Dubai Media City, part of the TECOM Group PJSC, along with Communicate hosted another memorable creative brunch that left attendees deeply inspired by the boundless creativity and potential of AI in the realms of marketing and advertising.

The session commenced with a presentation by Arina Nekraova, a PR and communications consultant, who provided insights into the development of ChatGPT. The creation process involved scientists modeling the brain's functionality and simulating it as a computer program. The continuous influx of information enhances ChatGPT's intelligence, ensuring it becomes progressively smarter. Now ChatGPT is demonstrating its adaptability by learning and incorporating colloquial phrases like 'Yalla, let’s go'.

During the session, attendees had the opportunity to interact with ChatGPT alongside Arina, discovering the efficiency of strategic prompts in swiftly generating high-quality content. This was demonstrated when ChatGPT was tasked with creating a week-long social media calendar based on a detailed prompt, accomplishing hours of work within a mere 10 minutes. The audience also engaged in playful experimentation with ChatGPT, including a suggestion to have it imitate Yoda from Star Wars and compose an email for a specific client event.

The session transitioned from text generation to the generation of captivating visuals, thanks to the effective prompting demonstrated by Mikhail Goldgaber on Midjourney. He highlighted how a creative journey can initiate with ChatGPT and seamlessly extend to Midjourney, resulting in cohesive content, both written and visual. Mikhail emphasized the significance of specifying details while prompting such as ‘no deformed limbs or missing fingers’, as these are aspects that Midjourney is still in the process of developing. In addition, he emphasized the way Midjourney enables the ongoing development of an image by iteratively improving an existing generated visual that is reintegrated into the system.

The session was filled with energy, occasionally punctuated by laughter from the audience as they marveled at the creative potential of AI-generated content. Members of the audience shared their perspectives on the incorporation of AI in their professional settings, highlighting the continuously evolving technological landscape and its profound influence.

Majed Al Suwaidi, Senior Vice President of Dubai Media City, part of TECOM Group PJSC, said, “As the global media sector evolves, emerging technologies like generative AI are set to herald a transformation that not only propels our industry forward but also fuels intelligent, data-driven creativity. These dynamic technologies can make the global media industry more agile and resilient, helping it secure growth in an era of rapid change.

“Such innovative integrations between media and technology will grow as the Dubai Creative Economy Strategy empowers regional creators to produce world-class content. Dubai Media City is further helping homegrown talent forge a resilient bridge to tomorrow's media landscape, and its ecosystem will continue to fortify Dubai's and the region’s knowledge-based economy by encouraging creative synergies with technology.”

Watch the Q/A with our speakers from the event below: