processes, augment creativity, and personalise experiences has been nothing short of a revelation in content creation THE RISE OF INTELLIGENT CREATIVITY: AI’S IMPACT ON THE CONTENT INDUSTRY Many content-related startups harnessing generative AI have mushroomed across GCC in the last few months, Hegde says TECHNOLOGY BY ATUL HEGDE, FOUNDER OF YAAP GSEPTEMBER 2023 CEO MIDDLE EAST 39 TECHNOLOGY “MANY CONTENT CREATORS HAVE REALISED THAT TO ERR IS HUMAN BUT NOT AI” Users of Natural Language Generation (NLG) tools such as ChatGPT are churning out impressive articles and product descriptions through well-defined prompts years has found renewed utility with the widespread adoption of AI tools. Insights-led creation enables teams to effectively segment the audience and ensure that individuals receive content that resonates with their interests and requirements. Such personalised engagement can keep the audience captivated and evoke specific emo- tional responses and triggers, leading to sales conversions. In GCC, where the majority of people exhibit high digital dexterity, personalised content is a prerequisite to good customer experience (CX). Most importantly, the deep-learning models will pick up cues that creators can use to course-correct the messag- ing for successive campaigns. That will inadvertently lead to better engage- ment, enabling creators to build long- term relationships with customers. Per a survey, about 44.4 percent of market- ers have used AI for content produc- tion thus far — a figure set to increase significantly in the coming months. Value plus volume As creative endeavours cannot have rigid time constraints, content crea- tion has traditionally been a laborious process. The creation aside, content dissemination, too, entails significant time. With AI-powered automation, content creators can optimise and streamline the end-to-end process, with profound implications for scale, costs, and speed of marketing cam- paigns. Insights help creators pick the right time and channels for maximum impact. For example, Narrato is an AI tool specialising in end-to-end content creation, with features such as brief generators, SEO, planning and collabo- ration, and workflow management. Many content creators have real- ised that to err is human but not AI. In application, AI-driven transcrip- tion, translation and grammar check tools have shown immense potential in producing error-free content in significantly lesser time than humans the content industry because of their hard-to-ignore potential: mesmerising and unique artwork generated using prompts in just a few clicks. Likewise, Synthesia can create vid- eos from plain text in minutes. In the pedagogical context, that helps create tutorial videos with complete narra- tion. AI-powered speech synthesis algorithms are empowering creators in the voiceover industry to seam- lessly translate content to different languages, churn out audiobooks in no time, and enhance the accessibil- ity of critical information for foreign audiences. Such possibilities will allow cross-language information flows — for example, from Arabic to English and vice-versa. The importance of judicious use For what it’s worth, AI is still a nas- cent technology, with radically evolv- ing and expanding use cases. At this juncture, there is an onus on content creators to ensure its ethical use. A human-in-the-loop approach to AI automation will help strike the right balance, upholding the notion of “in- telligent creativity”. At the same time, conscious efforts should be made by regulators and individuals to combat AI’s use for generating hyper-realistic deepfake content. Often intended for evil purposes, deepfake and other misinformation will pose a hindrance to the meaningful adoption of AI if not tackled strategically and determinedly. As it turns out, the solution to AI’s unintended consequences is its judi- cious use. Many reputable deepfake detection platforms are predicated on AI and ML. Intel’s AI-based Fake- Catcher technology identifies deep- fakes with high levels of accuracy in real time. If anything, that reinforces AI’s significance for the content of tomorrow. As it evolves, all stakehold- ers — content creators, distributors, and consumers alike — will embark on a journey where possibilities go as far as the imagination can take. can. Visualisation tools can analyse complex datasets and enumerate them through charts and graphs; summa- rization tools can seamlessly extract lengthy documents and give concise synopses for easy understanding — tasks that would otherwise require content teams to burn the midnight oil while still prone to making errors. The possibilities surrounding audio-visual (AV) content have soared since the advent of AI. Content creators are now delivering hyper-immersive AV experiences by leveraging AI to analyse several clips, detect appropriate ones, and piece them together. Tools such as Midjourney are gaining ground in Next >