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.

Etihad Airways, the national airline of the UAE, has reported strong growth in its May 2025 traffic statistics, reflecting continued expansion and robust customer demand.

The airline carried 1.7 million passengers in May, a 19 per cent increase compared to the same month last year. This growth reflects Etihad’s strategic expansion and strengthening market position. The passenger load factor rose to 87 per cent, up from 84 per cent in May 2024, underlining the airline’s ability to optimise capacity while meeting growing demand, a WAM report said.

Fleet reaches 100 aircraft

Etihad’s operating fleet has now reached 100 aircraft, supporting its expanding global network and ongoing service enhancements. Between January and May 2025, the airline carried 8.4 million travellers, marking a 17 per cent increase compared to the same period in 2024. The average passenger load factor over this period remained steady at an impressive 87 per cent.

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Antonoaldo Neves, Chief Executive Officer of Etihad Airways, said the carrier continues to build momentum.

“We saw a pleasing continued growth in our momentum, with May’s passenger numbers growing by 19 per cent year-on-year, underlining our position as the fastest-growing Middle East airline,” Neves said. “Our year-to-date results show more than 8 million customers have flown with us in 2025, and our rolling 12-month figure now stands at almost 20 million — a testament to the trust placed in Etihad’s service.

“We reached an exciting milestone in May as our fleet number hit the 100 mark. As we continue expanding our route network and growing our fleet in the coming months, our focus remains on delivering a seamless and exceptional customer experience.”

Shares of planemaker Boeing fell nearly 8 per cent in premarket US trading on Thursday after an Air India aircraft with 242 people crashed minutes after taking off from India’s western city of Ahmedabad.

India’s federal health minister said “many people” were killed in the crash. The plane was headed to Gatwick Airport in the UK, with police officers saying it crashed in a civilian area near the Ahmedabad airport.

Aviation tracking site Flightradar24 said the plane was a Boeing 787-8 Dreamliner, one of the most modern passenger aircraft in service. It was not immediately clear what caused the crash. Boeing said in a statement it was aware of initial reports and was working to gather more information.

Boeing’s 787 is a newer series of jets with a solid safety record and no fatal crashes. While battery issues once grounded the fleet, no injuries were reported.

The news comes as the planemaker tries to rebuild trust related to safety in its jets and ramp up production under new Chief Executive Officer Kelly Orthberg.

Boeing’s shares were down about 7.5 per cent at $197.82 in premarket trading. “It’s a knee jerk reaction (to the incident) and there’s revised fears of the problems that plagued Boeing aircraft and Boeing itself in recent years,” said Chris Beauchamp, analyst at IG Group.

In a global first for large-scale digital construction, UCC Holding, in collaboration with Qatar’s Public Works Authority (Ashghal), has officially begun the printing phase of the world’s largest 3D-printed building project.

The initiative marks a significant leap in sustainable infrastructure development and positions Qatar as a regional pioneer in advanced construction technology, a media report on UCC Holding website said.

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The project involves the construction of 14 new public schools, including two to be built entirely using 3D printing technology. Each of the 3D-printed schools will span 20,000 square meters—making a combined 40,000 square meters—40 times larger than any previously completed 3D-printed building worldwide.

Designed as two-storey buildings on plots measuring 100 by 100 meters, the schools represent a landmark in educational architecture and scalable, future-ready infrastructure in the region.

World’s largest construction printers deployed

To execute this unprecedented build, UCC Holding partnered with COBOD, a Danish company recognised as a global leader in 3D construction printing. COBOD has supplied two custom BODXL printers, each measuring 50 meters long, 30 meters wide, and 15 meters high—comparable in size to a Boeing 737 hangar. These are currently the largest construction printers in the world.

Following months of site development, equipment assembly, and simulation testing, the printers are now fully operational.

Local expertise, global standards

UCC Holding has formed a dedicated team of architects, civil engineers, material scientists, and printer technicians to lead the operation.

Over the past eight months, the team conducted more than 100 full-scale test prints using a BOD2 printer at a trial site in Doha. These trials helped develop optimized concrete mixes suited to Qatar’s climate and refine a custom nozzle for high-precision printing.

In May 2025, the team completed intensive training with COBOD engineers, covering everything from printer operation and structural layering to live quality control—strengthening Qatar’s local capacity for high-tech construction methods.

Environmental and economic benefits

3D printing offers significant environmental, social, and economic advantages over traditional construction. The process reduces raw material waste, minimizes concrete use, and cuts carbon emissions. On-site printing also reduces transportation needs and supply chain dependency, while dramatically speeding up project timelines.

Printing is scheduled to take place at night to improve concrete performance and mitigate heat-related challenges—while also reducing dust, noise, and community disruption.

Design inspired by nature

Architecturally, the schools feature flowing, curved walls inspired by Qatar’s desert landscapes and sand dunes. These complex, organic shapes are made possible by the design freedom 3D printing allows—achievements that would be prohibitively difficult or expensive with conventional methods.

The two 3D-printed schools are expected to be completed by the end of 2025. The project not only signals Qatar’s growing leadership in innovation and sustainability but also sets a new benchmark for educational infrastructure development globally.

The Middle East and North Africa (MENA) has emerged as a global business powerhouse. In this special feature, Gulf Business spotlights enterprises with a strong regional presence, market leadership by size, and standout brand recognition. From legacy players to bold disruptors, these companies are shaping the region’s future and setting new global benchmarks.

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