TLDR: Dubai’s Security Industry Regulatory Agency (SIRA) has introduced ‘Salama,’ an AI-powered virtual security assistant, and ‘SIRA Hub,’ an interactive 3D virtual world for security training, at GITEX Global 2025. These initiatives underscore Dubai’s commitment to leveraging artificial intelligence for enhanced smart security and digital transformation, aiming to improve customer experience and operational efficiency.
Dubai’s Security Industry Regulatory Agency (SIRA) made significant strides in digital transformation and artificial intelligence by unveiling two groundbreaking projects, ‘Salama’ and ‘SIRA Hub,’ at GITEX Global 2025. The announcement, made on October 13, 2025, highlights the agency’s dedication to reinforcing Dubai’s position as a global leader in smart and secure urban environments.
‘Salama’ is an innovative AI-powered virtual security assistant designed to provide round-the-clock customer support. Utilizing generative AI, Salama offers natural interaction capabilities, delivering accurate information across all of SIRA’s digital platforms. The system is multilingual, supporting both Arabic (including the Emirati dialect) and English, and is engineered for continuous learning through user interactions, ensuring ever-improving service delivery.
Alongside Salama, SIRA also introduced ‘SIRA Hub,’ an immersive 3D virtual world dedicated to security training and learning. This interactive platform aims to revolutionize how security professionals are trained, offering a dynamic and engaging environment for skill development and knowledge acquisition.
Khalifa Ibrahim Al Saleis, CEO of SIRA, emphasized the pivotal role of AI in the agency’s strategic vision. “Artificial intelligence is no longer the future — it is our present reality and a cornerstone of a smarter, more sustainable security system,” Al Saleis stated. He further added, “At SIRA, adopting AI is not just a technical decision but a national duty that strengthens Dubai’s readiness and leadership in the security field. Through initiatives such as Salama and SIRA Hub, we are creating a smart, integrated security experience rooted in Emirati values.”
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SIRA’s participation under the Digital Dubai platform at GITEX Global 2025 underscores its commitment to the emirate’s broader vision of becoming a fully smart and secure city. These projects represent a major leap in SIRA’s ongoing digital transformation journey, with the overarching goal of enhancing customer satisfaction, streamlining operations, and solidifying Dubai’s reputation for innovation in smart security. Al Saleis reiterated SIRA’s aim to transform technology into a tool that serves people, supporting Dubai’s ambition to be the safest and most innovative city globally, by combining innovation with the core values that define Dubai to protect, connect, and empower its community.
