Will.I.am has launched his latest project in Dubai – but it’s not a new album.
The music star is in the emirate to unveil a deal between his artificial intelligence company I.AM+ and Majid Al Futtaim.
It'll see the retail giant use the Omega voice assistant developed by I.AM+ across the Middle East, in both Arabic and English.
Speaking to ARN News at the World Government Summit, Will.I.am explained why the UAE is so important.
Tune into Dubai Eye 103.8's Business Breakfast on Monday morning to hear more from both Will.i.am, and Majid Al Futtaim CEO Alain Bejaini.