As the Athar Festival team explored this year’s creative themes, one question stood out: how is artificial intelligence changing the way we create, collaborate, and communicate? That question became the spark for a wider reflection, one that continues to shape how we think about creativity today.

No longer waiting in the wings, AI has stepped firmly into the spotlight, changing not only how ideas are imagined but also how they are shared, tested, and brought to life. Across publishing, design, film, and advertising, what was once the preserve of trained specialists and full-fledged teams is now accessible to anyone with access to the internet and a hint of determination.

Think about how quickly the ground has moved. A student can now storyboard a short film in a single evening. A small business can design a logo, refine it, and see how it looks across packaging and social media in a matter of hours, if not minutes.

Processes that once demanded a full team of designers and weeks of effort can now be managed with far fewer resources and in a fraction of the time. What matters here is not only speed but access, because falling barriers mean wider participation. The result? A culture of creativity that is no longer gated by profession or privilege but open to anyone with the curiosity to experiment.

For those who have spent years in media and publishing, witnessing this shift firsthand has been nothing short of incredible. Entire print issues and campaigns were once pitched with nothing more than sketches and mood boards, with teams counting on the client to see the vision. Too often, great ideas faltered in translation, lost between the intention of the creator and the imagination of the audience.

Today, AI tools render those same ideas in real time, giving shape, colour, and motion to concepts that once lived only on paper or solely in the mind. This shift has changed not only the way ideas are presented but the confidence with which they are shared, turning pitches into moments of collaboration where clients and creators can build together.

And this evolution isn’t just about efficiency but inclusivity. AI has opened doors to perspectives that might never have been expressed, let alone published or broadcast. It is less a tool of productivity than a catalyst for democratising culture, one that broadens the table and fills it with new voices.

A visible shift

This shift is especially visible across the region, too. In Saudi Arabia, for instance, AI sits at the heart of long-term growth plans and could add up to $130bn to the economy by 2030. This figure signals how digital innovation and creative growth are being positioned as dual engines of diversification. Across the GCC, we’re watching creativity and technology converge, and AI is the accelerant.

It’s also why industry platforms matter now more than ever. Festivals like Athar are part of this story too. These gatherings are more than celebrations of creativity; they are proving grounds where industries learn and recalibrate together. At Athar, conversations around AI-enhanced storytelling and automated audience targeting are not abstract debates; they are practical exchanges shaping how brands, creators, and audiences engage across the region and beyond.

But let’s not gloss over the challenges. Who owns the output? What counts as originality when algorithms learn from millions of prior works? And how do we preserve human intuition amid machine learning? These are not side notes; they are the very issues that will determine whether this new era delivers lasting value or short-lived novelty.

This is where judgment becomes the true currency. While access to tools is now universal, discernment is not. In other words, the real differentiator will no longer be the availability of technology, but the ability to make wise choices about what is worth creating in the first place.

For businesses and creative professionals, the lesson is clear. Upskilling is no longer optional; it is the price of staying in the game. Teams need to be comfortable experimenting with AI without losing sight of the principles that make creative work endure: quality, originality, and ethics. Leaders must encourage curiosity and agility, empowering their people to adopt new tools with confidence rather than being overwhelmed by them.

AI will not replace creativity

AI is not here to replace creativity. It is here to broaden its canvas, to accelerate its tempo, and to invite more people into the act of creating. The question is no longer whether AI will transform creativity, but how we choose to guide it. Will we use these tools to flood the world with content, or to craft work that inspires and lasts?

These are the conversations and possibilities we’ll continue exploring at this year’s Athar Festival, where the debate around AI is progressing from theory to practice. The many sessions, experts, and potential discourse will offer a glimpse of how AI-driven creativity is likely to unfold across the broader marketing landscape.

And as this discussion reminds us, the future of creativity will belong to those who use AI not to replicate, but to reimagine.

The UAE Fuel Price Committee has announced new fuel prices for December.

The following pump prices will apply from the 1st of the month:

• Super 98 petrol: Dhs2.70 per litre, up from Dhs2.63 in November.
• Special 95 petrol: Dhs2.58 per litre, up from Dhs2.51.
• E-Plus 91 petrol: Dhs2.51 per litre, up from Dhs2.44.
• Diesel: Dhs2.85 per litre, up from Dhs2.67.

In November, prices dipped from October levels. For example, Super 98 dropped from Dhs2.77 to Dhs2.63.

The UAE has entered the Eid Al Etihad holiday with a stretch of mild daytime conditions and noticeably cooler early mornings from November 29 to December 3, according to the National Centre of Meteorology (NCM). The period is expected to be characterised by partly cloudy skies across the country, with cloud cover increasing intermittently, particularly over northern and coastal regions and the islands, bringing chances of scattered, intermittent rainfall.

A recent NCM update highlighted that an extension of a surface low-pressure system, combined with a weak upper-air trough, continues to influence the country’s atmospheric conditions. The interplay of these systems is supporting cloud formation and driving variability in wind patterns, a WAM report said.

Read more-Weather shift in UAE: Temperatures drop, rain expected through Sunday

Night-time and early-morning humidity levels will rise through the holiday period, contributing to potential light fog or mist over inland areas. Winds will shift gradually from southeasterly to northwesterly, remaining light to moderate but becoming occasionally active during periods of cloud development. Sea conditions are forecast to stay slight to moderate in the Arabian Gulf and slight in the Gulf of Oman.

Maximum temperatures during the holiday will range from 24–28°C in coastal and island regions, 26–30°C across internal areas and 12–20°C in the mountains. Minimum temperatures are expected between 16–24°C along the coasts and islands, 12–16°C inland and 8–15°C in mountainous zones.

Saturday forecast: Cloudy patches, increasing humidity

Visibility concerns possible overnight

Conditions on Saturday will continue in a partly cloudy to cloudy pattern, especially over the islands, coastal strips and internal regions. Some areas may experience light rainfall as cloudiness builds. The NCM notes a significant rise in humidity overnight and into Sunday morning, increasing the likelihood of fog or mist, with inland regions most susceptible.

Winds will remain light to moderate but could freshen with cloud activity, raising the possibility of blowing dust in exposed areas. Sea conditions will remain slight to moderate in the Arabian Gulf and slight in the Sea of Oman.

Temperatures will vary across the country on Saturday:

• Coastal & island areas: Highs of 26–30°C, lows of 17–23°C
• Internal areas: Highs of 27–31°C, lows of 9–15°C
• Mountain areas: Highs of 17–23°C, lows of 9–14°C

Four-day outlook: Mild trend, cloud development and misty mornings

Sunday, 30 November

The country will continue to see fair to partly cloudy weather, with low clouds forming over western and coastal regions, potentially bringing light rainfall. As humidity peaks again overnight, a fresh chance of morning mist is expected. Winds will shift from southeasterly to northwesterly at 10–25 km/hr, reaching up to 35 km/hr. Seas will remain slight in both the Gulf and the Oman Sea.

Monday, December 1

Conditions will remain fair to partly cloudy, with low clouds forming over coastal areas and islands. Humidity during the night will again raise the probability of fog or mist in inland areas. Winds will follow a southeasterly-to-northwesterly pattern and may freshen at intervals.

Tuesday, December 2

Partly cloudy skies will persist, with low clouds expected over western regions and a slight rise in temperature. Mist may reappear overnight into Wednesday morning. Winds will range between southeasterly and northeasterly at 10–25 km/hr, occasionally reaching 35 km/hr. Seas will remain slight.

Wednesday, December 3

The midweek forecast indicates partly cloudy conditions, with low clouds forming over coastal regions and the islands. High humidity overnight will again generate a chance of Thursday-morning mist. Winds will shift from southeasterly to northeasterly at 10–20 km/hr, reaching up to 30 km/hr.

As the world wraps up another climate conference with high-level pledges and ambitious timelines, food security is no longer a policy theme; it is a test of global resilience. COP30 placed food systems at the centre of climate diplomacy and accountability, yet the UAE is already moving from commitment to implementation.

With rising hunger, escalating waste, and a rapidly changing agricultural landscape, the country has built a model grounded in innovation, collaboration and measurable outcomes.

Few voices sit closer to that work than Khuloud Hassan Al Nowais, chief sustainability officer at Emirates Foundation, secretary general of ne’ma, the National Food Loss and Waste Initiative, and judge for the UAE FoodTech Challenge.

In this conversation, she reflects on why food security demands urgent action, how the UAE’s approach is translating into real-world impact, and what lessons the rest of the world can adopt from its approach.

COP30 has put food security in the spotlight. Why is this issue so urgent right now?

When COP began in 1995, it set out to accelerate global climate agreements. Thirty years later, with climate change impacting every aspect of life, COP30 has reinforced the urgency for action.

In 2023, the UAE successfully hosted COP28, a landmark event that concluded the first-ever Global Stocktake of progress towards the Paris Agreement goals, with key declarations focused on agriculture, food & climate, and climate and health.

Food security has been a key focus at this year’s conference. Brazil, the host country, is a global agricultural leader, and COP30 marks the deadline for over 150 countries to deliver on their commitment to integrate agriculture and food systems into climate plans – the commitments we’ve made two years ago at COP28 in Dubai.

This focus couldn’t have come at a more critical time. Today, between 638 and 720 million people, corresponding to 7.8 and 8.8 per cent of the global population, respectively, face hunger in 2024. These staggering figures are made worse by the reality of food waste. And the economic, social, and environmental costs of wasted food run into trillions of dollars.

The UAE has been proactive on food security for years. What makes its approach unique and effective?

Food security has been a concern that the UAE have been acting and innovating around for years. ne’ma, the national food loss and waste initiative, is driving toward the UAE’s target to halve food loss and waste by 2030. And the FoodTech Challenge, led by the International Affairs Office at the UAE Presidential Court and Tamkeen, identifies and scales the world’s most promising agri-tech solutions, moving practical ideas from demo to deployment.

Together, they exemplify the UAE’s model: marrying innovation and collaboration to deliver tangible and measurable impact towards the shared goal.

Tell us more about the FoodTech Challenge – how did it start, and what impact is it having in the UAE and globally?

Launched in 2019 under the patronage of HH Sheikh Mohamed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the FoodTech Challenge began as an initiative to raise awareness and catalyse participation in the UAE’s emerging food tech ecosystem and has since evolved into a global competition attracting leading innovators worldwide.

This year, over 1200 teams from 113 countries submitted their innovative solutions, and nearly 40 per cent of entries leveraged AI and smart logistics to tackle food loss and waste. From demand forecasting to cut over ordering, to sensor-driven storage that extends shelf life, and route optimisation that minimises time-temperature exposure, the ideas were both practical and forward-thinking.

The FoodTech Challenge is sponsored by ne’ma, and I served as a judge for the competition. I was impressed by the ingenuity behind these ventures. It was also a point of pride that two UAE startups made it to the finals with solutions that could redefine agriculture and food production in the country.

We also recognise the need to support talent and new ideas beyond our borders. This year, the finalist teams came from several countries in the Global South, including Kenya, Egypt, and Malaysia. The winners will have the opportunity to become part of an ecosystem of prominent investors and partners to truly globalise their solutions.

Collaboration seems central to the UAE’s strategy. How does ne’ma exemplify this, and what role does it play in achieving national and global goals?

While COP calls for cooperation across governments and businesses, the UAE is already putting this into practice. ne’ma – the National Food Loss and Waste Initiative – is a joint effort with the Ministry of Climate Change and Environment, Emirates Foundation and the Presidential Court. It works to convene and connect all stakeholders across the value chain and align all efforts to achieve the UAE’s national target, directly contributing to the UAE Security Strategy 2051 and UN SDG 12.3.

Looking ahead, what lessons from the UAE’s model can other countries adopt to build resilient food systems?

The UAE’s model works because collaboration accelerates innovation, and innovation strengthens collaboration. An ecosystem that facilitates strong ideas and plans helps guarantee success in a shorter time and larger scale. At the same time, the use of new technologies and research allows collaborating entities to deliver meaningful results.

In the UAE, we used this model successfully beyond food systems; in climate action, technology development, and education – and it reflects in our outcomes. By adopting the same solution-oriented, shared-responsibility approach, other countries can move from commitment to action and help shape a truly food-secure future for all.

Saudi Arabia’s real estate sector is undergoing one of the most accelerated transformations in its history, driven by the ambitions of Vision 2030. For developers, this shift is creating both unprecedented opportunities and heightened expectations. Few understand this evolving landscape better than Eng. Mohammad Alothman, CEO of Kaden, who says the sector’s current trajectory is inseparable from the country’s wider economic overhaul.

Where do you see the real estate development market in Saudi Arabia today, particularly in light of Vision 2030?

“Without a doubt, any major economic transformation across sectors has to be accompanied by a significant rise in the real estate and development sector. This is exactly what we’ve seen since the launch of Vision 2030. Over the past three to four years, we’ve witnessed a strong real estate boom, and we believe this momentum will continue across all asset classes—whether in tourism, commercial, or industrial.

“Each of these sectors, and each asset type within them, requires its own tailored real estate development approach.”

What is Kaden’s role in creating integrated destinations, and what is the development philosophy behind them?

“Kaden’s experience, especially in the context of Vision 2030, is built on a clear principle: any developer must align with the new standards and expectations that come with a real estate renaissance. That’s what we’ve worked on in recent years; delivering differentiated products rather than more of the same.

“The real estate boom has brought many major developers into the market, which naturally raises the bar and creates a need for more diverse offerings.”

Alothman explains that Kaden has focused its recent efforts on two major product lines:

1. Mixed-use destinations
“Our first product line is City Within City or The Front—a fully mixed-use concept that integrates residential, commercial and office, hospitality, retail, and multi-purpose sectors. Under this mixed-use umbrella, we launched two flagship experiences: Riyadh Front, which has now been rebranded as Roshn Front; and Jeddah Front, currently under construction on a one-million-square-metre site, incorporating all of these uses.”

2. Logistics ecosystems
“The second line we’ve been developing is tied to product diversification: the logistics sector. We launched a concept called Logistic Park—a fully fledged logistics community that includes warehouses, warehouse support services, labour accommodation, and light industrial facilities.”

Watch video here:

You are the developer of Riyadh Marché, formerly Euro Marché, one of Riyadh’s oldest shopping centres. How will you redevelop it while preserving its historical legacy?

“Euro Marché, in its time, was one of the most iconic landmarks in Riyadh—a true destination for the city’s residents of that time. The project originally started around 1980 and enjoyed a very special period.

“When we looked at redeveloping it, our goal was to respect that legacy by offering a new product without erasing its identity. This aligns with what is commonly known in the market as adaptive reuse: preserving the identity and symbolism of a project while changing its private uses.”

Alothman says the redevelopment is guided by three principles:

• Retaining the essence of the original name.
  “Previously Euro Marché—Euro for Europe—we changed the name to Riya Marché, with ‘Riya’ derived from Riyadh, so that it reflects the city and aligns with the broader development wave currently reshaping it.”

• Preserving the external character.
  “We will maintain the external character of the project—particularly the outer fence and façade—while completely reworking the interior uses and layout.”

• Honouring the spirit of the original destination.
  “So when visitors come to Riya Marché after completion, they will feel the soul and memory of the original Euro Marché, but expressed through a contemporary design language that fits seamlessly into Riyadh’s current real estate renaissance.”

Note: The above interview was translated from Arabic to English