Emirates Integrated Telecommunications Company, du, is partnering with Microsoft and Amazon to explore generative artificial intelligence. They aim to harness the potential of this technology, particularly in the Arabic-speaking world. Arabic is spoken by over 400 million people in 22 countries, but its online presence is limited. Du’s CEO, Fahad Al Hassawi, stressed the importance of localization and collaboration with industry leaders for successful AI adoption. Generative AI is poised to revolutionize various sectors, including telecom, by improving service delivery, understanding customer needs, and optimizing operations, making it a disruptive innovation.