By Joseph John Nalloor
Discipline Lead, Media & Communications, Murdoch University Dubai
Strategy Board Member, MEPRA and MEPRA AI Committee
AI Guidelines – Misinformation and Disinformation are the most severe short-term risks the world faces, according to the World Economic Forum’s Global Risks Report 2024. According to the report – AI is amplifying manipulated and distorted information that could destabilize societies. As AI becomes embedded in every aspect of society, the greatest challenge is the “cautious approach to regulation, which has so far favoured innovation over caution”. According to a Bloomberg report, the generative AI market is set to grow to $1.3 trillion by 2033 from a market that was valued at just $40 billion in 2022. The tremendous and fast paced changes is disrupting several industries raising several questions on its usage, ethics and impact on work environments.
The Middle East Public Relations Association (MEPRA) has released a set of AI guidelines in English and Arabic to provide a framework for members and others working in communications in the Middle East. They are intended to be used alongside other guidance, policies and references to help inform ethical and legal use of the technology.
As a member of the MEPRA AI Committee, I was part of the team that gave direction for industry professionals from across the region come together to review and approve these guidelines. I was invited to speak on Dubai Eye 103.8 The Business Breakfast show that was also telecast on Dubai One Tv to talk more about it with host Tom Urquhart.
The guidelines revolve around being honest, bring credible. adding AI labels to AI generated content, respecting confidentiality and privacy, checking for bias, implementing an inhouse AI policy and much more.
You can watch the video here to know in brief about the points raised in the document: https://www.linkedin.com/posts/joseph-john-nalloor-72804451_ai-guidelines-english-activity-7202715582771683329-11ms
It’s a living document and it will be updated to reflect the fast-evolving AI environment for the communications industry in the region.
The UAE has been on the forefront of AI developments and governance guided by the vision of the country’s farsighted leadership. His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, had said – “We want the UAE to become the world’s most prepared country for Artificial Intelligence”.
In 2017, UAE was ahead of the times and made global headlines when it appointed the world’s first minister for AI – His Excellency Omar Sultan Al Olama, Minister of State for Artificial Intelligence. The UAE’s vision is to be an AI leader by 2031, and as per reports they aim to create ‘new economic, educational, and social opportunities for citizens, governments and businesses and generating up to AED 335 billion in extra growth’. In April 2024, Microsoft invested $1.5 billion in UAE-based artificial intelligence (AI) technology holding company G42 boosting the country’s AI stature. The two companies will also support the establishment of a $1 billion fund for developers to boost AI skills in the UAE and broader region. OpenAI’s Chief Executive Officer Sam Altman stated at the World Government Summit 2024 held in Dubai how UAE could serve as the world’s “regulatory sandbox” — a place to experiment with AI technologies and later spearhead global rules limiting their use.
António Guterres, the UN Secretary-General, mentioned in his Davos 2024 speech how AI needed guard rails with the implementation of AI governance systems and how tech companies and governments needed to work together to bridge digital divides and not deepen it.
The MEPRA English and Arabic guidelines can be downloaded at: https://lnkd.in/dGPhYepR Founded in 2001, the Middle East Public Relations Association (MEPRA) is a leading regional industry body for public relations and communication professionals and students. The Murdoch University Dubai Media School is a member of MEPRA, giving all our communications students access to industry workshops and internships.
