It’s funny how certain corporate backtracks on Diversity, Equity, and Inclusion (DEI) can feel so personal—especially for Black people. Take Target, for instance. When it first expanded its offerings to include more Black haircare products, festive Black Santa outfits, and other items reflecting aspects of our culture, I remember feeling an odd little jolt of pride. Before that, finding quality hair products for myself or my kids usually meant a trip to the local beauty supply store. Target making shelf space for Black-owned or Black-centered products felt like our subculture had finally gone mainstream.

But now, with several U.S. companies scaling back DEI programs—some out of choice, others bowing to political or economic pressures—people are mulling over how to respond. Some are even looking overseas. A Black woman I know recently announced she was done with the United States and actually left. So that got me thinking: if we move abroad, will we find the diversity, equity, and inclusion that feels so shaky here?

Let’s get one thing straight: every country on this planet grapples with its own blend of racism, classism, prejudice, and discrimination. The events of 2020 may have amplified tensions in the United States, but other nations are not immune. Humans, in our infinite creativity, have always figured out new ways to exclude “the other.” How each place reckons (or refuses to reckon) with inclusion is complicated, shaped by unique histories, cultural values, and societal norms.

The Blue Passport Privilege

The first time I went to Turkey, I taught English in massive Istanbul. Among my students was a young Kurdish man who had recently returned from mandatory military service. The Turkish military at the time viewed certain Kurdish groups in the south as a primary threat, and here he was—Kurdish, conflicted, and wrestling with the trauma of being deployed against his own community.

Our English conversations morphed into impromptu therapy sessions. He told me about the discrimination he faced in his home country simply because of his Kurdish identity—jobs he couldn’t get, the invisible ceiling on his ambitions. It was all so heavy for him.

Meanwhile, my experience as a Black American in Turkey was totally different. Yes, I sometimes got unwanted attention—people asking for photos, touching my hair—but overall, the local community was welcoming.

A few African friends I met in Turkey shared stories of more direct—and far harsher—discrimination. My “Blue Passport Privilege” shielded me, at least partially, from the challenges they faced.

In many places I’ve traveled—Italy, other parts of Europe—the same pattern holds. Being Black doesn’t automatically trigger one uniform experience. People interpret your nationality, your accent, and your perceived social status in all kinds of ways. That nuance means you might face discrimination based on race in one context, yet receive preferential treatment based on being American in another.

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National Identity Strength and Why It’s Hard to Integrate

So, how hard is it really to feel included overseas? Recently, I’ve tried to measure this through something I call “national identity strength”—basically, how intensely a country’s population holds onto traditional, sometimes exclusionary, ideas of who “belongs.”

• Very Strong National Identity: There’s a deep insider-versus-outsider mindset, and local traditions are nonnegotiable. The expectation might be: “You’re in our country, so follow all our customs exactly as we do—or else.”

• More Global Identity: Cultures here might be open to blending traditions and adopting outside influences. Sure, biases can still exist, but they might be subtler, hiding under the polite surface.

In nations with a more rigid sense of “who we are,” you’re more likely to run up against barriers in the job market or social spheres—particularly if you’re an immigrant, a person of color, or you don’t speak the local language fluently. Contacts who’ve worked or studied in Germany, Austria, and Switzerland talk about how bureaucracy and cultural formalities can be daunting, even if they appreciate the high quality of life there. One contact noted how even at the bars, many Austrians wore leather pants and paid tops like uniforms marking their national identity, a practice she found bizarre.

But Europe isn’t one simple monolith. Nationalism can be strong in certain pockets, and even neighboring countries or cities have different attitudes on integration. And because Europe is relatively small but extremely diverse, you can see stark contrasts in a quick, three-hour drive across a border. In some settings, assimilation is expected—people expect you to become “one of them” and don’t always see a need to adapt or accommodate.

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DEI vs. “Acculturation”: A Different Lens Abroad

Where Americans often use DEI language, many other places focus on what could be called “acculturation” or integration. Rather than actively highlighting and celebrating differences—whether around race, gender, religion, or language—some cultures see it as the outsider’s duty to fold themselves into the existing social and professional fabric.

My Greek contact who has lived in Switzerland for years has struggled to find steady work despite her qualifications. The Swiss job market can be notoriously competitive, and she’s realized that feeling truly “included” often means mastering local languages and customs in ways that go far beyond standard HR trainings. On the flip side, younger Europeans in certain global cities—think Berlin or Barcelona—might be more open and fluent in cross-cultural exchange. It’s not a one-size-fits-all scenario.

But there are many countries working hard to address diversity, equity and inclusion within their borders. Colombia got its first Black woman vice president in 2022. Spain, a country that only recently experienced a large influx of immigrants, is slowly diversifying its Congress with representatives like Rita Bosaho, the first Black female member of the Spanish Parliament. But it’s still rare, and some would argue that official “DEI” frameworks in many parts of the world are significantly behind the U.S. in many respects, partly because the concept of celebrating difference isn’t as widespread.

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So…Should You Move?

Ultimately, no matter where you choose to live, discrimination is layered, complicated, and follows you in different forms. Every country is on its own journey toward reckoning with inequities—some are just more vocal or systematic about it than others.

And make no mistake: the United States, despite its internal battles and political drama, is also still on that journey. We may be watching companies move away from the words “diversity, equity, and inclusion,” but that’s not the end of any story. Market forces and global realities will continue to nudge companies—whether they like it or not—to adapt, hire from diverse talent pools, and tap into different cultural markets. Whether we call it DEI, “cultural intelligence,” “multicultural competence,” or simply “good business,” these needs aren’t going away.

But if you’ve got a personal calling for adventure or a more hospitable climate, this may be a great chance to explore. But you won’t be escaping discrimination as a concept. You’ll just be changing its shape, language, or cultural rules.

I’m still shopping at Target for my Black hair products, and for now, they’re still on the shelf. As long as those profits roll in, I’m guessing they’ll stay.

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Apart from tapas, Barcelona has apparently given the world another export: Aitana Lopez, an AI influencing fitness guru. Think impossibly smooth skin, perfectly flowy pink hair, and proportions that make Disney princesses look downright average. I remember staring at her photo, mesmerized, reminded of the stomach pouch I carry after giving birth to two children. At first, I assumed these were your standard “overly filtered” social media personalities—just more curated than usual. But as I kept scrolling, I realized there was no human underneath the face-tuning apps. These influencers weren’t real people at all.

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That realization left me half-fascinated, half-freaked out. I’d been one of those folks who constantly rolled my eyes at influencers for being “fake.” Now, here I was, gawking at every pixel of something literally not human—yet with hundreds of thousands (sometimes millions) of followers. After all the flak we give human influencers for lacking authenticity, how on earth did a completely fabricated personality rise to stardom? Does our need for a flawless idol trump the requirement that it be a breathing person? I wanted answers, and I found them in a chat with a digital anthropologist who pointed out, in the most Canadian-and-British-friendly way, that this phenomenon is just a high-tech spin on something ancient.

AI influencers are surging across social platforms, offering a brand-safe, always-on persona that never sleeps or scandalizes. It seems contradictory, but according to experts, resonates with a historical human tendency to create icons—totems—that embody shared values. What we’re witnessing is the collision of that ancient behavior with cutting-edge tech, opening up a new sphere for brands, marketers, and communities worldwide.

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An Evolution in Human Idol Worship

Just regular humans Giles Crouch and I having a conversation on AI influencers and totemism for JAMCQ. I have about 3k followers on X, Giles has about 4.5K on LinkedIn, so AI has us both beat.

It’s not like worshipping celebrities is new. We’ve been doing this for thousands of years—building statues, wearing masks, creating figures to rally around or pray to when life got unpredictable. Giles put a name to it: totemism, this old-as-dirt practice of giving an object or idea (like a carved figure or a killer pop album) enough power that entire communities unite around it. If you’ve ever yelled “Slay!” at a Beyoncé concert, you’ve already joined that club. I’m a card-carrying member of the BeyHive myself, so I totally get the urge to gather en masse around a single iconic figure. When it works, it feels like belonging, but it also feels a little primal—like you’d do out-of-character things in the hive.

Now, imagine transferring that same raw devotion to a digital entity that can’t ever slip up or randomly decide it wants to grow old and retire. AI influencers basically take this centuries-old totem thing and supercharge it. They talk back to us, post flawless content 24/7, and never reveal any awkward details about their personal lives—because they don’t have one.

“Totemism on Instagram is aesthetic, so design means a lot,” explains Giles, noting how the idols are created in each platform. “In TikTok, well, it's more performative totemism. An AI influencer encourages people to sing and dance along, so it's more of an active thing. Twitter or X, that's more what I call conversational totem, totemism. It's more about dialogue. Then there’s YouTube. There it is narrative totemism because they're longer videos. There can be some engagement but not really. It’s the AI influencer creating the narrative, and it's less so about the community.”

Totemism makes total sense: people want icons to believe in, to dress like, to defend in online wars. We used to carve them in stone; now we code them to perfection. And the most mind-blowing part? We’re still showing up with the same fervor, if not more.

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Syphoning Marketing Dollars Off to AI

Reports project the influencer marketing industry to be valued at a whooping $24 billion and growing. When you add AI influencers into the mix, the possibilities seem boundless. So how are brands tapping into this totemism?

“People like to relate to brands, but they don't have relationships with them,” says Giles. But AI influencers are changing that.

They allow brands to embody human-like figures, totems, to build direct bonds with consumers.

“What’s interesting is that it’s not so much the influencer that we’re forming a relationship with—it’s the community we create around that influencer,” Giles Crouch explained.

And for many companies, the holy grail is fostering a sense of community— profitable communities.

Giles points to companies like Puma, a German athletic shoe brand. Puma introduced an AI-created influencer with a specific cultural background—an avatar from Morocco—tailored to resonate with sports fans across African and Middle Eastern markets. Why Morocco? Because Puma saw a significant following in these regions and wanted a “spokesperson” who could speak directly to those cultural values and lifestyle aspirations.

And what ends up happening doesn’t stop at official brand campaigns. Communities form organically around these digital figures. People create fan art, build subreddits, launch hashtags, and even craft virtual “meet-and-greet” sessions. While some brand managers fear AI might depersonalize relationships, early adopters find that the opposite is happening. It’s the fan community where the real brand equity builds, providing a sense of belonging that extends well beyond the product itself.

In practical terms, AI influencers can:

• Post and engage with audiences 24/7, crossing time zones effortlessly.

• Speak multiple languages or vernaculars, broadening brand reach in global markets.

• Provide consistent messaging aligned with brand values.

• Continuously learn from user interactions, refining their approach to generate deeper engagement.

The lure is clear: a flexible, data-driven persona that can be “enhanced” with a few tweaks in programming. That can be a game-changer for companies looking to scale quickly without risking the next big scandal or falling victim to influencer burnout.

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Not All Is Pleasant in Pleasantville.

Beyond the fandom, there are ethical and social concerns, and different cultures are seeing unique challenges. In South Korea’s K-pop scene, fans expect a certain level of innocence and purity. But does an AI influencer take that a step further, reinforcing unrealistic expectations about perfection, body image, or lifestyle? In the West, digital anthropologists worry about manipulated consumerism—an AI figure that entices you to spend more, buy more, or behave in ways you might not otherwise. Meanwhile, data centers powering these AI “personalities” guzzle electricity, leaving questions about sustainability and long-term scalability.

Then there’s the emotional bond. If an AI influencer is perceived as a friend, a role model, or even a romantic figure (because humans have a knack for projection), how do we handle the psychological fallout if it “ghosts” followers or the brand pulls the plug?

“We have to ask ourselves what it means to be human in a phygital world,” Giles said, referencing that blurred line between our physical and digital realities. “If an AI influencer, all of a sudden gets turned off, and people— hundreds, thousands, millions— have formed a relationship with this AI influencer, then it's gone. Do we get depressed? Do we have a funeral? What are the rituals that we place around that?”

We don’t have the guardrails in place to deal with not just a psychological fallout—the risks of suicide, depression, and anxiety. We also don't have the guardrails to deal with cyber crime and how we can be manipulated by these AIs. And that is a real risk for society.

So How Can a Business Use an AI Influencer Effectively?

• Start with an Exit Strategy: If you ever retire the AI persona, think about how fans might react. Giles cautions that if people build emotional attachments, shutting the influencer down cold turkey can leave them feeling abandoned—much like a show abruptly canceled without a finale. That can sour your brand’s reputation, or worse cause psychological damage to people so tread carefully.

• Explore Cultural “Type” First: Giles points out that cultures fall loosely into “type one” (highly individualistic) or “type two” (collectivist). In the West (type one), personal freedoms and liberties come first, so your AI influencer should highlight uniqueness and personal gain. In places like South Korea or many Nordic nations (type two), a “we-first” approach resonates better—emphasizing teamwork, community values, and shared identity.

• Respect Local Norms and Expectations: If you’re launching an AI influencer in a region where fans expect a squeaky-clean public image (like K-pop circles), perhaps understanding and navigating that cultural reality will make it easier for the public to accept and feel safe with your technological human. Conversely, in Western markets, showing a bit of “edginess” might actually drive more engagement, as fans enjoy personalities that stand out.

• Customize Communication Channels: Different areas have preferred platforms—WhatsApp or Twitter in one region, KakaoTalk in South Korea, Telegram in parts of Eastern Europe. Tailor your AI influencer’s main channel to the local audience’s habits, make sure it speaks the local language and strategize your totemic behaviors based on the platform.

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The Analysis 

I’ll admit, by the time I finished my research, I was both intrigued and tempted to delete every social app on my phone. There’s no denying the marketing goldmine these digital darlings seem to represent. But the speed at which this is all going, the threats to jobs, energy and society are just as poignant as the business opportunities. 

Giles pointed out that in the past humans had many decades to adopt and adapt to technology. Today, that’s all out the window. 

But take a moment and digest it all. I had to. Just know that the moment you need to take can also leave you feeling a bit further behind. 

The Cultural Takeaway

You’re more cultured now because you see that AI influencers thrive not just on flashy tech, but on deep-rooted cultural values. In South Korea’s communal context, they satisfy collective ideals. In Western individualistic cultures, they offer curated authenticity without the risk. They’re modern totems, reflecting the timeless human need for shared stories—only now, our icons can text us back. 

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I was pumped. I had just handed off my detailed product requirements to our Chief Technology Officer (CTO) who added his technical specifications, and passed them along to our offshore engineering teams in Brazil and Serbia. The plan seemed brilliant: our Serbian engineers, six hours ahead, would kick off the work while we slept, and by the time our Brazilian team came online—just a couple of hours ahead of us—they’d take over, providing nearly seamless coverage. It sounded perfect... on paper.

But when the updates arrived, my excitement turned to confusion. Features were misplaced, priorities misaligned. It was like ordering a custom birthday cake and getting a loaf of bread with sprinkles. “How did this happen?” I wondered. Thinking this was a one-off, I gave my feedback on changes that needed to be made. When this happened a few more times, frustrated, I rolled up my sleeves, and addressed the engineers directly.

“Here’s what we’re building, and here’s why it matters to our users,” I explained.

Their response surprised me. It was the first time they grasped the bigger picture. They excitedly offered alternative solutions that were not only resource-efficient but also user-focused.

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Startups, driven by cost pressures and a hunger for agility, increasingly rely on offshore talent. But I learned you can’t save money with a global team if you don’t understand how to navigate cultural complexities and bridge gaps in communication. Those essentials can make or break a project. Coding might be universal, but work styles and communication norms are not.

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This reliance on offshore talent has given birth to a new norm, global teams, that have transformed the tech industry.

The rapid growth of platforms like Deel and Oyster, companies that hire and manage global teams, highlights a significant shift toward global team structures. Deel, for instance, achieved a valuation of $12 billion in just three years, underscoring the increasing demand for solutions that facilitate international hiring.

How Understanding Culture Enhances Collaboration

But getting your money’s worth out of a global team can be challenging. In Serbia, engineers worked well with structured, direct guidance but were hesitant to suggest changes without being asked. Meanwhile, in Brazil, collaboration thrived on personal connection and trust. These dynamics required more than just a well-written brief—they needed proactive, tailored communication.

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He was tall, handsome (not that I noticed), naturally charismatic, and opening padel courts in Miami. Padel, a sport I learned about during my time as a diplomat in Madrid, is the latest trend in Spain. It’s inexpensive to play, easy to learn, and seems to be popping up everywhere. After approving his investor visa to set up his padel business in Miami, I later read in The Washington Post that the sport is viewed as an expensive, elite activity in the United States. Smart business move, I thought.

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This is the beauty of investor treaty agreements. If you have a competitive advantage in a product or service, these agreements cut through the red tape and make it easier to profit in new markets. The U.S. has around 80 trade agreements with various countries, allowing goods and investments to flow with fewer barriers. This year, the U.S. added Portugal to that list.

What does this mean for you? As of March 2024, Portugal is now on the E-1 and E-2 visa treaty lists, opening up investment opportunities in sectors like tourism, real estate, and renewable energy. Portugal has long been a favorite tourist destination, but now you can combine a relaxing vacation with business ventures—whether you’re purchasing a vineyard in the Douro Valley or diving into solar energy projects along the sunny coast.

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The Oldest Agreement: The U.S. and the U.K.

While new agreements like Portugal’s are exciting, the U.S. has long-standing trade ties with other nations—none older than its agreement with the United Kingdom, established on July 3, 1815. This treaty laid the foundation for a strong, enduring relationship between the U.S. and British territories in Europe, evolving into one of the most significant diplomatic and economic partnerships in the world.

Over the years, this agreement has brought immense benefits. The U.K. remains one of America’s closest allies and largest trading partners. In 2022, bilateral trade in goods and services between the U.S. and the U.K. was valued at approximately $295 billion, making it the U.S.'s fifth-largest trading partner, behind Canada, Mexico, China, and Japan.

From American businesses expanding into the U.K.’s financial services sector in London to British companies thriving in Silicon Valley’s tech hubs, the U.S.-U.K. treaty has been instrumental in fostering this mutually beneficial relationship.

How Do E-Visa Trade Agreements Help Americans?

Checklist For investor or Startup Visas

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Thinking About Doing Business in the U.S. or Portugal? Taking your business across borders can feel like a big step, whether it’s under the E-Visa program in the U.S. or Portugal’s Startup Visa. To help you get started, we’ve put together a simple checklist as a basic starting point. ✅ Learn what you’ll need to gather. ✅ Organize the basics step by step. ✅ Understand where to begin before diving in. Important Note: We’re not lawyers, so you’ll still want to consult a legal expert for the finer details. If you’re ready to take the first step, download the checklist here. Let’s make this journey a little less overwhelming!

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For multinational companies, these agreements streamline the process of establishing operations abroad. In Portugal, for instance, American companies can more easily set up a branch and transfer executives and specialized employees from the U.S. E-visas reduce regulatory friction, making it easier for these businesses to expand.

Small businesses benefit as well. A family-owned winery from Napa can now set up a sister vineyard in Portugal, or a boutique hotel chain can expand into Lisbon. You can also buy and operate a company there through the treaty. These agreements provide smoother pathways for international entrepreneurship, with protections such as intellectual property rights and transparent legal frameworks, giving smaller players confidence to navigate foreign markets.

These deals don’t just help American companies abroad—they also bring foreign investors into the U.S., like my Miami padel court entrepreneur. These investors inject capital into local economies, create jobs, and introduce new ideas to American shores. It’s a symbiotic relationship where both sides stand to win.

While E-visa agreements open broad opportunities for investment and business expansion, Portugal also offers a specialized initiative for startups. The Startup Visa Program is designed for foreign entrepreneurs with innovative ideas, granting them residency permits to build businesses in collaboration with certified incubators. This program aligns with Portugal’s emphasis on fostering a vibrant startup ecosystem, particularly in technology and renewable energy sectors, providing a structured path for innovators.

Opportunities in Portugal

One of the most striking changes I witnessed during my time in Europe was the explosion of renewable energy projects, particularly driven by energy security concerns stemming from Russia’s actions. After years of dependence on Russian energy, Europe rapidly shifted its strategy following the invasion of Ukraine and subsequent sanctions. Countries like Spain, Portugal, and Germany made bold strides in expanding their renewable energy capacities. Wind and solar farms sprang up across the continent, and I was amazed at how quickly the transition unfolded.

Spain, in particular, has become a leader in renewable energy. During my time living in Madrid, I noticed the modern kitchens—equipped with induction stoves and energy-efficient appliances. It felt like a glimpse into the future.

Portugal, with its abundant sunshine, has made significant advances in solar energy, positioning itself as a hub for renewable energy investments. American investors can now take advantage of this through E-visa agreements, exploring opportunities to invest in wind farms, solar projects, and even green hydrogen initiatives, which are gaining traction across Europe.

There’s also Portugal’s vibrant tourism sector, which accounts for a significant portion of the country’s GDP. Investors could explore real estate ventures in growing tourist destinations like Lisbon, Porto, or the Algarve (there are great hotel opportunities there).

For tech-savvy entrepreneurs, Portugal’s government offers tax incentives and support for startups, particularly in sectors like technology and innovation. These new E-visa opportunities create a clear pathway for Americans looking to tap into Portugal’s dynamic markets.

The Analysis

Trade agreements like the one with Portugal serve as gateways to global expansion. For Americans, they simplify doing business abroad, whether you’re a multinational corporation opening a new office or a small business exploring new markets. Meanwhile, older agreements, like the one with the United Kingdom, continue to highlight the deep connections that facilitate cross-border trade and cooperation.

As an aspiring pescatarian who loves countries where wine is cheaper than water, I may also be plotting a new JAM Hostel on the Portuguese coast.

Now You’re More Cultured Because…

…because you know that padel is the new hip, affordable sport in Europe, while in the U.S., it’s seen as a more posh activity.

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A friend recently reached out in distress. Her uncle, who had been the primary caregiver for their grandfather, wanted to step down. Now the family was left angry, frustrated, and scrambling to find another home and caretaker for their 96-year-old relative. This story is not unique. The United States is inching toward an elderly caregiving crisis. Even Vice President Kamala Harris and President-elect Donald Trump have highlighted this issue on the campaign trail, promising ambitious solutions such as expanding Medicare to include long-term in-home care.

The elderly care crisis isn’t limited to the U.S.; it's a global issue. Countries with aging populations like Japan, Italy, Greece, and Spain have been grappling with the same challenge for years. Their solutions often rely on overseas labor to fill the caregiver gap. As the U.S. faces its own caregiving shortfall, looking at these nations can provide insight into how they’ve navigated similar challenges—and how they might inform America's future.

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The Global Caregiving Crisis

In many developed nations, caregiving has become a serious challenge due to shifting demographics. People are living longer, and birth rates are declining, which means fewer younger people are available to care for an aging population. In Japan, for instance, more than 28% of the population is over 65, making it the world’s oldest society. Europe is facing similar issues, particularly in southern countries like Italy, Greece, and Spain, where the proportion of elderly citizens is steadily increasing.

Caregiving is expensive. In the U.S., nursing homes and home care can cost upwards of $100,000 per year (I couldn’t believe the price either), and that's if you can find the labor. Caregiving requires not only physical labor but also emotional resilience, patience, and often specialized medical knowledge. The problem isn’t just the cost; it's also the availability of skilled workers.

Global Labor Solutions: Japan and Spain’s Approaches

Countries facing this problem have turned to overseas labor as a solution. Japan, for example, has actively recruited caregivers from Southeast Asian nations like the Philippines, Indonesia, and Vietnam. Under Japan’s Economic Partnership Agreements (EPAs), workers from these countries can enter Japan, receive training, and work as caregivers. The country’s elderly care workforce now heavily relies on this overseas talent pipeline.

But this solution has not come without challenges. One of Japan’s biggest hurdles in its caregiving industry is the integration of foreign workers, particularly Filipino migrants. Many of these women entered caregiving to improve their social standing and break free from stereotypes, yet they still face discrimination from Japanese staff and endure social stigma. Language barriers and limited resources make it harder for them to advance in their roles, even though they play a crucial part in addressing Japan’s labor shortage. Educational programs aim to address these language barriers.

Spain has also recruited overseas caregivers, mostly women from Latin America. Countries like Honduras and Guatemala have been consistent sources of labor for Spain’s elderly care sector. Language compatibility and ease of integration into Spanish society make Latin American workers particularly well-suited for these roles. In Spain, this reliance on migrant labor has become crucial as the country’s birth rate remains one of the lowest in Europe.

Are Some Cultures Better at Elder Care?

While this is subjective, many point to cultural values that emphasize family, respect for elders, and a sense of duty toward older generations. In regions like Southeast Asia, Africa, and Latin America, family caregiving is deeply rooted in tradition. This may explain why workers from these areas are often sought after for elder care roles in countries like Japan and Spain. These cultural values foster a strong sense of commitment, patience, and respect in caregiving, making them a natural fit for the demanding emotional labor the role requires.

Additionally, many families prefer female caregivers for elderly relatives. This preference may stem from the nurturing role women traditionally play in many cultures, where caregiving—both within and outside the family—has historically been seen as a woman’s responsibility. Studies suggest that women tend to exhibit higher levels of empathy and emotional intelligence, qualities that are critical for effective elder care.

Labor Cost Considerations

For countries seeking overseas labor, cost is a major factor. Caregiving roles are often low-wage and require long hours, making them less attractive to local workers, especially in wealthier nations. By recruiting workers from countries with lower average incomes, wealthier nations can keep costs down.

In Spain, migrant caregivers are often paid significantly less than domestic workers, but the wages are still higher than what they would earn in their home countries.

Where Should the U.S. Look? An Opportunity

The U.S. already has a history of recruiting overseas labor in agriculture and nursing, and similar frameworks could be developed for caregiving. Countries like the Philippines, which already sends workers for nursing and teaching careers to the U.S., could be potential partners for caregiver recruitment. The U.S. may also look to Latin America, particularly Mexico and Central American countries, where there is already a well-established flow of labor for other industries.

However, potential cultural and language barriers should be considered. Caregiving often requires deep emotional and interpersonal connections, and workers who share linguistic, dietary, and cultural similarities with their clients may provide more effective care.

The Analysis

The elder care crisis in the U.S. presents a potential new market. Where there’s a problem, America often finds a capitalistic solution. By building labor pipelines from overseas and possibly channeling funds from Medicare and Medicaid, there are clear opportunities for public-private partnerships to emerge, filling the caregiving gap and creating sustainable economic opportunities.

Now You’re More Cultured Because…

…you understand that, for some communities, elder care is seen as a duty to older generations, deeply rooted in cultural traditions.

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I almost didn’t publish the Global Women’s Disruptors article today because it seemed counterintuitive to the prevailing narrative, given that Harris lost the election. However, it made me reflect: Women continue to be highly disruptive in a positive sense around the world, and it’s crucial to acknowledge that.

For those feeling disappointed or questioning the future role of women, I hope this morning’s story brings a sense of optimism about what is still—and always will be—possible.

After a panel discussion on voting with influential media and entrepreneurial women in DC, Nida Jamal maneuvered through the crowd, determined to meet the speakers. She unapologetically asked for their LinkedIn or contact information, a move many in the crowd longed to make but were too shy to attempt.

It’s this boldness that allowed Jamal, a woman who wears her colorful hijab loosely, to start a business mining gemstones in the rugged mountain regions of Pakistan.

Doing business in Pakistan isn’t for the faint-hearted. According to the World Bank’s Doing Business index, Pakistan ranks 108th out of 190 countries due to the structural and logistical challenges of entrepreneurship. But Jamal, an expert networker turned philanthropist and businesswoman, has sought to build a sustainable industry in the most rural parts of the country—not for herself, but for the women in the mountains.

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A Creative Business Opportunity With Purpose

Jamal is the wife of a surgeon with the luxury bags to prove it. So for her, the mission isn’t profit so much as it is sustainability: to empower women in Pakistan’s remote mountain regions by giving them a way to sustain themselves through the art of gemstone mining and jewelry-making. 

In the past, many of these women had been part of aid programs that helped them develop their skills in jewelry-making and stone-cutting. But the problem, as Jamal explains, was that the funding was often short-term, and the women were left with no way to continue. 

So, for her, business was a way to give them something with dignity.

“I didn’t go into this thinking I’d be a businesswoman,” she says with a laugh. “I went into the region, saw these women who had all these skills but no resources. I knew I had to help.”

But it’s not all altruism. Jamal gets something deeper than money out of the deal, something at the top of Maslow’s hierarchy of needs. She gets self- actualization, to experience purpose.

“I don’t want to be known as just the surgeon’s wife or the mother of five children,” she explains. “I want to be known for this. I want to leave a legacy, something that I built, that has a lasting impact.”

Laying the Foundation For an Export Business 

Jamal was on vacation with her husband and five children when she first ventured into the mountains of Pakistan.

“I met these women who were making beautiful jewelry. I bought a few pieces, not thinking much of it,” she recalls. “The first time, I was just figuring out what was there—what gemstones, what skills these women had.”

On her next trip, she returned with a mission. The trip was carefully planned, and it wasn’t just about sourcing gemstones. She was building relationships and understanding the environment these women lived and worked in.

To navigate the bureaucratic and tribal complexities of working in Pakistan’s remote mining regions, Jamal knew she had to secure the proper permits and clearances. This wasn’t a straightforward process—she relied on a web of connections, calling on friends of friends and leveraging her personal network to get introduced to the right people.

"I had to meet with the heads of regions, tribal leaders, and even princesses," Jamal explains.

Each introduction was critical in gaining the permissions she needed to enter the mines and establish her business. When meeting these powerful figures, she made sure her pitch was clear: she wasn’t seeking personal gain, but rather to help the women of the region create sustainable livelihoods.

Her mission to empower women, combined with her strong connections, opened doors that would have remained firmly closed in a gem industry riddled with smuggling. By leading with her genuine intent to improve the lives of local women, she was able to navigate spaces that would typically be off-limits to outsiders, especially women.

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Overcoming Cultural Barriers to Get the Job Done

The mines are typically male spaces, and the idea of a woman entering them, let alone leading a business there, is foreign and often met with suspicion. But Jamal says the reality isn’t as the Western media portrays it. Sure, it’s unusual for her to be sitting alone with men in the mountains, but she’s done the work of establishing trust.

Now, she ventures into the mines with the men, feeling safe as she sits, talks, and checks gem sources with them.

But beyond gender, Jamal also faced challenges as an outsider to the local tribal communities. Though she is Pakistani-American, she’s not from their tribe, doesn’t speak their language, and differs in appearance and mannerisms. In tribal cultures, kinship ties and community connections are essential, so being an outsider adds layers of distrust.

Jamal recalls how her presence initially attracted the attention of local intelligence agencies, suspicious of her motives due to the high rates of gemstone smuggling. Yet, through persistence and respect, she has broken down these barriers.

“They said, ‘Look, you're here to help our women,’” Jamal recalls. “You tell us what you need from us. We don’t want your charity, we don’t want your money. All we want is for you to help our women get trained and empowered. And I was like, okay, I can do that.”

Tribal leaders, many of whom have deep mistrust of outsiders, especially Westerners, were reassured by her commitment to empowering the women of their communities rather than exploiting them.

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The Current Business Model and Why It’s Different

Jamal’s business model is both simple and unique. She works directly with local artisans and miners, cutting out the middlemen who often exploit the system and sell the products in the United States.

She’s made a point to know all her team members personally and makes herself accessible through a WhatsApp group where about 150 women from various regions communicate with her and each other.

“I don’t mass-produce anything,” she says, noting she sells out every time she brings her products to the United States. “I might have 300 products, and once they’re gone, they’re gone. People actually wait for us to release more.”

Her model contrasts starkly with the traditional gemstone and jewelry industries, which often rely on mass production and unclear sourcing practices.

“I don’t work with diamonds because I can’t trace them back to their source,” she explains, adding that diamonds are also not available in Pakistan. “Our gemstones are hand-extracted from mines I’ve visited personally. I know the people working there, and I know the conditions.”

While this design limits the scalability of her business, Jamal is fine with that. She has deliberately chosen to keep her production small and exclusive.

“Our pieces are handmade, and it can take months to create them,” she says. “That’s what makes our brand different. People know they’re getting something unique.”

At the end of the day, Jamal believes that running her business this way allows her to create the sustainable change she wants.

"I pay the women four times more than they would get elsewhere," she shares. “One woman told me, ‘I was able to take my son to the hospital because of the opportunity you gave me.’ Another woman said, ‘I can now send my kids to school.’ That’s why I do this.”

The State of ArHaz 10 Months In

Just 10 months into her business, Jamal has already sold out multiple collections.

“Every time I come back to the U.S. with more jewelry, it’s gone before I know it,” she says.

With her Pakistani roots and her surgeon-spouse’s social circle, she is the perfect bridge between product and market.

Her brand, ArHaz, named after her daughter Zahra but spelled backward, is quickly gaining recognition.

“I wanted a name that was meaningful,” she explains. “I did my research, and in pre-Persian, ‘ArHaz’ has roots in creativity and nobility. That felt right.”

Jamal has also recently joined international women empowerment groups through her work and is now a fellow with Vital Voices. Despite early success, she knows there’s more work ahead.

“We’re still small, but we’re growing. My husband says just break even,” she jokes, noting the thousands of dollars in personal capital her family has invested in the venture. “I’m doing it in a way that stays true to our values.”

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What She Still Needs to Make It All Work

To make her business truly sustainable, Jamal needs more than just demand—she needs infrastructure.

Recalling her trips to the mountains, she describes being stuck for eight hours due to a rockslide. Some of the regions she travels to have unstable electricity and almost no cell service.

“Right now, I don’t have a team of 20 people running the business,” she says, thoughts of the pieces she needs to assemble running through her mind. She pauses, then asks if I know a good product photographer. “It’s just me and a few close contacts. I’m working on building out a website, getting my export license, and growing the business.”

One of her long-term goals is to partner with luxury retailers to showcase her higher-end pieces.

“Our quality is on par with international brands,” she says proudly, noting that the same women who cut stones for luxury French brands are cutting hers.

What Jamal has done is almost impossible to replicate, but the lesson is clear: good business can come from doing good, and your network is priceless.

You are now more cultured because you now know opportunities for women in countries like Pakistan are far more complex and nuanced than what traditional Western media often portrays. These stories challenge stereotypes and open new paths for empowerment.

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From studying abroad in Cairo to my work as a U.S. diplomat in Jeddah, something always draws me back to the Middle East. This time, I’m tracking the AI race, and you should be paying attention too. It’s not just about industry—it’s about power and influence.

Last year, the UAE shocked the world with its development of Falcon, the first large-scale state-supported AI model. TIME Magazine named Faisal Al Bannai, Secretary General of the Advanced Technology Research Council in UAE, to its TIME 100 Most Influential People in AI for 2024. However, the Saudis weren’t about to be outdone by their neighbors.

In March, Saudi Arabia announced a $40 billion fund for AI development, underscoring the Gulf’s ambition to become a regional—and potentially global—hub for AI technology. The region’s unprecedented investment in AI positions the Gulf at the forefront of this technological revolution.

However, as experts caution, money alone isn’t enough. Developing a sustainable AI ecosystem requires talent, infrastructure, and an understanding of the geopolitical complexities shaping the region. In my conversation with Dr. Chinasa T. Okolo, an AI researcher at The Brookings Institution, we explored the Gulf’s AI ambitions, their geopolitical implications, and the challenges and opportunities the region faces.

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Power Play in the Gulf

Now, let me lay out some of the political backdrop to all this.

The Gulf is currently in a game of tug-of-war, where power, ego, and survival collide. Saudi Arabia, once the undisputed heavyweight, is now scrambling to maintain its grip on the region. For decades, they dominated as the keepers of Muslim holy sites like Mecca and Medina and through the economic power of oil wealth.

Then there’s Qatar, the small but relentless disruptor. They don’t have Saudi’s landmass or Dubai’s flash, but they’ve got nerve, and they’ve shown they won’t be pushed around. The 2017 blockade was a bold attempt by Saudi Arabia to squash Qatar’s growing influence, but it hasn’t stopped the small nation. 

Now, every move in the region feels like a flex—who can outspend, out-develop, or outshine their neighbors? It’s no longer just about diversifying economies; it’s about being the biggest, the richest, and the most powerful. In the Gulf, where opulence is always on display, this power play isn’t just strategic—it feels personal.

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Why We’re Covering the Gulf

“The Gulf sees AI as a way to diversify and secure its future beyond oil,” Dr. Okolo highlighted during our conversation. “It’s about more than just catching up with Western tech giants. The UAE and Saudi Arabia want to become global AI leaders.”

At JAM CQ, we’re closely following this story because the Gulf isn’t just dipping its toes into AI—it’s diving in headfirst, with major business opportunities on the horizon. Early adopters are already attending trade shows and scouting for opportunities. We hope to help the ambitious leaders eyeing the Gulf’s AI boom move forward with confidence and the right knowledge. We’ll go beyond the usual headlines and numbers, breaking down what’s being discussed in Arabic media and exploring the deeper geopolitical, economic, and cultural forces at play in this high-stakes race. Here are the key areas we’re tracking and why they matter:

Topics We’ll Explore:

AI Governance and Policy
Sam Altman, Open AI CEO once removed, called the UAE a “regulatory sandbox” for AI experimentation. But you need some rules or a game is no fun. Regulation will come and business leaders should be tracking how governance evolves. 

Geopolitical Tensions and Alliances
The Gulf’s AI ambitions don’t exist in a vacuum. Significant geopolitical pressures are at play, especially from the U.S. and China, both vying for influence in the region. We’ll examine how these tensions shape AI development in the Gulf and their impact on global tech alliances. And it's not just China that's interested. The UAE and Norway also signed a collaboration agreement.

Local Talent and the Education Pipeline
While the Gulf is investing heavily in AI, there’s still a challenge in developing local talent.

We’ll explore efforts to build a talent pipeline, including investments in education and partnerships with global universities.

Cultural Impacts and AI Localization
One of the most intriguing aspects of the Gulf’s AI journey is its focus on localizing AI tools. Dr. Okolo emphasized that AI models like Falcon could democratize access to AI across the region. “By developing their own AI models, the Gulf can shape tools that reflect their cultural and economic contexts,” she said. We’ll explore how AI development in the Gulf is shaping—and being shaped by—the region’s unique cultural and political landscape.

Startups and the Innovation Ecosystem
The Gulf’s governments aren’t the only players in the AI game. Startups are emerging as key contributors to the region’s innovation ecosystem. Dr. Okolo highlighted Tunisia’s Instadeep as an example of how startups can thrive in these environments. “Instadeep’s $684 million exit was a major moment for African AI,” she noted, “and the Gulf could see similar success stories as their startup ecosystems mature.” We’ll be tracking the growth of startups in the Gulf and their contributions to the region’s AI economy.

Security and AI Sovereignty
One of the critical issues Dr. Okolo raised was security. “AI development isn’t just about economic power,” she said, “but about securing control over the technology itself.” The Gulf states are keenly aware that relying on foreign AI systems could leave them vulnerable. By developing their own models, like Falcon, the UAE is ensuring its data and critical infrastructure remain under local control.

The Analysis 

The Gulf’s AI race is more than a tech story—it’s a geopolitical power play with deep implications for the region and the world. While the UAE and Saudi Arabia are pouring billions into AI, their success will depend on more than just money. Governance, talent development, and a clear strategy for navigating global geopolitical tensions will be critical.

The world should be preparing for the next wave of technological power players, not assuming that where it started—in the United States—is where it will end.

At JAM CQ, we’re excited to take you behind the headlines and explore the stories that will shape the future of AI in the Gulf. From governance to cultural impacts, we’ll bring you in-depth analysis, insights, and sometimes just a quick news roundup on how the region is navigating this new frontier in technology. Stay tuned as we continue to track the Gulf’s rise as a global AI powerhouse.

You're more cultured now because you know that the Gulf's AI race is about more than tech—it’s a geopolitical battle for dominance between the UAE, Saudi Arabia, and even Qatar.

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• Follow us on Instagram and LinkedIn: Connect with us for regular updates, behind-the-scenes snippets, and all the global savvy you crave.

• Spread the Word.

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Here’s your first AI in the gulf news roundup. As part of monitoring the AI industry developments in the gulf we plan to pull from the most interesting headlines in the region with regular updates. We’ll soon be sharing an article about why we’re specifically focusing on AI the Gulf, so stay tuned for that. For now, here’s what’s been making headlines:

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🇦🇪 UAE

Emirati Workers Say AI Integration is a Challenge
According to a LinkedIn survey, 35% of Emirati employees are struggling with how to work AI into their daily tasks. On top of that, 89% said they need more guidance, and 55% worry they’re falling behind in the job market. (Al-Bayan, October 9)

UAE Teams Up with Norway on AI and Green Tech
Khalifa University in the UAE signed a new partnership with UiT The Arctic University of Norway, focusing on AI, climate change, renewable energy, and the circular economy. The agreement was celebrated with a high-level presence, including the Crown Prince of Abu Dhabi and the Norwegian Prime Minister. (Al-Khaleej, October 7)

Sharjah Hosts International AI Conference
The American University of Sharjah is getting ready to host its first International AI Conference from October 17-18. The focus? AI’s impact on language studies and communication. The university is creating platforms to help both students and staff use AI to their advantage. (Al-Khaleej, October 7)

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🇶🇦 Qatar

Qatar Wants to Lead in AI
Khalifah bin Jasim, Qatar Chamber’s chairman, revealed the country’s ambitious plans to boost AI integration across different services like data processing and market analysis. He made it clear that Qatar aims to be a leader in the global AI scene. (Al-Sharq, October 9)

Qatar to Launch New AI Technology Company
The Qatari Investment Authority has announced a new company focused on digital infrastructure and AI. The company will result from a merger between Qatari Broadband Company and Gulf Bridge International and is set to operate across the region. (Al-Sharq, October 2)

Qatar's AI Investment Skyrockets in 2024
A report shows Qatar’s investments in AI have increased fivefold this year compared to 2023. It’s all part of Qatar’s Vision 2030 initiative, with a big push towards tech innovation both locally and internationally. (Al-Sharq, September 26)

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🇰🇼 Kuwait

AI and Cybersecurity Take Center Stage at GCC Conference
Kuwait’s International American University recently hosted the GCC Conference on AI and Cybersecurity, announcing plans to establish a new department for AI and cyber education. This will benefit both students and the broader Kuwaiti society. (Al-Anba’, October 9)

Kuwait’s Interior Ministry Boosts AI in Cybercrime Training
The Kuwaiti Interior Ministry launched a training workshop on using AI to tackle cybercrime, aiming to keep government employees up to date with the latest tech. (Al-Jaridah, October 7)

🇸🇦 Saudi Arabia, 🇴🇲 Oman, 🇧🇭 Bahrain

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