Dubai, United Arab Emirates – October 2025
As part of its ongoing efforts to strengthen Dubai’s position as a smart and safe city, the Security Industry Regulatory Agency (SIRA) participated under the “Digital Dubai” pavilion at GITEX Global 2025, the region’s largest technology event. During the exhibition, SIRA showcased its latest digital innovations in the field of security and smart services, most notably “Salama” – the Virtual Security Assistant, marking a significant milestone in SIRA’s smart and digital transformation journey within the security sector.
“Salama”: A New Era in Customer Experience
Salama is the first of its kind in Dubai’s security sector — an intelligent virtual security assistant powered by artificial intelligence to provide real-time, interactive services to the public 24/7.
It serves as an advanced digital interface that engages users in realistic, friendly conversations, simulating human interaction to ensure a smoother and more efficient customer experience when obtaining information or completing transactions.
Built on cutting-edge Generative AI and Deep Learning technologies, Salama is designed to:
• Understand natural language in Modern Standard Arabic, Emirati dialect, and English.
• Analyze questions and recognize user intent to provide fast and accurate responses.
• Interact with SIRA’s digital systems to complete simple services without human intervention.
• Offer instant support regarding security licensing, training, certification, and general inquiries.
The system operates around the clock, allowing users to access information and services anytime, anywhere via SIRA’s website or official digital platforms.
Beyond simply responding to questions, Salama understands and interacts intelligently and empathetically. It has been trained in the Emirati dialect through a unique linguistic framework that includes:
• A Knowledge Dictionary containing all SIRA’s services and information.
• A Vocabulary Dictionary that enables it to substitute standard Arabic words with accurate Emirati equivalents.
• A Pronunciation Dictionary trained on the voices of SIRA’s female employees to ensure an authentic, Emirati voice experience.
Through this comprehensive linguistic system, Salama stands as an innovative model of smart security transformation—demonstrating how technology can speak the language of people, in an authentic Emirati tone.
Advanced Architecture and Institutional Integration
Salama is more than just a chat interface—it is an integrated system directly linked to SIRA’s databases and smart service platforms. This allows it to analyze data, learn continuously from user interactions, and enhance its accuracy and responsiveness over time.
The system is built with high information security standards, ensuring user privacy and data confidentiality in line with Dubai Government’s digital governance and data protection policies.
Looking ahead, Salama is designed to integrate with SIRA’s Unified Digital Platform, which includes training, licensing, inspection, and security awareness systems—becoming a central smart interface for all SIRA digital services.
SIRA’s Participation Under “Digital Dubai” Pavilion
SIRA’s participation under the “Digital Dubai” pavilion, alongside leading government entities, showcased key digital projects that support Dubai’s vision for smart transformation and the adoption of artificial intelligence in government services.
SIRA’s booth attracted significant attention from visitors, experts, and technology specialists, who praised the system’s innovative concept and its pioneering role in enhancing customer experience and modernizing the security sector in Dubai.
The SIRA team conducted live demonstrations explaining the system’s functionality and technical features, in addition to presenting future development plans, such as:
• Integration with other smart systems across Dubai Government.
• Enhancing voice recognition and auditory response capabilities.
• Introducing 3D Avatar-based visual responses to represent the virtual assistant in a realistic form.
Statement by Mr. Jamal Al Ameri, Director of Corporate Communication, SIRA
“Our participation in GITEX Global 2025 is a significant opportunity to highlight SIRA’s role in embracing digital transformation and leveraging future technologies to serve the security sector and the wider community in Dubai.
The Salama system is a practical embodiment of our vision to develop smart communication channels with the public and to deliver services in innovative, AI-powered ways.”
He added:
“At SIRA, we believe that security today extends beyond human presence—it now encompasses integrated digital ecosystems capable of prediction, prevention, and real-time response.
Through Salama, we aim to deliver a sophisticated digital experience that reflects Dubai’s spirit of innovation and contributes to building a safer and more sustainable community.”
Towards a Smart and Sustainable Security Future
These initiatives align with SIRA’s strategy to drive smart transformation across the security sector and achieve a seamless integration of innovation, safety, and technology, in line with Dubai’s Vision 2030 for building digitally sustainable and secure cities.
Through its participation in GITEX Global 2025, SIRA reaffirms its commitment to adopting the latest technologies and developing a comprehensive digital ecosystem that enhances safety and quality of life in Dubai.
With “Salama”, the Security Industry Regulatory Agency reinforces its position as a leader in digital security innovation, empowering the community with intelligent, future-ready services that embody Dubai’s enduring principle:
“Security in Dubai… Smart, Proactive, and Connected to the Future.”