Dubai taxis could soon be transformed into mobile billboards after plans were unveiled to display digital advertisements on vehicles.
The high-tech initiative will be showcased by the emirate's Roads and Transport Authority at Gitex Technology Week, which started on Sunday and ends on Thursday, October 10.
The authority said an innovative electronic shading technique would allow for advertisements to be displayed on taxi windows without causing a distraction to passengers.
The new technology will be tried out during the Gitex event at the Dubai World Trade Centre. It will be rolled out in high-definition format.
It has not been revealed when the initiative is due to hit the roads.
Brightly-lit advertisements beamed on giant billboards are already a familiar sight on the highways of the emirate.
Mattar Al Tayer, director-general of the authority, said the move is in line with efforts to turn Dubai into the smartest city in the world.
The authority "attaches considerable attention to digitisation and the introduction of smart and innovative services, considering it a key pillar of technological advancement", said Mr Al Tayer.
"We are focused on revolutionising smart transit systems and broadening the scope of modern technologies in enhancing the efficiency of public transport and traffic systems.
"We are also seeking to achieve physical and informational integration of transit means such that smart and e-services will be the platform for serving customers."
Gitex, Dubai's annual celebration of technological advancement, is set to welcome more than 100,000 visitors.
The event, which is renowned for showcasing the latest innovations – from flying cars to talking robots – is widely regarded as the biggest tech show in the Middle East, North Africa and South Asia.
This year promises to be no different, with more than 4,500 exhibitors from 140 countries taking part.
Among this year's highlights is a focus on how 5G is expected to transform the region and "change the world forever".