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Nearly three-quarters of UAE residents believe that greater awareness and education around the ethical use of artificial intelligence (AI) is necessary, according to a new survey by De Montfort University (DMU) Dubai. The study comes at a time when AI adoption is accelerating across both professional and personal domains in the UAE, reflecting the country’s ambition to become a global hub for technology and innovation.
The survey reveals that AI is no longer a peripheral tool, it has become deeply embedded in everyday life and professional workflows. Over 60 per cent of respondents said they frequently use AI tools such as ChatGPT, Gemini, or Copilot for learning, problem-solving, or work-related tasks, demonstrating that generative AI has already entered mainstream adoption. Yet, despite its increasing utility, a significant 72 per cent of UAE residents agreed that more education and awareness on AI are essential, highlighting a widespread recognition of the need to balance technological adoption with understanding and ethical use.
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This combination of widespread adoption and strong demand for ethical education underscores the role of institutions such as DMU Dubai, which seek to prepare students and residents not only to use AI but to understand it responsibly.
The survey also highlighted an age-related confidence gap among residents regarding entering the workforce. Among residents aged 18–24, only 44 per cent felt confident about entering the workforce, compared with 59 per cent of respondents overall. This suggests that, despite the growing presence of AI tools that could support learning and productivity, young people still feel underprepared to navigate a job market increasingly shaped by technological change.
Professor Shushma Patel, DMU Dubai’s pro vice-chancellor for Artificial Intelligence, emphasised the importance of AI education in bridging this gap:
“Of all the technological breakthroughs we have seen in the past 50 years, nothing matches the power and potential of AI. As industries race to exploit this potential it is vital universities stay on the front foot, ensuring their students master these skills responsibly, aware of the ethical implications of the technology while embracing the innovation it can yield.”
Her statement underscores a key challenge: technological capability alone is insufficient. Students and professionals need not only technical skills but also a deep understanding of ethical considerations, societal impact, and responsible application.
DMU Dubai’s innovative approach to AI education
DMU Dubai has taken proactive steps to ensure that graduates are prepared for an AI-driven workforce. The university integrates generative AI software directly into teaching and learning, giving students hands-on experience while simultaneously emphasising ethical and societal implications. This approach reflects a broader educational philosophy: students should not only know how to use AI, but also understand why responsible usage is critical.
The university recently inaugurated a new 85,000 square foot campus in Dubai Internet City, situating itself in proximity to major global technology firms such as Google, HP, LinkedIn, Microsoft, and Meta. Hosting approximately 3,000 students, the campus exemplifies DMU Dubai’s strategy of combining academic rigour with exposure to real-world industry practices.
Simon Bradbury, pro vice-chancellor International at DMU, explained the philosophy behind the university’s curriculum:
“While most universities are asking ‘how do we add AI to our curriculum?’, we’re asking a different question: ‘In a world where AI knows everything, what makes a DMU Dubai graduate uniquely valuable?’ The answer is deeper capability. Our block teaching model allows students to master one subject at a time, building genuine expertise rather than surface-level awareness. They learn to wield AI as a powerful tool while developing the creativity, critical thinking, and cross-cultural collaboration skills that no algorithm can replicate. That’s building career resilience for the future.”
The block teaching model: Depth over breadth
A distinctive feature of DMU Dubai is its block teaching model, the only one of its kind in the region. In this system, students focus on a single subject at a time and complete assessments at the end of each block. This contrasts sharply with traditional multi-subject teaching methods, where students juggle multiple modules simultaneously, often resulting in fragmented understanding.
According to the survey, 52 per cent of respondents viewed block teaching as more effective than conventional teaching, suggesting that a focused approach resonates with learners. By concentrating on one subject, students have more time to internalise material, critically analyse AI applications, and develop practical skills. The block system also allows more opportunities for ethical reflection, collaboration, and project-based learning, all vital for AI literacy.
This methodology reinforces DMU Dubai’s philosophy: students should graduate with deep, transferable skills rather than superficial familiarity with a wide range of topics. This depth of expertise becomes particularly valuable in an AI-driven economy, where the ability to critically interpret and ethically apply technology is paramount.
Shifting perceptions: From AI curiosity to ethical reflection
The DMU Dubai survey also explored how residents perceive AI in daily life. While 67 per cent said AI tools make life easier, nearly half of respondents (47 per cent) expressed concerns that over-reliance on AI could weaken learning and critical thinking. This tension reflects a broader societal conversation: while AI offers remarkable efficiency, it also demands responsible engagement.
Simon Bradbury observed:
“The evolution from fascination to reflection marks a critical stage in society’s relationship with technology. We are moving beyond excitement about what AI can do toward a deeper understanding of what it should do. That awareness demands ethical frameworks, empathy, and accountability, qualities best nurtured within universities. At DMU Dubai, our close ties with industry ensure these conversations happen where innovation is unfolding.”
The survey findings suggest that residents are not only users of AI but also thoughtful evaluators of its impact. The recognition of potential risks alongside benefits underscores the importance of embedding ethics into both education and workplace practices.
Preparing graduates for an AI-driven economy
The rapid adoption of AI technologies has blurred traditional career paths, leaving young people uncertain about which skills will remain valuable in the long term. Professor Patel explained:
“This combination of industry input and academic innovation empowers graduates to step into the market with confidence and relevance. Our academic research feeds directly into classroom learning, giving students access to the latest insights on how technology and human potential intersect.”
DMU Dubai emphasises human-centric skills, such as creativity, empathy, and ethical reasoning, while also nurturing digital fluency. Students learn to complement AI tools rather than be replaced by them, equipping them for a workforce in which uniquely human abilities remain critical.
Simon Bradbury elaborated:
“Students graduate not only with technical skill but with the discernment to guide AI’s integration responsibly. This mindset, thoughtful, values-driven, and collaborative, is what will ultimately define progress in the AI era.”
The university’s approach ensures that graduates are prepared to navigate complex technological landscapes with both competence and conscience.
Public trust and AI policy in the UAE
The DMU Dubai survey reflects broader trends in public perception. While AI adoption is high, there is a clear demand for governance and ethical frameworks. A separate report by KPMG, Trust in Artificial Intelligence Insights, underscores these findings. Key highlights include:
- 89 per cent of UAE respondents said they had experienced the benefits of AI, exceeding the global average of 83 per cent.
- 97 per cent reported using AI for work, study, or personal purposes, showing deep integration of AI into daily life.
- 66 per cent of respondents said their organisation had a policy on generative AI, indicating growing awareness of governance requirements.
Matin Jouzdani, partner at KPMG Lower Gulf, emphasised the need for balance:
“AI is rapidly changing the way we live and work. Our research reinforces an overwhelming acceptance of AI in the UAE, but there is also strong public support for appropriate AI regulation. By implementing a strategy that combines AI training and literacy alongside responsible AI governance frameworks, organisations will be able to confidently capture the benefits of AI in a way that doesn’t slow down innovation.”
These findings illustrate that while residents are eager to embrace AI, they also want guardrails and guidance to ensure responsible usage.
Balancing risk and opportunity
AI adoption is not without risks. Challenges include transparency, fairness, sustainability, and reliability. Samantha Gloede, Global Trusted AI Transformation leader at KPMG, stated:
“Managing this complex ecosystem requires a careful balance, making sure that strong systemic controls are in place around AI while keeping humans actively involved and engaging with the system ethically and responsibly. This approach is how we will build confidence that the technical, regulatory and reputational risks are being managed effectively to maximise the benefits of AI in delivering human, social and commercial value.”
Similarly, Ruth Svensson, global head of People and HR at KPMG International, noted:
“True capability won’t emerge by chance; it must be built deliberately into culture, strategy and everyday practice. As AI takes on more tasks, humans will still play a critical role, making sense of complex outputs, applying judgement and ensuring responsible use. Mixed signals about AI only slow the momentum.”
The emphasis is clear: human oversight and ethical application are as crucial as technical competency.
Education as the foundation for responsible AI
Both DMU Dubai and KPMG reports emphasise the role of higher education in equipping a digitally fluent workforce. Simon Bradbury described DMU Dubai’s strategy:
“At DMU Dubai, we design flexible pathways such as professional certificates and micro-credentials to continuously upskill professionals affected by automation. By fostering collaboration between technologists, policymakers, and social scientists, universities can ensure AI serves society responsibly and inclusively.”
Embedding AI literacy into curricula, developing personalised learning platforms, and empowering educators to use AI responsibly align with the UAE’s broader vision for a future-ready workforce.
Societal implications of AI adoption
As AI permeates every sector, universities and organisations must ensure it does not exacerbate inequality or environmental costs. Graduates must emerge equipped with ethical reasoning, critical thinking, and problem-solving capabilities. Professor Patel concluded:
“Graduates who focus on human strengths while embracing technology will stand out. Understanding the responsible and sustainable use of AI, applying critical thinking, and innovating ethically will be essential for success in both UAE and global markets.”
The KPMG report highlights the UAE as a leader in AI adoption and governance:
- 68 per cent of respondents were satisfied with current AI regulations, higher than the global average of 43 per cent.
- There is strong agreement on the need for stronger safeguards around AI-generated misinformation.
Adrian Clamp, global head of Connected Enterprise at KPMG International, emphasised inclusive learning:
“AI-assisted learning can bring millions of people into the workforce, helping us to reimagine work, elevate the human experience and uplift human potential. To help ensure these opportunities reach everyone successfully, investing in digital infrastructure and fostering collaboration between governments, industries and educators will be essential.”
Integrating AI into the UAE Workforce
AI adoption is not just a technological challenge but a strategic workforce issue. Employees must interpret AI outputs, apply judgement, and collaborate ethically with AI systems. DMU Dubai’s block teaching approach, combined with industry collaboration, equips graduates to navigate this landscape effectively.
Bradbury summarised:
“Universities must embed employability at the heart of education. Courses co-designed with employers, combined with work-integrated experiences like internships, allow students to apply learning in professional contexts while gaining resilience and adaptability. This is how we prepare the next generation to not just use AI, but guide its integration responsibly.”
The UAE’s approach, emphasising ethics, education, and responsible adoption, demonstrates that AI literacy, workforce readiness, and public trust are interdependent. DMU Dubai and KPMG’s studies collectively highlight that AI’s promise is maximised when humans remain central: developing skills, applying judgement, and integrating ethical frameworks.
As AI reshapes industries, the UAE demonstrates that education, regulation, and thoughtful adoption can enable innovation while safeguarding societal values.
