TBWA\RAAD and Core42 join forces for Arabic AI innovation – Campaign Middle East

TBWA\RAAD is collaborating with Core42 to harness the creative potential of Jais, the world’s leading Arabic Large Language Model (LLM).

The creative agency, known as The Disruption® Company, called it “a milestone in the field of artificial intelligence.”

Joe Lahham, Managing Director, TBWA\RAAD, said: “This exciting partnership between TBWA\RAAD and Core42 represents a significant moment where creativity meets advanced AI.

“We’re embarking on a journey to redefine how people express themselves creatively in Arabic-speaking communities. This collaboration reflects our commitment to pushing creative boundaries and driving innovation in the Arab world.”

Noah Khan, Regional President of Digital & Innovation – CEE, Middle East and Africa at TBWA, added: “We are very excited to be working with Core42 on exploring the great creative potential held within Jais, and to build future-facing expressions of creativity together.”

Jais, developed by G42’s visionary subsidiary Inception (now Core42), is at the top of the line among Arabic Large Language Models.

Trained on a dataset comprising 116 billion Arabic tokens and 279 billion English tokens, Jais is a 13-billion parameter model that promises to revolutionize generative AI applications across the Arabic-speaking world.

Andrew Jackson, Executive Vice President and Chief AI Officer of Core42, said: “Through collaborative innovation, we are setting a new standard for AI advancement in the Middle East and ensuring that the Arabic language, with its depth and heritage, finds its voice within the AI landscape.”

Named after the UAE’s highest peak, Jais is the product of a groundbreaking collaboration between Core42, Mohamed bin Zayed University of Artificial Intelligence (MBZUAI), and Cerebras Systems.

Its training took place on the Condor Galaxy 1 AI supercomputer, the cutting-edge creation of G42 and Cerebras, marking a significant leap forward in AI advancement within the Middle East.

Publicis Groupe Middle East has also unveiled a partnership with Core42.

“This strategic alliance will empower talents in this region with a cutting-edge AI tool, fostering faster, more creative solutions tailored to the industry’s specific needs,” wrote CEO Bassel Kakish on LinkedIn.