Riyadh - Sharikat Mubasher: The Saudi artificial intelligence (AI) company, HUMAIN, partnered with Adobe to establish AI models and AI-powered applications that deeply understand Middle Eastern culture, Saudi heritage, values, and religion.

The partnership, announced during the U.S.-Saudi Investment Forum, is expected to redefine the way cultural intelligence, creative tools, and AI infrastructure come together, HUMAIN announced in a press release yesterday. 

Both sides will join efforts to develop a new generation of multimodal generative AI, spanning audio, image, video, 3D, and digital twins, built on a foundation of authentic, culturally relevant datasets developed locally in the Arab world.

As part of this collaboration, HUMAIN will integrate ALLAM, the Arabic-first LLM, and HUMAIN’s sovereign cloud and next-generation data centers with Adobe Firefly Foundry models. Adobe Foundry enables HUMAIN to create tailored, generative AI models unique to the Arab world, as well as on-brand content for the companies they will work with.

This combination will deliver culturally relevant and historically informed generative AI models, enabling people across the region and beyond to create visually striking, culturally nuanced content.

These highly personalized models will advance various industries, including advertising, education, e-gaming, social media content creation, and entertainment.

Tareq Amin, CEO of HUMAIN, commented: “We are building a new creative intelligence that understands our language, our values, our heritage, and our future with Adobe. With the addition of Qualcomm to the collaboration, we will redefine the silicon that powers the next era of generative AI. Together, we are leading in developing creative AI for a new global era.”

Meanwhile, Shantanu Narayen, Chair and CEO of Adobe, stated that the combination of Adobe’s leadership in creativity and AI innovation, paired with HUMAIN’s cultural intelligence and hyperscale infrastructure, will deliver a huge impact across the region and beyond.

HUMAIN and Qualcomm will collaborate to deploy Qualcomm’s next-generation Data Center AI, powered by the AI200 and AI250 rack-level solutions, to run diffusion-based image and video inference at scale. This infrastructure will support the HUMAIN and Adobe partnership and accelerate the shift toward AI models optimized specifically for diffusion.