Latest news with #MohammedbinSalmanAlSaud
Campaign ME
23-07-2025
- Business
- Campaign ME
PIF-backed HUMAIN's Acting CMO on Saudi Arabia as a global AI powerhouse
As artificial intelligence (AI) rapidly reshapes industries worldwide, Saudi Arabia has set its sights on becoming an AI powerhouse, positioning itself as a global leader at the heart of the transforming AI-driven economy. At the heart of this movement stands HUMAIN – a PIF-backed AI company envisioned by Saudi Crown Prince Mohammed bin Salman Al Saud to place the Kingdom, and the greater Middle East region, front and centre in its development of AI infrastructure, Arabic large language models (LLMs) and cloud services. At the Cannes Lions International Festival of Creativity in July 2025, Campaign Middle East spoke exclusively to Steve Plimsoll, Chief Strategy Officer and Acting Chief Marketing Officer, HUMAIN, about going beyond the headlines and billion-dollar deals to answer crucial questions: What makes AI truly transformative for businesses and brands? How do data quality, cultural context and clearly defined use cases determine the real impact of AI strategies on brand, marketing and the society at large? At the core of AI lies data and used cases At the outset, Plimsoll told Campaign Middle East, 'In the same way that Aramco has led the region and the world in the oil sector, HUMAIN was established to lead the world in artificial intelligence. HUMAIN will be global first, but sovereign by design. We will power and enable AI from the ground up, creating capabilites in the region for the world, and this includes data centres, tokens, LLM models and applications built on top of it.' Since its launch in May 2025, the company has already signed deals worth more than $23 billion with global AI leaders such as Nvidia, AMD, Amazon Web Services, and Qualcomm. Plimsoll added, 'HUMAIN will power global AI moves with data centres and large language models. We will enable AI infrastructure while delivering on global demand and the sovereign needs of Saudi Arabia and the region from a data protection, security and capabilities perspective. This includes storing data, processing data and managing it in our data centres in Saudi Arabia – for the region and for the rest of the world.' However, brand and marketing leaders in the region leaning into artificial intelligence who are evaluating the effectiveness of AI strategies have stated that these strategies are only as good as the insights derived from AI analytics, which in turn are only as effective as the quality of first-party and third-party data that feeds AI. When questioned about data integrity and clean data, Plimsoll responded, 'Unfortunately, this is one of the less-asked questions and, yet, one of the most important ones. AI is trained on data. If you train AI on bad data, you get bad AI. If you then feed a bad AI model with bad data again, you get even worse answers. Sure, data remains one of the most important aspects in all of this.' He added, 'But more important than the data is the used case. Why are we using AI? What are we using it for? While it's easy to say that AI is going to change the world, we need to understand how and why.' Plimsoll uses the story of a drill as a metaphor to 'drill the point home'. We buy a drill to drill a hole; we need the hole to put a nail in; we need the nail to put a painting up on the wall – so essentially we bought a drill to put a painting up on the wall. However, AI is like double-sided sticky tape that we buy to put up the painting instead, which metaphorically disrupts the 'drill' and 'nail' industry. 'This is why we've got to ask ourselves, what is the problem that I'm trying to solve?' Plimsoll explained. 'We've got several tools at our disposal, and with the right data and approach, we can solve any problem. We can make any industry more efficient. We can make any human better. We can take the interdependency of human creativity and AI's precision and power, and bring them together to create a unique force that is better than what it is today.' View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Arabic large language models: Built in Saudi Arabia, but for the world Building on the conversation of making the brand and marketing industry better, Plimsoll also addressed the untapped potential of Arabic large language models (LLMs) targeting users in Saudi Arabia and across the Middle East – especially given growing conversations around the localisation of content and connecting brands with communities by leveraging the languages in which consumers think. 'In the Middle East, and specifically in Saudi Arabia, it's important to understand that tradition, culture and heritage are embedded in everything we do, but most LLMs that we use are built of generic content available globally that are meant for everyone, everywhere. They don't understand cultural nuance or the several sub-dialects of the Arabic language. It's important to understand that the 400 million Arabic speakers in the world don't all speak the same way,' Plimsoll said. He added, 'This is why we need to train AI and large language models based on how people speak and choose to ask questions in their language. Then we need to train LLMs to create generative content that is relevant, contextual and culturally nuanced enough to accurately and efficiently respond to a query set in a hyper-local context.' Through the conversation, he went on to add that global campaigns 'converted', 'translated', 'created' or 'generated' to suit the Middle East region may look appropriate to a global audience, but completely inappropriate to audiences in the region due to its misrepresentation of national attire, colloquial language, cultural etiquette – all of which need to be addressed not only by creatives, but also by those developing LLMs for the region. 'We need to build the best Arabic large language models from the region that aren't just about Arabic, but are about understanding the Middle East in all its facets, including religion, culture, tradition, heritage, customs, behaviours, preferences, intent and, most importantly, people – and that's how we're going to change LLMs and the future of marketing,' Plimsoll concluded.
Iraqi News
24-06-2025
- Politics
- Iraqi News
Iraq, Saudi Arabia review latest regional developments
Baghdad ( – The Iraqi Prime Minister, Mohammed Shia Al-Sudani, and the Saudi Crown Prince, Prince Mohammed bin Salman Al Saud, discussed on Tuesday bilateral relations between the two countries and the latest developments in the region. During their phone conversation, the two leaders emphasized the need to prevent conflicts from expanding and military operations from escalating following Israel's recent aggression against Iran and its ongoing military operations against defenseless civilians in Gaza, according to a statement released by the Prime Minister's Office (PMO). The two sides highlighted the importance of exercising restraint, engaging in a dialogue, and refraining from ignoring international laws and resolutions. The Iraqi prime minister and the Saudi crown prince also emphasized that international and UN bodies should play their role in reducing tensions. The two leaders' discussion followed a US initiative that led to a ceasefire agreement between Iran and Israel. Earlier on Tuesday, Baghdad expressed hope that the ceasefire would represent a meaningful step toward a long-term settlement to the current issues through peaceful and diplomatic means. The ceasefire agreement between Iran and Israel entered into force early on Tuesday, following a statement by US President Donald Trump calling for a total ceasefire after 12 days of fighting.
Observer
23-06-2025
- Politics
- Observer
HM receives phone call from KSA Crown Prince
Muscat: His Majesty Sultan Haitham bin Tarik on Sunday received a phone call from Prince Mohammed bin Salman al Saud, Crown Prince and Prime Minister of the Kingdom of Saudi Arabia (KSA). The telephonic conversation addressed the rapidly escalating tensions and dangerous developments between the Islamic Republic of Iran and Israel, as well as recent US intervention targeting Iranian facilities. The urgent need to intensify regional and international efforts to halt this destructive conflict and establish pathways for dialogue and understanding were emphasized during the phone call. The telephonic discussions also underscored the importance of safeguarding lives, preserving resources, and ensuring security and stability for all parties concerned.
Forbes
14-05-2025
- Business
- Forbes
Trump's Middle East Tour Wins Boeing Orders For Nearly 200 Planes
RIYADH, SAUDI ARABIA - MAY 13: (——EDITORIAL USE ONLY - MANDATORY CREDIT - 'BANDAR AL-JALOUD / SAUDI ... More ROYAL COURT / HANDOUT' - NO MARKETING NO ADVERTISING CAMPAIGNS - DISTRIBUTED AS A SERVICE TO CLIENTS——) US President Donald Trump (L) is welcomed by Saudi Crown Prince Mohammed bin Salman Al Saud (R) as he arrives at Malik Khalid Airport, for the first leg of his three-country Middle East tour in Riyadh, Saudi Arabia on May 13, 2025. (Photo by Bandar Al-Jaloud/Saudi Royal Court/Anadolu via Getty Images) Boeing has benefited significantly from U.S. President Donald Trump's visit to the Middle East this week. Yesterday, it first gained an order in Saudi Arabia for up to 30 737 MAX jets. Today, the manufacturer also received an anticipated order for at least 160 aircraft from Qatar Airways. While neither Boeing nor the airline have released the order details, it is expected to be for Boeing 787 Dreamliner long-haul aircraft. AviLease confirmed the Saudi order for 737 MAX narrowbody planes. The lessor placed firm orders for up to 20 737-8 jets with options for 10 more. This is also the first time the lessor has placed a direct order with Boeing. 'We are pleased to conclude our first direct Original Equipment Manufacturer (OEM) order, complementing our growth strategy towards being at the top of the industry,' said Edward O'Byrne, CEO of AviLease. 'These new aircraft will accelerate our growth and enable us to deliver the industry's latest generation, fuel–efficient fleet solutions.' The narrowbody planes will support Saudi Arabia's tourism growth plans. The Kingdom aims to attract 150 million visitors by 2030, serving 330 million passengers in its aviation sector. The lessor expects to receive the 30 new 737-8 planes by 2032. Avilease currently owns a fleet of 200 aircraft that are on lease to 48 airlines. 'The 737 MAX will diversify AviLease's portfolio by delivering unrivalled fuel efficiency and market-leading versatility. It's a powerful combination that will fuel AviLease's profitable global expansion and support their airline customers' business and sustainability goals,' Brad McMullen, Boeing senior vice president of Commercial Sales and Marketing, said in Boeing's announcement of the deal. Boeing CEO Kelly Ortberg accompanied the president on his trip as part of a delegation of business executives. Qatar Airways signed the agreement for the aircraft today while President Trump was in Doha, with Ortberg also present to close the deal. The Qatar Airways Group, which includes Qatar Airways, Qatar Airways Cargo, and Qatar Executive, currently operates a mixed fleet of 269 Airbus, Boeing and Gulfstream aircraft. Data from Planespotters shows that, aside from nine relatively young (four and a half years average) Boeing 737 MAX 8 narrowbody aircraft, the Group holds 92 Boeing 777s with an average age of 11 years. These include: The airline group is also expecting delivery of one more Boeing 777-200 and two of Boeing's new 777Xs (777-9), which are still pending certification by the Federal Aviation Administration. Qatar Airways Group also has a long-haul fleet of 53 Boeing 787 Dreamliners, with an average age of 7.7 years. These include: The Group has one additional 787-8 Dreamliner and two additional 787-9s pending delivery. Adding 160 Boeing long-haul aircraft to the fleet would significantly increase the airline group's ability to expand its international routes and reliance on Boeing aircraft in its operations. Qatar Airways' total Airbus fleet consists of 109 planes, with five additional aircraft pending delivery. The airline's narrowbody fleet is largely Airbus, with two 20-year-old Airbus A319s and 28 Airbus A320s with an average age of nearly 13 years. Qatar's Airbus widebody fleet consists of 11 Airbus A330s, with an average age of almost 18 years, two Airbus A340s, which are almost 27 years old on average, and 58 relatively new (seven years average) Airbus A350XWBs. The airline is still expecting delivery of three additional A350s. Qatar Airways also has a fleet of eight Airbus A380 superjumbos, with an average age of nine years.
Iraqi News
14-05-2025
- Business
- Iraqi News
Saudi Crown Prince to join Arab Summit in Baghdad
Baghdad ( – Saudi Crown Prince Mohammed bin Salman Al Saud (MBS) is expected to attend the upcoming Arab League summit on Saturday in Baghdad, according to recent reports. MBS participation underscores the strengthening ties between Iraq and Saudi Arabia, as well as a broader regional push toward dialogue and cooperation. The summit, to be held in Iraq's capital, marks a significant moment for Baghdad, which has been working to restore its influence in the Arab world following years of internal conflict and diplomatic isolation. Leaders across the region are anticipated to discuss key issues including regional security, economic collaboration, and the ongoing Palestinian situation. MBS's appearance follows a high-profile visit by U.S. President Donald Trump to Riyadh, during which the two leaders signed multi-billion-dollar deals with leading American firms. In a speech during the visit, Trump noted he had consulted with MBS on lifting sanctions on Syria, framing the move as part of a broader effort to promote peace in the Middle East following the fall of Bashar al-Assad. The summit is poised to reflect both Iraq's re-emergence on the diplomatic stage and the Kingdom's influential role in shaping the future of the Middle East.
