Core42 and Publicis Groupe Middle East have partnered

Core42 has joined forces with Publicis Groupe Middle East, a prominent player in the fields of marketing, communication, and digital business transformation, to elevate the capabilities of its Jais Arabic large language model (LLM). The primary goal of this partnership is to enhance Jais's capacity to generate content tailored specifically to the marketing and communications industry. This exciting collaboration was formalized during GITEX GLOBAL at the Dubai World Trade Centre, with Andrew Jackson, Executive Vice President and Chief AI Officer of Core42, and Bassel Kakish, Chief Executive Officer at Publicis Groupe Middle East & Turkey, putting pen to paper.

Jais, renowned as the highest-quality Arabic LLM globally, has already made substantial strides in the realm of generative Artificial Intelligence (AI) across the Arabic-speaking world. Under the terms of this agreement, the two entities will work together to further refine the tool, enabling it to create marketing-aware content that is even more culturally sensitive to the region. The ongoing development of Jais will also focus on equipping it with a deeper understanding of the nuances and diverse dialects within the Arabic language, ensuring its content generation is even more precise and contextually relevant.

Commenting on the new partnership, Andrew Jackson, commented: “Today’s partnership with Publicis Groupe Middle East represents a significant leap forward in the realm of generative AI for the marketing industry. We are excited to take our already world-class Jais Arabic language model to new heights by collaborating with industry specialists, to make it not only more culturally sensitive but also highly attuned to the specific needs of those within the marketing field. This collaboration underscores our commitment to leveraging the power of AI across every domain and we look forward to the possibilities this collaboration will bring forward.”

Bassel Kakish said: “We are thrilled to partner with Core42 on this groundbreaking project. Jais is a remarkable tool that can generate high-quality Arabic texts in a matter of seconds, enabling us to deliver faster, more efficient, and more creative solutions across various domains. Publicis Groupe was the original adopter of AI globally, and this pursuit of AI innovation is also a priority for us in the Middle East. Jais is positioned extremely well to cater for the Arabic language, providing 3,600 of our talents with access to an elevated AI tool which will revolutionise our creative and media solutions, helping us better connect with consumers.”

Jais, unveiled in August, is the result of a collaborative effort involving Inception (now Core42), a G42 company, Mohamed bin Zayed University of Artificial Intelligence (MBZUAI) – the world's pioneering graduate research university dedicated to AI – and Cerebras Systems. This open-source model, boasting 13 billion parameters, was trained using an innovative 395-billion-token Arabic and English dataset. Developed in the UAE, Jais empowers over 400 million Arabic speakers to harness the power of generative AI for a myriad of applications across scientific, academic, and business domains.