KARACHI: Artificial intelligence (AI) must be built on local data and real-world context to deliver meaningful results in emerging markets, Chief Executive Officer of JazzWorld Aamir Ibrahim, said at the Mobile World Congress Barcelona 2026.
Speaking during the session ‘The Voice of the Global South: Redefining Global Governance’, Ibrahim warned that AI systems designed for different social and economic environments may fail when applied in developing economies. Markets across the Global South often operate with informal economies, shared digital devices and unique online behaviour. Without adapting technologies to these realities, he said, AI systems risk widening existing digital and economic gaps rather than solving them.
“Governance without representation leads to systems without relevance,” Ibrahim said, stressing that global technology governance must evolve with the geography of digital growth. As billions of new users connect to the internet across developing regions, policy frameworks should reflect their experiences and needs. “If digital growth is happening in the Global South, governance must reflect its realities,” he added.
The session was moderated by Tatiana Caldas-Lottiger, chief executive officer and founder of International WoMenX in Business for Ethical AI. Other speakers included Vice President and Chief Security Adviser at BlackBerry Christine Gadsby; Chief Executive Officer and founder of Amini Kate Kallot; and Secretary of State for Digital Economy at Portugal’s Ministry of Digital Economy Pedro Lopes.
Ibrahim also highlighted the growing role of telecom operators in the artificial intelligence ecosystem. AI is already transforming telecom operations through applications such as radio network optimisation and AI-driven service management, improving network efficiency and customer experience across large subscriber bases.
Beyond operational improvements, telecom companies also hold a strategic position in national digital infrastructure. Mobile networks remain the main gateway to the internet for billions of people, placing telecom operators at the centre of data flows and regulatory oversight. This, Ibrahim said, gives them both the responsibility and opportunity to work with regulators to develop responsible frameworks for emerging technologies.
Pakistan illustrates the broader transformation underway in emerging markets. Nearly two-thirds of the country’s population is under 30 and it has more than 150 million mobile broadband users. Despite rapid connectivity growth, much of the economy still operates informally.
In such environments, Ibrahim said, AI models trained on standardised global datasets often fail to capture local behavioural patterns. Without locally relevant datasets and interoperable systems, digital services may remain fragmented and disconnected from everyday economic activity.
In another session titled ‘Blink and You’ll Miss It: The Power of Micro-Moments’, Ibrahim discussed how small digital interactions shape trust and adoption in emerging markets. Activities such as sending money, accessing healthcare or streaming content represent real economic transactions rather than simple digital signals.
“When responsibly harnessed through AI and supported by next-generation connectivity, these micro-moments can help platforms anticipate user needs while maintaining trust,” he said.He concluded that technological progress must remain inclusive, ensuring that AI expands opportunity rather than concentrating its benefits in a few markets or segments of society.
