The “Salama” system, an intelligent virtual security assistant, garnered attention at the Dubai Digital Platform during GITEX 2025. The Security Industry Regulatory Authority (SIRA) showcased an advanced model that incorporates artificial intelligence into the security sector and smart organizational transformation.
“Salama” operates using generative AI as a comprehensive digital assistant, engaging with users through digital channels around the clock. It provides instant services and precise responses from a sophisticated knowledge base. The system is designed to understand Modern Standard Arabic, Emirati dialect, and English, and it improves its performance automatically based on user feedback.
This system is integrated with the organization’s frameworks, such as databases and licensing systems, allowing it to carry out preliminary transactions intelligently and securely without the need for human intervention. It facilitates audio and visual communication through a digital interface representing a virtual employee, voiced in a manner that embodies safety and trust.
Khalifa Ibrahim Al Sulaisi, the CEO of SIRA, stated that artificial intelligence is a crucial tool for establishing a smart and sustainable security ecosystem. He emphasized that this project reflects Dubai’s vision for a comprehensive security experience that merges technology with Emirati values.
The authority also announced the “SIRA Hub” project, a three-dimensional virtual world offering educational and training experiences in security and safety. This platform allows users to explore the organization’s facilities, participate in workshops and lectures, and interact with AI-supported virtual employees.
The “SIRA Hub” features interactive areas, including a virtual reception, 3D lecture halls, interactive meeting rooms, and a virtual attendance platform for workshops, providing training opportunities for security professionals, students, and those interested in modern technologies, while promoting the culture of smart security.