The region’s top media executives convened to share their views on technology and its transformative impact on the industry on Day 2 of the Arab Media Forum, which is being held as part of the Arab Media Summit 2025.
Titled “CEOs on the Future of Media,” the session saw Mohamed Al Mulla, CEO of Dubai Media Incorporated; Nayla Tueni, CEO of An-Nahar Media Group; and Tony Khalifa, General Manager of Almashhad channel, sharing their views on the evolving media landscape and ways in which they believe technology could be used as an ally instead of a disruptor.
Youth audience and tech in focus
The rapid advances in technology from a media perspective and the significant youth demographic in the Arab world drew attention at the Arab Media Summit 2025, with Tueni affirming her confidence and optimism in the younger generation contributing positively to the industry’s growth.
She revealed how her organization had made a conscious effort to be part of the technological shift for nearly two decades. Younger employees and artificial intelligence are driving the newsroom with a new vigour, and there is an innate willingness to learn on the go, she said.
For his part, Al Mulla noted that the younger audience chose to be open to content from multiple sources, and this represented an opportunity to popularize Arab culture across a wider geographical domain and gain a wider audience across new media verticals.
Meanwhile, Khalifa highlighted how Almashhad had been successful in leveraging the platform to further the Arab identity. Recalling his own experience, coming from a traditional media background, he explained how he willed himself to learn, steering the organizational direction and enabling it to emerge as one of the top platforms regionally.
He added Almashhad has refused to be limited by identity, diversifying into art, culture, economy and politics to strengthen its own brand. He also highlighted how the platform had played a role in bringing social media to television screens.
Leaders spotlight impact of AI on media industry
Turning her attention to the sweeping entry of artificial intelligence into the media industry, Tueni insisted AI was not to be viewed as a competing force. She said AI still required humans to work alongside it and was merely technology in the guise of a facilitator.
At the Arab Media Summit 2025, Al Mulla highlighted the UAE’s pioneering efforts in naming a minister of AI in its cabinet and ensuring widespread internet penetration, but added that there was still some way to go in terms of promoting Arab content. Khalifa concurred that it was imperative to use AI as a tool to serve humanity and not let the opportunity slip by.
Tueni also acknowledged that generating ad revenue presented a challenge amidst the flux but voiced a belief that the right content would be appreciated and valued by audiences in the long run. Finally, Al Mulla said that the key was to continue to invest in creativity and innovation and find flexible models, as signified by the acceptance of influencers as market drivers, to generate increased content uptake.
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Summit highlights ethics in content creation
The Arab Media Summit 2025 placed special focus on emerging sectors in the industry, particularly social media and content creation. Emirati cultural expert and Duroob host Ali Al Saloom has called on media professionals and digital content creators to reflect on whether they are driven by the pursuit of fame or the desire to create meaningful influence.
Addressing a session titled “Impact Over Numbers: Influencing with a Small Audience”, he urged content creators to go beyond chasing numbers and focus instead on meaningful impact. Having travelled to nearly 180 destinations through his show “Duroob”, Saloom shared experiences that shaped his outlook on ethical content creation.
He emphasized that the real challenge facing creators today is not artificial intelligence but personal responsibility. “AI is not the problem. Being responsible is,” he stated firmly.
In his remarks, Saloom also outlined three guiding principles for today’s content creators, urging them to move beyond surface-level metrics and embrace a more thoughtful, ethical approach to their work. First, he challenged creators to reflect on their true motivations, highlighting the difference between fame and influence. “Ask yourself why you’re chasing numbers,” he said. “Is it for visibility, or to create real impact?”
Second, he emphasised the growing responsibility that comes with a large following, noting that influence carries weight and must be exercised with care. Lastly, Saloom called on creators to uphold ethical standards in all aspects of their content, reminding them to stay mindful of others’ dignity, even in seemingly small moments like capturing a photo or recording a video.
He concluded by urging creators to communicate to connect, not to collect followers. “If you have a message and can add value, that’s what matters. Followers are secondary. Many of the world’s greatest scholars have few followers, but their influence is immense,” he concluded.
