Page 48 - ADU Voice Volume 5 Issue 1

48 Voice | Fall 2025

International
International

Scientific Media
Scientific Media

Conference 2025
Conference 2025

bu Dhabi University (ADU)’s International Notably, esteemed presenters, Ms. Nivea Heluey
AScientific Media Conference (ISMC) and Mr. Mohamed Sultan showcased their work in
2025, held from April 23rd to 24th by the Mass the impact of Deepfake technology in advertising
Communication department, featured various aimed toward youth. By presenting an advertisement
speakers and panel discussions on all facets of digital without disclaimers of technological interference
media content related to Artificial Intelligence.. and then one with, they emphasized the importance
and limits of “brand trust, ethical perceptions, and
Held under the main theme of “New Horizons in purchasing intentions”, as stated by Ms. Nivea Heluey.
Digital Content Creation and Data Analysis”, the
conference featured multiple research presentations, Furthermore, an Industry Panel Discussion on AI in
Q&A sessions, and expert panel discussions focused Media & Communication led by Ms. Bianca Roberts
on topics like AI in Media & Communication, The proved to be a fruitful conversation on how far the
Role of Diplomacy in Research Collaborations, hand of AI extends in the work of media professionals
and Research Updates in Digital Media. and what positive or negative impact it creates. One of
the panel speakers Abdul Rasheed Palliyalil, Account
Opening remarks were delivered by Prof. Barry Director-PR for Watermelon Communications,
O’Mahony, Provost of Abu Dhabi University, setting stated, “I look at AI as something which enables
a welcoming and inspiring tone for the event. Towards the (media) industry…when it comes to saving up
the organizers, speakers, and students in attendance, he more money, more time, enhancing productivity,
expressed gratitude for the collective commitment to and giving a better result so this is not going to take
the conference’s theme and objectives, emphasizing up your job...this is going to enhance your output.”
its importance in the digital media landscape. Dr.
Viola Gjylbegaj, who was the Conference Chair for ISMC 2025 concluded with a call to strengthen
the English Session, then proceeded to introduce collaborations between universities, media outlets,
the plan for the day and ended the opening remarks. and tech innovators ahead of next year’s expanded

edition. When asked to summarize the day, Dr. Viola
Alongside guest speaker, Dr. Yazan Al Momamy, states, “…the diversity of perspectives and the depth
and keynote speaker, Dr. Fawaz Habbel, three of dialogue made this conference not only a success
sessions took place with the moderators being but also a milestone in advancing meaningful
Dr. Brilliant Mhlanga, Dr. Nadim Khouri, and collaboration between academia, industry, and policy.”
Dr. Suleiman El Bssawmai, respectively. Each
session hosted a variety of specialized speakers
that dove deeply into their areas of interest as they
related to mass communication and mass media