Jordanian telecom operator Umniah has launched “Darb Al Asateer” (Path of Legends), a national campaign that uses artificial intelligence to recreate the voice of the late football icon Mohammad Awad. The initiative aims to connect with football fans and build national spirit ahead of the FIFA World Cup qualifiers, showcasing a novel use of AI in marketing and cultural storytelling.
Quick Facts
- Umniah launched an AI-powered campaign, “Darb Al Asateer.”
- It recreated the voice of Jordanian football icon Mohammad Awad.
- The goal is to engage fans before World Cup qualifiers.
Blending Sporting Heritage with Generative AI
The campaign’s core is the AI-driven revival of Mohammad Awad’s voice, allowing a new generation of supporters to hear inspirational messages styled after one of the country’s most revered athletes. By merging a significant piece of Jordanian sporting history with modern technology, Umniah is creating an emotional bridge between past glory and the national team’s current ambitions. This move taps into the power of nostalgia while demonstrating the creative capabilities of generative AI.
Telcos Evolving Beyond Connectivity
For telecom operators, initiatives like “Darb Al Asateer” signal a strategic shift in brand engagement. Companies in the sector are increasingly moving beyond traditional messaging about network connectivity. Instead, they are positioning themselves as digital lifestyle brands that integrate into consumers’ lives through culture, entertainment, and sports. This project reflects a broader industry trend where AI is used not just for operational upgrades but for sophisticated content creation and audience connection.
AI’s New Role in Cultural Preservation
Beyond its marketing function, the Umniah campaign highlights the growing potential of artificial intelligence in preserving cultural memory. The use of synthetic media, when deployed responsibly, offers a powerful tool to digitize and reintroduce historical voices and narratives to contemporary audiences. As AI adoption accelerates across the Middle East, this project serves as a clear example of how the technology can be applied in creative industries to engage communities and safeguard heritage.
About Umniah
Umniah is a leading Jordanian telecommunications provider and a subsidiary of the Batelco Group. Since its launch in 2005, it has offered a range of mobile, internet, and business solutions, becoming known for its competitive and innovative services in the Jordanian market.
Source: MEA TechWatch
