But is simplicity all we are looking for when it comes to AI tools? AI is continuing to advance at a rapid pace and we should therefore be thinking the sky is the limit for the capabilities in which AI can support the Real Estate industry. We should be looking to dig deeper, push further and reach higher, allowing AI to take on the heavy lifting to allow agents to do their jobs more effectively, and of course, most importantly, make those sales!

Of course, human interaction remains essential. While many of us enjoy the ease of self-service and automation, real estate—at its core—is a people-first business. The emotional and financial weight of buying or selling property still demands a human touch. However, AI can act as the all-knowing assistant, empowering agents with the tools and time they need to perform more efficiently and effectively. The MENA region, especially the UAE, is stepping up as a leader in this space. Organisations like Dubai Land Department are collaborating with PropTech innovators such as Property Finder, Coralytics AI, and Bayut to boost transparency, build trust, and accelerate AI adoption in property transactions.

From agencies and developers to designers and regulators, AI-driven innovation is streamlining operations across the real estate ecosystem. These smart tools are not only improving efficiency, they are enhancing listing quality, reducing operational drag, and boosting ROI. As the saying goes, time is money and too many agents are bogged down by admin that AI can easily handle. To tackle these challenges, AI tools are being implemented to empower real estate professionals and platforms to streamline operations, elevate property presentations, and foster trust in the real estate industry. This means the development of features that support in automating up to 100 percent of content moderation, ensuring that online marketplaces maintain high-quality, authentic listings, thereby enhancing buyer confidence. It also means the opportunity to streamline operations by automating the listing creation process, allowing real estate agents and agencies to save up to 90 percent of the admin time typically required, which in turn enables them to focus on client engagement and closing deals.

Through innovative Real Estate AI-powered marketing platforms, such as Coralytics AI, users can enhance property visuals with cutting-edge generative AI, elevating the presentation of real estate listings. Empty spaces can be transformed into beautifully staged homes to help buyers envision their future living spaces as well as provide interactive, detailed floor plans to showcase the layout and flow of properties along with high-quality property tours and promotional videos that captivate potential buyers.
For ROI maximization, comprehensive tools offer real estate professionals and platforms data-driven insights to maximize the return on their marketing investment and stay ahead of market trends.

Innovators in the MENA Real Estate industry are truly pushing the boundaries of what’s possible in real estate technology. As they continue to grow, it is certain that industry specific AI platforms will soon be the go-to solution for real estate professionals and stakeholders seeking to revolutionise their marketing strategies and operational efficiency.

Governata is currently the first and only Saudi-made Arabic solution that allows local entities to comply with the government’s data regulations, as it is built to align with the requirements of the National Data Management Office (NDMO), National Data Index (NDI) and Personal Data Protection Law (PDPL) by The Saudi Data & AI Authority (SDAIA). It also enables firms to monitor compliance as well as protect and classify data, thereby seamlessly streamlining the construction of a solid data foundation within the complex data governance landscape and preparing organisations for appropriate Generative AI adoption.

Supporting Saudi Arabia’s Digital Future

The platform is led by three dynamic professionals with complementary skill sets. Djamel Mohand is a serial entrepreneur with experience across investment advisory and a track record of scaling multiple technology startups in the region, including Foodics – a leading MENA food tech company. Jehad Senan is a data analytics and governance field veteran whose experience spans leadership across global advisory firms with practical insights. Finally, Khalid Almudayfir is an accomplished data scientist who has worked with the public and private sectors and led innovative and robust national data governance and AI frameworks.

Bringing Innovation to Data Governance

Governata has redefined data governance with AI to automate data discovery, quality and personal data for faster implementation. Key features of its first data governance software include: Intuitive Arabic-Friendly Interface, Automated Compliance Tracking, Personal Data Protection, Data Catalogue and Classification, Data Quality and Data, Users and access management.

Additionally, the platform’s data governance solution provides stable fundamentals that empower both public and private enterprises to transition confidently into an AI-driven future.

Further to its unique software products, Governata offers consulting services for data governance and management tailored to meet the requirements of the NDMO, and continued training for its success. In line with Vision 2030, this will introduce much-needed convenience to digitise national data offices and empower staff to focus on higher-level tasks.

The platform also has global aspirations and will release new products on top of its foundational data governance software, including a unified AI-driven enterprise decision-making platform for the MENA region.

Yet, it was figured out, that the audience did not care as to how the influencers portrayed in the ad got there, what was important was seeing them there. If Influencer marketing works because it’s personal. People don’t buy “destinations.” They buy the dream they were delivered via someone they trust, and whose opinions they value. Indeed, if the influencers could not travel, how to portray them as travelers anyhow? So it dawned on us, that what mattered was the emotionality of the act rather than the physicality of it.

So, living in today’s world, we figured “if we can’t beat them, join them” and by this we meant the possibilities AI is presenting us with. So with this, Saudi influencers became AI-powered travelers, without the need of visas, or flights, or bureaucracy, or even airports.

Real influencers were recruited who were willing to license their likeness. Then eventually they were captured high-quality profile shots, followed obviously by real interiors of flynas planes to anchor the content. This is where Veo3 came in handy because, with little or no effort, and a bit of a prompt, influencers were now in iconic European locations. Authentically, as well, though truth be told, not realistically, they were all over the new summer destinations flynas offers.

The influencers were so impressed, they posted these videos on their own social media accounts, implying they were indeed there, and we paid them ethically their standard fees though probably they were enjoying a gelato in their own homes rather than on a summery European city.

The audiences eventually saw familiar faces exploring new destinations, feeding wanderlust and excitement for summer travel.

The comments and shares showed genuine engagement. People were inspired to plan their own trips. Of course, the campaign subverted expectations about what’s “real,” proving that travel dreams can be sold even when the trip is AI.

Yet ethically, since advertising sells dreams as opposed to products, the campaign was not too far off.

By being first in-market to use AI-generated influencer travel at scale, flynas positioned itself as bold, modern, and flexible. Yet, one of the assets of the campaigns was that it tackled a real problem because it solved a real barrier familiar to many Saudis: visa delays and travel bureaucracy.

Behind this campaign were INFLO Influencer Curators, XTRND Content Hub and Regional Strategy Director Moey Shawash.

Google is also launching Flow, the only AI filmmaking tool custom-designed for Google’s most advanced models — Veo, Imagen and Gemini. Flow can help storytellers explore their ideas without bounds and create cinematic clips and scenes for their stories. 

Photo-to-video brings images to life

To turn photos into videos, select ‘Videos’ from the tool menu in the prompt box and upload a photo. Then, describe the scene and any audio instructions, and watch as the selected still image transforms into a dynamic video. Users can get creative by animating everyday objects, bringing their drawings and paintings to life or adding movement to nature scenes. Once the video is complete, users can tap the share button or download it to share with friends and family.

Flow: available in MENA & in Arabic

Flow comes with a range of features for professionals or those just getting started:

• Camera Controls: Master some shots with direct control over camera motion, angles and perspectives.
• Scenebuilder: Seamlessly edit and extend existing shots — revealing more of the action or transitioning to what happens next with continuous motion and consistent characters.
• Asset Management: Easily manage and organize all of the ingredients and prompts.

The explosion of creativity from users has been truly remarkable, with over 40 million Veo 3 videos generated across the Gemini app and Flow over the last seven weeks. All generated videos include a visible watermark to show they are AI-generated and an invisible SynthID digital watermark.

Users can access Gemini, and check the Google AI Pro and Ultra subscriptions to explore Veo 3 and Flow, Google’s AI filmmaking tool. 

Because the world has changed, but most agencies haven’t.
Everyone’s talking about AI, but very few are actually using it to change the way creativity happens. Over the past year, working both inside and alongside agencies, we kept running into the same wall: layers of process, endless timelines, and bloated teams that kill momentum. The ideas might be good but the machine behind them is outdated.

KanGo was born out of frustration, but also imagination.
We didn’t just want to be faster. We wanted to be freer. To give strategic and creative thinkers real humans—the kind of springboard AI could offer if used right. So we stripped the model back to what matters: insight, craft, velocity. We built an engine powered by AI, but we designed it to serve people who know how to tell a story, crack a brand, move an audience.

Since launching, we’ve had clients and even agencies ask: How are you doing this? That’s how we know we’re onto something. Because KanGo isn’t just another agency talking innovation. We’re one actually delivering it with tools that speed up the process, and people who make the process worth speeding up.

We don’t pitch decks. We solve. With urgency. With imagination. With skin in the game.

Both, Walid Kanaan and Oussama Gholmieh have led storied careers in multinationals. Why suddenly branch out? Wasn’t the idea of KanGo compatible with any of your previous employers?

Both of us spent years building award-winning work across continents and categories. But every system has its ceiling and we kept hitting it. KanGo wasn’t just a business move; it was a creative necessity. A refusal to accept that the future of ideas should be slowed down by yesterday’s structures.

Could KanGo have existed inside a multinational? Maybe. But not in its purest form. Not with this level of agility. And certainly not with Harmoni (editor’s note: Harmoni is not a typo, the name incorporates AI within the name).

Now that AI is everywhere, did it contribute to your naming or branding or website since the whole enterprise is AI-focused and led?

Absolutely. But not in the way most people think.

KanGo wasn’t just named it was imagined, questioned, tested, and sharpened. We treated our own brand like a creative brief. Harmoni, our AI Chief Information Officer, was there from day one. We didn’t ask her to generate a name. We asked her to challenge our instincts. To stretch the options, surface blind spots, and help us land on something that captured our spirit: KanGo part founder DNA, part creative intent, all momentum.

We built this agency the way we build for clients: a fusion of gut and code, of raw creativity and refined logic. Harmoni played a real role in shaping our name, our tone, even how she visually represents herself on the site. But behind every line, every decision, was a human hand.

She’s is embedded in the structure, she is part of the team. And soon, she’ll be joined by a whole ecosystem of creative AI agents, each built to push thinking forward in their own way.

This was never about AI doing the job for us. It was and still is about creating a better environment for ideas to thrive. About making space for clarity, originality, and speed.
We used AI to help bring KanGo to life. But it was human creativity that gave it meaning.

Tell us more about Harmoni — who or what is she, and why would a client trust her and not someone else, more “physical” to say the least?

Harmoni is our AI Chief Information Officer but think of her less as a tool, and more as a thought partner. She doesn’t replace the creative team. She sharpens them. She doesn’t write the story. She makes sure we’re telling the right one.

We’re not asking clients to trust a machine. We’re asking them to trust the results.
Because behind every idea we show, every strategy we present, there’s still a human heartbeat, copywriters, strategists, designers, thinkers who know how to provoke, inspire, persuade. What Harmoni does is remove the noise. She speeds up the grunt work, challenges lazy thinking, and gets us to insight faster. That means more time spent making the work great, not just getting to it.

Should a client trust her? Only as much as they trust better outcomes.
Harmoni isn’t here to take the wheel. She’s here to clear the road so our team can drive smarter. That’s where the trust lies: in the people behind the screen, using AI not as a shortcut, but as a creative accelerant.

And when the work lands, when the insight is spot-on, the storytelling sings, the results speak for themselves, clients don’t ask who made it. They ask how we got there so fast.

Where is the human element in KanGo? How far does it meddle in the solutions, the creativity, the end outcome and all else? In a world where AI is running amok, is this the way to go?

At KanGo, the human element isn’t just part of the process, it is the process.

AI is our engine, yes. But we’re still the ones behind the wheel, choosing the roads, making the turns, deciding when to accelerate and when to stop and think. Every insight, every headline, every bold strategic move is shaped by people who’ve spent their lives mastering the craft of persuasion, storytelling, and brand alchemy.

Harmoni helps, but she doesn’t create. She challenges. She questions the easy answers, flags the clichés, and clears the path so our team can go deeper. So instead of wasting days chasing average, we get to spend our time chasing exceptional. The creative leap still belongs to us, but now we take off from higher ground.

This isn’t a world where machines run amok. Not here. This is a world where machines are finally in service of imagination. Where AI lifts the weight so human creativity can run faster, freer, and with more impact. KanGo isn’t AI vs. humanity. It’s AI amplifying humanity. That’s not a future we’re predicting. It’s a present we’re building, every day, with every brief, with every idea that dares to go further.

At QnA International, we have spent nearly two decades building ecosystems where meaningful conversations can happen. We design and host high-level summits, forums, and invitation-only platforms that bring decision-makers together not just to absorb information, but to experience alignment. These are not simply events on a calendar. They are intentional environments where trust is built, perspectives are challenged, and business relationships begin to evolve into partnerships.

The irony of our age is that we are surrounded by more content than ever before, yet are struggling to feel truly informed or understood. Personalisation tools have enabled brands to serve content tailored to individuals at scale. Yet this over-personalisation, driven entirely by algorithmic profiling, risks stripping messages of their shared meaning. It can fragment audiences, narrowing the frame of communication so much that what is received may be technically relevant, but emotionally disconnected.

The consequence is a subtle but important shift. Marketing becomes transactional. Messaging becomes superficial. Content becomes abundant, but context becomes scarce. And in the absence of context, communication loses its power.

Brand trust, once built through repetition and visibility, now hinges on credibility and shared values. That trust is not earned in a comment section or through an endless stream of AI-generated posts. It is fostered through intentional dialogue — the kind that happens behind closed doors, in curated summits, at peer-led roundtables, or within specialised forums. In these settings, what matters is not just what is being said, but how and where it is being received.

These insights from the live events world offer powerful lessons for marketers and communicators. A well-designed summit is more than a gathering of people. It is a carefully composed narrative that lives across multiple dimensions. Who is speaking? Who is listening? What questions are being asked, and which ones are being left open? What ideas are exchanged in the corridors between panels? These dynamics cannot be reproduced in an AI prompt or a content calendar. They rely on human judgment, cultural literacy, and a deep understanding of how meaning is created in social settings.

At QnA, we embrace the utility of AI. It helps us analyse trends, match delegates, identify emerging themes, and streamline logistical planning. But we are clear about where its limits lie. AI can sharpen the process, but it cannot replace presence. It cannot replicate the quiet power of a firm handshake, the collective silence in a room after a powerful keynote, or the spark of possibility that occurs when two people meet in person and realise they are aligned. These are moments of meaning. They are created intentionally, not automatically.

What this tells us is that the future of impactful communication will not be defined by how fast or frequently we can produce content. Instead, it will be shaped by our ability to curate experiences that people genuinely want to be part of. Communicators must think less like content producers and more like cultural hosts. The job is not just to inform, but to connect, interpret, and convene.

This also means taking a more strategic view of where and how messages are delivered. It is no longer enough to have a great campaign if it is being deployed in an environment where attention is scattered and meaning is diluted. Are the right people listening? Is the moment right for this conversation? Is the message part of a broader story that feels coherent and relevant? These are the types of questions that AI cannot ask, but humans must.

As communicators, we must accept that AI is not a threat, but it is a challenge. It will raise the bar on what counts as truly original thinking. It will force us to stop relying on volume and start investing in depth. It will automate the routine, but also demand that we protect the meaningful.

Because in the end, what separates signal from noise is not the speed of creation, but the strength of connection. As generative tools flood the media ecosystem with perfectly crafted yet emotionally flat messaging, the organisations that will stand out are those that understand the power of context and the irreplaceable value of human curation.

That is where real communication begins. And it is not something an algorithm can deliver.

For businesses, particularly, small and medium enterprises (SMEs) – the challenge is not just about keeping up with these changes but also leveraging them to unlock a competitive advantage, in an era where real-time reporting, and flawless regulatory compliance define business success in the long run.

Tally Solutions, a leading technology company, providing business management software, has been at the forefront of this shift, helping UAE businesses seamlessly transition into the digital economy. Through its flagship product, TallyPrime, the company is enabling organizations to embrace automation, simplify compliance with evolving regulations, and gain real-time financial insights—all without the need for complex IT infrastructures.

Let’s deep-dive into the impact of each of these developments and how it can change the way businesses operate.

The Power of Automation in Accounting & Compliance

Automation is a key pillar in the digital transformation of the UAE’s financial sector. From invoice processing to tax filing, automation eliminates manual tasks, increases accuracy, and improves operational efficiency.

Faster Invoice Processing: Automated invoicing speeds up transactions, reducing payment delays and improving cash flow.

Real-Time Financial Reporting: Businesses can generate real-time reports with accurate financial data, ensuring better compliance and decision-making.

Tax Filing & Compliance Management: Automated systems help businesses stay compliant with VAT and corporate tax regulations, reducing the risk of penalties.

TallyPrime incorporates advanced automation features, enabling businesses to streamline their accounting, invoicing, and compliance processes. With automated bank reconciliations, tax calculations, and invoice generation, businesses can focus on growth rather than manual administrative tasks.

Additionally, it ensures that companies comply with the UAE’s evolving financial regulations without hassle. This allows accountants and finance professionals to dedicate more time to strategic financial planning rather than repetitive manual tasks.

Implementation of E-Invoicing in the UAE

The introduction of e-invoicing will be a pivotal shift in the UAE’s financial ecosystem. With regulatory bodies such as the Federal Tax Authority (FTA) pushing for digitization, e-invoicing will soon become a crucial compliance requirement for businesses.

E-invoicing will significantly reduce errors, enhancing security, and streamlining transactions. It will ensure compliance with VAT regulations, minimize fraud, and provide real-time tracking of invoices. With the UAE moving towards a fully digitized tax system, the introduction of e-invoicing scheduled in June 2026, will help businesses stay tax-compliant, improve cash flow management, and minimize audit risks.

The Kingdom of Saudi Arabia (KSA) has already implemented e-invoicing in a phased manner and TallyPrime has been at the forefront of assisting businesses to comply with this mandate.  Starting from understanding the different phases of implementation to providing the right solutions to comply with e-invoicing, TallyPrime has been the go-to software for businesses in the KSA, and thousands of entrepreneurs in the country rely on TallyPrime to ensure they remain compliant.

AI in Accounting and Financial Decision-Making

Artificial intelligence (AI) is playing a transformative role in finance, offering businesses enhanced accuracy, predictive analytics, and automated processes. AI-driven accounting and financial management solutions help businesses optimize cash flow, detect fraudulent activities, and generate insights for smarter decision-making.

AI-powered tools can reduce human intervention by automatically categorizing transactions and reconciling bank statements, saving time and reducing errors. By leveraging historical data, it can provide valuable forecasts, enabling businesses to make data-driven financial decisions. AI algorithms can also detect anomalies and fraudulent transactions in real time, enhancing security and compliance.

By integrating AI into accounting, businesses can improve efficiency, reduce costs, and enhance overall financial management.

The UAE’s financial sector is undergoing a digital revolution and businesses that embrace these technologies will gain a competitive edge by improving compliance, reducing manual work, and making data-driven decisions. To stay ahead in the ever-evolving financial landscape, businesses must integrate these innovations into their operations, ensuring a future of efficiency, compliance, and success in the UAE’s digital economy.

The rise of AI generated text, images and videos are contributing to information pollution, rendering it difficult to make informed choices and clear decisions. The need for ethical and responsible communicators to tackle information pollution has never been greater for governments, public institutions, corporates and society at large.

The PR industry globally has been recognized as a highly dynamic industry that faces a fast-evolving environment that requires quick adaptability. However, it is time for the industry to seriously think and invest time and resources into developing and training the next generation of communicators. As a media educator teaching future communicators and also engaging with the industry, the questions I’m frequently asked are: What does the industry need to do? Where do they start?

The saying goes that the hardest part of a journey is the first step. But in this case, I list below a few easy steps industry professionals can take to be responsible guardians of this profession.

Nurture young professionals

There is high pressure to adapt to continually changing digital tools and media, evolving platforms and expectations from clients and audiences. Conversation across thought pieces, LinkedIn posts, podcasts, blogs all around are about the future of the industry.

The impact and use of AI has captured the larger conversation, but the industry must truly think about the future of human capital in the industry. The next line of young professionals need to be nurtured – those in universities aspiring to be the guardians of reputation and who dream of being future storytellers creating global campaigns that inspire meaningful change. The industry owes a responsibility to safeguarding the ‘Human Intelligence’ of the profession and not let it be overrun by artificial intelligence.

Create opportunities for human ideas

Technology changes over time but story-telling and human ideas are what make originality invaluable. Critical thinking is a skill that comes with experience and it’s the duty of the industry to create opportunities for the next generation. Most educational courses build the foundation, and many do not have the resources or budgets for expensive online tools and specialized industry software. There are high expectations from companies for young graduates to know industry tools and platforms and start delivering results immediately.

Most times it is a matter of communicators not communicating enough. You will be surprised how receptive educational institutions are when industry professionals reach out to them offering to take guest sessions on topics that are industry relevant and current.

PR Associations and PR companies must take it upon themselves to tie-up with universities, colleges, institutions to impart training that makes students more job ready and overcome inexperience by offering internships. Reach out to your local university or college that offers a communications course and offer guest talks or lectures or even on-site demonstrations of digital tools and platforms. It would be great if communication professionals made it a personal corporate social responsibility (CSR) goal to help future communicators by delivering one or two guest sessions in a year.  

Understanding this significance, I ensured that my university has memberships in professional organizations that allow students to be part of industry events and training programmes. Events are heavily discounted to incorporate and encourage students to be part of these industry initiatives. These opportunities provide students a ring-side view of industry professionals in action and make them aware of current challenges and opportunities the industry faces.

Finding future talent

These interactions also have a hidden benefit to professionals as it allows them to interact with young professionals, enabling them to spot promising young talent. True story: several of my students have been hired by industry professionals who have visited the campus for guest sessions, and it has saved them a lot of time and resources headhunting fresh talent. 

Be mentors not managers

It’s easy to forget this basic principle in today’s fast paced environment where every minute is valuable – young professionals need mentors not managers. I see the difference between my students who join the industry and have the good fortune of having a good mentor to report to versus the ones who burn out under managers who see them as cheap labour leading to self-doubt. Young professionals thrive, grow and excel in companies that value them and go on to becoming long term assets to the companies that hire them.

Young professionals need to be taught authenticity over virality. Effective communications is not a race against algorithms but an art in efficiently using them to achieve SMART goals. Young professionals and students need to be taught that communications need to be genuine, long lasting and credible, a tough ask where young minds equate media mentions, likes, shares and comments as parameters of success.

Genuine interactions require time, patience and knowledge that comes with experience and who better than industry professionals to share and pass on their wealth of knowledge to the next generation of professionals?

Create and share local case studies

PR professionals also need to encourage clients to allow them to share some of their work with educational institutions and young professionals as case-studies. Textbooks and readings contain international examples that are continuously repeated yet there is often a void when it comes to studying local campaigns that incorporate cultural, religious and societal sensitivities required in the region where the young professionals are based. Many companies develop award winning work that vanishes into storage and never sees the light of day again. These successful campaigns need to be given a second life as easily available case studies to students in the region offering insights on what worked and what didn’t.

As much as global success stories are repeated in classrooms, there is always space for new home-grown stories that were implemented locally and need to be celebrated for their success or critically analysed for shortcomings as there is no one-fit-all solution in communications. While educators do bring popular and current examples to class, an industry insider sharing real case studies makes a different kind of impact. Professionals are usually surprised how some of these sessions are learning sessions for themselves as stereotypes are broken down and new ideas are gained.

Value youth, creativity and freshness 

Many professionals will be surprised how much value and ideas young professionals bring to the field. Their ideas and contributions allow companies to shrug off a sense of complacency that can creep into traditional industry practices. The youth are born with technology and more at ease with the digital landscape that allow companies to stay ahead of trends and reach out to an ever-increasing youthful online audience.

Adoption of AI tools is bound to make offices leaner, resulting in less and younger talent. However, on the positive side these tools automate several time-consuming processes that can potentially free up time for focussing on original storytelling, critical reasoning and building authentic relationships with clients, bringing the human element on top.

Current professionals will have to continuously upskill and engage in lifelong learning to stay ahead of the curve, and they will need to ponder what Peter Schutz said, “Hire character. Train skill.” As much as AI takes over processes, there is still a need for human oversight and creativity, and there is no better time than now for the PR industry to invest in the next generation of professionals. Otherwise, the industry risks being rendered irrelevant against an onslaught of misinformation and disinformation, impacting social, economic and political stability.

Editor’s note: The article’s original post is here.

Using AI to generate fake Aramex branding alongside authentic company materials, the campaign video teaches customers how to distinguish legitimate communications and know when they are being scammed. This innovative approach transforms a serious security concern into an engaging, educational experience that resonates with today’s digitally savvy consumers.

Incidents of fraud have surged across key markets – including the UAE, Jordan, and Saudi Arabia, reflecting a broader global trend affecting customers of all major brands. Aramex customers regularly receive fraudulent SMS messages, emails, and social media communications from scammers impersonating the company, often requesting payment through unverified links or soliciting personal information (phishing). In fact, cybersecurity provider Help AG’s annualState of the Market report^[1] highlights an alarming surge in phishing and impersonation attacks – making up a whopping 90% of cybersecurity incidents in 2024.

Aramex emphasizes three critical safety measures for customers to stay safe:

1. Verify: Always verify that communications come from official Aramex channels before taking any action. Check sender details, official website links, and contact information against verified company sources.

2. Payment Security: Never pay for services through links received via unverified SMS or WhatsApp messages. Ideally, always use the official Aramex mobile application for secure transactions and emails must originate from @aramex.com.

3. Stay vigilant: Apply the same verification standards to social media competitions and promotions. Legitimate campaigns will always be verifiable through official Aramex social channels.

Since the video aired, there has been a 28% surge in downloads of the official Aramex mobile application, which provides the most secure method for tracking shipments, making payments, and accessing customer services.

The AI-generated awareness video is now available across Aramex’s official social media channels and will be supported by a comprehensive digital marketing campaign throughout 2025.

Since its launch, SIS has rapidly grown into a leading voice in the global sport and sustainability movement. Its inaugural 2024 edition, held in Dubai, UAE. The event was graced by the presence of Sheikh Suhail Bin Butti Suhail Al Maktoum, Executive Director of the Sports Development Sector at the General Authority of Sports. And brought together over 200 global leaders, industry experts, and world-class athletes.

The SIS has announced two major strategic partnerships with Scoreboard, sport’s leading AI-powered sustainability platform, and Hum(AI)n Assets, an innovative AI-driven content creation platform that fuses human creativity with artificial intelligence –  together these industry leading platforms provide new levels of support for the implementation of the UAE’s newly announced Federal Decree-Law No. (11) of 2024 on the Reduction of Climate Change Effects.

Developed by a team of industry leaders with over 90 years of collective expertise in decarbonisation, climate science, AI, and global sports operations, Scoreboard revolutionizes traditional emissions tracking. What once took 90 days can now be completed in just 90 minutes – while delivering 90% cost savings. Designed initially for elite sports organizations and now scalable across sectors, the platform equips users to measure, report, and reduce their carbon emissions in alignment with national and international climate goals.

Backed by sustainability architects behind decarbonisation strategies for global brands such as Unilever, Tesco, Pfizer, and over 50 global brands, Scoreboard now anchors SIS’s commitment to technology-led environmental progress.

Platform Highlights:

• Real-Time Dashboards: Breaks away from outdated retrospective annual reporting models
• Custom Roadmaps: Baseline assessment to strategic implementation in minutes
• AI-Driven Coaching: Practical guidance from specialist virtual sustainability experts
• Commercial Edge: Converts sustainability leadership into brand and partner sponsorship marketplace
• Scalability: From elite sports clubs to enterprise-wide corporate adoption

Adding significant AI expertise to the SIS team is the Hum(AI)n Assets platform developed by leading UAE experiential agency HOKO. HOKO is a global creative agency that blends cultural insight with sharp execution – delivering brand, content, and event experiences that drive results. From high-impact campaigns to unforgettable activations, they help ambitious brands show up, stand out, and stay relevant.

Their new joint venture project, Hum(AI)n Assets, is a creative engine merging the best of all digital asset worlds: The craft of traditional agencies, the agility of freelancers, and the speed of AI. The result? High-quality content – images, video, and copy – delivered fast, flexibly, and at scale.

Hoko Agency is an equity partner of Sport Impact Summit who is helping to develop this IP under its portfolio that includes Hum(AI)n Assets.

Relevance to UAE Law

As the UAE sets a new regional benchmark for climate accountability through Federal Decree-Law No. (11) of 2024, SIS new AI partners offer a ready-to-deploy, action-based solution for public and private organizations alike. These partnerships exemplify the convergence of policy, innovation, and purpose – positioning sport as a catalyst for national climate leadership.

Sean Morris, Founder of Scoreboard and sustainability veteran with leadership roles in Formula One, Professional Cricketers’ Association (PCA), and Rajasthan Royals, said that: “As the UAE leads the region with progressive climate legislation, Scoreboard offers a timely and transformative solution. We built Scoreboard to empower organizations – starting with sporting bodies – to take game changing, measurable and cost-effective action. Our platform reduces reporting time from months to minutes, ensuring transparency, accountability, and delivering real impact.”