Ethical AI governance, trust and deepfake regulation in the UAE’s media landscape

This study examines the ethical governance and regulatory challenges of deepfake technologies within the context of rapid artificial intelligence (AI) advancements in the United Arab Emirates (UAE). It explores the role of trust in AI’s integration into digital media, critically assessing the UAE’s regulatory frameworks. Using a strengths, weaknesses, opportunities and threats analysis of policy documents and insights from a Delphi study with experts in digital media, AI ethics and governance, the research identifies both strengths and significant gaps in existing policies. Findings highlight the need for greater emphasis on transparency, accountability and privacy, questioning the assumption of a fully proactive AI governance approach in the UAE. The proposed ethical AI global benchmark model offers a robust framework that balances innovation with ethical considerations, aligning with global standards. This article contributes insights into cultivating ethical governance in AI-driven media, particularly within the UAE’s unique sociopolitical context.