AI must reflect local realities in emerging markets, says JazzWorld chief

Aamir Ibrahim, Chief Executive Officer of JazzWorld, has said that artificial intelligence (AI), especially local language models, must be aligned with domestic realities and development priorities if it intends to deliver meaningful impact in emerging markets.

Speaking during the session ‘The Voice of the Global South: Redefining Global Governance’ at Mobile World Congress (MWC) Barcelona 2026, Ibrahim emphasised that AI systems built without local context risk becoming ineffective or even exclusionary.

In countries where informal economies, shared devices, and culturally distinct digital behaviours shape technology use, simply transferring solutions designed elsewhere can produce unintended consequences, he said.

VEON’s BoD approves plan to move HQ to Dubai: Jazz

“Governance without representation leads to systems without relevance,” Ibrahim said, arguing that digital governance frameworks must evolve to include the perspectives of markets where connectivity and digital adoption are growing fastest.

“If digital growth is happening in the Global South, governance must reflect its realities.”

During the session, Ibrahim explained that AI is already transforming the telecom sector in two distinct ways.

At an operational level, it enables efficiencies such as radio network optimisation and faster resolution of customer concerns. At a broader systemic level, telecom operators occupy a unique national position: most digital interactions are mediated through mobile networks operated by regulated entities that manage sensitive customer data at a population scale, he maintained.

This role, he noted, requires telecom companies to engage with regulators not only on compliance, but also on shaping responsible frameworks for AI deployment.

Jazz CEO outlines several key policy interventions for cashless society

The CEO was of the view that, as foundational infrastructure providers, operators can help ensure that emerging technologies are aligned with national priorities and societal needs.

Pakistan illustrates the broader opportunity and challenge facing many emerging economies. Nearly two-thirds of the country’s population is under the age of 30, and it ranks among the world’s largest connected markets with more than 150 million mobile broadband subscribers. Yet a large share of economic activity remains informal, said Ibrahim.

He said that without local datasets, AI systems struggle to recognise indigenous behavioural patterns. Without interoperability, digital services remain fragmented. And without representation in global rule-making, governance risks becoming disconnected from real-world conditions.

Operating at scale also creates an opportunity, he maintained.

In a separate session at MWC Barcelona titled “Blink and You’ll Miss It: The Power of Micro-Moments,” Ibrahim discussed how everyday mobile interactions – such as sending money, accessing healthcare, or consuming content – represent real economic activity in emerging markets rather than abstract marketing signals.

“When responsibly harnessed through AI and supported by next-generation connectivity, these micro-moments can help platforms anticipate user needs while maintaining trust,” he stated.

Ultimately, the objective is to ensure that as advanced technologies evolve, they remain inclusive—so digital progress translates into opportunity for all, Ibrahim said.