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AI and Cultural Adaptation: Leveraging MENA Values in Business

In: AI in the Middle East for Growth and Business

Author

Listed:
  • Johnny Karam

    (Microsoft)

  • Zeina El Hayek

    (HESAM University)

  • Leila Youssef

    (ESA Business School)

Abstract

This chapter addresses how artificial intelligence is being tailored to fit the unique cultural fabric of the MENA region and to enhance business practices within the region. It explores the nuances of integrating AI into a business environment that is deeply rooted in tradition and values. The chapter discusses the development of AI systems that are culturally aware, and capable of understanding and respecting linguistic subtleties, social norms, and religious considerations prevalent in Middle Eastern societies. The narrative examines case studies where businesses have successfully implemented AI to cater to local preferences, through culturally sensitive marketing campaigns and customer service bots that communicate effectively in local dialects. It also delves into the role of AI in preserving and promoting cultural heritage, via virtual tourism and digital archiving of historical artifacts. Additionally, the chapter contemplates the ethical dimensions of AI deployment in a region where societal values are paramount, discussing how businesses balance technological advancement with cultural integrity. It concludes with a forward-looking perspective on the potential for AI to not only align with but also enrich the cultural values in Middle Eastern business practices, fostering innovation while maintaining the region’s unique identity.

Suggested Citation

  • Johnny Karam & Zeina El Hayek & Leila Youssef, 2025. "AI and Cultural Adaptation: Leveraging MENA Values in Business," Springer Books, in: Nehme Azoury & Georges Yahchouchi (ed.), AI in the Middle East for Growth and Business, chapter 0, pages 61-73, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-75589-7_5
    DOI: 10.1007/978-3-031-75589-7_5
    as

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