Dubai Media Incorporated has announced the launch of its artificial intelligence transformation programme, "Media X", in a step that reflects its commitment to supporting Dubai's drive to accelerate digital transformation and cement its leadership in adopting AI technologies, in line with the emirate's vision of building a digital economy founded on innovation and knowledge.
The programme aims to integrate AI technologies across all stages of media work, from idea development and content creation to production and publishing, contributing to improved operational efficiency, enhanced content quality, and empowering national talent to leverage the latest digital solutions in building a more innovative, impactful, and future-ready media industry.
Media X represents a strategic institutional transformation programme focused on building an AI-powered media ecosystem, developing practical projects and use cases, and evaluating and adopting advanced technological solutions — reinforcing the organisation's readiness to keep pace with rapidly evolving changes in the global media sector.
The first phase of the programme launches through the Media X AI Accelerator, which targets the qualification of a select group of employees across the organisation's television, radio, newspaper, and digital platforms divisions, equipping them with the skills and tools needed to apply AI across various areas of media work, thereby promoting a culture of innovation and accelerating digital transformation within the organisation.
Sheikha Ahmed, Executive Director of Human Resources at Dubai Media Incorporated, noted that the launch of Media X stems from the organisation's vision to be among the leading media institutions in harnessing artificial intelligence.
She affirmed that the programme represents a key milestone in the institutional transformation journey, through empowering talent, developing working methods, and converting modern technologies into practical applications that enhance content quality, production speed, and audience experience.
She added: "The rapid developments the world is witnessing in artificial intelligence open new horizons for the media sector and strengthen our ability to innovate and develop content in more efficient and impactful ways, while preserving professional values and credibility.
The Media X programme embodies Dubai Media Incorporated's commitment to supporting Dubai's vision of leading the digital economy, and to preparing media professionals equipped with the skills needed to lead the future of media."