On April 4, 2025, the Department of Media Studies at Notre Dame University-Louaize (NDU), under the Faculty of Humanities, hosted its annual Media Studies Forum (MSF) under the timely theme: Communication Arts in the Era of AI: Advertising, Journalism, and Film. The half-day event featured prominent Lebanese media professionals and students eager to examine the impact of artificial intelligence on Lebanon’s media landscape, and who added significant value with their experiences in the local and regional media scene.
Presented by Dr. Jessica El Khoury, Associate Professor of Media Studies at NDU, the forum welcomed NDU President Fr. Bechara Khoury, keynote speaker Georges Jabbour (President of the Advertising Association), academic faculty, and a large audience of communication arts students. In his opening remarks, Fr. Khoury emphasized the transformative power of AI in today’s media environment, noting that MSF is more than a conference—it is a hands-on initiative empowering student to lead in their future careers.
“Beyond its academic value, this event demonstrates NDU’s leadership in promoting ethical AI practices in Lebanon,” Fr. Khoury added, applauding the faculty’s ongoing research to responsibly integrate AI into higher education.
Panel 1: Advertising in Lebanon in the Age of AI and Digital Marketing
Moderated by Director of Communications and Outreach at Berytech and part-time instructor at NDU, Dr. Emma Chacar, the first panel welcomed:
- Firas Mghames, CEO at FEER McQUEEN and Group CEO at Flag M Group
- Mariella Abdo, General Manager at Memac Ogilvy (Lebanon and Iraq)
- Mohamed Eltibi, Business Lead at Leo Burnett MENA
The session began with a live, interactive poll on AI’s impact in advertising, immediately driving a data-informed discussion. Key highlights included:
- Mghames revealed that his agency uses over 30 AI tools to streamline content creation and boost marketing performance.
- Eltibi noted the rise of automation, forecasting that AI-driven advertising strategies will soon dominate.
- Abdo reassured attendees that while AI enhances productivity, human creativity remains irreplaceable—for now.
The panel concluded that Lebanon’s creative and tech sectors are well-positioned to harness AI, provided that professionals continue adapting and innovating.
Panel 2: Journalism and Audiovisual Arts in the Age of AI
Moderated by journalist Youmna Yazbeck, this panel welcomed:
- Layal Bahnam, Programs Manager at Maharat Foundation
- Rudy Shoushany, Founder of DxTalks and Emerging Tech Strategist
- Waleed Nassif, Founder of WP Production and AI Media Innovator
The session opened with a compelling video on the rise of deepfakes and AI-generated misinformation, produced by Maharat Foundation.
Bahnam insisted that despite technological advances, journalists remain the watchdogs of democracy, capable of holding power accountable. She stressed the role of AI as a tool, not a replacement.
Shoushany discussed legal and ethical concerns, coining the era as the “age of disruption,” and advised professionals to upskill and pivot back-office roles to stay ahead of AI adoption.
Nassif captivated the audience by showcasing real-life film comparisons—illustrating how AI can reduce production time and costs without sacrificing quality. “AI is not a competitor,” he said, “but a challenge we must learn to leverage.”
The Future of AI and Media Education in Lebanon
Dr. Maria Bou Zeid, Dean of the Faculty of Humanities, closed the forum with warm reflections and a call to action. With a touch of humor and experience, she thanked AI tools such as ChatGPT for their assistance over the years, highlighting how responsive these platforms have become to user feedback. She urged students to treat AI as a personal assistant—using it ethically and critically to refine their work rather than generate it entirely. She echoed Father Khoury’s emphasis on faculty-led research that reflects Lebanon’s local context, stressing the need to produce, not just consume, knowledge.
Dr. Bou Zeid also took the opportunity to raise awareness about the absence of a modern media law regulating Lebanon’s digital landscape, an issue made even more pressing in the age of AI.
Ending on an inspiring note, she urged students to stay updated and adaptable: “The clock is ticking, and today’s AI insights may soon be outdated.”
She also acknowledged the organizing committee: Dr. Jessica El Khoury, Melhem Rechdan, Dr. Joseph Hosny, Naoum Abi Adam, and Celine Abi Aoun—thanking them for orchestrating an event that shapes Lebanon’s future media leaders.