The Dubai Media Council (DMC) and the Advertising Business Group (ABG) have signed a Memorandum of Understanding (MoU) to develop industry frameworks for the responsible use of artificial intelligence (AI) in advertising, and launch initiatives to develop talent and strengthen governance across the sector.

The agreement, signed on the sidelines of the Arab Media Summit 2026, advances the Council's vision of building a globally competitive media industry that leads in innovation and sets the benchmark for responsible adoption of emerging technologies.

The MoU was signed by Her Excellency Nehal Badri, Secretary General of the Dubai Media Council, and Eleni Kitra, CEO & Executive Director of Advertising Business Group. ABG is a Dubai-based advertiser-led industry body, operating under the umbrella and supervision of Dubai Chambers, dedicated to enhancing marketing capability, transparency, and innovation across the region.

Under the MoU, DMC and ABG will work together to develop a comprehensive framework for the ethical application of AI in advertising. This includes principles of transparency, fairness, accountability and human oversight, as well as clear safeguards to address bias, protect data privacy, and ensure the disclosure of AI-generated content.

The partnership also aims to drive talent development in response to growing industry demand, with plans to introduce certification programmes designed to upskill mid-level marketing professionals.

Her Excellency Nehal Badri said: "Dubai's media industry continues to evolve rapidly, driven by proactive initiatives and the adoption of advanced technologies. Strengthening ethical frameworks for the use of artificial intelligence, while investing strongly in talent development, is essential to ensuring this progress is sustainable and globally competitive."

Eleni Kitra said: "Dubai Media Council has demonstrated remarkable leadership in driving the evolution of Dubai's media landscape and creating an environment that encourages innovation, collaboration, and growth."

(Source: Dubai Media Office)