In a pioneering move to enhance public engagement, Digital Dubai has unveiled “Noora and Rashid,” an AI-powered virtual Emirati family designed to serve as the new face of the emirate’s digital transformation. The initiative, launched during the GITEX GLOBAL 2023 event, aims to raise awareness and simplify public understanding of Dubai’s extensive range of digital services and initiatives.
Meet Noora and Rashid: Dubai’s New Digital Ambassadors
The virtual family, consisting of characters Noora and Rashid, will act as digital ambassadors for the city. Their primary mission is to interact with the public across various digital platforms, providing clear and accessible information about the services offered by Digital Dubai. By creating relatable, culturally resonant AI personalities, the government aims to demystify technology and make its digital offerings more approachable for all residents and visitors.
A Strategic Move for Digital Literacy
The creation of Noora and Rashid is a strategic effort to boost digital literacy and drive the adoption of Dubai’s digital services. Rather than relying on traditional communication methods, this human-centric approach uses AI to build a connection with the public. The family is designed to communicate in a simple, engaging, and interactive manner, breaking down complex information and encouraging more people to utilize the government’s digital platforms for their daily needs.
Aligning with Dubai’s Vision for the Future
This initiative is a direct reflection of Dubai’s broader strategic goals, particularly the Dubai Economic Agenda D33 and the Dubai Digital Strategy. By leveraging advanced AI for public outreach, Digital Dubai is not only promoting its current services but also reinforcing the emirate’s commitment to becoming a global leader in the digital economy. The project highlights a forward-thinking approach to governance, where technology is used to create a more efficient, informed, and digitally empowered society.
About Digital Dubai
Digital Dubai is the government entity responsible for leading the city’s comprehensive digital transformation. It is mandated to develop and implement strategies that foster a robust digital economy, a digitally empowered society, and a world-leading digital government. Through collaboration with public and private sector partners, Digital Dubai works to create a seamless, secure, and impactful city experience for all.
Looking Ahead
The launch of an AI-powered family as public service ambassadors marks a significant innovation in government-citizen communication within the MENA region. The success of Noora and Rashid could set a new standard for how public sector entities engage with their communities, potentially inspiring similar initiatives across the Gulf. As Dubai continues to integrate cutting-edge technology into its civic infrastructure, this project will serve as a key case study on the use of AI to foster a more connected and tech-savvy populace.
Source: Fast Company Middle East
