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Content boom: Why AI can’t fix creative without better systems

While AI can crank out content faster than ever, speed alone doesn’t translate into compelling stories or emotional connection

Hum(AI)n Assets
Hum(AI)n Assets

12 June, 2025

Content boom: Why AI can’t fix creative without better systems

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The rise of artificial intelligence (AI) is reshaping creativity at a breakneck pace. From instant social graphics to thousands of words of copy delivered in seconds, AI tools powered by advanced language models and image generators are transforming how marketers work — promising speed, volume, and unprecedented productivity.

Yet, the reality on the ground is more nuanced.

While AI can crank out content faster than ever, speed alone doesn’t translate into compelling stories or emotional connection. Digital spaces today remain saturated with bland, repetitive, and forgettable output. Why? Because creativity is more than volume; it’s about turning ideas into unforgettable experiences that resonate with audiences.

Human creativity — with all its nuance, judgment, and context — remains irreplaceable. AI isn’t “dumb,” but these uniquely human qualities can’t be easily taught to machines. The brands that succeed aren’t those who post the most content, but those who create work that truly moves markets. That requires coordination, alignment, and thoughtful execution — not just rapid production.

The workflow bottleneck slowing AI’s promise

At the center of this challenge is workflow.

“If creatives are the engine and AI is the new superfuel, then workflow is the transmission,” says Harry Aydin, CTO of AI-driven creative platform Hum(AI)n Assets. “Right now, creative teams are stuck in first gear.”

A recent McKinsey & Company report (2025) echoes this: “While generative AI is transforming content creation, many organizations struggle to scale its use because their operating models haven’t caught up. The technology’s potential is vast, but without rethinking workflows, its benefits remain out of reach.”

Teams are caught between two extremes. On one end is the “Ad-Hoc Grind” — work scattered across group chats, briefs sent as voice notes, and shifting deadlines that cause chaos and burnout. On the other is the “Corporate Maze” — layers of stakeholders, endless approvals, and slow timelines. Neither approach serves the needs of teams trying to harness AI’s speed and power at scale.

Rethinking creative processes for the AI era

So what’s missing? The answer lies not in more productivity apps or project management dashboards, but in reimagining creative workflows for the AI era.

It starts with simplicity. Briefs must be clear and concise — ditch the 40-slide brand bibles. Iteration cycles should measure in minutes or hours, not weeks. The workflow must flex seamlessly to handle quick-turn social reels, polished presentations, or nuanced ad copy — all briefed, created, iterated, and approved without chaos or bottlenecks.

The right workflow aligns teams fast, fosters open feedback, and keeps content flowing smoothly. Designers won’t guess tone. Clients won’t wait endlessly. Deadlines become firm targets. Content ships, not stagnates.

This new approach blends AI’s brute force with human discernment. It’s not man versus machine — it’s velocity paired with vision. AI accelerates. Humans elevate.

Building the future of creative workflows

Hum(AI)n Assets is building this future today. The Dubai-based startup offers a content production engine designed to match the realities of modern creative teams — delivering the horsepower of a creative studio without the overhead or delays.

“Everyone’s talking about AI tools, but nobody’s fixing the workflow,” Aydin explains. “You can generate assets in seconds, but getting them approved and aligned? That still takes weeks. It’s not a tool problem; it’s a system problem.”

The solution is smart augmentation, not blind automation. The brief is boiled down to essentials: audience, style, impact, and media type. AI handles formatting, first drafts, and rough image comps. Humans then refine tone, narrative, and aesthetics. The outcome? Faster, sharper, brand-aligned content that meets the demands of today’s business pace.

The platform’s founder, Bally Singh, experienced these workflow pains firsthand while running the Dubai-based Hoko Agency. “Our internal processes were often chaotic and time-consuming,” Singh recalls. “Too many handoffs, information gaps, and waiting rooms between idea and execution.”

Now, Hum(AI)n Assets is scaling fast. Recently, it absorbed Web3-native project Everdome through a strategic acquisition by Hoko Agency, further bolstering its creative engine.

Partnership with Motivate Media Group

The company is also partnering with Motivate Media Group to integrate its AI-powered workflow into Motivate’s publishing operations — a bold move in a sector still grappling with rapid change. This collaboration will debut with the first-ever AI-generated magazine cover, showcasing how improved workflows, human creativity, and AI speed can transform legacy media.

For Motivate, this isn’t just an experiment; it’s a statement. The partnership signals what leadership in the AI age looks like — embracing innovation to set the pace, not follow it.

As AI becomes integral to creative work, workflow is emerging as the keystone issue. Without a smart system, even the most powerful AI becomes noise.

What’s needed is structured speed — a creative operating system where briefs are clear, feedback is fluid, and human-AI collaboration is frictionless.

Hum(AI)n Assets is building that system: a smarter way to work that meets the urgency of today’s creative demands without sacrificing quality or clarity.

By combining agency polish, the momentum of real-time crypto marketing, and AI’s strategic power, the team isn’t just producing content — it’s reinventing the entire process behind it.

In the future, creative success won’t depend on who has the flashiest AI tool, but who can align vision and execution fastest.

And that future starts — and scales — with workflow.

Saudi e-visas resume: What eligible countries need to know

Visitors holding valid Schengen, UK, or US visit visas will continue to qualify for visas on arrival at Saudi entry points

Nida Sohail
Nida Sohail

12 June, 2025

Saudi e-visas resume: What eligible countries need to know

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Saudi Arabia has announced the resumption of e-visa applications starting June 10, streamlining travel for international visitors just in time for the summer season. Eligible travelers can now apply online, making it easier than ever to plan trips to the country.

In addition to e-visas, visitors holding valid Schengen, UK, or US visit visas—or those who are residents of the EU, UK, or US—will continue to qualify for visas on arrival at Saudi entry points.

Vibrant summer calendar

The announcement comes as Saudi Arabia launches a vibrant summer calendar, featuring cultural festivals, beachside escapes, mountain retreats, and headline events such as the Esports World Cup in Riyadh. From exploring ancient heritage sites to experiencing cutting-edge global gaming, the country offers a diverse and exciting travel experience.

Start of the new Umrah season

Adding to the influx of travelers, the Ministry of Hajj and Umrah has confirmed the start of the new Umrah season for the Hijri year 1447, beginning Tuesday, June 10. Visa issuance for pilgrims arriving from abroad will commence the same day, while Umrah permits will be available from June 11 via the “Nusuk” app—the unified digital platform for government services, a Saudi Press Agency report said.

The ministry emphasised that early coordination with relevant authorities has ensured operational readiness for the season, including enhanced digital services and multilingual support. The platform allows users to obtain permits and access services designed to improve the Umrah journey.

Saudi officials reiterated their commitment to maintaining high standards of safety, comfort, and efficiency for all visitors, as the country positions itself as a leading destination for both leisure and religious travel.

Dubai’s second tokenised property fully funded in under 2 minutes

The offering attracted 149 investors from 35 nationalities, pushing the waiting list to more than 10,700 individuals

Nida Sohail
Nida Sohail

12 June, 2025

Dubai’s second tokenised property fully funded in under 2 minutes
Image credit: WAM/Website

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In a record-setting move that highlights Dubai’s growing leadership in digital real estate, the Dubai Land Department announced that its second tokenised property project on the ‘PRYPCO Mint’ platform was fully funded in just one minute and 58 seconds.

According to a report by the Emirates News Agency (WAM), the offering attracted 149 investors from 35 nationalities, pushing the waiting list to more than 10,700 individuals. The surge in demand reflects rising confidence in tokenised real estate investment solutions within the emirate.

Read-PRYPCO Mint unveils second tokenised property, listing to go live on June 11

The project is part of Dubai Land Department’s Property Tokenisation Initiative, under which PRYPCO Mint enables investors to purchase fractional shares in ready-to-own properties through a seamless and cost-effective digital platform.

Officials say the success of the platform signals a broader shift toward tokenised assets playing a central role in Dubai’s property market by 2033. As the initiative expands with more projects and partnerships, the department is encouraging early registration to access future offerings before they sell out.

Dubai continues to position itself as a global leader in innovative and accessible real estate investment.

Binance launches in Syria: What users need to know

Binance, which holds 21 regulatory licenses worldwide, will enable Syrian users to access a full suite of crypto services

Nida Sohail
Nida Sohail

12 June, 2025

Binance launches in Syria: What users need to know
Image credit: Getty Images

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After more than a decade of economic isolation, Syria is stepping back into the global financial ecosystem following the US government’s decision to lift long-standing sanctions. In a swift response, Binance—the world’s largest cryptocurrency exchange by trading volume—announced it will now offer its services to users in Syria.

Read-Saudi Arabia, Qatar to settle Syria’s outstanding arrears to World Bank

The move marks a pivotal moment for financial inclusion in the war-torn nation. Binance, which holds 21 regulatory licenses worldwide, will enable Syrian users to access a full suite of crypto services, including spot and futures trading, digital asset staking, stablecoins, and Binance Pay for cross-border remittances.

Localised support and educational materials in Arabic are also being rolled out to ease onboarding and ensure secure participation in the digital economy.

Cryptocurrency: A lifeline for millions

Syria has a population of around 24 million people, with another 8 to 15 million living abroad. Years of economic hardship and soaring inflation have left many families dependent on informal financial networks and remittances from overseas.

In fact, Syria ranked among the top 10 countries globally for crypto-related search activity as recently as 2021—a clear sign of its population’s interest in alternative financial tools.

“After years of exclusion, Syrians now have the chance to build, invest, and connect,” said Richard Teng, CEO of Binance. “This isn’t just about opening accounts; it’s about opening futures and horizons.”

Binance says it will support Syrian users with ongoing educational initiatives and secure access to digital financial tools. The company frames the move as part of its broader mission to promote global financial inclusion.

Qatar-led power project could transform energy landscape

Alongside digital reintegration, Syria is also poised for a major physical infrastructure overhaul. A $7bn plan led by Qatar’s UCC Holdings aims to significantly boost Syria’s electricity generation capacity with the construction of four combined-cycle gas turbine plants and a solar facility.

Announced at the end of May 2025, the deal represents Syria’s largest foreign investment since the sanctions were lifted. However, its success hinges on a critical precondition: fixing the country’s dilapidated power grid.

Years of war and looting have left two-thirds of Syria’s electricity transmission infrastructure in ruins. The Energy Ministry estimates $5.5bn will be needed for grid repairs—funds the government does not currently possess.

“During that time, we may complete the grid rehabilitation,” Energy Minister Mohammed Al Bashir told Reuters, indicating that full power plant operations could begin within three years if progress continues.

IMF signals willingness to provide technical support

In another vote of confidence, the International Monetary Fund (IMF) has expressed its readiness to assist Syria with technical expertise. On May 22, IMF Communications Director Julie Kozack confirmed the Fund’s willingness to help the country rebuild its economic institutions.

“Syria will need significant assistance to rebuild its economic institutions,” Kozack said. “We stand ready to provide advice and targeted, well-prioritized technical assistance in our areas of expertise.”

This marks the IMF’s first engagement with Syria since its last Article IV economic assessment in 2009. Kozack added that the recent lifting of sanctions could play a key role in facilitating Syria’s recovery and reconstruction.

New currency printing in UAE, Germany

Another notable change in post-sanctions Syria is a shift in its currency printing strategy. According to three sources familiar with the matter, Syria plans to print new banknotes in the UAE and Germany, moving away from long-standing reliance on Russian facilities.

The change reflects Syria’s warming ties with Gulf and Western states.

A redesigned banknote will reportedly exclude the face of former president Bashar Al Assad, signaling a symbolic break from the past.

The move is aimed at easing a banknote shortage and revitalising confidence in the national currency after years of hyperinflation and devaluation.

DP World to develop Tartous Port in $800m deal

In another sign of renewed international engagement, Syria signed a memorandum of understanding (MoU) with Dubai-based DP World to develop the port of Tartous. The deal, worth $800m, includes plans to build and operate a multi-purpose terminal, along with industrial and free trade zones.

Announced on May 16, the agreement is the first major commercial port deal since the easing of sanctions. DP World is a subsidiary of the UAE’s Dubai World and has described the project as a long-term partnership aimed at boosting trade and infrastructure development in the region.

The deal was signed in the same week that former US President Donald Trump formally announced the lifting of sanctions during a visit to Riyadh.

(With inputs from Reuters)

The case for human-centered storytelling in the digital age

We explore how brands and creators can embrace cutting-edge tools without losing the empathy, nuance, and connection that make stories truly memorable

Abbas Al-Hazeem
Abbas Al-Hazeem

12 June, 2025

The case for human-centered storytelling in the digital age
Image: Supplied

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In an age of AI algorithms, viral TikTok clips, and virtual reality experiences, one truth remains: compelling storytelling runs on human emotion.

Technology is transforming how we create and consume stories often at lightning speed but the heart of a great story still beats with a human pulse.

As businesses and content creators embrace new tech, they face a critical balancing act: leveraging cutting-edge tools to enhance narratives while preserving the emotional core that makes stories meaningful.

The timeless appeal of human connections

Consider the enduring popularity of the TV series Friends. Thirty years after its 1994 debut, audiences around the world including a generation born long after the show ended are still laughing and crying with its cast. The premise was simple (centred around a bunch of friends in New York City), yet its impact was profound. Why? Because embedded in that simple premise was the entirety of human experience – the joys, sad moments, heartache and tragedies.

The characters’ relatable struggles with love, career, and friendship resonated deeply. No amount of high-tech production or flashy effects could replace the genuine camaraderie and emotional honesty that Friends delivered. This example highlights a key point: technology can enhance distribution (from VHS tapes to streaming apps) and fan engagement, but the reason we still binge-watch and quote Friends in 2025 is the human connection at its core.

Short-form content: Speed versus soul

Today’s digital landscape is dominated by short-form content 15-second videos, bite-sized posts, fleeting Stories.

Tech platforms have enabled creators to tell stories in quick, engaging bursts, reaching millions in an instant. Indeed, the rise of TikTok, Instagram Reels, and YouTube Shorts attests to our shrinking attention spans and appetite for snappy content. Billions of these micro- videos are viewed daily, catering to a fast-paced lifestyle and the craving for instant gratification.

Short-form video allows for creative storytelling, showcasing products or services, and building brand awareness within a few seconds. This presents a huge opportunity, and challenge. In a few scrolling seconds, a creator or brand must spark an emotional reaction or deliver a memorable message.

The most successful short-form content isn’t just technically clever; it feels authentic and relatable. A 10-second clip that tells a human story or makes someone feel seen will beat a polished but soulless advertisement. Technology can get your message in front of people faster than ever, but holding their attention requires a human touch. Even in 280 characters or a one-minute video, audiences respond to personal narratives, humor, empathy, and the distinctly human elements that no algorithm can generate on its own.

Storytelling in professional communication

Beyond entertainment, storytelling has become a prized skill in business and leadership. From marketing campaigns to internal memos, professionals are recognising that cold data and corporate jargon don’t inspire people stories do. In fact, storytelling is now seen as essential for engaging all the key audiences a business cares about. In an era of information overload and rapid change, a clear narrative can cut through the noise, connecting with consumers, employees, and even investors on an emotional level. For example, tech leaders driving digital transformation often turn to storytelling to translate complex innovations into relatable visions.

As observed in the market, the power of storytelling is that it creates an emotional connection to otherwise dry facts and figures. Painting a vivid picture of why a change matters and how it will impact people gives purpose to the technical details. Equally important is authenticity: audiences can sense when a message is just corporate-speak. An audience can quickly smell whether a storyteller is being genuine or not due to the “Accessibility” of information these days and the “Awareness” that the “Accessibility” gives.

Whether speaking to colleagues in the office or even with your friends at a coffeehouse, successful communicators blend professionalism with personal sincerity. The digital medium email, video conference, social media may be enabled by technology, but the message must come from real human insight.

Especially in the Gulf’s dynamic business environment, leaders who share stories of vision, challenges, and values tend to rally more trust and loyalty than those who only share spreadsheets.

Immersive tools and the next chapter of storytelling (VR, AI and beyond)

New technologies like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are opening exciting frontiers for storytelling. A VR documentary can put viewers inside an experience for instance, walking in someone else’s shoes in a way traditional media never could. This “immersive” quality can blur the line between storyteller and audience.

Industry research finds that VR’s unique ability to merge the audience into the story can evoke emotional responses “much more powerful than any other storytelling medium that has come before”. A well-crafted VR experience, whether a training simulation or a marketing demo, isn’t powerful simply because of 360-degree video or interactivity it’s powerful because it makes the audience feel part of a narrative. Meanwhile, AI is emerging as a tool to generate content, personalize experiences, and aid creators in countless ways.

From algorithms that recommend stories tailored to your interests, to AI assistants that help edit videos or even draft article outlines, these tools can boost efficiency and open up creative possibilities. But here a caution is critical: AI is a supporting actor, not the star. We must remember AI and tech expert Fei- Fei Li’s words: “Artificial intelligence is not a substitute for human intelligence; it is a tool to amplify human creativity and ingenuity.”

In other words, AI can crunch data and suggest patterns, but it takes human imagination to decide what story needs to be told and why it matters.

The World Economic Forum predicts that advances in AI and VR will enable storytellers to craft richer, more immersive narratives than ever before provided we wield these innovations thoughtfully. Even as we venture into virtual worlds and algorithm-assisted storylines, the fundamental ingredients of a resonant story (a meaningful theme, emotional arcs, relatable characters) remain as crucial as ever. Technology may add new layers and dimensions to storytelling, but it shouldn’t strip away the humanity that ultimately makes a story worth experiencing.

In the fast-changing media landscape, the winners will be those who master the art of marrying technology with humanity. Gadgets and algorithms will no doubt keep improving content will be crisper, delivery will be faster, immersion will feel deeper. But the storytellers and brands that stand out will be the ones who use these advancements to amplify human voices, not silence them.

The Gulf region, with its youthful demographics and high digital adoption, is poised to lead in tech-driven media innovation. Yet our cultural heritage of oral storytelling and communal experience reminds us that at its core, storytelling is about human-to-human connection.

The heartwarming friendships in Friends, or the inspiring vision of a leader rallying their company, all go down to emotions and relationships. As we forge ahead into the future of storytelling blending corporate professionalism with creative inspiration let’s ensure that the narrative is always guided by human wisdom, empathy, and imagination.

Technology can light the path, but the human heart will always be the compass. In striking that balance, we not only tell better stories we build lasting connections that no technology can replace.

The writer is the CEO of On The Way Media Agency.

In numbers: Dubai processes over 629,000 travellers during Eid holiday

Dubai International Airport saw 581,527 travellers passed through during the holiday, highlighting its role as one of the world’s busiest international airports

Gulf Business
Gulf Business

12 June, 2025

In numbers: Dubai processes over 629,000 travellers during Eid holiday
Image: Dubai Airports

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Dubai saw a surge in passenger traffic over the Eid al-Adha holiday, with authorities reporting more than 629,000 travellers crossing through its borders. The figures reflect the emirate’s position as a global transit and residence hub.

Major General Talal Al-Shanqeeti, assistant DG of the Air Ports Sector, affirmed that the figures recorded during the Eid holiday reflect Dubai’s steadily growing position as a preferred travel hub for passengers from around the world — thanks to the seamless coordination on the ground and the activation of smart systems across all entry points.

“We have made it a priority to ensure a seamless travel experience through smart gates and artificial intelligence technologies, which have contributed to speeding up procedures and improving the flow of movement.”

He also emphasised that the travel experience has become part of our commitment to enhancing quality of life, in line with the Dubai government’s approach to providing flexible services that meet individuals’ expectations and enhance the readiness of its institutions.

Here’s a breakdown of the movement and what it says about Dubai’s travel readiness:

Total travellers during Eid: Between June 5 and June 8, 629,559 passengers arrived or departed through Dubai’s air, land, and sea ports.

Dubai International Airport led the traffic: 581,527 travellers passed through DXB, highlighting its role as one of the world’s busiest international airports.

Hatta border crossing also saw high activity: 46,863 travellers crossed via the Hatta land port during the holiday period.

Maritime ports handled modest traffic: 1,169 travellers entered or exited through Dubai’s seaports.

The General Directorate of Residency and Foreigners Affairs (GDRFA) credited strategic coordination across the aviation and border sectors for managing the high volume with efficiency.

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