The pavilion of the Islamic World Educational, Scientific and Cultural Organization (ICESCO) at the 2026 Rabat International Publishing and Book Fair hosted a series of scientific, cultural, and intellectual activities on Thursday, May 7, 2026. These activities addressed the role of media in enhancing societal awareness, the challenges facing creative work in the age of artificial intelligence, and the responsibility of international organizations in supporting cultural exchange among states and societies.

Among activities held at the pavilion was an intellectual seminar titled “The Stake of Contemporary Media and Communication, and the Role of ICESCO,” during which Mr. Osama Heikal, Head of the Media and Communication Sector at ICESCO, highlighted the role of the Sector in developing a media discourse that’s aligned with the Organization’s aspirations and objectives through enhanced media coverage and the development and implementation of training programs and projects benefiting journalists, media professionals, and content creators across the Islamic world.

Mr. Heikal also reviewed the history of media and its role in raising societal awareness and promoting ethical and human values, stressing the need to regularly update the legislation governing media work in order to keep pace with rapid technological developments. He further pointed to the interactive nature of modern media and its challenges, foremost among them media disinformation through the use of artificial intelligence technologies.

In another seminar entitled “International Relations and the Position of ICESCO,” Mr. Anar Karimov, Head of the Partnerships and International Cooperation Sector at ICESCO, addressed the role of cultural diplomacy and soft power in strengthening ICESCO’s international presence. He emphasized the importance of building strategic partnerships founded on trust and transparency, and encouraged countries of the Islamic world to move from merely consuming cultural products to contributing to their production and shaping their own cultural narratives.

The pavilion also hosted a panel discussion entitled “Challenges Facing Creators in the Age of Artificial Intelligence,” attended by Dr. Yussra Hussein AlJazairi, Chair of the Cultural Committee of the Group of Spouses of Arab Ambassadors and Heads of International Organizations Accredited in Morocco.

During the session, moderated by Dr. Sally Mabrouk, Director of the Office of the Director-General of ICESCO and Supervisor of the Strategy and Institutional Excellence Sector, Dr. Mohamed Zinelabidine, Head of the Culture Sector at the Organization, and Dr. Nesma Youssef Idris, Assistant Professor at the American University in Cairo, highlighted the challenges facing creative industries in light of the growing dominance of artificial intelligence technologies, as well as the resulting cultural transformations, which call for a reimagining of creativity as a human, psychological, and civilizational experience.