Generative AI, or “Gen AI”, has evolved significantly over the past year and is rapidly shaping the way we create, experience and perceive. Its ability to generate hyper-realistic interactions, photos and videos, and even entire narratives is blurring the line between what’s artificial and what’s real. As we enter 2025, new updates and models are expected that will likely to make Gen AI even more realistic and convincing.
Yet this raises potential ethical, philosophical, and spiritual questions in the world’s second largest religion, Islam. Today, there are over 250 million Muslims in the Asia Pacific region, many of whom are digitally engaged and increasingly affluent given the rising middle class in the region. Reaching these consumers require communications, positioning and marketing strategies that are sensitive to and align with cultural and religious considerations.
Brands deploying Gen AI in Muslim majority markets must understand cultural and religious nuances to be able to navigate potential sensitivities effectively. For instance, the concept of a “Halal”, or religiously permissible, business model. Many will associate the word “Halal” exclusively with dietary restrictions, but the application of what is Halal or not goes deeper and applies to general business practises as well. Rules around Halal business practises include being truthful and transparent about what you can deliver to your clients.
Truthfulness and the pursuit of knowledge are key pillars in the Islamic faith. In fact, the Qur'an specifically warns against falsehood and deception. In Surah Al-Isra, Allah says, "And do not pursue that of which you have no knowledge. Indeed, the hearing, the sight, and the heart—about all those [one] will be questioned" (Qur'an 17:36). In this regard Gen AI poses a potential challenge. The ability to create realistic yet fictional content may be used to spread misinformation, manipulate opinion, and cause harm. The faith considers such misuse a sin and business practices that fail to employ AI ethically would be considered impressible (not Halal) by those who strictly adhere to Islamic business principles, hindering relationship building for those looking to enter Muslim majority markets.
Gen AI has also received some more complicated objections in certain sectors. For example, some observers see parallels between the rise of technology and the conditions preceding the arrival of the Dajjal (Antichrist) in Islamic faith. The Prophet Muhammad (peace be upon him) described the Dajjal as a deceiver, who will mislead humanity with illusions that blur truth and falsehood, making it hard to distinguish between them. In an era where Gen AI can create highly realistic information, it's understandable why some devout followers might be concerned.
This aside, according to the Fatwa Department of the Hashemite Kingdom of Jordan, another possible disadvantage is the technology may lead to the loss of intellectual and interpretive dimension that distinguishes Muslim scholars and experts. There have been attempts to use the technology to issue fatwas (rulings) around specific topics such as death rites, legal issues and the like. Jordanian scholars observed, however, that AI struggles with issuing fatwas as it cannot discern nuanced opinions across Islamic schools of thought, potentially causing confusion. Given the depth of knowledge that exists, Gen AI models would have to be specifically fed information that was not only relevant to the majority sect of the Shariah observant market but also keeps in mind the sub- sects and minority sects that exist. For instance, an AI programme used for generating content for Sunni majority Saudi Arabia could not be effective in Shia majority Iran and vice versa, limiting its effectiveness in providing accurate guidance.
Of course, these concerns are not exclusive to the Islamic faith. According to the 2024 Edelman Trust Barometer, AI is facing a challenge of public confidence. 43% of respondents will reject AI, avoiding products and services that incorporate it, if they believe innovation is being managed poorly. For brands harnessing Gen AI technology to be successful, it is essential they address concerns among their consumers. First, transparency is essential. AI brands must clearly communicate how their technologies work, potential risks and biases, as well as measures to prevent misuse and ambiguity. For instance, AI-generated content must be clearly labelled as such to prevent confusion or be mistaken for something ill intentioned.
In an Islamic context, data sets that are being accessed should be vetted either by ethics councils or cultural experts to ensure that the sources referenced are reliable. If deployed correctly, the technology holds great potential in not only providing Muslims with the means to verify the authenticity of information but also allow those of us operating outside these markets to easily distinguish between reliable and unreliable sources for our own research.
Secondly, AI brands should emphasise ethical use cases that benefit humanity to illustrate how they plan to deploy it for their specific projects. For example, marketing campaigns around public awareness could highlight how Gen AI can be used for educational purposes, medical advancements, or preserving cultural heritage. One that comes to mind is the Dubai government harnessing Gen AI to develop a service dedicated to providing religious guidance under its “10X” initiative, which it also hopes will help counter radicalisation. The principles of compassion, social justice, and community welfare are all deeply rooted in the Islamic faith, and thus demonstration of these can help earn trust and credibility amongst Muslim consumers.
Thirdly, AI companies and those deploying the technology must demonstrate a clear commitment to combating misinformation, fact checking and ensuring that potential biases are addressed. This might include safeguards to prevent the misuse of GenAI for ill-intentioned purposes such as creating fake news or to defraud or taking steps to continually reduce inherent bias in the training data. Gen AI, as observed by researchers at the London School of Economics, is prone to “hallucinations” where it fabricates information and sources. When it comes to Islamic religious research, they observed the AI model cite sources that do not exist which adds to concerns around the deployment of the technology when it comes to heavy research tasks. Brands should take a proactive and public stance in addressing these concerns and communicating their actions to build credibility in markets where ethical and religious considerations hold weight.
Finally, cultural sensitivity is paramount. Marketing materials, product designs, and user interfaces should reflect an understanding of the social and religious context of Islamic markets. For example, avoiding generating content that contradicts Islamic values or appears exploitative of religious themes. Pulling from linguistically diverse sources will also add a layer of added cultural understanding to Gen AI output and show that the technology is being genuinely tailored for the region that it is being deployed in. Gen AI’s role contributing to the rise of increasingly convincing misinformation and criminal activity is presenting concern around the world. According to its 2024 Generative AI in Cybersecurity report by cyber-security firm Deep Instinct, 61% of organisations experienced a rise in deep fake incidents in 2024. In January 2024, an employee at a Hong Kong- based firm sent US$25 million to fraudsters after being ordered to do so by her Chief Financial Officer on a video call that also included other colleagues, who all turned out to be deepfakes. Understandably the pace at which the technology is being developed is rapidly becoming cause for concern as people feel left behind.
However, the ethical and responsible development of Gen AI technology represents a shift in human capability that can deliver many positive benefits. Applications range from democratising education to improving patient care and enhancing sustainability. In a religious context, for instance, it could serve as a useful tool enabling the categorisation and organisation of Islamic fatwas and legal rulings based on scholars or references, as well as help people to verify the veracity of religious information. By emphasising transparency, ethics, combatting misinformation as well as respecting cultural context, brands can earn trust and navigate this evolving landscape. Particularly in predominantly Islamic markets such as Malaysia, Indonesia and the UAE where the unique intersection of faith, culture, and technology requires careful consideration.
Edelman’s AI Center of Excellence
Edelman's AI Center of Excellence is a global virtual team which leverages its expertise in trust dynamics to help brands use AI as a reliable, trust-building tool, as well as navigate the communications challenges the technologies presents. Operating as a global virtual network of specialists, the team monitors AI developments closely from different viewpoints to develop insights, solutions, and counsel for clients to navigate this rapidly evolving space. Edelman believes generative AI can revolutionise industries, transforming how we live, work, and interact.
