ATRC and Edelman: Flying Falcon in the Race for AI Supremacy

Edelman Middle East

On May 13, 2024, Abu Dhabi’s Advanced Technology Research Council (ATRC) launched Falcon 2 11B, an AI large language model. This launch was a significant milestone for UAE’s AI ambitions, as Falcon 2 11B was independently verified to outperform Meta’s Llama 3 8B and rival Google’s Gemma LLM. The strategic launch was timed to precede announcements from tech giants like OpenAI and Google. It involved pre-briefing top-tier international media and securing high-profile interviews. The campaign resulted in widespread global coverage, reaching 122 countries in 20 languages and generating 2,074 media hits across 1,016 unique outlets. With 347.2 million potential impressions and 208.3K total engagements, the launch reinforced the UAE’s position as a formidable global player in AI innovation. This David-versus-Goliath narrative effectively showcased Abu Dhabi’s capacity to compete with Silicon Valley in AI development.