Fares Akkad, Meta’s Regional Director for the Middle East and Africa, talks to Esquire about how AI and wearables are shaping the future of lifestyle
ESQUIRE: How is AI reshaping technology, identity, and connection today?
Fares Akkad: AI is becoming integral to how we express ourselves, create, and connect. It acts as a creative assistant, amplifying human ingenuity rather than replacing it. People can explore ideas, share stories, and find communities aligned with their interests. In the Middle East and Africa, AI helps users celebrate culture and individuality in ways that were impossible a few years ago. Tools like Meta AI enable everyone, from creators to everyday users, to generate content, find inspiration, or settle debates in group chats. The result is a more connected digital world where identity is co-created and shared. Used responsibly, AI can enhance creativity, foster connection, and unlock new experiences that enrich lives.
ESQUIRE: How is Meta using AI and technology to make life easier and more meaningful?
Fares Akkad: Meta leverages AI across Facebook, Instagram, WhatsApp, and Messenger to help users learn, communicate, create, and scale creativity. Meta AI is embedded in search bars and conversations, providing guidance, inspiration, or planning assistance. Features like ‘Imagine’ generate and animate images from text prompts, aiding content creation, scriptwriting, and brainstorming.
Beyond apps, wearables like Ray-Ban Meta glasses, available in the UAE, offer hands-free experiences for capturing moments, accessing information, and staying connected. For Blind and Low-Vision users, features like “Be My Eyes” provide real-time guidance for daily tasks. Organizations such as VA Blind Rehabilitation Centres are already using these glasses to support autonomy and confidence.
ESQUIRE: Advice for those overwhelmed by AI and innovation?
Fares Akkad: Feeling overwhelmed is natural. Start with what’s useful to you; AI doesn’t need to be mastered overnight. Treat it as a supportive tool for drafting messages, exploring ideas, organizing your day, or learning. Over time, its value becomes intuitive. Technology works best when it strengthens relationships and frees time for creativity and personal growth. Start small, stay curious, and learn gradually.
ESQUIRE: The future of wearables and related privacy challenges?
Fares Akkad: Ray-Ban Meta glasses are part of our vision for integrated, everyday wearables. Gen 2 Ray-Ban Meta and Oakley Meta HSTN glasses offer enhanced cameras, audio, video, and Meta AI assistance. The Meta Neural Band translates subtle muscle signals into commands, enabling seamless interactions.
We are aware of regulatory and privacy concerns and build privacy into products from the ground up, with features like LED indicators and hard power switches to disable cameras and microphones. We collaborate with experts, academics, and privacy advocates to ensure responsible development.
ESQUIRE: How is lifestyle changing as technology embeds itself in daily routines in MENA?
Fares Akkad: Lifestyle today is embodied in technology. Devices are not just tools—they are extensions of style and self-expression. Ray-Ban Meta glasses, for instance, function as cameras, creative tools, and AI assistants. Brands leverage AI for personalized experiences, such as virtual try-ons for clothing or accessories. In the Middle East, young, culturally expressive users integrate tech into identity, whether sharing street style in Jeddah, tracking fitness progress in Cairo, or collaborating digitally in Dubai. “Lifestyle tech” extends expression rather than replacing it, becoming central to daily life.
ESQUIRE: What does the future of lifestyle tech look like?
Fares Akkad: Lifestyle tech will integrate AI and immersive experiences seamlessly into daily life. Wearables and AI assistants will make routines easier, more intuitive, and personalized. These tools will blend physical and digital interaction, allowing people to capture moments, express individuality, and connect meaningfully with others.
ESQUIRE: Key Meta innovations impacting communication and content creation?
Fares Akkad: VR headsets will immerse users in interactive worlds, while AI-powered glasses provide real-world “superpowers,” offering information while remaining present. Meta AI acts as a creative co-pilot across apps, enabling intuitive interactions and content creation. These innovations aim to make communication and collaboration more immersive and immediate.
ESQUIRE: How should creators and brands stay relevant on Instagram?
Fares Akkad: Instagram’s algorithm differs across Feed, Reels, and Explore. Key signals for relevance are watch time, likes, and shares. To improve reach, avoid watermarks, use audio, keep videos under three minutes, post original content, and maintain a healthy Account Status. Most importantly, focus on authenticity, genuine connection with audiences drives growth.
ESQUIRE: Meta’s strategic focus in MENA for 2026?
Fares Akkad: We aim to combine innovation, accessibility, and meaningful impact. WhatsApp will continue leading in privacy while adding features for business growth, engagement, and communication. Meta AI will become a familiar companion across apps and devices, supporting creativity, learning, and connection. We also focus on wearables and immersive experiences, making VR and mixed reality practical and integrated into daily life across the Middle East.
