Economic Reporting And Social Media Skills Highlight AI’s Impact At Dubai Workshop

Journalists and digital creators from across the Middle East and North Africa gathered in Dubai for a specialised workshop on economic reporting and social media. The event focused on how artificial intelligence and online platforms shape financial communication in the region, and how complex economic issues can be presented in simple language.

The International Monetary Fund’s Regional Office in Riyadh and the IMF Communications Department partnered with the New Media Academy to run the programme. Creators HQ, a UAE-based hub within the Visioneers Group, hosted the workshop, which targeted media professionals who cover economics and finance for regional audiences.

The workshop, titled "Economic and Social Media Content Creation Skills and Impact of AI on Media", brought together IMF officials and content specialists. Sessions were led by Wafa Amr, Senior Communications Officer at the IMF, and Dr. Abdoul Aziz Wane, Director of the IMF Regional Office in Riyadh, among other experts.

Further speakers included Dr. Sami Ben Naceur, Director of the IMF Middle East Centre for Economics and Finance in Kuwait, and Alaa Saleh, Director of the SRMG Academy. Nour Ammache, Senior Presenter of economic programmes at Asharq Bloomberg, and Ahmed Basyouni, Digital Content and Talent Development Expert at the New Media Academy, also contributed.

Participants examined key economic and financial trends affecting MENA economies and discussed ways to make such issues understandable for non-specialist audiences. Training covered storytelling techniques for social media, the growing role of influencers, and how AI tools are changing news production and content discovery across platforms in the region.

Speakers stressed that clear explanations of economic and financial terminology are vital, especially for young users who mainly receive information through social media feeds. The workshop explored how to adapt complex policy discussions into short, factual and visually engaging formats suitable for TikTok, Snapchat and other high-engagement channels.

IMF economic social media content in MENA: Gen Z data and market impact

Hussein Al Atoli, Director of the New Media Academy, said the programme aimed to help participants create neutral, evidence-based economic content that supports public understanding, particularly among younger viewers. He noted that Generation Z forms a large share of active users on major platforms and shapes online debate.

{TABLE_1}

According to Al Atoli, Generation Z is estimated to represent 25 percent to 35 percent of global social media users and is especially active on TikTok and Snapchat. Al Atoli added that Gen Z’s purchasing power is projected to reach $12.6 trillion annually by 2030, driving strong interest from advertisers.

Al Atoli said creator-led campaigns are likely to attract higher advertising budgets as brands seek closer engagement with younger audiences. This trend is expected to increase revenue opportunities for regional content creators who can explain economic themes while maintaining accuracy and objectivity in their posts and videos.

Dr. Abdoul Aziz Wane underlined the importance of clearer economic storytelling for the public across the region. Abdoul Aziz Wane, Director of the IMF’s Regional Office in Riyadh, said, "Across MENA, audiences are hungry for clear, accurate, and people-centered economic stories. The Regional Office in Riyadh looks forward to furthering the partnership with the New Media Academy and content creators to convey to the public complex economic stories free of technical terminology."

IMF’s Senior Communications Officer Wafa Amr said that the workshop is part of the IMF’s engagement with global media and social media influencers. It highlighted how IMF research, including on AI, can help generate meaningful content on how sound policies can enhance economic outcomes and improve peoples’ lives.

By the end of the sessions, participants had explored practical tools for presenting economic data, learned how AI can support newsroom and creator workflows, and discussed audience needs in MENA. The organisers indicated that continued cooperation with regional partners would remain central to future IMF communication efforts.

With inputs from WAM