TLDR: E& has launched ‘Imagine&’, an innovative Generative AI (GenAI) image creator specifically designed to accurately reflect and celebrate Emirati culture. Unveiled at GITEX Global, the platform aims to overcome the limitations of generic AI imagery by producing visuals that resonate with local traditions, modern lifestyles, and national values, empowering creators, educators, and businesses within the UAE.
Dubai – E&, a global technology group, announced the launch of ‘Imagine&’ at GITEX Global on October 18, 2025. This innovative Generative AI (GenAI) image creator is specifically designed to reflect and celebrate Emirati culture, marking a significant advancement in culturally attuned artificial intelligence. The platform aims to bridge the existing gap between global AI innovation and national identity, addressing the long-standing challenge of AI-generated imagery often failing to capture the unique essence of Emirati life, frequently defaulting to stereotypical desert scenes, camels, and sand dunes.
‘Imagine&’ is trained on authentic Emirati cultural cues, enabling users to generate images that accurately portray local traditions, contemporary Emirati lifestyles, and national values with remarkable precision and creativity. The tool is envisioned as a digital storyteller, where innovation meets national identity, visually, emotionally, and culturally. Users can simply input a text prompt to instantly generate visuals that resonate with the UAE’s rich cultural fabric, encompassing modern cityscapes, national celebrations, traditional attire, and architectural heritage.
This new GenAI tool is set to empower creators, educators, and businesses by providing a platform to produce content that authentically represents the Emirati experience. The introduction of ‘Imagine&’ underscores E&’s ongoing commitment to advancing responsible AI and fostering cultural innovation, aligning seamlessly with the UAE’s broader vision for technological leadership and the preservation of its cultural heritage in the digital era.
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E& operates as a global technology group dedicated to advancing the digital future across various markets in the Middle East, Asia, Africa, and Europe. The group reported a consolidated revenue of AED 59.2 billion and a net profit of AED 10.8 billion in 2024, maintaining its strong position in the industry.
