RIYADH: The Salesforce Innovation Day event in Riyadh saw SRMG Group’s prominent participation during a panel discussion titled “Agentic Artificial Intelligence and the Future of Media,” which addressed the role of emerging technologies in reshaping the content industry, enhancing audience engagement, and redefining the role of human creativity in a data-driven world.
During the session, Hany Aboushady, Chief Technology Officer at SRMG, presented future insights on how AI will contribute to reshaping the media experience by 2030.
Aboushady said: “By 2030, the public will not just receive information — they will expect the media to understand, inspire, and engage them in the experience. They will move from consuming content to co-creating it. Thanks to agentic AI, experiences will become highly personalized — delivered intelligently and instantly to each individual. But as AI enters the creative process, people will demand transparency: to know what is human-made, what is AI-produced, and how integrity is maintained. In short, audiences will expect intelligence and originality together.”
Aboushady stressed that artificial intelligence and automation do not replace the human element, but rather contribute to expanding the scope of creativity across SRMG’s operations.
He added: “AI will take over repetitive and analytical tasks — while journalists, producers, and editors focus on storytelling, creativity, and human insight. We’re already seeing the emergence of hybrid new roles—such as AI editors, content engineers, and lead designers—working alongside traditional newsroom talent.
“The real transformation is cultural: teaching teams to see AI as a creative partner, not a threat.”
Speaking about the future of the media experience, Aboushady explained that the audience will seamlessly move between physical, digital, and rich (immersive) experiences, supported by agentic AI that understands the user's intentions and context.
He said: “For us at SRMG, the future of experience is not just about technology, but about meaning and communication. It's about blending immersive storytelling with credibility and cultural relevance — elements that build true trust and loyalty.”
Besides leading the conversation on media innovation, SRMG also received the “Go Live” award in recognition of its digital transformation in the sales sector supported by Salesforce technologies. The award celebrates the Group’s success in modernizing sales processes through advanced digital tools that enhance customer engagement, operational agility, and data-driven decision-making.
Aboushady concluded the session by affirming his vision for the future of the media: “The next decade in the media world will belong to those who can combine creativity, data and intelligence into one rhythm. At SRMG, we believe that agentic AI doesn't replace content creators — it expands their horizons. The future is not man or machine — man and machine together, creating and creating the experience side by side.”
These achievements reflect SRMG’s continued leadership in combining technology and creativity to deliver impactful content, and underscore its commitment to supporting Saudi Vision 2030 by contributing to building a smart, humane media future that focuses on experience and meaning.
