Even as the debate on the impact of AI on creativity rages globally, a group of artistes and media entrepreneurs believe that the much-criticised technology has helped unshackle marginalised voices by giving them a global platform.

This was among the many insights on the impact of technology on creativity and the future of media revealed at a panel discussion at the summit.

The discussion featured comedian and AI storyteller King Willonius, whose song 'BBL Drizzy' became a viral sensation, Gina Dirawi, a Swedish Palestinian television presenter and artist, and Stefano Fallaha, CEO of Podeo UAE.

According to the panel, while algorithms may dictate what the audience sees, storytelling still matters. What helps is the democratisation of the tools of trade. "You don't need expensive studios anymore. With AI, anyone can create and distribute content," said King Willonius.

Recalling the creative process that led to his big viral number, he said all he needed was a simple prompt inspired by a celebrity feud, which when combined with AI tools that helped make the song a global sensation. While it only took a few seconds to create a song using AI, the timing, culture, and the right digital pulse helped it explode on the scene.

While AI democratises content creation, allowing anyone to produce professional-quality work, it also faces resistance from traditionalists who value handcrafted artistry. "There will always be pushback," he noted, "but these tools empower people to tell their stories in ways that were previously inaccessible".

For Dirawi, representation in the media was a personal struggle. "Growing up, I never saw people like me in entertainment. My father told me, 'Gina, you are a Palestinian. You won't be allowed in this industry.' But I refused to accept that," she said.

According to her, AI and digital platforms have enabled her to share her narrative without traditional gatekeepers. "True art is not about numbers-it is about connection."

She emphasised that true artistry stems from a deep, personal need to express and exist, rather than a calculated bid for virality. "Today, AI and digital platforms allow people like me to tell our own stories, in our own voices."

Stefano Fallaha, CEO of Podeo, a leading podcasting platform in the MENA region, echoed this sentiment. "We are seeing a global shift towards raw, real, and unfiltered content. AI-driven content tools are enabling repressed communities to share their realities. Podcasting alone has influenced elections and policies, proving the power of authentic storytelling."

The reach of AI-driven storytelling extends beyond social media trends. Fallaha's company, Podeo, ensures diverse voices are heard by integrating podcasts into taxis, airlines, and streaming platforms. "Content is king, but distribution is just as critical. We bridge the gap by ensuring that creators' voices reach not just niche audiences, but the masses."

However, as AI expands accessibility, it also challenges traditional notions of content creation. "Traditionalists argue that AI-generated content lacks soul," admitted Willonius. "But I see it as a tool that empowers anyone with a story. My grandmother's poetry can now be transformed into music, preserving culture in new ways."

Dirawi acknowledged the balance between reach and creative integrity. "Traditional media offers scale but restricts artistic freedom. Social media amplifies voices but can also commercialise them."