Skip to main content
31.05.2023 By Pete Jacob, Managing Director, Current Global Middle East

In an era of Artificial Intelligence, there’s always room for Human Intelligence.

A pair of men's hands held together, facing upwards with a graphic of a brain floating above them.

It is hard to escape the impact of AI in today’s world, with the Middle East alone projected to reap 2% of the total global benefits of AI by 2030, equating to an eye watering US $320 billion, according to a recent report by PwC Middle East.  

The range of AI applications is vast, whether it is powering repetitive manufacturing tasks, facilitating chatbots that answer our queries, aiding healthcare experts in identifying potential health risks, or even advising us on optimal hashtags for social media posts. 

From the first time we check our phones in the morning to the algorithm-curated carousel suggestions on our preferred streaming platforms, the reality is that most of us encounter AI every single day, even if we do not know it. 

Simultaneously, there’s increasing discussion and debate on the potential risks of AI to humanity—its potential misuse, and the looming fear of it eventually supplanting human creativity, curiosity, and innovation. 

Despite the clear role of AI as a catalyst for efficiency, we cannot overlook the paramount significance of soft skills or, as Simon Sinek refers to them, “human skills.” Qualities like communication, time management, teamwork, networking, empathy, critical thinking, proactivity, and self-awareness remain foundations to personal success and development. These are areas where AI falls short. 

The Middle East, with its vibrant mosaic of cultures and traditions, is a testament to the irreplaceable importance of these human skills. Personal and professional communication requires emotion, sensitivity, nuance, and an understanding of diverse viewpoints—capabilities that AI, no matter how proficient in handling data, cannot replicate (at least right now). Emotional intelligence and cultural competence are quintessentially human traits that only humans can bring to the table. 

The intricate dynamics and high regard for personal relationships in the region make these human skills even more critical. Subtle adjustments in real-time, tone nuances, and the capacity to ‘read the room’ are exclusively human and indispensable in effective communication. These skills foster deeper and richer human-led experiences, fortifying the foundations of our professional and social lives. Many employers would agree these qualities are what they look for in their teams, and in many ways are the traits hardest to train. 

Without doubt, AI is one of many emerging technologies reshaping human existence. As we reflect on the global pandemic and contemplate the future, it is clear that our lives have been and will continue to be digitally enhanced. As a result of the realities of the past two years, many of us have sought more authentic experiences, re-kindling connections with family and friends, and making a commitment to spend quality time with our loved ones. 

As we navigate deeper into the digital age, we must never forget that it is the human touch that makes us employable, our messages meaningful, our stories memorable, our relationships resilient, and our memories cherished. 

Recent articles

The image showcases 9 Cannes Lions icon with text that reads: Current @ Cannes - 2 Gold, 1 Silver, 6 Bronze.
24.06.2024
Current Global Shines at the 2024 Cannes Lions International Festival of Creativity.
Read now
07.06.2024
Women, Let’s Give Ourselves Grace: Takeaways from the 2024 PRWeek Healthcare Conference.
Read now
A diverse ground of three Asian women, sitting at a table and smiling at the camera.
31.05.2024
How a Few Small Boxes Can Make a Big Difference in Healthcare Communications.
Read now

Let's talk.

We thrive on solving the toughest business and brand challenges. We’d love to discuss how we can help you ignite your spark.

hello@currentglobal.com