‘Shaping the Media of Tomorrow’ session by Zaki Nusseibeh

- From Identity to AI: Arab Media Summit session charts the Arab world’s media future through education and innovation
- Regional leaders call for culturally grounded innovation and agile learning systems

The vital role of educational institutions in shaping the next generation of media and content creators took centre stage at the ‘Shaping the Media of Tomorrow’ session during the Arab Media Summit 2025. The session featured an engaging dialogue between His Excellency Zaki Anwar Nusseibeh, Cultural Advisor to the UAE President and Chancellor of UAE University, and His Excellency Elias Bou Saab, Deputy Speaker of the Lebanese Parliament and Executive Vice President of the American University in Dubai (AUD).

Held in the presence of Her Excellency Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, President of the Dubai Press Club, and Chairperson of the Organising Committee of the Arab Media Summit, the discussion highlighted the UAE’s exceptional progress in the media, cultural, and education sectors over the past five decades—driven by the vision and dedication of its leadership.

“The UAE placed education and culture at the heart of nation-building, making them the foundation for developing human capital,” said Nusseibeh. “I remember in 1976, when the late Sheikh Zayed bin Sultan Al Nahyan—our founding President—set out to establish UAE University in Al Ain. A committee advised him there was no need for a university, claiming there was no demand… Today, that same institution has graduated over 80,000 students, many of whom hold senior roles across the UAE and beyond.”

Since then, the UAE has established several world-class universities, including Sorbonne Abu Dhabi and the American University in Dubai, offering globally recognised education rooted in Arab cultural values and identity, and with a focus on promoting the Arabic language alongside the main languages of these institutions, as language forms the foundation of cultural identity, he noted. “Cultural identity begins at home and is reinforced by education—from schools and universities to the media children consume,” he added.

He also pointed to the promising opportunities presented by digitisation and the fifth industrial revolution, highlighting the importance of training artificial intelligence systems in Arabic and expanding Arabic-language digital content for youth to consume, such as films and games. "Language is a pillar of culture," he said, "and it is critical that emerging technologies reflect and support our linguistic and cultural identity. For instance, Falcon AI, developed in Abu Dhabi, is one of the most advanced Arabic-language AI models built on an exclusively Arabic-language database.”

Elias Bou Saab echoed the need for agile education systems that foster critical thinking and adaptability in the face of rapid technological and societal change.

“We must update our curriculums at the same pace the world evolves. It's no longer enough for students to memorise—they need to analyse, adapt, and engage with the world around them,” he said. “The UAE’s Ministry of Higher Education has already taken important steps by easing bureaucratic hurdles around curriculum development. Other countries should follow suit.”

He noted that the Mohammed Bin Rashid School for Communication at AUD has recently launched a specialised gaming and game development programme in collaboration with the University of Southern California (USC), recognising gaming as a fast-growing regional sector and a key pillar of the global creative economy. He added that insights and trends shared at the Arab Media Forum over the years have helped shape the university’s media curriculum, equipping students with industry-relevant skills.

Bou Saab highlighted the profound transformation in today’s media landscape, noting that the rise of content creators has blurred the lines between traditional media and user-generated content. “Today, anyone—regardless of their background or location—can publish information that reaches the masses without going through a formal media institution or education,” he said.

“This presents a major challenge, and it is our responsibility to keep up with these changes, integrate these new players into the system, and to train them in media ethics, accountability, and regulations. Any piece of information can go viral instantly, so equipping future generations with the tools to assess and responsibly engage with content is essential.”

He stressed the importance of collaboration between major media organisations, governments, regulatory bodies, and academic institutions to address these challenges effectively.