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27Participation of the Secretary-General in the Conference on \Communicative Creativity in the Era of Technological Advancement\Association of Arab UniversitiesHis Excellency Professor Amr Ezzat Salama, Secretary-General of the Association of Arab Universities (AArU), participated in the opening ceremony of the conference %u201cInnovation and Communicative Creativity in the Era of Technological Advancement%u201d, organized by October 6 University in the Arab Republic of Egypt, in collaboration with the Arab-U.S. Association for Communication Educators. The event brought together a distinguished group of prominent academic and media figures from Egypt and the Arab world.In his address, His Excellency emphasized that the Association of Arab Universities places supporting development and innovation in education, media, and scientific research at the core of its mission. He pointed out that the world is witnessing an unprecedented digital revolution in communication and media, making communicative innovation a necessity rather than a choice. He further highlighted that artificial intelligence has become a fundamental pillar of modern media, noting that more than three-quarters of newsrooms worldwide now rely on it, despite the ethical challenges it presents.The Secretary-General also called for the formulation of an Arab Charter on Digital Media Ethics that balances freedom of expression with social responsibility. He praised the efforts of Arab and Egyptian universities in promoting digital media education and launching advanced programs in artificial intelligence and communicative innovation.The participation of the Association of Arab Universities in this event reffiects its ongoing commitment to supporting joint academic and media initiatives, encouraging Arab universities to exchange expertise and actively engage in international academic forums, reaflrming the Union%u2019s role in strengthening the position of Arab higher education on the global stage.