Samsung Gulf Electronics gathered more than 50 journalists, social media creators and industry partners at Kanvas in Dubai on Thursday for a panel discussion on how artificial intelligence is reshaping the way social content is created and consumed.
The centrepiece of the June 11 event was a session titled “Optimizing Social Content in the AI Era: The Galaxy Formula,” which brought together Fadi Abu Shamat, vice president and head of the Mobile eXperience division at Samsung Gulf Electronics; Samer Johnny Jamal, strategic partner manager for global partnerships at Meta; and Rawaa Al Jallad, a content creator known for making technology topics accessible to a wide audience.
The conversation lands at a moment when the UAE leads the world in AI adoption. Citing the Microsoft AI Diffusion Report, Samsung noted that 70.1 percent of the country’s working-age population was actively using AI tools as of the first quarter of 2026.
On the question of whether AI threatens human creativity, the panel pushed back. Speakers argued that AI is removing the barriers between an idea and its execution, letting anyone with a smartphone produce content that once required professional equipment, technical know-how and hours of editing. The opportunity, they suggested, lies in tools that feel natural rather than learned, and in devices designed for spontaneous, on-the-move creation.
The panel was equally direct on a debate dividing the industry: whether camera hardware still matters in the age of AI. Its answer was yes. AI can enhance an image, the speakers said, but it cannot replace the quality of what the sensor captures in the first place — a point underscored by the rise of night-time content, from concerts to late-night travel clips, as one of the fastest-growing categories on social platforms.
Privacy formed the third pillar of the discussion. With social media increasingly consumed in shared and public spaces, panellists argued that privacy needs to be embedded in the device itself rather than buried in settings menus. Samsung pointed to its two-track approach, pairing Knox Matrix software protection with the built-in Privacy Display on the Galaxy S26 Ultra, which the company describes as a world first.
“Social media has evolved from a platform for sharing moments into a powerful ecosystem for communication and creativity,” said Abu Shamat. “As AI becomes an integral part of everyday life, Samsung remains focused on empowering users with intelligent tools that enhance creativity while keeping people in control of their experiences.”
Al Jallad offered the creator’s perspective: “As a content creator, you are never just one thing. You are the creative director, the scriptwriter, the videographer, the editor, and the strategist, all at once. AI is helping creators remove barriers and create faster, but the ideas and stories that move people will always come from us.”
The gathering reflects a broader push by smartphone makers to court the creator economy as social platforms evolve from broadcast channels into full creative ecosystems — and to position camera, AI and privacy capabilities as the deciding factors in which device creators reach for next.
