The UAE Presidential Court's International Affairs Office has introduced an AI-powered spokesperson, Zayed, to deliver real-time updates on the office's initiatives, strategic priorities and international engagements across digital channels. The move gives PR and communications professionals an early look at how government institutions might deploy synthetic media to own their narrative and reach audiences who increasingly avoid traditional press formats.
A strategic shift in institutional communication
The office described Zayed as a more dynamic and interactive way to communicate its work, moving beyond static statements and press releases. It pointed to the UAE Strategy for Artificial Intelligence 2031 as the wider policy framework guiding the country's AI for Government efforts. The launch dovetails with a series of national projects to embed advanced technologies in public services and external messaging.
Engaging younger, digitally native audiences
Officials said one goal is to create new opportunities to connect with younger demographics through digital formats designed for that audience. The AI spokesperson will appear on platforms where those groups already spend time, bypassing intermediaries like news desks or broadcast media. For PR leaders watching the convergence of AI for PR & Communications and institutional trust, the approach flips the traditional model: the institution becomes both source and distributor, using a voice that can be consistently on-brand and always available.
What leadership said
Mariam bint Mohammed Almheiri, Head of the International Affairs Office at the UAE Presidential Court, said the choice to build an AI representative reflects the country's wider ambition. "This initiative reflects the country's vision of harnessing innovation to strengthen communication and engagement with diverse audiences," she said. She added that "the launch of Zayed demonstrates the office's commitment to adopting emerging technologies to enhance outreach and build more meaningful connections across generations."
Her comments tie the project directly to the UAE's long-term plan to position itself as a global hub for AI, advanced technologies and next-generation government services.
Why this matters for PR and Communications professionals
AI spokespersons will not replace human judgment or crisis communication instinct. They will, however, change the economics of message distribution. An always-on digital representative reduces the friction between an institution's decisions and the public's perception of them. Teams will need to manage not just human spokespeople but also synthetic ones, ensuring tone, language and factual accuracy remain consistent across every channel. Monitoring how Zayed performs-and where it stumbles-offers a live case study in the operational demands of AI-driven public affairs.
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