Top regional advertising group ramps up staff training programs

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Updated 06 September 2024
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Top regional advertising group ramps up staff training programs

  • Focus on skills, says Ricarda Ruecker of Middle East Communications Network
  • Firm’s academy has begun collaboration with Harvard Business School Online

DUBAI: Regional advertising group Middle East Communications Network is ramping up efforts to train staff with a new platform, collaborations and programs.

The firm’s MCN Academy is “designed to advance professional and personal progression at all career stages for our people,” said Ricarda Ruecker, chief talent officer of MCN Middle East, North Africa and Turkiye, during a recent interview.

In the past, the academy has collaborated with partners including the Berlin School of Creative Leadership.

In addition, it has held an MCN AI Week, which had experts provide workshops, training and talks for all employees, she told Arab News.

Although the academy has existed for nearly 10 years, the network has “relaunched and revamped the platform with upgraded, tailored programs and new partnerships,” she added.

In June, MCN Academy announced a dedicated Harvard Business School Online learning collaboration including two programs for mid-management and executive leader talents.

The two-month-long programs focus on areas including leadership in change and innovation and “designing and delivering unique value to teams and clients,” Ruecker said.

The partnership will be continued in 2025 with “further strategic programs” as well as other “high-profile collaborations,” she added.

The academy will focus on three areas in the next two years: leadership development at all career stages, generative AI, and emotionally intelligent and inclusive leadership.

Ruecker said that these three “strategically important areas” are equally relevant to all 15 MCN agencies. This includes creative agencies FP7 McCann and MullenLowe MENA, media agencies UM and Initiative, and public relations agencies including Weber Shandwick.

Moreover, MCN Academy’s focus on these areas will complement the individual agencies’ efforts in “providing upskilling and knowledge in functional areas and technical skills,” she added.

Ruecker explained that development of talent at all career stages is crucial for the network, whether it is training the next generation of talent or upskilling its top leaders.

Referring to the third area, she said: “We believe that behavioral skills are critical in successfully leading high-performing teams and bringing out the best and unique skillsets of our teams.”

For MCN, it is important to not only form large-scale partnerships at the parent company level but also “ensure our people in market feel empowered and well equipped to integrate AI tools into day-to-day projects,” Ruecker explained.

The fast-paced nature of the AI sector has driven the need for MCN Academy to focus on it in the past and continue to do so as part of its longer-term program.

Critics often question the threat AI may pose to human talent, but Ruecker said that AI should be “the partner, enhancer and facilitator for our industry”.

“With the correct guardrails and usage, it opens the door to not only change the way we work, collaborate and create but also shape the future of our workforce with new skills and opportunities for our talent,” she added.

Ruecker’s views on generative AI are seemingly supported by data of its adoption as a crucial investment for businesses. According to a 2024 McKinsey report, 65 percent of respondents said that their organizations are regularly using generative AI.

The same report found that AI adoption has seen a massive surge this year jumping to 72 percent compared to 55 percent last year.

 


‘Tool for grifters’: AI deepfakes push bogus sexual cures

Updated 12 May 2025
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‘Tool for grifters’: AI deepfakes push bogus sexual cures

  • The trend underscores how rapid advances in artificial intelligence have fueled what researchers call an AI dystopia, a deception-filled online universe designed to manipulate unsuspecting users into buying dubious products

WASHINGTON: Holding an oversized carrot, a brawny, shirtless man promotes a supplement he claims can enlarge male genitalia — one of countless AI-generated videos on TikTok peddling unproven sexual treatments.

The rise of generative AI has made it easy — and financially lucrative — to mass-produce such videos with minimal human oversight, often featuring fake celebrity endorsements of bogus and potentially harmful products.

In some TikTok videos, carrots are used as a euphemism for male genitalia, apparently to evade content moderation policing sexually explicit language.

“You would notice that your carrot has grown up,” the muscled man says in a robotic voice in one video, directing users to an online purchase link.

“This product will change your life,” the man adds, claiming without evidence that the herbs used as ingredients boost testosterone and send energy levels “through the roof.”

The video appears to be AI-generated, according to a deepfake detection service recently launched by the Bay Area-headquartered firm Resemble AI, which shared its results with AFP.

“As seen in this example, misleading AI-generated content is being used to market supplements with exaggerated or unverified claims, potentially putting consumers’ health at risk,” Zohaib Ahmed, Resemble AI’s chief executive and co-founder, told AFP.

“We’re seeing AI-generated content weaponized to spread false information.”

The trend underscores how rapid advances in artificial intelligence have fueled what researchers call an AI dystopia, a deception-filled online universe designed to manipulate unsuspecting users into buying dubious products.

They include everything from unverified — and in some cases, potentially harmful — dietary supplements to weight loss products and sexual remedies.

“AI is a useful tool for grifters looking to create large volumes of content slop for a low cost,” misinformation researcher Abbie Richards told AFP.

 

“It’s a cheap way to produce advertisements,” she added.

Alexios Mantzarlis, director of the Security, Trust, and Safety Initiative at Cornell Tech, has observed a surge of “AI doctor” avatars and audio tracks on TikTok that promote questionable sexual remedies.

Some of these videos, many with millions of views, peddle testosterone-boosting concoctions made from ingredients such as lemon, ginger and garlic.

More troublingly, rapidly evolving AI tools have enabled the creation of deepfakes impersonating celebrities such as actress Amanda Seyfried and actor Robert De Niro.

“Your husband can’t get it up?” Anthony Fauci, former director of the National Institute of Allergy and Infectious Diseases, appears to ask in a TikTok video promoting a prostate supplement.

But the clip is a deepfake, using Fauci’s likeness.

Many manipulated videos are created from existing ones, modified with AI-generated voices and lip-synced to match what the altered voice says.

“The impersonation videos are particularly pernicious as they further degrade our ability to discern authentic accounts online,” Mantzarlis said.

Last year, Mantzarlis discovered hundreds of ads on YouTube featuring deepfakes of celebrities — including Arnold Schwarzenegger, Sylvester Stallone, and Mike Tyson — promoting supplements branded as erectile dysfunction cures.

The rapid pace of generating short-form AI videos means that even when tech platforms remove questionable content, near-identical versions quickly reappear — turning moderation into a game of whack-a-mole.

Researchers say this creates unique challenges for policing AI-generated content, requiring novel solutions and more sophisticated detection tools.

AFP’s fact checkers have repeatedly debunked scam ads on Facebook promoting treatments — including erectile dysfunction cures — that use fake endorsements by Ben Carson, a neurosurgeon and former US cabinet member.

Yet many users still consider the endorsements legitimate, illustrating the appeal of deepfakes.

“Scammy affiliate marketing schemes and questionable sex supplements have existed for as long as the Internet and before,” Mantzarlis said.

“As with every other bad thing online, generative AI has made this abuse vector cheaper and quicker to deploy at scale.”


Film claims to name killer of slain journalist Shireen Abu Akleh

Updated 11 May 2025
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Film claims to name killer of slain journalist Shireen Abu Akleh

  • Produced by independent news site Zeteo, the documentary “Who killed Shireen?” names for the first time the suspect as Alon Scaggio, an elite soldier

NEW YORK: A new documentary purports to name the Israeli soldier who killed Al Jazeera reporter Shireen Abu Akleh, who was gunned down in the West Bank while reporting in 2022.
Abu Akleh, a Palestinian-American journalist known for her coverage of the Arab-Israeli conflict, was shot dead in Jenin in the north of the occupied West Bank while she worked, wearing a bulletproof vest marked “press.”
Al Jazeera and witnesses immediately blamed the Israeli army. Then Israeli prime minister Naftali Bennett said it was probable the shots had come from Palestinian militants.
In the weeks that followed, several journalistic investigations pointed the blame at Israeli gunfire.
Months later, Israel released an internal investigation that found a “high probability” that Abu Akleh was accidentally shot by the Israeli army, which claimed it was targeting armed Palestinians.
Produced by independent news site Zeteo, the documentary “Who killed Shireen?” names for the first time the suspect as Alon Scaggio, an elite soldier.
“Israel did everything it could to conceal the soldier’s identity, they wouldn’t provide the US with any information. They wouldn’t let the US interview him. They wouldn’t give the US his statement. And they wouldn’t give his name,” said Dion Nissenbaum, a journalist who worked on the film.
Assisted by producer Conor Powell and reporter Fatima AbdulKarim — who worked for The New York Times in the West Bank — Nissenbaum, a former Wall Street Journal correspondent, consulted testimony from two Israeli soldiers present in Jenin on May 11, 2022 as well as top US officials.
The documentary alleges that Scaggio, then 20, had completed training for the elite Duvdevan unit just three months prior.
“He shot her intentionally. There’s no question about that. The question is did he know she was a journalist and did he know she was Shireen Abu Akleh? Was it an order from above?” Nissenbaum told AFP.
“Personally, I don’t think it was an order. I don’t think he knew it was Shireen. Nobody ever has indicated that he could tell that it was Shireen. But she was wearing the blue flak-jacket with the word ‘press’ on it.”
“The evidence (suggests)... it was an intentional killing of Shireen Abu Akleh. Whether or not they knew it was her or not can very well be debated, but they would have absolutely known that it was a media person or a non-combatant at a minimum,” said a senior official from the administration of then US president Joe Biden, speaking in the film anonymously.
Washington did not exert significant pressure on the issue, the documentary claims, for fear of antagonizing its ally.
Democratic Senator Chris Van Hollen said he called on Biden to declassify documents about the killing — but went unanswered.
The Committee to Protect Journalists (CPJ) said “it is the first time that a potential suspect has been named in connection with an Israeli killing of a journalist” according to its records dating back to 1992.
Impunity in the case “has effectively given Israel permission to silence hundreds more” journalists, the CPJ said.
Reporters Without Borders estimates around 200 journalists were killed in the past 18 months of Israeli strikes on Gaza.
An Israeli army spokesman condemned the unauthorized disclosure of the suspect’s name despite no “definitive determination” of who shot Abu Akleh.
The soldier in question “fell during an operational activity,” the army added.
Nissenbaum had initially thought Scaggio died in Gaza, but ultimately concluded he was killed in Jenin on June 27, 2024 almost two years after Abu Akleh.


Ray-Ban Meta glasses to launch in the UAE

Updated 09 May 2025
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Ray-Ban Meta glasses to launch in the UAE

  • Release ‘marks beginning of an effortless, more connected future,’ senior Meta official says
  • Collection features different styles and lens variations, including prescription lenses

DUBAI: Meta and optical multinational EssilorLuxottica have announced that the Ray-Ban Meta collection will be available in the UAE from May 12.

The glasses, when paired with a smartphone, allow users to take hands-free pictures and videos, listen to audio with open-ear speakers, and use the inbuilt Meta AI assistant.

The launch “marks the beginning of an effortless, more connected future — one that empowers people to stay in the moment while staying connected to the things and people that matter most,” Fares Akkad, regional director for Middle East and Africa at Meta, told Arab News.

The glasses feature an ultrawide 12-megapixel camera, which can take photos and 1080-pixel videos of up to three minutes. Users can also stream live via the glasses to Instagram or Facebook for up to 30 minutes.

Meta AI, the company’s AI assistant, is built into the glasses and can be used through voice prompts to help with tasks such as recommending music or clicking a picture.

In the coming months, users in the UAE will also be able to use Meta AI to ask questions about their surroundings, such as identifying landmarks or translating street signs, as well as live translation of conversations in English, French, Italian and Spanish. However, live translation for Arabic is not supported yet.

Akkad said: “Just a few years ago, the idea of wearing glasses that could take pictures and videos with voice command, translate to different languages, and become a seamless, helpful assistant everywhere you go felt like something out of science fiction.

“Today, it is a tangible reality.”

Users will be able to regularly update the software on the glasses to enable more features as they are rolled out. These include timers, alarms, calendar and email access.

The Ray-Ban Meta collection features different styles and lens variations, including prescription lenses.

It will be available at all Ray-Ban and partner stores in the UAE from May 12 with prices starting at AED1,330 ($360).

 


India tells X to block over 8,000 accounts, mainly Pakistani

Updated 09 May 2025
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India tells X to block over 8,000 accounts, mainly Pakistani

  • Move appears to be part of India’s sweeping crackdown targeting social media accounts of Pakistani politicians, celebrities and media organizations
  • X said it disagreed with the demands but it had begun the process to withhold the specified accounts in India

WASHINGTON: India has ordered X to block more than 8,000 accounts, the platform said Thursday, adding that it was reluctantly complying with what it described as government-imposed “censorship.”
The move appears to be part of India’s sweeping crackdown targeting social media accounts of Pakistani politicians, celebrities and media organizations amid heightened tensions and deadly confrontations between the nuclear-armed neighbors.
The order, which X said includes demands to block international news organizations and other prominent users, comes a day after Meta banned a prominent Muslim news page on Instagram in India at New Delhi’s request.
“X has received executive orders from the Indian government requiring X to block over 8,000 accounts in India, subject to potential penalties including significant fines and imprisonment of the company’s local employees,” the site’s global government affairs team said in a statement.
It added that in most cases, the government had not specified which posts from the accounts violated Indian laws, and in many others, it provided no evidence or justification for the blocks.
The Elon Musk-owned platform said it disagreed with the demands but it had begun the process to withhold the specified accounts in India.
“Blocking entire accounts is not only unnecessary, it amounts to censorship of existing and future content, and is contrary to the fundamental right of free speech,” the statement said.
“This is not an easy decision, however keeping the platform accessible in India is vital to Indians’ ability to access information.”
The move comes amid fierce fighting between India and Pakistan, two weeks after New Delhi blamed Islamabad for backing a deadly attack on tourists in the Indian-run side of the disputed Muslim-majority region of Kashmir.
Pakistan rejects the charge.
At least 48 people have been killed on both sides of the border in escalating violence since India launched air strikes on Wednesday that it said targeted “terrorist camps.”
Both countries accused each other on Thursday of carrying out waves of drone attacks.
X said it could not make the Indian executive orders public due to legal restrictions, but it encouraged the impacted users to seek “appropriate relief from the courts.”
It did not name the affected users, but in recent days the Indian media has reported that the country has blocked the X accounts of Pakistani politician Bilawal Bhutto Zardari and Pakistan’s former prime minister and cricket captain Imran Khan.
India has also banned more than a dozen Pakistani YouTube channels for allegedly spreading “provocative” content, including Pakistani news outlets.
Pakistani Bollywood movie regulars Fawad Khan and Atif Aslam were also off limits in India, as well as a wide range of cricketers — including star batters Babar Azam and Mohammad Rizwan and retired players Shahid Afridi and Wasim Akram.
Rising hostilities between the South Asian neighbors have unleashed an avalanche of online misinformation, with social media users circulating everything from deepfake videos to outdated images from unrelated conflicts, falsely linking them to the ongoing fighting.


Ireland’s RTE urges talks on Israel’s Eurovision participation amid growing pressure

Updated 09 May 2025
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Ireland’s RTE urges talks on Israel’s Eurovision participation amid growing pressure

  • European Broadcasting Union ‘whitewashing’ Israeli war crimes
  • EBU must ban Israel like it did with Russia in 2022, say activists

DUBAI: Ireland’s national broadcaster RTE has invited the European Broadcasting Union for talks on Israel’s participation in the upcoming Eurovision Song Contest, as pressure mounts from dozens of former contestants demanding the country’s exclusion.

RTE’s Director-General Kevin Bakhurst has expressed deep concern over the humanitarian crisis in Gaza and the situation of Israeli hostages, emphasizing the need for RTE to remain objective in its coverage of the war.

He also pointed to political pressure on Israel’s public broadcaster, Kan, from the Israeli government.

Israel, a Eurovision participant since 1973, is set to compete in this year’s contest, running from May 13 to 17, in Basel, Switzerland, with singer Yuval Raphael, a survivor of the Oct. 7 Hamas attack at the Nova music festival.

Earlier this week, in an open letter, 72 former Eurovision contestants called on the EBU to ban Israel and its national broadcaster, KAN, from this year’s contest.

They cited the country’s war in Gaza and accused the union of “normalizing and whitewashing” alleged Israeli war crimes.

They argued that Israel’s participation would be inconsistent with the EBU’s decision to ban Russia in 2022 over its invasion of Ukraine.

The EBU previously said it acknowledges the concerns but aims to keep Eurovision a positive, inclusive event that transcends politics and unites people through music.