Tech Features
Technology Gives Content Creators Control Over AI Access and a Path to Monetisation
By: Tony van den Berge, VP, EMEA at Cloudflare
The market for AI-generated music and audiovisual (AV) content is set to skyrocket in the next couple of years, growing from around €3 billion today to €64 billion in 2028. While this may be good news for those dancing to Gen AI’s tune, it’s likely to hit a bum note for content creators.
Despite providing the “creative fuel of the Gen AI content market,” these human creators could be about to see their income drop by around a quarter.
That amounts to a cumulative loss of €22 billion over the next five years – €10 billion in music and €12 billion in audiovisual – according to a new report commissioned by the International Confederation of Societies of Authors and Composers (CISAC), which represents some five million people in the creative industries.
The report – Study on the economic impact of Generative AI in the Music and Audiovisual industries – is touted as the first-ever global study of its kind to tackle the subject. It warns that unless this situation changes, content creators will be squeezed on two fronts: the loss of revenues because of the unauthorised use of their works by Gen AI models, and the loss of income from people buying AI-generated content.
“For creators of all kinds, from songwriters to film directors, screenwriters to film composers, AI has the power to unlock new and exciting opportunities – but we have to accept that, if badly regulated, generative AI also has the power to cause great damage to human creators, to their careers and livelihoods,” said CISAC President and ABBA frontman Björn Ulvaeus.
“Which of these two scenarios will be the outcome? This will be determined in large part by the choices made by policy makers, in legislative reviews that are going on across the world right now. It’s critical that we get these regulations right, protect creators’ rights and help develop an AI environment that safeguards human creativity and culture,” he said.
Content creators face an existential threat
While there is clearly a role for legislation, technology can also help provide a solution not only to protect content from Gen AI creators, but also to provide an avenue to monetise it.
With so much content online – everything from those who make a living from art and animation to filmmakers and wordsmiths – it’s a problem that extends far beyond the music industry.
In most cases, site owners have had little control over how AI services use their content for training or other purposes. Recently, though, new tools have been developed that make it easier for site owners, creators, and publishers to take back control of their content.
Cloudflare empowers creators with tools to safeguard and monetise their content
At Cloudflare, we are uniquely positioned to address these challenges by leveraging our global network to create innovative solutions. Our recently introduced AI Audit tools empower creators and site owners to regain control over their content in the age of generative AI. These tools allow creators to monitor AI bot activity, identifying which AI services are accessing their content, how often, and what specific material is being targeted. With one-click solutions, creators can block unauthorised AI crawlers, ensuring only approved entities can use their work. Beyond protection, Cloudflare helps them monetise their content by giving them analytics and control over who can scan based on the licensing agreements they sign with model providers.
To understand how these new tools fit into the bigger picture, it’s worth stepping back to see how AI models are accessing digital content in the first place. Bots typically “crawl” the internet looking for material. “Good bots” – such as search engine crawlers – are beneficial because they help people discover sites and drive traffic. “Bad bots,” on the other hand, can pose a security threat.
But the rise of Large Language Models (LLMs) and other generative tools has created a murkier third category. Unlike malicious bots, some of the crawlers associated with Gen AI platforms are simply looking to hoover up content to train new LLMs. And that’s precisely the problem for content creators.
New tools are key in battle to monetise content
That’s why there’s so much interest around the development of these solutions. Not only do they allow content providers to identify who – or what – is scraping their content, they also allow them to block access to particular bots.
The result is two-fold. First, content creators are able to stop scrapers from accessing their intellectual property. Second, it allows content creators to negotiate access deals directly with AI companies. In other words, it gives content creators the chance to be paid for their output.
In a sign that the balance of power may already be shifting in terms of control and ownership, many of those contracts include terms about the frequency of scanning and the type of content that can be accessed.
That said, it’s still early days. There is still some uncertainty about the value of content used this way, and standardization discussions on enforceable mechanisms to express AI crawling preferences are still ongoing. Meanwhile, site owners are at a disadvantage while they play catch-up. But unless – and until – there is a resolution, content creators and site owners will be discouraged from launching or maintaining Internet properties.
The fear is that more and more creators will stash their content behind paywalls, which may solve one problem but could invariably lead to others.
Ultimately, all parties – policymakers, tech companies, and creators – need to come together to enable AI innovation to thrive while safeguarding creativity. For those in the music industry, it’s not just a question of harmony, but of hitting the right notes too.
Tech Features
THE BEAUTIFUL GAME, FOR EVERYONE: HOW TECHNOLOGY REWROTE THE RULES OF FOOTBALL FANDOM
By: Jason Ou, President at Hisense MEA
As the FIFA World Cup 2026 final approaches this week, we reflect on a tournament that transformed how millions experienced the sport, from living room stadiums to quiet spaces in packed arenas
As we count down the final hours before this week’s showpiece final, the FIFA World Cup 2026 has delivered 103 matches across 16 cities, and with it, a reimagining of what “experiencing football” means. Hisense served as the official and exclusive Video Assistant Referee (VAR) Review TV Provider for the entire tournament across the United States, Canada, and Mexico. Every controversial offside call. Every penalty review that had fans screaming at their screens. Every red card confirmation that shifted the momentum of a knockout match. The technology referees used to make those match-defining decisions ran on Hisense RGB MiniLED displays. The Video Operation Room in Zurich was upgraded specifically with these screens because VAR officials needed “clear and authentic restoration of live match footage.”
And it delivered.
Two parallel revolutions unfolded across this tournament: one that transformed homes into legitimate viewing destinations, and another that finally opened stadium doors to millions who’d been locked out for decades.
Hisense made an argument before kickoff: the home viewing experience could, in some ways, surpass what you’d get at the stadium itself. If the technology was precise enough for officiating decisions scrutinized by billions and debated across social media within seconds, it was good enough for living rooms worldwide.
For those who invested in the L9Q TriChroma Laser TV, everyday living spaces became premium match-day destinations throughout the tournament. With ultra-large displays up to 200 inches, fans followed every run, pass, tackle, and goal with remarkable clarity.
The flagship UXS RGB MiniLED TV, powered by breakthrough RGB MiniLED technology that delivers exceptional color accuracy, brightness, and contrast, brought fans closer to every moment on the pitch and created a more immersive and lifelike viewing experience for sports, entertainment, and gaming.
The Party Everyone Could Finally Join
For millions of fans living with autism, PTSD, dementia, anxiety, and other sensory processing conditions, the stadium experience had remained firmly out of reach, a party they could hear from outside but never truly join. This tournament changed that.
At this year’s tournament, all 16 host stadiums featured dedicated sensory rooms, making this the first-ever Sensory Inclusive FIFA World Cup. Hisense collaborated with FIFA and KultureCity to install these spaces across every venue in the United States, Canada, and Mexico, and they were used.
As Hisense continues pushing boundaries, making every match feel bigger, every celebration more immersive, and every memory more unforgettable, one truth has emerged from this tournament: the hierarchy of World Cup viewing has been expanded, making room for everyone who loves the beautiful game.
This week, as billions watch the final from living rooms with 300-inch screens and fans with sensory needs take their seats in the stadium, football’s promise will be fulfilled. The beautiful game. Finally, for everyone.
Tech Features
HOW AI IS RESHAPING HIGHER EDUCATION, AND WHY UNIVERSITIES MUST REINVENT THEMSELVES
By: Prof. May El Barachi, Dean & Full Professor, University of Wollongong in Dubai

Artificial intelligence is no longer a future technology. It has become part of our everyday lives almost overnight. Whether we are writing emails, analysing data, generating code, creating presentations, or conducting research, AI has fundamentally changed how knowledge is created and consumed.
For higher education, this represents one of the biggest disruptions since the arrival of the internet.
Much of today’s conversation revolves around a simple question: Will AI replace educators?
I believe we are asking the wrong question.
The real question is whether universities can reinvent themselves quickly enough to prepare graduates for an AI-first world.
Having worked extensively with generative AI technologies, I see AI not as a replacement for education, but as an extraordinary opportunity to redefine it. From One-Size-Fits-All Learning to Personalized Education.
Traditional education has largely been built around standardized delivery: one lecturer, one classroom, one pace, and one curriculum for every student.
AI changes that equation.

For the first time, every learner can potentially have access to an intelligent learning companion available 24 hours a day. AI tutors can explain difficult concepts, generate additional practice exercises, adapt explanations to different learning styles, provide immediate feedback, and support students until genuine understanding is achieved.
Instead of asking students to adapt to education, education can finally adapt to students. This has important implications for accessibility, allowing high-quality learning experiences to reach individuals regardless of geography or socioeconomic background.
In many ways, AI has the potential to become the great equalizer in education.
Teaching Students How to Think; Not What to Memorize
At the same time, AI forces universities to rethink their educational philosophy.
When information is instantly accessible, memorization becomes less valuable.
Future graduates will be judged less by what they know, and more by how effectively they can solve problems, evaluate evidence, think critically, collaborate, communicate, and exercise sound judgement. This means assessment methods must evolve as well.

Rather than rewarding students for reproducing information that AI can generate in seconds, universities should increasingly emphasize authentic projects, real-world problem solving, teamwork, creativity, ethical reasoning, and applied learning. Ironically, AI may push higher education to become more human, not less.
Educators Are Becoming AI-Enabled Mentors
There is growing concern that AI will eventually replace lecturers. I see the opposite happening.
The educator’s role is becoming even more important; but it is changing.
Rather than acting primarily as transmitters of knowledge, educators are evolving into mentors, coaches, facilitators, and critical thinking partners who help students interpret information, challenge assumptions, and develop professional judgement.
To do that effectively, universities must invest heavily in AI literacy. Faculty need more than basic familiarity with AI tools. They must understand how these systems work, their limitations, their biases, and how they can be integrated responsibly into teaching, assessment, and research. AI literacy is rapidly becoming as fundamental as digital literacy was twenty years ago.
Preparing Graduates for an AI-First Workforce
Perhaps the biggest transformation is happening outside the classroom. Virtually every profession; from healthcare and finance to engineering, education, law, and government; is being reshaped by AI.
Graduates entering the workforce will collaborate with intelligent systems every day. This requires a new combination of technical and human capabilities. Understanding AI, data, automation, and digital technologies will become essential across disciplines. Equally important will be creativity, emotional intelligence, leadership, adaptability, ethical decision-making, and lifelong learning. The most successful professionals will not compete against AI. They will learn how to work alongside it.
Looking Ahead
The future university may look very different from today’s institution. Degrees are likely to become more modular and flexible, complemented by stackable micro-credentials that allow professionals to continuously update their skills throughout their careers.
Immersive technologies such as virtual and augmented reality will create richer learning experiences, while learning analytics will enable institutions to identify struggling students earlier and provide personalized support. Education will become increasingly global, connected, and lifelong.
The Human Advantage
Despite all these technological advances, one thing remains unchanged. Education has never been solely about transferring knowledge. It is about inspiring curiosity, building confidence, developing character, nurturing empathy, and preparing individuals to make meaningful contributions to society.
No algorithm can replace the inspiration of a great teacher or the mentorship that shapes a student’s future.
AI should not diminish the human element of education. It should amplify it.
The universities that thrive over the next decade will not be those that simply adopt AI tools. They will be those that successfully combine technological innovation with the uniquely human qualities that no machine can replicate. Because ultimately, the future of higher education is not about artificial intelligence. It is about human intelligence; enhanced by AI, guided by educators, and applied to solve the world’s most complex challenges.
Tech Features
How the power sector can attract the next generation of STEM talent
By Amjad Alqaqaa – Vice President – MEAI
Power sectors around the world are undergoing rapid transformation. Digital technologies, advanced materials, and the shift towards lower-carbon energy are reshaping how power plants and critical infrastructure are designed, operated, and maintained. Yet one persistent challenge continues to hold the sector back: a shortage of people with the right engineering and technical skills.
As the UAE continues to advance its ambitions as a leading hub for innovation and technology, there is an increasing need to strengthen and future-proof STEM capabilities to keep pace with evolving industry demands. According to a report by STEM workforce consultancy SThree, 40% of STEM professionals in the UAE believe that upskilling and reskilling are the most effective ways to boost productivity and competitiveness. While more than a third (32%) point to skills shortages as a barrier to productivity, highlighting a clear gap between workforce capabilities and industry needs.
Additionally, data from the Hays 2026 US Salary & Hiring Trends Guide indicates that companies in the UAE are starting to slow down recruitment and instead are investing in the skills of their existing workforce, with around 42% of employers prioritising upskilling over hiring.
Research from LinkedIn also suggests demand for green skills is rising much faster than supply, highlighting a widening gap between the skills needed for the energy transition and the talent currently available in the workforce.
For power generation companies, this is more than a recruitment issue. Skills shortages can impact equipment reliability, delay maintenance programmes, and slow the deployment of new technologies. In a sector where uptime, safety, and efficiency are critical, having the right expertise in place is essential.
At the same time, interest in STEM subjects among young people has fallen in recent years. This weakens the future talent pipeline. This means companies must do more to attract and develop STEM talent.
Showing young people what engineering looks like today
One of the challenges is perception. Many young people still associate engineering with traditional industrial roles, rather than the highly advanced, technology-driven careers available today.
Today’s engineers work with advanced digital tools, automation systems, and real-time monitoring technologies. In the power sector, they help keep turbines, pumps, and other critical systems running efficiently. They also work on challenges linked to sustainability, energy efficiency, and emissions reduction.
To address this gap, employers must play a more active role in educating emerging talent about the career opportunities in the sector. That means working more closely with schools, colleges, and universities to showcase the wide range of careers available across engineering and energy.
Partnerships between industry and academia play an important role here. For example, John Crane works closely with the University of Sheffield to support research and PhD programmes in areas such as materials science and engineering. Collaborations like this help connect academic research with real industrial challenges and encourage more students to consider careers in engineering.
These partnerships also help ensure that new research translates into practical solutions that can support industries such as power generation.
Why apprenticeships matter
Alongside academic pathways, apprenticeships are another key way to attract new talent into engineering.
They offer a practical, accessible route into engineering, allowing individuals to gain hands-on experience while working towards recognised qualifications. For employers, apprenticeships provide an opportunity to develop skills aligned to real operational needs, from maintenance and reliability engineering to digital and software capabilities.
But apprenticeships are not only for new recruits. They can also help people who are already in work develop new skills. Programmes linked to areas such as leadership, project management, and digital technologies allow employees to adapt as roles change and technology evolves.
This matters because the skills challenge is not only about bringing new people into the sector. It is also about helping the existing workforce build the capabilities needed for the future.
Building the right skills through training partnerships
Developing a skilled workforce requires more than internal programmes alone. Strong partnerships with external training providers are essential to ensure employees gain the specialist knowledge needed in highly technical environments.
Working with a network of training providers enables organisations to deliver structured learning alongside on-the-job experience. This approach ensures that training remains aligned with real operational challenges, including maintaining equipment reliability, improving efficiency, and meeting evolving safety standards.
Reaching a broader talent pool
Engineering companies need to widen their outreach and look beyond traditional recruitment channels. This includes engaging with students earlier and encouraging people from different backgrounds to consider technical careers.
In addition, requalification programmes are increasingly important in some regions. For example, in the Czech Republic, targeted requalification initiatives are helping individuals transition from other industries into engineering roles, providing a practical route to address skills shortages while bringing valuable experience into the sector.
Ensuring training programmes cater to a wide range of people with varying levels of experience can upskill new and existing workers and build a healthier talent pipeline. Providing that support is an investment that helps create a stronger, more resilient workforce in the long term.
Building the workforce of the future
The power sector plays a central role in driving the global energy transition. In the Middle East, this transition is expected to drive demand for a wide range of engineering roles, particularly in renewable energy, grid infrastructure, and related technologies, highlighting the need for targeted training and workforce development programmes to equip both new entrants and existing workers with relevant technical skills.
Engineers and technicians will be needed to maintain power plants, improve equipment performance, and develop new energy technologies. But these goals will only be possible if the industry has access to the right skills.
To achieve this, companies must think differently about talent. Strengthening collaboration with educators, improving outreach to diverse talent, and offering practical training routes such as apprenticeships all play an important role in addressing the STEM skills gap.
Apprenticeships alone will not solve the skills gap. But when combined with research partnerships and targeted workforce development, they can play a major role in rebuilding the STEM talent pipeline. By investing in people and skills today, the power sector can build the workforce it needs to support a more reliable and sustainable energy system for the future.
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