UAE Consumers Demand AI Assistants With Middle Eastern Focus, Study Shows

A recent study by Researchscape International, commissioned by global tech firm Yango, found that 92% of UAE respondents would prefer a smart/AI assistant designed specifically for the Middle East. The survey results highlight the desire for features tailored to the region's cultural and linguistic aspects. For instance, 66% of participants deemed it important for an AI assistant to answer questions about Arabic culture, literature, and traditions. Additionally, 65% wanted the assistant to inform users of prayer times worldwide and play Surahs from the Quran, while 46% desired Hijri calendar date provision.

The survey also revealed that a significant number of respondents speak Arabic at home, with Khaleeji (40%), Egyptian (32%), and Levantine (27%) dialects being most prevalent. Furthermore, 63% expressed the need for an assistant capable of speaking and understanding Khaleeji Arabic. Samer Mohamad, Yasmina Regional Director for MENA at Yango, stated that their goal is to create a human-like AI assistant with a deep understanding of local culture. As such, their Arabic-speaking smart assistant Yasmina goes beyond basic tasks like streaming music or controlling smart home devices.

Yasmina is part of Yango Play, the first AI-powered entertainment super app. It suggests songs for users to listen to, chats with them, and answers various questions ranging from daily weather to Ramadan dates. Yasmina can also personalise music suggestions and provide fun facts about actors and films.

Survey respondents believe that an AI assistant should perform tasks such as finding information (54%), organising their day (54%), playing mood-appropriate music (41%), managing smart home devices (57%), and simplifying everyday tasks and routines (51%). By guiding users through the Yango Play app, Yasmina enhances their overall experience.

The study was based on an online survey conducted between February 7th and 20th, 2024, with 500 participants from the UAE.