Sami Al Mufleh is the founder and CEO of Hills Advertising, one of the UAE’s leading out-of-home media companies.

Over the past two decades, he has been involved in the development, operation and commercialisation of large-scale media infrastructure across the region.

In a recent interview, he explains what it takes to drive innovation in outdoor advertising and digital transformation.

He further unpacks the importance of measurement, technology and the role of media in supporting the UAE’s long-term economic vision.

Hills Advertising has been part of Dubai’s outdoor advertising landscape for more than two decades. Why is your recently announced partnership with Mada Media such a pivotal moment for both your company and the wider industry?

For Hills, this partnership represents the next chapter in a journey that started more than 20 years ago. We have had the privilege of growing alongside Dubai and helping shape its outdoor advertising landscape across some of the city’s most important corridors. Today, the market is entering a new phase, and this partnership allows us to move from traditional outdoor visibility into a more advanced, digitally enabled, and future-ready model.

It is also important for the wider industry because it reflects a more structured and ambitious approach to outdoor media in Dubai. With Mada Media’s vision for the sector and Hills’ operational experience, premium assets, and execution capabilities, we are helping raise standards around quality, innovation, accountability, and the role outdoor media can play in a modern city.

Hills Advertising is investing up to Dhs1bn to transform its network, including converting 20 flagship bridge assets into digital platforms. Why make such a significant investment now, and what does it say about your confidence in Dubai’s long-term growth?

The timing is very deliberate. Dubai is growing, its economy is diversifying, and global brands continue to see the city as one of the most important markets in the region. To support that growth, the media infrastructure around the city also needs to evolve. This investment is our way of building for the next decade, not just the next campaign cycle.

We are investing because we have strong confidence in Dubai’s long-term direction. The city has consistently shown that when it plans for the future, it moves quickly and executes at a global standard. By transforming key assets into digital platforms, we are making sure outdoor media keeps pace with Dubai’s ambitions and gives advertisers more flexible, impactful, and measurable ways to communicate.

Outdoor advertising has traditionally been about visibility and reach. Today, brands increasingly expect measurable business outcomes. How is digital out-of-home changing what advertisers can achieve?

Visibility and reach will always be important, especially in a city like Dubai where outdoor media has such a powerful presence. But brands today want more than exposure. They want relevance, flexibility, speed, and a clearer understanding of how their media investments support business results.

Digital out-of-home changes the equation because it allows campaigns to be more dynamic and responsive. Brands can adapt messaging, plan around different audiences or moments, and use outdoor media as part of a broader performance-driven communications strategy. It takes OOH from being a static awareness channel to a platform that can support stronger engagement, better planning, and more accountable outcomes.

Dubai’s major road corridors are among the busiest and most economically important in the region. Do you increasingly see Hills’ network as part of the city’s communications infrastructure, rather than simply advertising space?

Yes, absolutely. When you operate across routes such as Sheikh Zayed Road, Al Khail Road, Sheikh Mohammed bin Zayed Road, Airport Road, and other high-traffic corridors, you are not simply selling advertising space. You are managing highly visible communication points within the daily movement of the city.

That comes with responsibility. These assets must be premium, well-maintained, visually appropriate, and aligned with the standards of the city around them. As Dubai grows, we see our network as part of a broader communications infrastructure that connects brands with people in a way that is visible, trusted, and integrated into the urban environment.

Artificial intelligence is transforming almost every industry. Beyond creating advertising content, where do you see AI having the greatest impact on the future of out-of-home media?

The greatest impact of AI in out-of-home will be in planning, decision-making, measurement, and accountability. It can help advertisers better understand audience movement, campaign performance, timing, context, and the role each location plays within a wider media plan.

For OOH operators, AI can also support smarter network management, better scheduling, more efficient operations, and stronger insights for clients. The value is not simply in using AI to create content faster. The real value is in helping the industry make better decisions, improve accountability, and deliver outdoor campaigns that are more relevant, efficient, and effective.

Dubai has consistently positioned itself as a global benchmark for smart infrastructure and urban innovation. Could its approach to modernising outdoor advertising become a model for other cities in the region and globally?

I believe it can. Dubai has always been very clear about the importance of infrastructure, planning, regulation, and visual identity. Outdoor advertising is part of that urban experience, so modernizing it requires a careful balance between innovation, commercial opportunity, and the aesthetics of the city.

What makes Dubai’s approach interesting is that it is not only about adding digital screens. It is about creating a more organized, future-ready sector with higher standards and clearer long-term direction. If executed well, this can become a strong model for other cities that want to modernize outdoor media while protecting the quality and character of their urban environment.

Looking ahead five to ten years, what does success look like? If we’re driving down Sheikh Zayed Road in 2030, what will have changed, and what role will Hills Advertising have played in shaping that transformation?

By 2030, I believe outdoor advertising in Dubai will feel more intelligent, more integrated, and more aligned with the pace of the city. You will still see the scale and impact that make Dubai’s outdoor media so powerful, but the experience will be more dynamic, more responsive, and more connected to how brands communicate across different channels.

For Hills, success means being able to say that we helped shape that transition responsibly. We want to preserve the strength and prominence of Dubai’s most important OOH locations while upgrading them for a digital future. Our role is to bring the experience, investment, and execution needed to help Dubai set a new benchmark for premium outdoor media.

If there was one message you wanted international investors and global brands to take away from this announcement, what would it be?

The message is that Dubai’s outdoor media sector is entering a new era, and Hills Advertising is investing with confidence in that future. This is a market with strong fundamentals, world-class infrastructure, and a clear vision for long-term growth.

For global brands, it means there will be more powerful, flexible, and measurable ways to connect with audiences in one of the world’s most economically vibrant cities. For investors, it shows that Dubai continues to create opportunities in sectors that combine infrastructure, technology, creativity, and commercial impact.

Air India is facing fresh scrutiny after India’s civil aviation ministry confirmed that the pilot-in-command of the airline’s turbulence-hit Phuket-Delhi flight is undergoing a confirmatory test for psychoactive substances following an initial post-flight screening.

The development follows the August 4 incident in which Air India flight AI2379, an Airbus A320 operating from Phuket to New Delhi, lost approximately 300 feet in altitude after encountering severe turbulence, injuring 17 passengers and crew members before landing safely in the Indian capital.

According to India’s Ministry of Civil Aviation, both pilots underwent mandatory psychoactive substance screening after landing. While the co-pilot’s screening did not raise concerns, the pilot-in-command’s initial test produced a result requiring confirmatory laboratory analysis.

The ministry stressed that the flight has been classified as a “serious incident” and is being investigated by the Aircraft Accident Investigation Bureau (AAIB). Pending the outcome of both the investigation and the laboratory test, the Directorate General of Civil Aviation (DGCA) has removed both pilots from flying duties.

Air India said it was aware that post-flight screening had been conducted in line with regulatory protocols but noted that the test results had not yet been shared with the airline.

“We are aware that a post-flight screening test was conducted on the pilots in accordance with applicable protocols. However, the results of the test have not been shared with Air India, and we are therefore not in a position to comment on any findings,” the airline said, adding that it carries out regular drug testing of crew members in compliance with civil aviation regulations and will continue cooperating with investigators, Reuters reported.

The ministry cautioned that no conclusions should be drawn until the confirmatory analysis is complete. A screening result requiring further testing does not by itself establish the presence of prohibited substances, with authorities expected to determine the final outcome after laboratory analysis, Reuters further stated.

Dubai’s rental market is showing early signs of moderation, but tenants with an annual budget of Dhs80,000 still have a sizeable selection of one-bedroom apartments across the emirate, particularly in affordable and emerging communities.

Property Finder’s June 2026 Community Insights data, based on listing prices recorded over the previous three months, shows 15 communities where the average advertised rent for a one-bedroom apartment is below Dhs80,000 a year.

The options range from established neighbourhoods such as Al Nahda, Deira and Karama to newer residential destinations including Dubai South, Town Square and Al Furjan.

The data comes as Dubai’s rental market continues to record exceptionally high levels of activity.

According to fäm Properties’ latest market analysis, 214,445 rental contracts were registered in Dubai during the first seven months of 2026, representing a 1.9 per cent increase compared with the same period last year. Of those agreements, 88,327, or 41 per cent, were for one-bedroom units, making the segment the largest category of tenancy contracts recorded so far this year.

Read more-Apartments vs villas in Dubai: Which rents are softening in 2026?

The figures point to a rental market that remains active even as the pace of price growth begins to cool.

Cavendish Maxwell’s Dubai Residential Market Performance H1 2026 report found that average residential rents reached Dhs75.7 per sq ft per annum by June, down 2.5 per cent quarter-on-quarter but still 7.8 per cent higher year-on-year.

The consultancy said this was the lowest annual growth rate recorded in recent years, following a prolonged period when annual rental increases consistently exceeded 11 per cent from 2023 through early 2026.

For consumers, however, the headline national average tells only part of the story. The bigger question is where renters can still find a one-bedroom apartment without crossing the Dhs80,000 mark.

Here are 15 areas where the latest Property Finder data shows they can.

1. Al Nahda — Dhs55,000

Property Finder’s June 2026 Community Insights data puts the average advertised annual rent for a one-bedroom apartment in Al Nahda at Dhs55,000, making it the most affordable community among the locations covered in this list.

That puts the average monthly equivalent at roughly Dhs4,583 before utilities and other housing costs.

The area’s affordability is also reflected in Bayut’s H1 2026 Dubai Property Market Report, which identified Al Nahda, Deira and International City among the affordable communities continuing to attract strong demand from budget-conscious residents.

For tenants primarily focused on keeping housing costs under control, Al Nahda therefore remains one of the clearest options below the Dhs80,000 ceiling.

2. Deira — Dhs60,000

Property Finder recorded an average advertised annual rent of Dhs60,000 for a one-bedroom apartment in Deira in June 2026.

The established district continues to be an important part of Dubai’s rental market, particularly for residents looking for a relatively central location without paying the premiums associated with Dubai’s most expensive lifestyle communities.

Bayut’s H1 2026 report similarly highlighted Deira as an affordable rental destination where demand from budget-conscious tenants remained strong.

The Dhs60,000 average leaves renters with a considerable margin below the Dhs80,000 budget, although actual asking prices will vary according to building, location, condition and amenities.

3. Dubai South — Dhs60,000

According to Property Finder’s June 2026 data, the average advertised one-bedroom rent in Dubai South was Dhs60,000 a year.

The area is particularly interesting because its rental appeal is developing alongside a surge in wider property-market activity.

fäm Properties, citing DXBinteract data, said Dubai South was Dubai’s best-performing area by sales volume for the fifth consecutive month in July, recording 2,351 transactions worth Dhs2.6bn. Of those, 2,231 were off-plan deals worth Dhs2.3bn.

Bayut’s H1 2026 report also identified Dubai South among the communities attracting mid-tier and affordable buyers and renters.

For tenants, the area offers a combination of relatively accessible rents and newer residential development, although its distance from some of Dubai’s traditional employment centres remains an important consideration.

4. Dubai Silicon Oasis — Dhs65,000

Property Finder’s June figures show an average advertised annual one-bedroom rent of Dhs65,000 in Dubai Silicon Oasis.

The community has long occupied a position in Dubai’s affordable apartment market, attracting residents seeking a balance between housing costs, amenities and access to employment centres.

The area is also gaining attention from investors. Bayut’s H1 2026 report identified Dubai Silicon Oasis among the preferred destinations for affordable apartment investment, alongside Dubai Sports City.

For a tenant with a Dhs80,000 ceiling, the Dhs65,000 average provides a useful buffer for other household expenses.

5. Dubai Sports City — Dhs65,000

Dubai Sports City recorded an average advertised one-bedroom rent of Dhs65,000 a year in Property Finder’s June 2026 data.

The community remains one of Dubai’s established value-oriented apartment markets.

Bayut’s H1 2026 analysis also placed Dubai Sports City among the preferred affordable investment locations, highlighting continued interest in communities where lower acquisition prices can be paired with rental demand.

For renters, the attraction is straightforward: a one-bedroom remains significantly below the Dhs80,000 threshold while residents still have access to a developed community environment.

6. Karama — Dhs65,000

Property Finder puts the average advertised annual rent for a one-bedroom apartment in Karama at Dhs65,000.

The established neighbourhood offers a different proposition from newer communities such as Dubai South or Town Square.

Its appeal lies in its established urban environment and proximity to central parts of Dubai. For residents whose priority is location and connectivity rather than a newly built master-planned community, Karama remains a competitive option.

Property Finder also gave the area a 4.6/5 review rating in the supplied Community Insights data, although such ratings should be considered alongside individual property and building conditions.

7. Town Square — Dhs65,000

Town Square also recorded an average advertised one-bedroom rent of Dhs65,000 a year in Property Finder’s June 2026 data.

The community demonstrates how Dubai’s lower-priced rental choices are no longer confined to older, established districts.

Town Square offers a newer, master-planned residential environment, giving tenants another route to stay within a Dhs80,000 budget while prioritising community amenities and newer housing stock.

8. Dubai Production City — Dhs66,000

Property Finder recorded an average advertised annual rent of Dhs66,000 for a one-bedroom apartment in Dubai Production City.

The community is also notable from an investment perspective.

Cavendish Maxwell’s H1 2026 residential market report identified Dubai Production City among the apartment communities recording the highest gross rental yields in Dubai. The consultancy said overall gross rental yields stood at 6.9 per cent for apartments in H1 2026, compared with 5 per cent for villas and townhouses.

That combination of relatively accessible rents and rental yields makes Dubai Production City relevant to both tenants and investors.

9. Jebel Ali — Dhs70,000

Property Finder’s June data puts the average advertised one-bedroom rent in Jebel Ali at Dhs70,000 a year.

The wider fäm Properties data also points to substantial rental activity in the area.

fäm Properties recorded 18,478 rental contracts in Jebel Ali First during the first seven months of 2026, making it the second-highest area in Dubai by registered rental contracts after Al Warsan First, which recorded 20,830.

That volume illustrates how affordable and established communities continue to play an important role in Dubai’s rental market.

10. Dubai Investment Park — Dhs72,000

The average advertised one-bedroom rent in Dubai Investment Park stood at Dhs72,000 a year, according to Property Finder’s June 2026 figures.

The community also stands out in Cavendish Maxwell’s assessment of rental investment performance.

Cavendish Maxwell identified Dubai Investments Park as one of the apartment communities recording the highest gross rental yields in H1 2026.

For tenants, DIP provides a mixed-use environment with residential, commercial and industrial activity, making it particularly relevant to residents seeking proximity to employment locations while maintaining an annual rent below Dhs80,000.

11. Dubai Studio City — Dhs72,000

Property Finder recorded an average advertised one-bedroom rent of Dhs72,000 in Dubai Studio City.

That leaves a Dhs8,000 gap below the target budget.

While the average remains below Dhs80,000, the relatively narrow margin means tenants should compare individual listings carefully. Building quality, apartment size, furnishings and proximity to amenities can all influence asking rents.

Nevertheless, the community remains among Dubai’s more affordable options for one-bedroom accommodation.

12. Al Garhoud — Dhs74,494

Al Garhoud recorded an average advertised one-bedroom rent of Dhs74,494 a year in Property Finder’s June data.

Its inclusion is significant because it offers renters a relatively established location while remaining below the Dhs80,000 threshold.

At almost Dhs74,500, however, the average leaves considerably less room in the budget than locations such as Al Nahda, Deira or Dubai South.

For tenants, the trade-off is therefore likely to be between location and affordability rather than simply finding the cheapest available apartment.

13. Al Barsha — Dhs74,998

Property Finder recorded an average advertised annual rent of Dhs74,998 for a one-bedroom apartment in Al Barsha.

The established community therefore remains just inside the Dhs80,000 consumer budget.

Its position illustrates an important feature of Dubai’s current rental market: a tenant does not necessarily have to move to an emerging outer district to find a sub-Dhs80,000 one-bedroom, although the choice may be tighter in more established locations.

14. Al Furjan — Dhs75,000

The average advertised one-bedroom rent in Al Furjan stood at Dhs75,000 a year in Property Finder’s June 2026 data.

The community has also attracted strong interest from buyers.

Bayut’s H1 2026 report identified Al Furjan among the most sought-after villa communities in the mid-tier segment, while its apartment analysis highlighted continued demand across Dubai’s mid-tier and affordable markets.

Bayut also estimated a projected apartment rental ROI of 7.69 per cent for Al Furjan, putting it among the stronger-performing investment locations in its category.

For renters, the area combines relatively accessible one-bedroom rents with a newer community environment.

15. DAMAC Hills — Dhs75,000

DAMAC Hills recorded an average advertised annual one-bedroom rent of Dhs75,000, according to Property Finder’s June 2026 data.

The community gives tenants another option below Dhs80,000 while offering a more lifestyle-oriented residential environment than many of Dubai’s traditional affordable apartment districts.

Bayut’s H1 2026 report also identified DAMAC Hills among the communities attracting strong tenant interest in the mid-tier villa market.

Dubai’s rental market is cooling — but not collapsing

The 15 communities highlight the range still available to renters, but the broader market data suggests Dubai is entering a different phase of its rental cycle.

Cavendish Maxwell reported that average residential rental rates moderated during H1 2026, reaching Dhs75.7 per sq ft per annum by June. The 2.5 per cent quarter-on-quarter decline came despite rents remaining 7.8 per cent higher than a year earlier.

The consultancy said the moderation was driven primarily by apartments, where the increasing availability of completed units has expanded tenant choice and eased some of the supply constraints that supported the previous cycle of rapid rental growth.

The number of contracts also moderated in the first half of the year.

According to Cavendish Maxwell, more than 277,000 rental contracts were registered in H1 2026, with renewals accounting for around 65.7 per cent of all agreements. Overall rental contract volumes declined 3 per cent year-on-year, primarily because of an 8.1 per cent slowdown in Q2.

That picture is somewhat different from the figures released by fäm Properties, which show rental activity accelerating slightly when the first seven months of 2026 are compared with the same period in 2025.

The apparent difference highlights the importance of looking at both price and transaction activity when assessing the market.

As Firas Al Msaddi, CEO of fäm Properties, said: “The level of rental activity overall is a good sign of market resilience.”

He added: “The volume of renewals alone shows that, regardless of regional uncertainty over the last few months, people still see Dubai as one of the best places in the world to live and work.”

Supply could give tenants more choice

The biggest change for renters may come from the amount of new housing expected to enter the market.

Cavendish Maxwell estimates that approximately 47,000 residential units are projected for delivery during the second half of 2026. However, based on historical materialisation rates, the consultancy expects actual completions to be between 14,000 and 23,500 units.

Apartments are expected to dominate the new supply, accounting for 82.5 per cent of projected deliveries.

The consultancy said Jumeirah Village Circle, Dubai South, Dubai Science Park, Business Bay, Downtown Dubai and Dubai Healthcare City 2 are collectively expected to account for 36.9 per cent of scheduled completions.

The pipeline then becomes even larger.

Cavendish Maxwell said approximately 162,500 units are scheduled for delivery in 2027, followed by another 128,200 units in 2028.

The consultancy said the scale of the development pipeline represents a meaningful shift in Dubai’s residential market as the emirate moves away from the supply-constrained conditions that characterised much of the previous few years.

“As completed inventory continues to build, buyers and tenants are likely to benefit from greater choice, while developers and landlords may face increasing competition,” Cavendish Maxwell said in its H1 2026 report.

For renters, that could be an important development. More completed homes do not automatically mean rents will fall, but a larger pool of available apartments can give tenants more choice when comparing properties and potentially strengthen their negotiating position.

One-bedroom apartments remain Dubai’s rental workhorse

The strength of the one-bedroom segment is particularly important to the consumer rental story.

fäm Properties’ January-to-July 2026 data shows that one-bedroom units accounted for 88,327 rental contracts, or 41 per cent of all tenancy contracts registered during the period. Two-bedroom units accounted for 49,894 contracts, or 23 per cent, while studios represented 48,186 contracts, or 22 per cent.

That makes the one-bedroom category significantly larger than any other individual bedroom segment.

The demand is also visible in Bayut’s H1 2026 assessment.

Bayut said Dubai’s rental market remained resilient across affordable, mid-tier, luxury and ultra-luxury communities, with strong demand continuing despite a complex global and regional economic environment.

In its apartment rental analysis, Bayut said Al Nahda, Deira and International City continued to attract budget-conscious residents, while JVC, Business Bay and Arjan remained popular with tenants looking for a balance between connectivity, amenities and value.

Haider Ali Khan, CEO of Bayut, head of Dubizzle Group MENA and board member of the Dubai Chamber of Digital Economy, said: “The first half of 2026 once again showed how resilient and well prepared the UAE is.”

He said the country’s leadership had remained focused on stability and confidence, adding that Bayut’s advertised property data continued to reflect healthy interest across Dubai’s residential market.

“Villas maintained strong momentum, while apartment asking prices moved at a more measured pace,” Khan said.

What renters should take from the numbers

For a Dubai tenant with a Dhs80,000 annual budget, the latest data provides a relatively broad map of potential choices.

At the lower end, Al Nahda at Dhs55,000, Deira and Dubai South at Dhs60,000, and Dubai Silicon Oasis, Dubai Sports City, Karama and Town Square at Dhs65,000 offer substantial room below the budget.

Further up the scale, Dubai Production City at Dhs66,000, Jebel Ali at Dhs70,000, Dubai Investment Park and Dubai Studio City at Dhs72,000, and Al Garhoud, Al Barsha, Al Furjan and DAMAC Hills between Dhs74,494 and Dhs75,000 remain below the threshold.

But these figures are average advertised listing prices, not guaranteed transaction rents. Property Finder’s supplied data is based on listings over the preceding three months, meaning individual apartments can command materially different prices depending on their size, building, condition, furnishing, views, facilities and location.

That distinction is especially important in communities such as Al Garhoud, Al Barsha, Al Furjan and DAMAC Hills, where the average advertised rent is relatively close to Dhs80,000.

For tenants, the market therefore offers something that was harder to find during the sharp rental increases of previous years: choice.

Dubai’s rental market remains expensive compared with historical levels, and rents are still higher year-on-year. But the combination of moderating rental growth, increased apartment supply and a large number of communities with one-bedroom averages below Dhs80,000 means renters do not necessarily have to accept the highest asking prices.

The emerging picture is of a market shifting from one defined primarily by scarcity to one increasingly shaped by selection.

And for the Dubai renter with a Dhs80,000 ceiling, that shift could be just as important as the headline rental rate itself.

Dubai’s Roads and Transport Authority (RTA) has opened a 700-metre, four-lane bridge at the intersection of Al Qudra Road and Sheikh Zayed bin Hamdan Al Nahyan Street as part of a wider project to increase traffic capacity and reduce congestion.

The bridge, located on the southern side of the intersection, can accommodate 6,000 vehicles per hour and serves motorists travelling along Al Qudra Road towards Al Qudra City, the authority said.

The opening completes the traffic configuration at the intersection following the opening of the bridge in the opposite direction in February. That bridge serves traffic travelling from Al Qudra City towards Umm Suqeim.

Once completed, the intersection upgrade is expected to increase overall traffic capacity from 7,800 to 19,400 vehicles per hour and reduce waiting times by 85 per cent, from nearly seven minutes to one minute, according to the RTA.

Further bridges planned for fourth quarter

The authority plans to open two side-ramp bridges at the intersection during the fourth quarter of 2026, allowing traffic to move in all directions without disrupting the main carriageways.

The works include a 500-metre bridge serving motorists travelling from Al Qudra Road towards Jebel Ali via Sheikh Zayed bin Hamdan Al Nahyan Street.

A second bridge, extending 900 metres, will serve traffic travelling from Al Qudra Road towards Downtown Dubai and Dubai International Airport.

The project also includes three kilometres of service roads on both sides of Sheikh Zayed bin Hamdan Al Nahyan Street to connect surrounding developments.

“The project forms part of RTA’s integrated plan to develop the emirate’s key corridors and strengthen connectivity across the road network. This will help accommodate growing traffic demand and keep pace with the expansion of current and future residential and development areas,” said Mattar Al Tayer, director general and chairman of the RTA’s Board of Executive Directors.

Wider Al Qudra Road expansion

The wider project involves upgrading several intersections, constructing bridges with a combined length of 4,000 metres and expanding an 11.6-kilometre section of Al Qudra Road.

The RTA expects the project to reduce journey times by 70 per cent, from 9.4 minutes to 2.8 minutes. It serves residential and development areas with more than 400,000 residents and visitors.

The corridor runs from the intersection of Al Qudra Road and Sheikh Mohammed bin Zayed Road to Emirates Road. It serves developments including Arabian Ranches 1 and 2, Dubai Motor City, Dubai Studio City, Akoya, Mudon, DAMAC Hills and The Sustainable City.

Earlier this year, the RTA opened a 1,200-metre bridge comprising four lanes in each direction at the intersection of Al Qudra Road and the link road connecting Arabian Ranches with Dubai Studio City.

According to the authority, the bridge increased capacity from 6,600 to 19,200 vehicles per hour and reduced waiting times at the intersection by 55 per cent, from 113 seconds to 52 seconds.

The RTA also opened improvements at the intersection of Emirates Road and Al Qudra Road in May. Further improvements scheduled to open in August include a free-flow ramp for motorists travelling from Jebel Ali via Emirates Road towards Umm Suqeim through Al Qudra Road.

A strange text message from her husband, a joke between two friends and a quick round of market research were all it took to turn an everyday relationship moment into a Dubai AI startup.

For Zainab Imichi Alhassan, co-founder of Good Husband, the idea did not begin in a boardroom or emerge from a lengthy technology development cycle. It began when her husband started sending messages that, she says, sounded nothing like him.

She was with Sarah Curtis, her best friend and now business partner, when the unusual messages arrived.

“I remember saying to her, ‘This isn’t normal!’ She laughed and said, ‘Maybe he’s using an AI bot to reply to you,’” Alhassan said.

Read more-UAE’s AI healthcare leap: The future of medicine is already here

The pair joked about it. But the conversation soon took a more serious turn.

“That conversation was the moment Good Husband was born,” Alhassan said.

The result is an AI-powered relationship tool designed to help men navigate difficult conversations, particularly when they know they want to communicate thoughtfully but struggle to find the right words.

From a relationship joke to a business idea

The founders say the original incident was not actually a serious relationship conflict. Alhassan’s husband was pulling her leg, but the exchange prompted the two women to consider whether there was a broader problem behind the joke.

Once they began researching the concept, they believed they had identified a gap in the market.

“It actually started as a light-hearted conversation between me and my husband—he was pulling my leg,” Alhassan said. “But once we looked into it and did some market research, we realised there was a genuine gap in the market.”

Good Husband, she stressed, is not intended to replace communication between couples. Instead, the product is positioned as a tool for men who care about their relationships but can struggle to communicate effectively in emotionally charged moments.

The premise is simple: help users express what they mean, communicate their intentions more clearly and approach disagreements with a greater focus on resolution rather than conflict.

That positioning also challenged one of the assumptions the founders initially considered about men and communication.

“We realised it wasn’t that men don’t care or don’t want to communicate,” Alhassan said. “It’s that many struggle in the moment.”

When emotions are high, she said, people can find it difficult to formulate a response that feels supportive or moves a conversation forward.

“That’s where Good Husband comes in,” Alhassan said. “It helps them express what they often mean, but can’t always find the words to say.”

A startup built in 24 hours

The speed at which Good Husband moved from concept to product is perhaps as striking as its unconventional origin story.

Alhassan and Curtis are not first-time business partners. They are best friends who have built several businesses together, according to Alhassan.

That relationship, she said, helped them move quickly once their research suggested the idea had potential.

“We have a strong working relationship because we trust each other, we’re honest with one another, and we’re both comfortable moving quickly once we’ve done the research and validated an idea,” Alhassan said.

After exploring the concept, the pair reached a decision.

“We looked at each other and said, ‘Let’s actually build it,’” Alhassan said.

The founders’ willingness to take what Alhassan described as calculated risks meant the first version of the business was online remarkably quickly.

“We had a live website up and running within 24 hours,” she said.

That rapid launch reflects a wider startup philosophy: test an idea, establish whether a market exists and then develop the product around what users actually need.

The AI relationship assistant

Good Husband is entering a market where consumers are increasingly using AI not only for productivity, but also for personal questions and emotional support.

Alhassan cited research showing that 42.8 per cent of people already use general AI for emotional support, arguing that the behaviour demonstrates how quickly AI is becoming part of everyday life.

People already turn to AI for work, fitness, recipes and planning. Relationship communication, the founders argue, represents another natural application.

However, privacy is central to Good Husband’s proposition.

“We’re still in the first stage of the product, and because conversations are completely private, we don’t have visibility into how individual users are using the platform or any specific conversation trends,” Alhassan said.

That means the company is deliberately limiting its access to individual conversations, even as it develops a product intended to help users through highly personal situations.

Curtis describes the product’s personality in three words: “Supportive. Trustworthy. Unbiased.”

“Good Husband is like the wingman you never knew you needed,” she said.

Three tiers and a bigger ambition

The startup currently offers three pricing tiers: a free version, Good Husband for $9 per month, and Better Husband for $19 per month.

The premium offering goes beyond helping users compose responses. It includes personalised reminders for important dates such as birthdays and anniversaries, alongside prompts encouraging users to plan thoughtful gestures, including buying flowers or organising a date night.

It also includes a Coaching Mode, designed to provide more detailed guidance around conversations and relationship challenges.

For Curtis, however, the current website is only the beginning.

“Our vision is to evolve Good Husband into a dedicated app, and further down the line we’d love to integrate it into WhatsApp as a seamless chat assistant,” Curtis said.

The objective is to make the technology available at the precise moment a user needs help.

“We think that’s where the real opportunity lies, being available in the moment, exactly when people need a little help finding the right words,” she said.

Can AI make relationships more human?

The founders acknowledge that using AI in relationships raises an obvious question: if technology helps someone write a message to their partner, does that make the communication less genuine?

Curtis argues that it can have the opposite effect.

“People often assume using AI makes conversations less genuine. Our view is the opposite,” she said.

If someone genuinely cares but cannot find the right words, she believes receiving help with expression does not diminish the underlying sentiment.

“The intention still comes from the person,” Curtis said.

That philosophy also shapes the founders’ longer-term view of AI in relationships.

Curtis believes the technology could eventually play a much bigger role, potentially helping people find highly compatible partners or influencing how relationships begin and develop. But she argues that technological progress should not come at the expense of human judgement.

“AI should support our decision-making and communication, not replace it,” she said.

Empathy, emotional intelligence, context and personal judgement, she added, will remain essential.

For Good Husband, that distinction is central to the business model. The ambition is not to create an artificial replacement for a partner, friend or counsellor, but a private sounding board that helps people communicate better when they need it most.

And it all traces back to one peculiar text message.

What began as Alhassan telling her friend that something about her husband’s messages “wasn’t normal” has evolved into a startup betting that there is a market for technology that helps people say what they really mean.

As AI moves deeper into everyday life, Good Husband is making a distinctly human argument for its place in relationships: sometimes technology’s most useful role is simply helping someone find the right words.