During its participation, SIRA is showcasing a range of high-impact initiatives and programs that reflect Dubai’s vision of building a safe and cohesive society, most notably:
Mashkoor Initiative
An innovative community initiative launched by the Agency to honor licensed security guards in the Emirate of Dubai, in recognition of their vital role and daily efforts in supporting the emirate’s security and stability, as silent heroes working diligently on the ground.
The Mashkoor program offers a rewards system that allows security guards to enter a daily draw to win a cash prize of AED 500, through a simple registration process via WhatsApp. Following registration, the security license is verified, and the guard is entered directly into the draw.
Seven winners are selected weekly through a clear and simple mechanism, with the initiative aiming to reach more than 50,000 security guards across the Emirate of Dubai.
In addition, 27 security guards will be honored during Intersec 2026 as part of the Mashkoor initiative, in line with the Dubai Government’s direction to promote a culture of gratitude and social solidarity, and to highlight a vital workforce despite their long working hours and continuous efforts.
As part of expanding the initiative’s scope, the Agency has opened sponsorship opportunities for the Mashkoor program to security companies and private-sector partners, in support of institutional appreciation and to reinforce the values of community partnership.
Salamah
Salamah is the smart virtual assistant of the Security Industry Regulatory Agency, designed specifically to delight customers and enhance their service experience. The system is powered by Large Language Models (LLMs) trained on real-life service scenarios to deliver an intelligent and interactive experience with a fully integrated Emirati identity.
Salamah is distinguished by its ability to understand context and analyze questions rather than providing direct answers only. It communicates in a natural Emirati dialect using a real Emirati voice recorded by one of the Agency’s employees after more than 300 hours of voice training, supported by a knowledge base exceeding 3,000 Arabic and Emirati terms.
The system is also integrated with an interactive avatar featuring a realistic Emirati appearance, capable of speaking, listening, and interacting simultaneously through speech-to-text and text-to-speech technologies, as well as dialogue sequence recognition.
SIRACHAT
A secure, direct, and confidential communication channel that enables licensed security personnel to communicate with the Agency 24/7, allowing them to submit complaints or reports, request legal consultations, and participate in prize draws, competitions, and mental games.
SIRACHAT enhances ease of access to the Agency’s services by providing immediate support that speaks the users’ language and understands their operational needs.
Official Statement
His Excellency Khalifa Ibrahim Al Slais, CEO of the Security Industry Regulatory Agency, affirmed that the Agency’s participation in Intersec 2026 is part of a clear vision to develop the security sector, stating:
“Through our participation in Intersec 2026, we are keen to present high-impact initiatives that reflect SIRA’s approach to integrating advanced technological solutions with the human dimension of security work. The ‘Mashkoor,’ ‘Salamah,’ and ‘SIRACHAT’ initiatives represent practical models for supporting security personnel and enhancing their experience, thereby reinforcing Dubai’s position as a leading global destination for security and sustainability.”