Creators in UAE generating content for public figures need prior approval: National Media Authority

The National Media Authority (NMA) affirmed that the use of artificial intelligence (AI) or other modern technical means to generate images or videos featuring national symbols or public figures requires obtaining prior official approval, in adherence to media content standards.

The UAE Government Media Office launched the artificial intelligence assistant use guide for government communication teams, and held the "AI in Government Communication" workshop in cooperation with the New Media Academy, as part of the regular meeting of the Government Communication Network.

Saeed Al Eter, head of the Media Office, emphasised that launching the guide represents a new practical step in developing the government communication system, and empowering communication teams to benefit from modern technologies in increasing work efficiency, accelerating achievement, and enhancing the quality and accuracy of government content and messages.

During the opening of the regular meeting of the Government Communication Network, Al Eter said: "The rapid development in artificial intelligence technologies provides new opportunities to enhance the ability of communication teams to understand the audience, analyse information, develop content, and create more accurate and effective messages ... the strength of government communication begins with understanding the audience, and the ability to transform policies, initiatives, and achievements into clear messages and stories which reach people and touch their interests.”

He added that AI does not replace government communication experts, but rather multiplies their capabilities and gives them a highly important resource, which is time, more time for planning, creativity, understanding the audience, and creating the most influential ideas and messages."

The new guide reportedly serves as a unified practical framework which helps communication teams in government entities employ assistant AI in various stages of work, starting from research, preparation, and planning, through content drafting and developing visual materials, reaching monitoring, analysis, and impact measurement.

It also constitutes a practical reference for communication teams to enable them to employ assistant AI tools in a safe, responsible, and effective manner, as it provides a set of principles and practical guidelines which help communication teams identify appropriate uses for assistant AI, formulate commands effectively, review outputs and verify their accuracy, and benefit from tools in preparing press releases, media messages, talking points, digital content, and visual materials.

The guide also addresses a number of main pillars including principles of responsible use, the workflow, command formulation, and practical uses of assistant AI in government communication, and its applications in visual communication and creative production, alongside general responsibilities and controls.

It also focuses on enhancing principles of review, verification, and institutional approval, and raising the awareness of communication teams regarding risks associated with using AI, including information accuracy, privacy, bias, and misleading content, ensuring the integration of technology with human expertise and professional responsibility.