Is UAE’s digital Latifa the answer to the global age of AI anxiety?

Global conversations on artificial intelligence (Al) oscillate between optimism and unease.

- Chirantan Chatterjee

As one of my Ethiopian students at MBZUAI noted, even against a backdrop of war, pandemic, populism, and climate change, AI is the greatest source of hype in recent times.

In Abu Dhabi, AI discourse is rooted in governance and public benefit. Through MBZUAI, the world’s first university focused entirely on Al, the UAE builds fairness, trust, and civic participation into its Al deployment. Its 2017 AI Strategy, and the appointment of a Minister for AI have positioned Abu Dhabi as a hub for responsible development.

Still, fears linger - AI raises concerns for disempowerment. In response, Digital Dubai has created ‘Digital Latifa’, a virtual persona that represents technological innovation while retaining an individual cultural identity.

Latifa uses familiar language to build trust among Emiratis - making AI approachable rather than alien. At the same time, she provides tips on safe AI use, ensures data privacy, and coaches families on how to use AI to manage household matters. Latifa blends cultural resonance with knowledge — empowering people to access Al-enabled services, from telemedicine to Al tutors.