Yango Group, a leading tech company specializing in turning global innovations into everyday solutions, has announced the launch and immediate availability of the Yasmina Midi and Yasmina Mini smart speakers. These new speakers come equipped with a bilingual AI assistant designed specifically for the Middle East. Now available for purchase across the UAE, the Yasmina speakers offer a distinctive experience, featuring an assistant capable of engaging in lively and natural conversations in both Khaleeji Arabic and English, making interactions feel remarkably human.
In an exclusive interview with Tahawultech, Rami Abu Arja, Senior Innovation Marketing Manager at Yasmina, Yango Middle East, discusses with Anita Joseph how this game-changing invention is all set to redefine modern-day communication.
Can you elaborate on the specific AI innovations that power The Yasmina Midi and Yasmina Mini?
With Yasmina, our mission was to create an AI assistant that would accurately reflect and address the unique cultural nuances of the Middle East.
Yasmina’s human-like conversational skills are based on a proprietary large language model (LLM) using a refined dataset of Arabic web pages. It is further fine-tuned over an extended period of time in collaboration with a diverse group of Arabic-speaking experts selected for their varied dialects, pronunciation, and vocabulary.
A great number of people from various locations, such as Riyadh, Jeddah, Dammam, and more, took part in enhancing Yasmina’s speech recognition. These diverse voices, spanning different ages and genders, trained Yasmina to adapt to local preferences, grasp the subtleties of language, and deliver authentic and contextually appropriate interactions.
In what ways does Yasmina differentiate itself from other AI companions on the market, particularly in addressing the cultural and social nuances of Middle Eastern users?
Yasmina is different in several ways when it comes to addressing the cultural and social nuances of Middle Eastern users.
Regional focus: Yasmina understands major Arabic dialects and caters to both Arabic speakers and those interested in learning about the Arab world. It can recite surahs from the Holy Quran or tell you the date and time according to the Hijri calendar.
Specialised knowledge: Yasmina’s proprietary large language model (LLM) and voice recognition technology have been specifically trained on local data, providing it with a more comprehensive understanding of regional culture and preferences.
Human-like companion: The AI assistant has a unique ability to engage in authentic, consistent, and enjoyable conversations. Users can have a friendly chat with the assistant and even ask Yasmina to tell a joke.
Cultural sensitivity: Yasmina has been designed to recognise and respond to local customs and sensitivities, such as avoiding certain topics or providing appropriate answers that align with local values.
Bilingual support: Yasmina supports both English and Khaleeji Arabic, allowing users to easily switch between languages for a more personalised and convenient experience.
Where can we find the newly launched Yasmina speakers?
Yasmina Midi and Yasmina Mini are now available for purchase through various retail and online outlets across the UAE, including Virgin Megastore, Jumbo Electronics, Sharaf DG, and at noon.com. Yasmina Midi is priced at AED 449, while Yasmina Mini is available for AED 279.
To fully enjoy everything the Yasmina speakers have to offer, including music streaming and recommendations, users need to activate a subscription to Yango Play.
You’ve shared findings about the Yasmina survey of local user preferences and expectations from smart assistants. Please tell us why it is important for Yango to create products tailored to its consumers. How does this align with the company’s broader strategy in the region?
Our mission at Yango Group is to create tailored solutions for local communities built on global technologies — a bright example of that is the creation of an AI assistant that merges intelligence with cultural awareness, making it relevant and localised.
From day one, we were very clear about and committed to developing Yasmina as a human-like AI assistant uniquely designed for the Middle East. We believe that AI assistants are more than just general technology — they should be an accurate representation of the local community, as the product is centred around conversations and user engagement. Keeping that in mind, we could not merely adapt an existing international model by adding another language to it.
The results of the market survey that we commissioned earlier this year revealed that 92% of respondents in the UAE expressed a preference for a smart or AI assistant made specifically for the Middle East. Anticipating this demand, we equipped Yasmina with several features to cater to the needs of local communities. The AI assistant can recite surahs from the Holy Quran, play Adhans, and tell you the date according to the Hijri calendar, among other things. The smart speakers will broaden access to Yasmina and enable a wider audience to use it for entertainment, accessing information, and staying connected to their culture.
Looking ahead, how do you see Yasmina evolving and to further enhance the lives of the users, and what role do you envision them playing in the future of AI technology within the Middle East?
Yasmina embodies the future of hyperlocal AI, where innovation directly addresses the unique needs of our users. It’s an example of how large language models can be used to create not just intelligent, but truly personalised experiences.
Our journey so far has highlighted the importance of user feedback in shaping the future of product development. We want users to be active participants and empower them to shape the technology they use every day. That’s why, following the launch of the product, we established a beta testing community, which allowed us to engage directly with users, gather valuable feedback, and make sure that Yasmina continues to meet the unique needs of the region.
Launching Yasmina has shown us that users love interacting with a human-like AI assistant capable of having meaningful conversations, asking questions, and responding with humour. This user experience is something we will continue to develop and refine, so that Yasmina could become an integral part of daily life for people in the GCC.
We believe our approach with Yasmina will inspire other innovators in the region. We’re eager to foster an environment where technology evolves alongside the community it serves. By embracing the specific cultural and practical needs of the people in the Middle East, we aim to create a future where AI is a trusted, integral part of everyday life.
What is your long term strategy for the UAE and the region? As a leader in AI innovation, how do you see the future of smart assistants evolving, and what role will products like Yasmina speakers play in shaping this landscape?
We are committed to creating and innovating solutions that not only advance technology but also enrich the lives of those within the community. Our goal is to contribute meaningfully to UAE society by understanding and addressing local needs, fostering growth, and building a future where technology and human experience are seamlessly intertwined.
Looking ahead, we believe that the AI assistant landscape will evolve considerably in the future. The UAE population is tech-savvy and accustomed to a high quality of life, expecting more than just basic functionality. AI assistants must therefore rapidly evolve from simple tools to trusted companions, seamlessly enhancing and integrating into daily life.
Achieving this requires a major focus on developing AI products that resonate with local culture and needs. We can only create truly meaningful user experiences by understanding and responding to these regional nuances.
