As part of its renewed partnership with the World Governments Summit in 2026, Hills Advertising has participated in a round table discussion under the theme: ‘The Future of Communication and Storytelling’.
The session explored how communication is evolving in the age of artificial intelligence (AI), digital influence, cultural storytelling and governance. It also delved into how leaders can ensure that trust, authenticity and human connection remain central to their strategies in the future.
The round table brought together a high-level group of participants, including senior UAE government stakeholders, as well as international business leaders and global executives active in communications, technology and media.
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The discussion featured a diverse mix of regional and international voices, reflecting the World Governments Summit’s role as a platform that convenes decision-makers to shape the future of communication and storytelling.
During the round table discussion, Sami Al Mufleh, Owner and CEO of Hills Advertising shared a forward-looking view on how creativity and trust will define the next era of communication.
He emphasised that artificial intelligence (AI) should enhance creativity rather than replace it, noting that ‘the best results come when people lead and AI supports’, as human meaning and cultural understanding remain essential.
Mufleh said, “At Hills Advertising, we believe the World Governments Summit is more than an event — it is a global platform where the future of governance, society and innovation is shaped through real dialogue. Supporting WGS reflects our commitment to national initiatives that drive progress, and this panel was particularly important because it tackled the future of communication — the one tool that influences trust, identity and how societies move forward. As a media partner, we see it as our responsibility to amplify meaningful conversations that support the UAE’s vision and inspire real impact.”
The round table discussion focused on five core areas:
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AI as a co-creator: AI should enhance creativity and accelerate ideation, while humans remain responsible for meaning, values, and cultural context.
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Cultural storytelling and global impact: Preserving cultural identity is key—global scale should not dilute authenticity or make all storytelling sound the same.
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Emotion and empathy in the digital era: People remember feelings more than facts; storytelling must create emotional resonance and belonging.
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Authenticity and influence: Credibility comes from consistency and transparency. Trust remains the most valuable currency.
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Governance and responsibility: Policies should focus on principles such as transparency and accountability without slowing innovation.
During the round table discussion, participants also discussed how communication is evolving in response to artificial intelligence (AI), changing audience behaviour, and rising expectations around transparency and responsibility.
The panel emphasised that AI should enhance creativity rather than replace it, while humans remain responsible for meaning, values and cultural context.
