Al Gergawi Highlights Evolving Role Of Content Industry In Shaping Awareness, Priorities And The Future

Mohammad Al Gergawi used his opening address at the 1 Billion Followers Summit 2026 to underline the gathering’s scale, influence and responsibilities. Al Gergawi described the event as the largest yearly global meeting of content creators, and a central hub for the content economy, as the summit’s combined audience reach rises to 3.5 billion followers.

The summit, held under the theme ‘Content for Good’, took place across Emirates Towers, DIFC and the Museum of the Future. More than 15,000 content creators and influencers joined the fourth edition, which is organised by the UAE Government Media Office, reinforcing Dubai’s role in the global digital media landscape.

Al Gergawi placed strong emphasis on artificial intelligence and its growing influence on media and creativity. "We deeply believe that those who do not embrace AI now will be left behind. Today, social media companies spend around $250 billion on AI, with 86% of creators utilising generative AI tools, which help quadruple the amount of produced content while cutting 60% of costs. Additionally, 70% of images circulating on social media today are AI-generated. Adding to the mix is a world of virtual influencers in a market that is projected to grow to $37 billion in four years."

Highlighting the changing nature of the industry, Al Gergawi said that creating videos or posts is no longer just about amusement. He noted that meaning and impact now define content. "The summit’s theme of ‘Content for Good’ means we perceive content creators as creators of impact and change."

Al Gergawi explained how the content sector already shapes politics, economies and societies. "Content is now an integral part of politics, a driver of economy and a force shaping communities. Over 50 million videos are produced around the world on a daily basis across just two of the many existing social platforms. Individuals are exposed to more than 10,000 media messages, and spend an average of 5 hours on social media every day."

The minister also described how algorithms now act alongside other major forces guiding societies. "Alongside governments that shape the rules of life, scientists who shape our understanding of the world, and businesses that transform ideas into value, algorithms shape our priorities, decisions, choices and direction. Content creators feed these algorithms, which means they are the driving force behind the human journey of intellect, public opinion and daily behaviour."

The three-day 1 Billion Followers Summit attracted over 30,000 attendees in its latest edition, according to organisers. More than 500 speakers joined 580 panels, talks and workshops. Sessions looked at the content economy, technology trends, educational storytelling and community-focused narratives, giving participants a mix of technical training and high-level discussions.

1 Billion Followers Summit initiatives with content creators for social impact

Al Gergawi said the summit seeks to guide creators towards meaningful goals. "We want creators to shift from amassing followers to driving change, and from creating content that wastes the user’s time to one that builds and empowers the individual." He stressed that such a shift comes with wider responsibilities as the summit’s reach grows.

The minister linked this message to concrete projects launched in recent years. One initiative is the ‘1 Billion Acts of Kindness’ campaign with MrBeast, described as the world’s most-followed YouTuber, supported by Mohammed bin Rashid Al Maktoum Global Initiatives and the Varkey Foundation. The project invited creators worldwide to post acts of kindness, with the leading ten travelling to Ghana with MrBeast to take part in a humanitarian effort.

Al Gergawi told participants that the kindness campaign led to large-scale engagement. "The results were remarkable, as the campaign inspired more than 170,000 acts of kindness," His Excellency told the summit’s audience. Another collaboration with TikTok focused on edutainment content and recognition for standout educators. That programme drew more than 600,000 participants and generated 1.8 billion views on the platform.

1 Billion Followers Summit and content creators exploring AI filmmaking

The summit also launched the $1 million AI Film Award, created with Google Gemini, to explore how AI tools can support filmmaking. "Drawing over 30,000 creators from 116 countries, the Award is a major turning point in the future of filmmaking, moving from major corporation monopoly to creator empowerment. The summit also features 10 sessions and workshops dedicated to the practical application of AI in content creation."

Al Gergawi reminded attendees that the summit’s audience reach rose from 1 billion followers in the first edition to 3.5 billion followers by the fourth. "Over the summit’s three days, we will celebrate content, not just as an industry, but as a driving force capable of improving lives," said Al Gergawi. The minister closed by stressing that human imagination, rather than technology or platforms alone, will continue to determine how content shapes the future.

With inputs from WAM