Latest news with #HelpAG
Campaign ME
3 days ago
- Business
- Campaign ME
Aramex launches AI-powered campaign to combat scam messages
With phishing and impersonation scams on the rise, Aramex has launched an AI-generated awareness campaign to help customers distinguish legitimate brand communications from scam ones. Rolled out on the company's social media platforms, the campaign uses a deliberately surreal, AI-style video to spotlight the growing issue of scam messages targeting Aramex customers across key markets, including the UAE, Saudi Arabia and Jordan. The Aramex film starts with a conventional brand introduction before glitching into AI-generated visuals: delivery drones, people with box or animal heads, and surreal scenes that blur fiction and reality. The narrator shares a warning, 'Not everything you see in the digital world is real,' and then cautions viewers about scammers pretending to be Aramex, urging them to verify official communications and avoid acting on suspicious messages. The tone of the Aramex video – equal parts cautionary and absurd – intentionally mirrors the confusing nature of scam content online. The campaign draws from the insight that impersonation scams are not only growing in number but also evolving in sophistication. According to Help AG's 2024 State of the Market report, phishing and impersonation attempts accounted for 90 per cent of all cybersecurity incidents last year – pointing to a broader shift in how fraudsters exploit brand trust to deceive consumers. Mike Rich, Group CMO at Aramex, explained: 'With scams targeting our industry growing in volume and sophistication, traditional awareness methods simply weren't cutting through the noise. We adopted AI for the creatives in a classic case of fighting fire with fire. While the campaign protects Aramex customers, it's also a broader public service initiative relevant across all industries.' With scammers increasingly turning to AI tools to generate fake emails, cloned websites and deepfake content, Aramex chose to mirror this approach in a way that exposes its dangers. Shahir Sirry, Global Creative Director at Aramex, added: 'Scammers are using artificial tactics to deceive people, so we leaned into artificial visuals to highlight just how unnatural and misleading these tactics are. The irony is intentional – and hopefully impactful.' The initiative promotes three core safety measures: verifying senders through official Aramex channels, never paying through unofficial links, and maintaining vigilance across all platforms – including social media. Since its launch, the campaign has coincided with a 28% increase in downloads of the Aramex mobile app, which the company positions as the most secure platform for tracking deliveries and making payments. The video is being supported by a wider digital campaign rollout and is available to watch across Aramex's official YouTube, LinkedIn, Instagram, X and Facebook channels. Credits Aramex Chief Marketing Officer: Mike Rich Global Creative Director: Shahir Sirry
Mid East Info
3 days ago
- Business
- Mid East Info
Aramex claps back at scammers with AI-generated fake video campaign - Middle East Business News and Information
Fighting fire with fire, the global logistics leader leveraged AI to create an innovative 'fake vs. real' awareness campaign addressing the surge in fraudulent communications to customers Dubai, United Arab Emirates;June 2025: Aramex, the leading global provider of logistics and transportation solutions, has launched an innovative AI-generated campaign to educate customers on identifying scams. The timely social media video directly addresses the alarming rise in fraud, such as parcel delivery scams ahead of holiday season, targeting customers across the Middle East. Using AI to generate fake Aramex branding alongside authentic company materials, the campaign video teaches customers how to distinguish legitimate communications and know when they are being scammed. This innovative approach transforms a serious security concern into an engaging, educational experience that resonates with today's digitally savvy consumers. Incidents of fraud have surged across key markets – including the UAE, Jordan, and Saudi Arabia, reflecting a broader global trend affecting customers of all major brands. Aramex customers regularly receive fraudulent SMS messages, emails, and social media communications from scammers impersonating the company, often requesting payment through unverified links or soliciting personal information (phishing). In fact, cybersecurity provider Help AG's annual State of the Market report[1] highlights an alarming surge in phishing and impersonation attacks – making up a whopping 90% of cybersecurity incidents in 2024. Mike Rich, Group CMO at Aramex said: 'With scams targeting our industry growing in volume and sophistication, traditional awareness methods simply weren't cutting through the noise. With our edutaining awareness content, we hope customers can identify the scammers' red flags. We adopted AI for the creatives in a classic case of fighting fire with fire, to expose these fakes and frauds. While our campaign specifically protects Aramex customers, it is a broader public service initiative relevant across all industries, as fraudulent communication tactics remain consistent regardless of the targeted brand.' Shahir Sirry, Global Creative Director at Aramex, explained the creative rationale: 'Scammers are using increasingly artificial and fake methods to deceive customers, so we thought – what better way to highlight this than through deliberately artificial content? The irony is intentional, and hence more powerful. Businesses worldwide are grappling with increasingly sophisticated fraud attempts that exploit trusted brand relationships to deceive consumers. By sharing detection techniques and verification methods, we aim to raise awareness that extends beyond our own customer base.' Aramex emphasizes three critical safety measures for customers to stay safe: Verify:Always verify that communications come from official Aramex channels before taking any action. Check sender details, official website links, and contact information against verified company sources. Payment Security:Never pay for services through links received via unverified SMS or WhatsApp messages. Ideally, always use the official Aramex mobile application for secure transactions and emails must originate from @ Stay vigilant:Apply the same verification standards to social media competitions and promotions. Legitimate campaigns will always be verifiable through official Aramex social channels. Since the video aired, there has been a 28% surge in downloads of the official Aramex mobile application, which provides the most secure method for tracking shipments, making payments, and accessing customer services. The AI-generated awareness video is now available across Aramex's official social media channels and will be supported by a comprehensive digital marketing campaign throughout 2025.
Zawya
4 days ago
- Business
- Zawya
Aramex launches AI-generated video campaign to protect customers from scams
Dubai, United Arab Emirates: Aramex, the leading global provider of logistics and transportation solutions, has launched an innovative AI-generated campaign to educate customers on identifying scams. The timely social media video directly addresses the alarming rise in fraud, such as parcel delivery scams ahead of holiday season, targeting customers across the Middle East. Using AI to generate fake Aramex branding alongside authentic company materials, the campaign video teaches customers how to distinguish legitimate communications and know when they are being scammed. This innovative approach transforms a serious security concern into an engaging, educational experience that resonates with today's digitally savvy consumers. Incidents of fraud have surged across key markets – including the UAE, Jordan, and Saudi Arabia, reflecting a broader global trend affecting customers of all major brands. Aramex customers regularly receive fraudulent SMS messages, emails, and social media communications from scammers impersonating the company, often requesting payment through unverified links or soliciting personal information (phishing). In fact, cybersecurity provider Help AG's annual State of the Market report [1] highlights an alarming surge in phishing and impersonation attacks - making up a whopping 90% of cybersecurity incidents in 2024. Mike Rich, Group CMO at Aramex said: 'With scams targeting our industry growing in volume and sophistication, traditional awareness methods simply weren't cutting through the noise. With our edutaining awareness content, we hope customers can identify the scammers' red flags. We adopted AI for the creatives in a classic case of fighting fire with fire, to expose these fakes and frauds. While our campaign specifically protects Aramex customers, it is a broader public service initiative relevant across all industries, as fraudulent communication tactics remain consistent regardless of the targeted brand.' Shahir Sirry, Global Creative Director at Aramex, explained the creative rationale: 'Scammers are using increasingly artificial and fake methods to deceive customers, so we thought – what better way to highlight this than through deliberately artificial content? The irony is intentional, and hence more powerful. Businesses worldwide are grappling with increasingly sophisticated fraud attempts that exploit trusted brand relationships to deceive consumers. By sharing detection techniques and verification methods, we aim to raise awareness that extends beyond our own customer base.' Aramex emphasizes three critical safety measures for customers to stay safe: Verify: Always verify that communications come from official Aramex channels before taking any action. Check sender details, official website links, and contact information against verified company sources. Payment Security: Never pay for services through links received via unverified SMS or WhatsApp messages. Ideally, always use the official Aramex mobile application for secure transactions and emails must originate from @ Stay vigilant: Apply the same verification standards to social media competitions and promotions. Legitimate campaigns will always be verifiable through official Aramex social channels. Since the video aired, there has been a 28% surge in downloads of the official Aramex mobile application, which provides the most secure method for tracking shipments, making payments, and accessing customer services. The AI-generated awareness video is now available across Aramex's official social media channels and will be supported by a comprehensive digital marketing campaign throughout 2025. Watch the campaign video on: About Aramex: Founded in 1982, Aramex has emerged as a global leader in logistics and transportation, renowned for its innovative services tailored to businesses and consumers. As a listed company on the Dubai Financial Market (since 2005) and headquartered in the UAE, our strategic location facilitates extensive customer reach worldwide, bridging the gap between East and West. With operations in 600+ cities across 70 countries, Aramex employs over 16,000 professionals. Our success is attributed to four distinct business products that provide scalable, diversified, and end-to- end services for customers. These products are: International Express, encompassing Aramex's Parcel Forwarding Business (Shop & Ship and MyUS). Domestic Express Freight Forwarding Logistics & Supply Chain Solutions Sustainability is at the core of our vision and mission. To build a truly sustainable business, we leverage our core competencies to make a positive impact as responsible members of the communities we serve. Through partnerships with local and international organizations, we strive to expand our reach and benefit more individuals through targeted programs and initiatives, ensuring long-term positive change and community development. As part of our commitment to a sustainable future, we are dedicated to achieving Net-Zero emissions by 2050, aligning our efforts with global climate goals and integrating sustainable practices across our operations. For more information, please visit us: Contact Information: For Aramex: Mike Rich Group CMO mikeri@ Gambit Communications Showkat Rather Senior Account Manager-Sustainability & ESG showkat@ [1]
Channel Post MEA
03-06-2025
- Business
- Channel Post MEA
Help AG Deepens Partnership With F5
Help AG, the cybersecurity arm of e& enterprise, has inked a strategic partnership agreement to be the first Managed Services Provider (MSP) partner for F5 in the Middle East region. Building on a long-standing partnership with F5, Help AG has launched its next-generation Managed App and API Protection Service based on the F5 Distributed Cloud Platform. This is an always-on, cloud-delivered managed service for the AI era, designed to secure modern digital infrastructure across public, private, edge, and hybrid cloud environments. Today's threat landscape is more complex, with malicious actors being able to access a broader attack surface as enterprises rapidly shift towards API-driven architectures, edge computing, and cloud-native applications. From automated bot attacks and API abuse to sophisticated Distributed Denial of Service (DDoS) attempts, the pressure on security teams has never been greater. The problem is exacerbated by the fact that many enterprises lack the knowledge and tools to protect themselves against these types of attacks Help AG's Managed App and Application Protection service directly addresses these evolving challenges by providing multi-layered protection as a managed, Software-as-a-Service (SaaS) offering. Backed by F5's globally recognised F5 Distributed Cloud Services and operated 24×7 by Help AG's expert SOC team, the new service enables clients to simplify operations, ensure compliance, and respond to threats in real time. Leveraging Help AG's local expertise and managed service leadership, businesses can now deploy resilient, compliant, and cost-efficient application protection. Stephan Berner, Chief Executive Officer of Help AG, said: 'This is a strategic leap forward for enterprise security. Our collaboration with F5 reflects our shared vision of securing every application, API, and digital interaction, at scale. With this new service, we are providing regional organisations with enterprise-grade security that is proactive, cost-effective, and built for the cloud-first era.' The solution provides unified protection that includes Web Application Firewall (WAF), advanced bot mitigation, API discovery and security, plus DDoS defence; all accessible through a centralised SaaS-based management console that ensures full visibility and control. Clients benefit from flexible deployment models across regional and customer edge locations, hybrid setups, and full support and continuous tuning by Help AG's expert teams. Mustapha Hlil, Director of Channel Sales for the Middle East, Türkiye and Africa at F5, commented: 'As cyber threats become more sophisticated and widespread, the need for always-on, adaptable security has become mission-critical. Help AG's security expertise, managed services leadership and state-of-the-art SOC with 24×7 support – combined with the F5 Distributed Cloud platform – provides a powerful solution for customers navigating complex digital transformation journeys. It will also significantly help enterprises lacking the expertise to deploy and manage security solutions.' The launch marks a new chapter in the Help AG and F5 partnership, further strengthening their joint commitment to securing the region's digital future and helping organisations build trust in every digital interaction. 0 0
TECHx
13-05-2025
- Business
- TECHx
Microsoft Spotlights Agentic AI at GISEC Global 2025
Home » GISEC » GISEC 2025 » Microsoft Spotlights Agentic AI at GISEC Global 2025 At GISEC Global 2025, Microsoft showcased its latest advancements in cybersecurity, focusing on Agentic AI, autonomous, AI-powered agents designed to defend against evolving cyber threats. The event, known as the Middle East and Africa's largest cybersecurity gathering, was the platform for Microsoft to demonstrate how Agentic AI is transforming threat response. These intelligent agents detect, triage, and respond to threats faster than traditional systems. As AI becomes a tool for cybercriminals to scale deception and accelerate attacks, Microsoft introduced the next evolution: Microsoft Security Copilot Agents. These agents operate autonomously within defined safety parameters. They help security teams by: Prioritizing risks and surfacing critical insights Reducing alert fatigue by automating routine analysis These agents adapt continuously to changing threat landscapes, increasing operational resilience. In a notable industry first, Microsoft partner Help AG demonstrated a Phishing Triage Agent, capable of managing phishing alerts and cyberattacks, allowing human teams to focus on more complex threats. Naim Yazbeck, General Manager of Microsoft UAE, said: 'Generative AI is reshaping cybersecurity. While it creates new risks, it also offers tools for better defense. Microsoft is embedding AI into all layers of our cybersecurity platforms to provide real-time intelligence and autonomous responses.' He added that Microsoft's vision aligns with the UAE's national goals for a secure and resilient digital economy. The company remains committed to helping organizations enhance cyber resilience and innovate securely. Visitors at Microsoft's Hub in Hall 6 experienced its full security strategy and Generative AI capabilities. A highlight was Microsoft Security Copilot, an AI-powered assistant that supports investigations, improves threat detection, and provides actionable insights. This tool integrates with Microsoft Defender, Sentinel, and Intune, creating a unified defense ecosystem. According to Tariq Halawani, Executive Director of Enterprise Solutions at Microsoft UAE, these tools are reshaping security operations through automation and improved efficiency. Microsoft also shared insights from its Cyber Signals report: 'AI-powered deception: Emerging fraud threats and countermeasures.' The report outlined how cybercriminals use AI to scale scams with fake images, cloned voices, and fraudulent websites. Microsoft's defense systems, which analyze trillions of signals daily, have: Blocked $4 billion in fraud attempts Rejected over 49,000 fraudulent partnership applications in one year The company is also working with law enforcement and industry partners to share threat intelligence and tackle AI misuse. The Microsoft Hub featured interactive areas for Microsoft Entra Suite, Microsoft Purview, and Microsoft Threat Protection. It also included a Networking Area, F&B zone, entertainment arena, and activation stage. Twelve Microsoft technology partners participated, including: Cloud4C CPX Diyar Insight TrustWave Rubrik Wizard Group GISEC Global 2025, under the theme 'Securing an AI-Powered Future,' hosted over 750 cybersecurity brands and more than 25,000 infosec professionals from 160+ countries. Microsoft's participation reinforced its commitment to helping organizations use secure AI technologies to meet modern cybersecurity challenges.
