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Emirates Just Unveiled The World’s First Robot Check-In Assistant
The airline’s Dubai check-in center lets travelers drop their luggage 24 hours and up to 4 hours before a flight.
The Dubai-based airline, Emirates, has launched a new check-in facility at the ICD Brookfield Place in the Dubai International Financial Centre featuring the world’s first robot check-in assistant.
The robot, named Sara, can assist customers with a wide range of services, including bookings, check-ins, and luggage drop-offs between 08:00 and 10:00 daily.
After unveiling the new service, Adel Al Redha, COO of Emirates, noted, “It is a state-of-the-art facility, and it is the next level of privilege that we can offer our customers. People can avoid busy periods at the airport and minimize queuing”.
The robot check-in service went operational on Thursday, April 27, and allows customers to drop off luggage as soon as 24 hours and up to 4 hours before a flight, allowing a leisurely and stress-free airport experience.
Emirates flyers can also use the check-in service for expert advice and offers on popular destinations, as well as to manage bookings, purchase upgrades, and choose their preferred seats.
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The robot check-in service premiered at Emirates HQ earlier this year and can scan passengers’ faces and match them to travel documents. With more time on their hands after using the new automated system, Emirates customers will also be able to enjoy discounted services at a range of Brookfield Place facilities, including restaurants, gyms, and high-end stores.
When it’s time to fly, Emirates passengers can travel directly to the airport via taxi or a dedicated Emirates chauffeur service. In addition, the Financial Centre Metro Station connecting Airport Terminal 3 Metro Station is a short 10-minute walk from the ICD.
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Influencer Growth Fuels Saudi Creator Economy Surge
The Kingdom’s creator economy grew over 32% in Q1 2025, fueled by TikTok, UGC, and cost-per-action (CPA) influencer models.
Saudi Arabia’s creator economy saw a significant 32.37% growth in the first quarter of 2025, driven by an uptick in influencer marketing, content-driven e-commerce, and the increasing influence of user-generated content (UGC). These insights come from a recent study by Admitad and the Stllr Network.
Much of this momentum is coming from video-based platforms, where brands are leaning on creators who feel more relatable than polished ad campaigns. The trend shows a clear preference for authenticity, as audiences gravitate toward content that feels real and personal.
Mohannad Alzahrani, Co-founder and VP KSA of Stllr Network, highlighted the shift: “The rise of user-generated content (UGC) is changing the way brands engage with consumers. Audiences trust real creators more than traditional advertising, making UGC a key driver of authenticity and sales”.
TikTok remains the dominant platform in this space, reportedly reaching 88% of the Saudi population. It also showed the sharpest rise in influencer-led transactions. Other platforms followed with solid, if less dramatic, growth: X was up 17%, Instagram increased by 12%, and Telegram by 10%.
In terms of content niches, beauty led the pack with a 56% growth rate, followed by lifestyle at 45.8% and fashion at 18.2%. Tech content also showed healthy traction at 10.6%, while entertainment, food, fitness, parenting, and gaming posted smaller — but still positive — gains.
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The report analyzed more than 300,000 influencer-driven purchases. These efforts translated into a 15% year-on-year jump in Gross Merchandise Value (GMV) and a 5% increase in the number of orders in 2024. Influencers themselves are seeing the benefit, with average order values hitting $54 and creator earnings rising by 14%.
A noticeable trend is the move away from fixed-rate deals. More influencers in Saudi Arabia are embracing hybrid compensation models — especially cost-per-action (CPA) setups that tie their earnings directly to performance.
As Anna Gidirim, CEO of Admitad, explains, “The CPA model brings much-needed transparency to influencer marketing. Brands only pay for actual results, and influencers benefit by securing long-term partnerships while offering their audiences exclusive promo codes and special discounts”.
However, the ecosystem still shows a gender imbalance. The data indicates that 63% of creators in Saudi Arabia are men, while women account for just 37%.
Influencer Growth Fuels Saudi Creator Economy Surge
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