The MENA region has a rapidly growing digital ecosystem, characterized by high social media engagement and a young, tech-savvy population. Countries including the UAE, with its Strategy for Artificial Intelligence (AI), a blueprint to make the UAE the first in the field of AI investments in various sectors, and Saudi Arabia, with its ambitious Vision 2030 plans anchored in sustainability and technology adoption.
How does Meta view the region as a strategic market for AI adoption?
“We are very much aligned with that view, – we see MENA as a dynamic, rapidly growing digital hub and one of the key markets for AI adoption. We are witnessing a significant surge in AI development not just globally, but here in the region, with ambitious national visions and substantial multi-billion dollar investments in the AI infrastructure from multiple countries, including Saudi Arabia and the UAE,” Fares Akkad, regional director for Middle East and Africa (MEA) at Meta, says.
“In the past couple of years, we have been partnering with key players in the government and private sectors in the region to bring these ambitious visions to life. In 2023, together with Tuwaiq Academy, we established the first MENA Metaverse Academy in Riyadh helping to train the next generation of XR developers. In 2024, we expanded this effort to include a six-week Generative AI boot camp based on our open-source Llama model, as well as a youth upskilling program focused on no-code and low-code development,” he adds.
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Meta AI’s role in the region’s digital innovation
With Meta AI’s official launch in the region, the tech leader is taking a big step in powering the Middle East’s startup ecosystem, and helping develop the next generation of AI developers.
“We joined forces with Startupbootcamp to encourage the adoption of AI use cases in the MENA business landscape and launched Llama Design Drive – a pioneering startup accelerator initiative to empower over 50 startups across MENA with cutting-edge AI utilising Meta’s most capable open-source large language model – Llama,” the regional director says.
“This month, Meta graduated an additional 65 students from its Metaverse Academy on the LEAP mainstage, and announced the expansion of the Metaverse Academy to include AI. Our goal is to make AI more accessible, not just for the young and tech-savvy, but for everyday users who want to enhance their creativity, productivity, and communication.
“Meta AI is now used by more people than any other assistant in the world with over 700 million monthly active users. By integrating Meta AI directly into the apps people already use —like WhatsApp, Instagram, Facebook, and Messenger — we’re ensuring that advanced AI tools are available to millions across the region, accelerating AI adoption, empowering businesses, content creators and everyday users in new and meaningful ways,” Akkad explains.
When asked about Meta AI now supporting Arabic, how does he see this expansion transforming digital interactions for Arabic-speaking users in the MENA region?
“Meta AI currently supports 13 languages including Arabic. We think language is key to making AI truly useful, and bringing Arabic support to Meta AI is a major step toward more inclusive and personalized digital experiences. Arabic is one of the most widely spoken languages globally, and this expansion means that millions of people across the region can now interact with AI, ask it for advice or recommendations, brainstorm ideas, generate and animate images, all in a way that feels natural and relevant to their daily lives,” he says.
On the aspect of bridging the language barrier in AI, Akkad explains: “One of the most exciting upcoming features for MENA users is Meta AI’s Voice Translation, which will seamlessly dub and lip-sync Reels in different languages. While it’s still in testing, this feature will allow creators to expand their reach beyond language barriers, making their content instantly accessible to global audiences. In a diverse, multilingual region like the MENA, this will be a game-changer for both personal and business interactions.”
Empowering SMEs
SMEs are considered the backbone of economies, which account for an estimated 60 percent of GDP in the MENA region. How does Akkad see Meta AI benefiting businesses, particularly SMEs, in the region?
“When it comes to businesses, large or small, with over 600 million conversations between people and businesses happening daily on our platforms, Meta AI holds tremendous potential,” he says.
“Over the past year, we have been testing Business AI agents that can help Click to Message advertisers respond to chats from their ads. From our tests, some of the businesses were able to save 20 percent on customer support costs and focus more on growing their business by using AI.
“While business AIs are not yet available in the Middle East, we can imagine a future, where brands will be able to engage with customers more efficiently, enhance customer interactions and streamline responses using personalized Business AIs agents in Meta apps. For small businesses, this means improved customer service, increased engagement, and greater opportunities to grow in an increasingly AI-driven economy,” Akkad states.
Meta’s ‘Elevating Every Moment’ campaign is set to showcase AI’s creative potential through regional creators. How does Meta AI elevate experience for content creators and what can they expect in the future?
“Through the ‘Elevating Every Moment’ campaign, we’re working with leading regional creators including Yara Boumonsef, Amro Maskoun, Faisal Al Saif and Abdullah Al Sabe, among others, to demonstrate the real-world impact of Meta AI — whether it’s enhancing visual content, sparking new creative ideas, or streamlining content production,” he says.
“In addition to Meta AI Voice Translation we will also be introducing Imagine Edit, [a tool that] lets users upload images and modify their own images with AI, or ask Meta to create a portrait of themselves in a certain scenario – all unlimited and for free. We will also be integrating Meta AI into the posting screen – so the experience of using it will become even more seamless.”
Akkad reveals what excites him most about the future of Meta AI in MENA. How does he see it evolving over the next few years?
“The future of Meta AI in MENA is incredibly promising. As AI becomes more embedded in our daily lives, we’re focused on making it more accessible, intelligent, and personalized. Over the next few years, we expect Meta AI to evolve with these new capabilities for regular users and businesses alike.
“What truly excites us is how AI will redefine human connection. Like AI-enhanced wearables, such as the Ray-Ban Meta smart glasses, which we are hoping to bring to the region very soon, are already showing how AI can become a seamless part of our lives. Eventually, these devices will allow AI to understand what you see and hear, offering real-time assistance that makes everyday interactions more intuitive,” Akkad concludes.
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