and Faheem: A closer look at Jordan's innovative AI platforms

Uktob, meaning "write" in English, generates Arabic content using advanced AI algorithms. (Photo: Huda Dabeet/JNews)
Content creation is pivotal in engaging audiences in today's fast-paced digital age. Jordanian entrepreneurs Emad and Kareem Ayyad are leading the charge in the rapidly evolving tech scene with their groundbreaking AI company: اضافة اعلان

To the founders, "AI is the process of guiding machines to emulate cognition and perform tasks as humans would," Kareem said. And that is what is hoping to do. 

This local tech powerhouse aims to revolutionize content creation by offering an AI extension and assistant that makes the process faster, easier, and more efficient., meaning "write" in English, generates Arabic content using advanced AI algorithms. 

The platform empowers users to easily create short and long-form content, providing contextual information and accompanying visual elements such as designs and images to enhance overall quality.

Brought to life in January 2023, the platform is an AI extension and assistant. Coming with an exciting counterpart, the platform offers Faheem, a handy sidekick.

Digital architectureJust like any means of building a structure, AI goes through trial and error, research, and experimentation until its ready to meet the capabilities of its users. And the architecture behind is built upon constant development and research, leveraging the innovative "Transformers" architecture introduced by Google.

"AI architectures have undergone constant development. ... This innovative approach has led to a remarkable surge in the field of generative AI," Kareem said.

"These large language models are specifically engineered to predict the following word in a sequence, demonstrating an impressive grasp of linguistic patterns and structure," he added.

For businesses that need to create a large amount of content regularly to keep their audiences engaged, Faheem and are here to make the task easier and more efficient. 

As an AI content generator, Faheem and empower businesses to automate their content creation process and save time for other essential tasks. 

To the founders, AI assistants like Faheem have the potential to significantly amplify productivity by enhancing communications overall. 

The handy AI sidekick: FaheemFaheem, roughly translating to "knowledgeable'" in English, is a cutting-edge AI assistant that can be accessed through WhatsApp, providing users with an efficient way to complete tasks. 

Its capabilities include: providing answers, creating reminders, writing, and sending emails. 

Faheem's linguistic prowess enables it to understand Arabic, English, and other languages, making it a versatile tool for users across diverse language backgrounds.

Because of Faheem's strong natural language processing abilities, users can ask any inquiry and get a prompt answer — visually and in writing. "With Faheem, we are going beyond text, as you can also generate images," Kareem said.

"In the future, it will also be able to generate new forms of media, such as audio and video."

Future plans for Faheem will also allow its users to access different services within its interface. Ultimately, Faheem is expanding beyond WhatsApp, said Emad, hinting at their work to create a Chrome extension.

AI language complexities and ArabicDeveloping AI technology for Arabic presented its own set of challenges due to the language's complex grammar and sentence structures. 

Emad emphasized that Arabic, "being a low-resource language", requires a deep understanding of its root system, morphology, and various inflections to form words and sentences correctly.

The founders prioritized quick product iterations and early user feedback to ensure their technology caters to users' needs. This approach is similar to other AI iterations in the growing community, including models like the popular ChatGPT and others of its kind. 

These efforts are essential to circumvent some of the efforts that would have taken much more time. And the founders are taking note. 

Much like any startup, starting a business was not without its challenges. 

"Given that we are both second-time founders, we knew exactly what we were getting ourselves into, and still, building a startup is painfully hard," said Emad. 

With small teams wearing multiple hats, from marketing to coding, design, and fundraising, they persevered despite the odds stacked against them.

"AI right now is incredibly fast-moving," Emad said. Drawing from their eight years of experience in the field, Emad noted that a solid network within the tech community supports their ability to adapt to the ever-changing global landscape.

"We've built a solid network over the past years of people in the tech community, whether in the Middle East region or outside, so this makes certain things easier, such as getting introductions to the right people when needed."

Now, he said, "we're expanding our team to recruit more team members to scale our efforts." 

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