Abu Dhabi

BRIDGE Summit brought global leaders in media, technology, culture, and the creative economy to Abu Dhabi.

Across the stages, exhibition halls, and conversations at ADNEC, one message became increasingly clear: In an AI-driven media economy, technology increases the value of attention, but presence, trust, and human connection still matter.

The experience reminded me of a fireside chat I spoke at for the Society of Motion Picture and Television Engineers in Atlanta on AI's impact on broadcasting, filmmaking, and content production.

In the creative economy, whether building for streaming platforms or protecting decades of broadcast infrastructure in the Gulf or in the US, the challenge is consistently similar.

• How will AI reshape creative work?

• Which decisions should remain human?

• How will organizations protect originality, intellectual property, consent, and accountability as production becomes increasingly automated?

AI can help creators develop ideas, accelerate editing, localize content, and reach wider audiences, but the same capabilities are blurring the line between original and synthetic work.

Deepfakes, cloned voices, manipulated images, and the unauthorized use of a person's likeness create serious concerns for media organizations whose credibility depends on public trust.

For AI in media, one of the challenges is whether audiences can determine authentic work, whether creators are recognized and compensated, and whether media companies can explain how AI-generated material was produced and approved.

As AI accelerates attention and creates more opportunities globally, let's establish clear standards for authenticity, consent, accountability, and the responsible use of AI in creative work.