In the Arab world, where artificial intelligence is forecasted to disrupt more than 65 million jobs by 2030 (The Future of Work in the Middle East, 2023), traditional professional development struggles to keep pace with evolving workforce demands. Many platforms still rely on static, one-size-fits-all content that burdens learners with irrelevant material and outdated structures. At Al-Ahliyya Amman Virtual University (AAVU), we are redefining this model through SkillShift MENA (S2M), the region’s first AI-personalized professional development platform.
S2M uses a proprietary AI engine to create an AI assessment that evaluates each participant’s background, skills, knowledge, and professional experience. Before sitting for the assessment, participants select a target region, ensuring the engine evaluates them based on that region’s market needs. The AI then generates a personalized learning map, referred to as a “track,” which functions as a full professional development program made up of recommended micro, moderate, and intensive courses – all drawn from the platform’s complete course offerings. Those who take the assessment gain access to a personalized dashboard showing their prior knowledge percentage for each course. This enables them to skip content they’ve already mastered in the past and focus only on areas needing growth – saving time and effort. Participants who choose not to take the test can still enroll in courses individually; however, they will not have access to the personalized dashboard that shows their prior knowledge percentage for each course.
The content, powered by McGraw Hill, is interactive, current, and designed for adaptive learning. Its SmartBook technology responds in real time to participant input – when mastery is demonstrated, it automatically moves the learner forward to more advanced material, eliminating unnecessary repetition. At the same time, Atomic Jolt tracks performance live, capturing each interaction and providing detailed analytics. If a participant struggles with a particular concept, Atomic Jolt flags the issue instantly and triggers personalized review recommendations. Together, these tools create a seamless learning experience where content adapts to the learner, and data informs progress – ensuring that every step is meaningful, efficient, and aligned with individual growth goals.
Early feedback around S2M’s vision has been highly encouraging, with participants reporting greater motivation, faster progress, and stronger links between learning and job performance. S2M is currently implemented across most university faculties. Upon successful feedback, the platform will be expanded regionally to support broader workforce development and interest partners. The AI engine aligns assessments with the strategic objectives and required skills of each institution’s departments across all regions offered, ensuring participants are guided from where they are to where they need to be. This initiative was designed to reflect the lived realities of Arab professionals, meeting learners in language, lifestyle, and ambition – and empowering them to achieve future success.
SkillShift MENA is more than just a platform – It’s a purposeful shift in how professional growth is delivered across the Arab world. By combining adaptive AI, regional relevance, and flexible pathways, it empowers individuals to build the skills they need for tomorrow’s workforce – efficiently, intentionally, and from exactly where they are.
