Latest news with #KhaleejiArabic
Campaign ME
09-07-2025
- Entertainment
- Campaign ME
AI voice cloning in Arabic advertising: What GCC marketers need to know
Lately, there's been a wave of stories about people hearing their own voices in ads without ever giving permission. What once felt like science fiction is now very real: AI voice cloning is here, and it's changing the media landscape in the GCC. Whether it's personalised ads in regional dialects or AI-powered concierges greeting hotel guests in Khaleeji Arabic, synthetic voices are becoming the new sound of connection. And in many ways, it's working. These voices feel authentic. They speak the way we do. But as this tech becomes more common, so do the big questions. Who gets to speak? And who's really in control? How we got here: The tech that talks like us Voice cloning today is astonishingly good. With just a few seconds of audio, AI can recreate tone, rhythm, and accent in ways that feel almost indistinguishable from a real human voice. In the UAE, some marketing teams are already using AI-generated voiceovers to localise ads at scale. For example, Dubai-based startup has developed real-time dubbing and voice cloning technology used in advertising and film to adapt voices across multiple dialects including dynamic content that adjusts based on location, such as Dubai, Riyadh, or Doha. While on the other hand, Voice platform Verbatik also offers localised Emirati Arabic voices for digital ads, allowing brands to create regionally relevant campaigns. To take it a step further, at a global scale, brands are already looking at maximising AI voice dubbing usage with celebrities in order to customise their brands campaign. Such as, Mondelēz Diwali campaign where the ads were GEO-targeted and mentioned the brand names based on the audience's location. This all sounds like a win-win situation? Well, not always. For people whose voices are copied without consent or whose dialects aren't represented at all, it raises some serious concerns. Who owns a voice? And is this tech helping us communicate, or is it stripping something essential away from us? What's really at stake? Voice is deeply personal. In Arab culture, voice isn't just how we speak, it's how we connect. It carries memories, emotion and identity. A single word can reveal where someone's from or remind you of a family member's voice. So when you hear something that sounds just like someone you know, but it's not actually them, it can feel strange, even a little unsettling. Like something close to you has been taken and used without asking. It's not just about data. It's about dignity Consent shouldn't be optional. Here's the uncomfortable truth: a lot of people don't even realise their voices are being used. Maybe it came from a podcast, a video they uploaded years ago, or even a voice note shared online. Then suddenly, there it is. Their voice, in a context they never agreed to. Back in 2023, a case with YouTuber caused a bit of a stir, when a company cloned his voice for ads without asking. While it didn't happen in the GCC, it showed just how easy it is to misuse someone's voice and how fast this kind of thing could spread. If it can happen there, it can happen here or anywhere. There's no one 'Arabic' voice. Arabic isn't one voice. It's many, each with its own flavour, rhythm, and roots. Emirati Arabic is different from Saudi, which is different from Bahraini. But a lot of AI tools still stick to one 'neutral' or overly formal dialect. And when that happens, we don't just lose detail, we lose identity. The voices that make us, the inside jokes, the local slang, the warmth, eventually get flattened into something generic. According to the 2025 GCC Tech Pulse report by Gulf Data Insights, nearly half of UAE consumers can't tell the difference between synthetic and real Arabic voices in ads. That's powerful. But also, a little scary. What needs to change? This isn't a call to stop innovation. It's a call to shape it responsibly. Here's what should happen next: 1. Give people control over their voices. Let creators license their voices on their terms. Use tools like smart contracts or opt-in registries. And please don't assume something public is free to copy. 2. Protect dialects and cultural nuance. Build tools that support the full range of Arabic dialects and not just Modern Standard Arabic. Involve native speakers and cultural experts. And be upfront: if an ad is AI-generated, say so. 3. Build real rules and regulations. The GCC can lead by setting voice rights laws. Certify ethical campaigns. And educate people: your voice is data and it deserves protection. A big opportunity for the GCC The UAE has already taken steps in ethical AI, from Dubai's Ethical AI Toolkit to the National AI Strategy 2031. This momentum can and should extend to voice tech. Just imagine watching a commercial in your dialect. It sounds familiar. You later find out the voice was artificial but the actor gave permission, got paid, and is proud of the work. That's how we build trust. Not just with technology but with transparency and respect. Final word: Your voice still matters As synthetic voices become more common, the question isn't just 'Can they sound real?' It's 'Do they represent us or replace us?' In the Arab world, voice has always been how we pass down stories, culture, and meaning. Let's make sure that doesn't get lost in the noise of innovation or even evolution. Regardless of whether it's your actual voice or a cloned one, the principle stays the same: your voice should still be yours. And just like music artists get paid when their tracks are played, maybe it's time voice artists get the same deal, licensing their voices and earning from their work, not just lending it once in a recording booth and forgotten forever. By Tareq Almasri, Account Manager at Mediaplus Middle East
Gulf Business
23-04-2025
- Business
- Gulf Business
How Alexa is powering the Gulf's smart home boom
Amazon's regional general manager and global product lead for Alexa, Dr Raf Fatani. A 28 per cent rise in Alexa users last year reflects not just growing smart home adoption, but the impact of hyper-localisation — from Khaleeji Arabic to prayer reminders. Amazon sees this as just the beginning of a deeply regional transformation. And in this Q&A, Amazon's regional general manager and global product lead for Alexa, Dr Raf Fatani, tells us more about the trends driving this adoption. We're seeing an increase in smart home adoption in Saudi Arabia and UAE. What are the key factors driving this rapid adoption of smart home technology in the region? When we launched Alexa with local dialectal Khaleeji Arabic support, we were eagerly waiting to hear back from our customers about the experience we offered in Saudi Arabia and the Emirates. And to be honest what we are witnessing has exceeded our expectations. Last year alone, we saw a 28 per cent growth in monthly active Alexa customers across Saudi Arabia and UAE. It was clear that customers are using Alexa to make their lives easier, and found a meaningful use for the technology. Knowing that homes in Saudi Arabia and the UAE use our technology that is woven in their family life is nothing short of humbling. Grandparents who might have been hesitant about new devices are now not only using our Echo devices as digital photo frames of family photos, but also asking Alexa for prayer times, making video calls with grandchildren, setting reminders to take vitamins and other supplements. Parents and caretakers are using voice technology that understands their dialect and cultural context to help in their everyday lives by asking Alexa to tell local children's stories, play fawazeer, watch videos, or even play white noise to help them sleep. This transformation isn't happening in isolation. Both countries have created environments where digital innovation can thrive, with clear national visions for technological advancement that touches every part of society. Within this supportive environment, families are discovering how AI voice technology can enhance daily routines rather than distract them from what's more meaningful or important to them. What's particularly interesting is how quickly people expand their smart home experience once they start. We've seen a 35 per cent year-over-year increase in Alexa-connected devices, which tells that once families experience the convenience of controlling lights, air conditioning systems, or seeing who's at the door with smart doorbells, using just their voice, they find more ways to integrate this technology into their daily lives. The most important factor has been our focus on deep hyper-localisation. By ensuring Alexa understands Arabic dialects including all Khaleeji dialects, and responds appropriately to culturally specific requests, we've built technology that feels like it belongs to the local community rather than something imported from elsewhere. This locally built cultural adaptation has made all the difference in how readily families have welcomed Alexa into their most personal spaces. What are the most popular applications of this technology that you're observing in Saudi Arabia and UAE? What fascinates me most about how people in Saudi Arabia and the UAE use Alexa is the beautiful weaving of tradition and innovation in a meaningful way. Let me share a story that really brings this to life. Mohammad Saeed, a visually impaired Saudi who now lives independently in Riyadh despite daily challenges of being blind transformed his entire home using Alexa. When guests arrive at his special coffee corner, Alexa welcomes them, offers different coffee options, and even prepares their selection using a smart coffee machine. This traditional gesture of Arabic hospitality now happens seamlessly through voice technology, allowing Mohammad to be an incredible host despite his visual impairment. This story reflects a broader pattern of inclusivity and impactful use of our technology we're seeing across the region – something to be incredibly proud of. Another interesting observations is the use of Alexa to help customer with their daily spiritual practices. When we build at amazon, we tend to put the customer at the heart of what we build. Knowing the importance of faith to the region, we built Alexa here with spirituality offerings as an Alexa fist. In 2024 alone, we had over 5.1 million prayer reminders and 1.69 million 'Athkar' actions requested through Alexa between Saudi Arabia and UAE – astonishing! Rather than technology distracting, we're seeing it enhance these deeply meaningful routines. And it gets interesting—we all know the passion for football for instance runs deep in both countries, and we see that reflected in the over 5 million football-related questions to Alexa received last year, with fans checking scores, asking about upcoming matches, and debating player statistics or even facts about players. These conversations with Alexa allows us to understand our customer interests better, and this in turn helps Alexa serve them better. I love how customers quickly move beyond novelty to make Alexa an essential part of their routines. Don't take that from me, the data tells us so. Our customers average 180 interactions monthly, showing they're not just experimenting with the technology—they're relying on it. The 35 per cent growth in connected devices tells us that once families experience the convenience of smart homes, they find ways to extend that throughout their homes—creating environments that honour traditional values while embracing modern conveniences. Engagement with voice assistants is clearly high. How do you see this level of interaction evolving in the coming years? When I think about the future of voice technology in our region, I'm reminded by something we always say at Amazon, 'it's still Day 1' – which means maintaining a long-term focus, obsessing over customers, and bold innovation. In short, despite seeing a 28 per cent growth in monthly active users across Saudi Arabia and the UAE, we believe we're just at the beginning of this journey. Imagine a home that knows when you're arriving tired from work and automatically adjusts the lighting, temperature, and perhaps even has your favourite relaxation playlist ready without you saying a word. Or consider how meaningful it would be for an elderly family member to have their medication routines gently managed through reminders that feel like a caring presence, not intrusive technology. We're already seeing this evolution in how people use features like Routines. Instead of manually tracking prayer times, for instance, many families now rely on Alexa to naturally integrate these spiritual moments into their day. The technology fades into the background while supporting what matters most. Our approach is to work backward from the most meaningful human needs. We ask: what would make daily life in a local home more harmonious? How can we honour the traditions that matter while removing mundane everyday tasks? The future we envision isn't about more screen time or more commands — it's actually about less direct interaction with devices. So, as our ambient intelligence evolves, technology will become more anticipatory and responsive to context, understanding the subtle rhythms of family life without requiring constant guidance. Every week, we learn more about how our customers want to interact with technology. These insights guide our innovation as we continue to develop experiences that feel like they were designed specifically for our homes here locally. What are the key challenges and opportunities you see for the smart home market in Saudi Arabia and UAE in the next five years? Over the next five years, I see both interesting challenges and tremendous opportunities for smart homes in our region. Let me start with a challenge we hear about frequently. Many customers tell us stories of purchasing different smart devices that won't talk to each other – creating frustration instead of convenience. With the 35 per cent growth we've seen in Alexa-connected devices, it's clear that customers don't want technology islands; they want a unified experience where everything works together seamlessly, regardless of brand. On the opportunity side, I'm genuinely excited about how we can further develop features that reflect the cultural context of our homes. The enthusiastic response to our spirituality or how customers are using different features – with over 5 million requests each – shows how powerfully technology resonates when it's aligned with local interests and values. The rollout of ultrafast connectivity across the region creates another significant opportunity. This enhanced connectivity will allow smart home devices to communicate more reliably and respond more quickly, making the entire experience more seamless. The large investments from AWS in Data-Centre Regions in both countries in a critical component of that. Perhaps most encouraging is the 28 per cent growth we've seen in monthly active users. This tells us people are finding real value in the technology, but we know we're just beginning to deliver on the potential. Our approach is built on long-term thinking – we're not looking for quick wins but rather building relationships with customers that will last for decades. It's really still Day One. By listening carefully to feedback from local families, we'll continue evolving our products to serve their unique needs, creating experiences that feel less like using technology and more like having helpful magic in your home. Read:
Arabian Business
26-03-2025
- Business
- Arabian Business
Amazon Alexa use growing in UAE and Saudi with 140m requests in 2024, most common questions revealed
Amazon Alexa received more than 140m requests in 2024 from customers based in KSA and UAE. Since the launch, three years ago, Amazon Alexa has brought homes around KSA and UAE seamless, hyper-localized experiences in Khaleeji Arabic, catering to their lifestyles, preferences and needs. Smart home device adoption in Saudi Arabia and the UAE increased by 35 per cent, as more devices are connected through the hub. Amazon Alexa in Saudi and UAE This surge in adoption is also reflected in the number of average interactions per customer, reaching over 180 interactions per customer in the UAE and KSA in December 2024 alone. Beyond smart home control, Saudi and UAE customers turn to the Amazon smart speaker for a variety of entertainment and spiritual needs. Spirituality remains to be among the most popular topics for customers in KSA and UAE, with more than 5.1m prayer reminders and 1.69m 'Athkar' actions. As football continues to rise in popularity in Saudi Arabia, Amazon has recorded more than 5m football-related questions that were made to Alexa by fans across the UAE and KSA. Of all the local clubs, KSA's Al Hilal is considered the most popular footballing team, with its fans interacting with Alexa four times more often than the fans of Al Nasr. Football fans also show a keen interest in international clubs. Barcelona emerged as the top international team requested through Alexa in KSA and UAE, followed by Real Madrid and Manchester City. These clubs continue to captivate fans in the region, with frequent inquiries about matches and key players. Increasing engagement in the Middle East is attributed to its deep localisation efforts, ensuring that the voice service seamlessly integrates into the lives of regional customers. The smart speaker supports Khaleeji Arabic, a dialect spoken in the Arabian Peninsula, and provides access to a vast array of localised content, including news, music, and skills. Dr. Raf Fatani, Regional General Manager, Alexa, MENA: 'We're excited to see how our customers in KSA and the UAE are leveraging Alexa's capabilities to simplify and enrich their daily lives. 'The adoption of Alexa and smart home devices has been truly inspiring. We saw a remarkable 28 per cent growth in Alexa's monthly active customers in KSA and the UAE in 2024. 'This growth underscores our commitment to customer obsession and long-term thinking. Across the region, customers are embracing ambient intelligence, which seamlessly integrates AI, devices, and services to create experiences that are far greater than the sum of their parts. 'At Amazon, we believe it's still Day One and we remain committed to inventing on behalf of our customers.'
Zawya
25-03-2025
- Business
- Zawya
Amazon Alexa received over 140 million requests in 2024 from customers based in KSA and UAE
Spirituality remains to be among the most popular topics for customers in KSA and UAE, with over 5.1m prayer reminders and 1.69m 'Athkar' actions Riyadh, Saudi Arabia: Since the launch, three years ago, Amazon Alexa has brought homes around KSA and UAE seamless, hyper-localized experiences in Khaleeji Arabic, catering to their lifestyles, preferences and needs. Smart Homes take centre stage Smart home device adoption in KSA and UAE increased by 35%, as more devices get connected through Alexa YoY. This surge in adoption is also reflected in the number of average interactions per customer, reaching over 180 interactions per customer in the UAE and KSA in December 2024 alone. Entertainment and spirituality, delivered daily Beyond smart home control, KSA and UAE customers turn to Alexa for a variety of entertainment and spiritual needs. Spirituality remains to be among the most popular topics for customers in KSA and UAE, with over 5.1m prayer reminders and 1.69m 'Athkar' actions. Football fever As football continues to rise in popularity in Saudi Arabia, Amazon has recorded over 5 million football-related questions that were made to Alexa by fans across the UAE and KSA. Of all the local clubs, KSA's Al Hilal is considered the most popular footballing team, with its fans interacting with Alexa four times more often than the fans of Al Nasr. Football fans also show a keen interest in international clubs. Barcelona emerged as the top international team requested through Alexa in KSA and UAE, followed by Real Madrid and Manchester City. These clubs continue to captivate fans in the region, with frequent inquiries about matches and key players. Localization wins over KSA and UAE customers Alexa's increasing engagement in the Middle East is attributed to its deep localization efforts, ensuring that the voice service seamlessly integrates into the lives of regional customers. Alexa supports Khaleeji Arabic, a dialect spoken in the Arabian Peninsula, and provides access to a vast array of localized content, including news, music, and skills. Dr. Raf Fatani, Regional General Manager, Alexa, MENA: 'We're excited to see how our customers in KSA and the UAE are leveraging Alexa's capabilities to simplify and enrich their daily lives. The adoption of Alexa and smart home devices has been truly inspiring. We saw a remarkable 28% growth in Alexa's monthly active customers in KSA and the UAE in 2024. This growth underscores our commitment to customer obsession and long-term thinking. Across the region, customers are embracing ambient intelligence, which seamlessly integrates AI, devices, and services to create experiences that are far greater than the sum of their parts. At Amazon, we believe it's still Day One and we remain committed to inventing on behalf of our customers.'
