Dubai's first Emirati digital family to inspire smart living

Dubai: Digital Dubai has announced that “Latifa” has been chosen as the UAE’s first Emirati virtual character, following an online campaign that drew nearly 14,000 participants. Latifa secured 43% of the votes, ahead of “Mira” with 37% and “Dubai” with 20%.

Building on the strong public engagement, Digital Dubai has introduced the UAE’s first AI-generated Emirati virtual family. In a short video shared on social media, Latifa presented herself along with her father “Mohammed,” mother “Salama” and brother “Rashid”. The family represents a digital model rooted in Emirati values, designed to connect with diverse community groups and communicate in multiple languages.

The initiative forms part of Digital Dubai’s efforts to create innovative media tools that simplify communication about government digital services. It also supports the broader goals of the “Year of the Community”, announced by President His Highness Sheikh Mohamed bin Zayed Al Nahyan, to enhance public participation and engagement.

As “digital ambassadors”, Latifa and her family are expected to promote a culture of technology, highlight Dubai’s digital transformation and encourage safe online practices through storytelling. In the next phase, Digital Dubai will develop distinct communication identities for each family member to feature in educational and awareness content tailored for different audiences.

Latifa and her family will soon appear across social media platforms, showcasing Dubai’s digital initiatives while strengthening responsible digital behaviour.