The third option .. Saudi narrative to draw the media card through artificial intelligence

In the capital cities of traditional media, from London to New York, there is talk of artificial intelligence between two opposing tone: Technical enthusiasm without boundaries, and a deep fear of losing the essence of the human story. But in Riyadh, there is a third tone that has begun to impose itself, a tone arising from a national vision that does not see a threat in artificial intelligence, but rather a sovereign tool to redefine the economy, media and identity. From the heart of this vision, Jumana Al -Rashed, CEO of the “Saudi Research and Information Group” (SRMG), speaks a tone that combines trust and warning between motivation and anticipation. “Artificial intelligence changes everything,” she says clearly, “but the real influence does not start with algorithms, but with the questions we ask ourselves: What is the story we want to list? And for whom?” Artificial intelligence in the Saudi Vision 2030 In 2020, the Kingdom launched its national data and artificial intelligence strategy, which had his eyes an ambitious goal in mind: by becoming one of the 15 best countries in the world by 2030. But what distinguishes the Saudi vision is awareness that artificial intelligence is not only an independent sector, but is a powerful power for the rest of the sectors; From energy and health, to education … and the media. Here lies the separation point according to Al -Brashed: “We do not use artificial intelligence to reduce the role of the journalist or the Creator, but rather to increase his ability, to give him new instruments and give it time for creativity.” She adds to her participation in a dialogue session entitled: “When cultural values ​​and belong to artificial intelligence” within the “Human Capacity Initiative 2025” conference, which is held in Riyadh: “I think that the greatest threat impedes our exploitation of artificial intelligence. Surplus commodity became, with the emphasis of the real challenge, not in the production of the story, but in its grant. developed and interacted. “It is not just a vision, but its translation into concrete projects, including SRMG laboratories, research and innovation center dealing with the development of artificial intelligence instruments for media, whether in analyzing trends, content recommendation or automation of journalistic editing. The group also introduced SMS, its clever arm, which offers integrated solutions in digital marketing and data returned content, to government and private agencies. The group believes that it is a player, not only in the content industry, but also in the engineering of the communication strategy itself; And “The expansion of bridges was not available before the different cultures.” The SRMG group is the largest media block in the Middle East, the Mother Enterprise of the “East” News Network with its platforms “East News” and “East Economy with Bloomberg”. The portfolio also contains dozens of print, digital and visual media, including “Al -Sharq Al -awsat”, “Arab news”, “The Independent Arabic”, “Arique”, “Arab Manja”, the two magazines “my lady” and “he”. An on -worldwide scene … and a thirsty Arab market worldwide have pumped major media institutions, including ‘Bloomberg’, SRMG Ally, large investments on editing platforms on artificial intelligence. Openai and Deepmind (Inmind) businesses have also begun to develop instruments aimed directly at the media sector … from simultaneous translation to writing articles. But the challenge in the Middle East and North Africa looks more complicated, like Al -Rased -Note: “Only 6% of the Internet content was originally written in Arabic. It is not just a digital void, but a narrative gap.” “We need techniques that help us produce quality Arabic content, which reflects authenticity parallel to the variety of local identities and cultures.” In this context, reports indicate that the amount of investment in applications in artificial intelligence in the media in the region is still limited, despite the rapid growth in markets such as Saudi Arabia and the UAE. It places SRMG on a groundbreaking place; It “is not satisfied with the consumption of technology, but wants to develop it locally and align it with the Arab context,” according to Al -Brased. The art of narrative does not die … it is rather the awareness of Jumana that ‘artistic creativity’ is at the heart of the media, and that technology cannot replace ‘editorial intuition’. But she sees artificial intelligence an opportunity to free the journalist from the regular tasks to devote what the machine cannot mimic: passion, style and insight. “I encourage all our journalists to use artificial intelligence. Not to take their place, but to unleash their creative ability,” she says, but rather to monitor the development of artificial intelligence in filmmaking: “If the technology can improve the story and strengthen the message, why not?” Challenges: Between prejudice and misleading, but the CEO of the SRMG group does not lose sight of the risks. The most prominent, in his opinion, is the algorithm and the spread of misleading information. Here it indicates the need for clear controls and ruling organizations: “We must train the machine in our language and values ​​and keep the threads of the story from the beginning.” Also read: 4 Challenges before Saudi Arabia to choose the fruits of economic artificial intelligence, and the adult concludes his speech with a future view, realism does not miss: “After a year or two years, perhaps tomorrow, the rules of the game can change completely. But which will not change is that the person will remain the focus of the story;