Sbey Research participated in the 12th Undergraduate Research and Innovation Competition (URIC) hosted by Abu Dhabi University, on May 29th, 2025. Competing among thousands of entries from across the region, our researcher’s proposal stood out in the Public Relations and Mass Communications category for its innovative approach to addressing gender inequality through artificial intelligence.

The research proposal was developed and presented by one of our junior researchers, Angel George, who was mentored by Dr. Hemin Latif, from the American University of Iraq in Sulaimani.

The Problem: Algorithmic Gender Bias in the Digital Age
As social media platforms continue to shape public opinion, the algorithms that power them increasingly influence how gender roles are perceived and reproduced. Unfortunately, these
algorithms often reinforce existing inequalities by amplifying gender-biased content. This issue is known as algorithmic gender bias, and it has become a critical concern in the field of ethical AI development.
Informed by this concern, and aligned with the UAE’s National AI Strategy 2031 and the efforts of the UAE Gender Balance Council, this research addresses the question: Can AI be used not only responsibly—but actively—as a tool to promote gender equity in digital spaces?

The Research Vision: AI for Gender Balance
The core objective of this study is to design and pilot an AI-powered content recommendation algorithm that promotes balanced gender representation on social media platforms. The proposed pilot program involves collaboration with a major digital platform—such as Meta or TikTok MENA—and aims to test the effectiveness of inclusive algorithm design in real-world contexts.

The research follows a multi-phase methodology that includes:

● A literature review exploring global and regional trends in algorithmic bias and gender representation;
● Stakeholder interviews with developers, policy experts, and gender equality advocates;
● Focus groups with diverse social media users in the UAE, particularly in Abu Dhabi;
● Development and pilot testing of a gender-aware recommendation algorithm.
 

This research project positions the UAE as a potential global leader in ethical AI deployment—especially in media-related applications. By offering practical insights and policy recommendations, it contributes to the growing body of knowledge aimed at developing AI systems that are fair, inclusive, and reflective of modern societal values.

Importantly, this initiative aligns with Sbey Research’s broader mission to champion:

● Responsible technological development
● Equity and inclusion in digital governance
● Cross-sector collaboration between civil society, government, and industry
 

 Broader Impact
The implications of this research extend well beyond the digital media space. Inclusive AI systems that promote gender-balanced content can contribute to societal transformation across:

● Business, by reshaping workplace norms and representation
● Education, by challenging stereotypes at their roots
● Politics, by supporting equal civic visibility and engagement
● Media, by amplifying diverse narratives and underrepresented voices
 

The project exemplifies that artificial intelligence, when designed with intention and ethics, can become a powerful ally in building a more just and equitable society—both online and offline.