The YAZ ecosystemAI / Creative production
AI production that speaks the region's language
An AI production platform built in the region, for the region. Athar means trace, the mark good work leaves behind.
AI should speak the region's language, not just translate into it. Culture belongs in the process, not in the final edit.
AI in how we work
People lead. AI extends what they can do.
- 01More routes, earlierAI lets our teams explore more ideas at the start of a project, so time goes into choosing and crafting the right one, not into producing the first one.
- 02Judgement stays humanStrategy, taste and cultural judgement stay with people. AI widens the search, speeds up iteration and scales production. It doesn't decide what's right.
- 03Inside the process, not bolted onFrom research and scripts to visuals and versions, AI sits inside how our agencies work, so every team moves faster without losing the craft.
Why we built Athar
Most AI tools translate the region. We built the first and only regional AI production tool that speaks it.
- 01Arabic as a first language, not a translation layer
- 02Dialects, tone and humour that feel local
- 03Visual codes, script and references from the region
- 04Built first for our own creative teams
Part of the group
Its own identity. Connected to the group.
Athar supports the agencies across the group, so AI strengthens the work each specialist already does.
Also in the ecosystemGetUGCReal content from real people, for your brand.