Dubai, October 2025
As part of its participation within the Digital Dubai platform at GITEX Global 2025, the Security Industry Regulatory Agency (SIRA) showcased its latest technological innovations in the fields of digital transformation and artificial intelligence. Through the presentation of the “Salama” Smart Security Virtual Assistant and the interactive virtual world “SIRA Hub,” the Agency reaffirmed its commitment to supporting the Dubai Smart Government vision and strengthening its leadership in building an integrated digital security future.
H.E. Khalifa Ibrahim Al Saleis, CEO of the Security Industry Regulatory Agency, stated:
“Artificial intelligence is no longer a future we aspire to — it is a reality we live today and a key enabler in building a smarter and more sustainable security ecosystem.At SIRA, we believe that adopting AI technologies is not merely a technical choice but a national commitment that enhances Dubai’s readiness and leadership in the field of smart security.
“Artificial intelligence is no longer a future we aspire to — it is a reality we live today and a key enabler in building a smarter and more sustainable security ecosystem.
At SIRA, we believe that adopting AI technologies is not merely a technical choice but a national commitment that enhances Dubai’s readiness and leadership in the field of smart security.
Through our innovative projects such as ‘Salama’ and ‘SIRA Hub,’ we embody our vision of making security an integral part of a comprehensive smart experience that combines technological efficiency with authentic Emirati values.
Our mission is to transform technology into a value that serves people and society, supporting Dubai’s journey toward becoming the safest and most innovative city in the world.”
“Salama” — The 24/7 Smart Security Virtual Assistant
During its participation at the Digital Dubai platform, SIRA introduced Salama, an AI-powered virtual security assistant that functions as a digital employee, capable of interacting naturally and efficiently with customers across all digital channels of the Agency.
This system aligns with SIRA’s smart institutional transformation strategy, aiming to enhance communication efficiency with the public, provide instant 24/7 service, increase customer satisfaction, and reduce operational pressure on service center staff.
Salama is distinguished by its advanced multilingual understanding — supporting Modern Standard Arabic, the Emirati dialect, and English — with continuous self-learning capabilities that update its knowledge base based on user interactions.
The system can also integrate with SIRA’s internal systems, including databases, licensing, and technical support systems, enabling it to deliver accurate responses and perform preliminary transactions intelligently and securely.
Additionally, Salama supports voice and video communication through a digital interface that represents a virtual employee embodying SIRA’s corporate identity, with Emirati features and voice that reflect the agency’s core values of security, trust, and innovation.
“SIRA Hub” — A Smart Emirati Virtual World for Security Training
SIRA also unveiled its groundbreaking project “SIRA Hub”, a three-dimensional virtual world that serves as an integrated digital platform combining learning, training, and interaction in a simulated environment, offering an unprecedented educational experience in the field of security and safety.
The launch of SIRA Hub comes as part of SIRA’s strategy to leverage AI and virtual reality technologies to serve the security community. The platform allows visitors and trainees to explore a digital environment simulating SIRA’s premises, attend specialized workshops and lectures, and interact directly with AI-powered virtual employees.
The virtual world includes several interactive zones, such as:
Virtual reception for visitors
3D lecture halls with immersive sound and display technologies
Interactive meeting rooms with audio and video connectivity
Exhibition areas showcasing security and institutional innovation projects
Virtual attendance platforms for registration and real-time participation in workshops
The project targets security guards, security entities, students, and those interested in security technologies, aiming to promote a culture of smart security and enhance the effectiveness of remote training and education.
Advancing Toward Smart Security
SIRA emphasized that the development of Salama and SIRA Hub within the Digital Dubai platform reflects its commitment to adopting the latest smart solutions in the security sector, in line with Dubai’s vision of building a smart, digital, and future-ready government.
These projects represent a qualitative leap in both customer happiness and virtual security training, where technological innovation merges with Emirati identity to deliver an integrated experience — reinforcing SIRA’s position as a leader in leveraging technology to serve security and society.