Dubai:The 8th Arab Conference on Communication and Public Relations, organized by the Arab Organization for Administrative Development, affiliated with the League of Arab States, kicked off today in Dubai and will continue until December 17, under the title "Communication and Public Relations in the Age of Artificial Intelligence: Opportunities and Challenges".

The conference attracts more than 200 participants from 16 Arab countries, along with more than 25 speakers who are experts and specialists in the fields of communication, artificial intelligence, and digital transformation, to discuss the most prominent modern trends and future challenges in the corporate communication sector.

His Excellency Dr. Nasser Al-Hatlan Al-Qahtani, Director General of the Arab Organization for Administrative Development, affiliated with the League of Arab States, stressed the importance of the conference as an Arab platform that brings together leaders, experts, specialists and academics to discuss the most prominent transformations in the corporate communications sector, especially in light of the great developments brought about by artificial intelligence in various fields of communication and public relations.

In his opening remarks, he said that the conference seeks to highlight the role of artificial intelligence and its impact on communication strategies, and how to employ this modern technology efficiently and effectively while taking into account the ethical and legal challenges associated with it.

He added that the conference provides an opportunity to learn about best practices and experiences in the use of artificial intelligence technologies, including narrow and general artificial intelligence, machine learning, deep learning, large language models such as ChatGPT, as well as other modern artificial intelligence technologies.

He emphasized that artificial intelligence has become an integral part of our daily lives, and that its application in the communications and public relations sector contributes to big data analysis, message personalization, improved customer service, and support for decision-making and crisis management. He added that the use of these technologies must be safe, legal, and characterized by integrity, transparency, credibility, and respect for intellectual property rights.

He explained that the conference sessions address a range of important topics, including the impact of artificial intelligence on communication strategies and digital relations, artificial intelligence and ethics, the challenges in using artificial intelligence, and the future of public relations in light of major digital transformations.

He noted that the conference includes a distinguished group of Arab experts from 16 Arab countries.

He expressed his thanks and appreciation to all the speakers, session chairs, distinguished attendees, media representatives, and the organizing team, stressing that the interaction of participants during the conference sessions will contribute to producing practical recommendations and fruitful results that support the development of the public relations sector in the Arab world.

Dr. Rania Abdel-Razzaq, the conference's general coordinator at the Arab Organization for Administrative Development of the League of Arab States, said

This edition of the conference features a fresh approach, integrating industry sessions and practical experiences with academics to develop shared visions for the future and build upon the intersections between academia and the professional world. The conference also highlighted the provision of a platform for Arab social media influencers to showcase their experiences and create meaningful and constructive content for their communities.

She emphasized that the conference methodology includes a set of key themes, including the impact of artificial intelligence on communication strategies, exploring how to employ modern technologies in improving corporate communication methods, digital public relations, artificial intelligence and their role in improving digital experiences, enhancing interaction with customers, building brand reputation, ethics and challenges in using artificial intelligence, including ethical concerns, sustainability strategies in digital content, and the future and new trends in content creation and management using artificial intelligence.

She added that the conference's scientific committee carefully selected 62 specialized researchers from most Arab countries to ensure the diversity and enrichment of the discussions, stressing that the main session will bring together media, communication and public relations experts on both the academic and professional tracks to exchange experiences and expertise.

She noted that the conference represents a starting point for the research output of the Arab Organization for Administrative Development within its ambitious research plan, with the aim of building a leading Arab platform that brings together competencies and expertise in the field of communication and public relations and promotes research cooperation between academic and professional institutions.

The conference witnessed several discussion sessions on various topics related to the conference theme: Communication and Public Relations in the Age of Artificial Intelligence.

In the same context, a memorandum of understanding was signed between the Arab Organization for Administrative Development, the League of Arab States and the UAE Journalists Association, in the presence of His Excellency Dr. Nasser Al-Hatlan Al-Qahtani, Director General of the Arab Organization for Administrative Development affiliated with the League of Arab States, and Professor Fadila Al-Muaina, Chairperson of the Board of Directors of the UAE Journalists Association, with the aim of enhancing cooperation and exchanging experiences in the fields of media and administrative development, exchanging technical and scientific expertise, as well as exchanging information, studies, reports and publications related to topics of common interest.

The Higher Organizing Committee of the Conference honored the participating speakers and strategic sponsors, including the Emirates News Agency (WAM), in recognition of their efforts in organizing and ensuring the success of the event.