Malaysian tech firm Zetrix AI Berhad (formerly MY E.G. Services Berhad) has launched NurAI, the world’s first large language model (LLM) designed to operate in full compliance with Shariah principles. Built to reflect Islamic values and the worldview of the Global South, NurAI aims to fill a critical gap in the AI ecosystem by offering culturally and ethically.
NurAI offers guidance consistent with Shariah rulings on a comprehensive spectrum of subject matters ranging from contemporary topics, such as law, healthcare and finance, to classical Islamic themes that include history, Islamic philosophy and Quranic studies.
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The launch, officiated by Malaysia’s Deputy Prime Minister YAB Dato’ Seri Dr. Ahmad Zahid bin Hamidi, took place at the Four Seasons Hotel Kuala Lumpur during the ASEAN AI Malaysia Summit 2025.
Bridging a Global AI Gap
Zahid said, this is a prime example of how we can harmonise religion and technology for the benefit of the ummah and the advancement of the nation. “I call on the government, private sector, financial institutions, and religious bodies to give full support to technologies like NurAI,” Zahid said.
For the world’s two billion Muslims and the US$3 trillion Islamic economy, most mainstream AI models — developed primarily in Western or Chinese contexts — lack cultural and ethical alignment with Islamic perspectives. NurAI seeks to provide an alternative for Muslim-majority nations and underserved communities, while also advancing AI sovereignty in emerging markets.
Zetrix AI positions NurAI as more than just a consumer tool. Its applications span Islamic finance, halal trade, supply chain transparency, governance, and education — effectively laying the groundwork for a digital Islamic economy infrastructure.
Unique Features of NurAI
One of NurAI’s standout features is its AI Avatar channels. These interactive avatars are modelled after domain experts — from Islamic scholars to finance specialists — and trained on exclusive datasets that reflect their unique teaching styles and philosophies.
For instance, an upcoming Islamic Finance channel will be launched in collaboration with INCEIF University, an affiliate of Bank Negara Malaysia, alongside other channels developed with prominent scholars worldwide.
Unlike most LLMs that provide broad, generalist answers, NurAI’s Avatars are designed to deliver nuanced, context-aware guidance, particularly for sensitive topics that require scholarly interpretation.
Multilingual and Accessible
NurAI is available in Malay, Indonesian, Arabic, and English, accessible via both desktop and mobile platforms. The desktop version can be reached at nur-ai.ai.
The system is built under the supervision of a formal Shariah Supervisory Board and developed in consultation with leading religious authorities, including Malaysia’s JAKIM, Indonesia’s MUI, the International Islamic Fiqh Academy (IIFA), and Al-Azhar University in Egypt.
Phased Rollout and Business Models
According to Datuk Mohd Jimmy Wong Bin Abdullah, Director of Zetrix AI, NurAI’s rollout will be phased and progressive. “NurAI represents a strategic leap for Malaysia,” Wong said. “We are not just a leader in halal certification and Islamic finance, but now also in ethical AI innovation for the global Muslim community.”
Phase One, a freemium B2C app in Malaysia and Indonesia offering general Shariah guidance, alongside premium features such as Islamic inheritance calculators and medical bioethics advice. Phase Two, institutional integration through B2B and B2G models, embedding NurAI into the operations of Islamic banks, fintech companies, halal certification bodies, and Shariah legal authorities.
Strategic Significance in a ChatGPT-Dominated World
With NurAI, Malaysia strengthens its position as a global leader in halal certification, Islamic finance, and Shariah scholarship — now expanding into values-based AI innovation. For Zetrix AI, it’s also part of a broader strategy to invest in responsible digital infrastructure that aligns with religious and cultural values while enabling cross-border technology adoption.
The launch of NurAI comes at a time when the global AI market is dominated by large-scale Western and Chinese models with vast computational resources and billion-parameter architectures. These models have rapidly built user trust through speed, fluency, and an expanding app ecosystem—but they are not designed with Islamic ethics as a core framework.
From a strategic perspective, NurAI positions itself as:
- A niche leader for Shariah-compliant AI, rather than a direct rival to ChatGPT or Gemini.
- A cultural and ethical safeguard, ensuring outputs do not conflict with Islamic principles.
- A sovereignty-focused platform that allows Muslim-majority nations to retain control over AI infrastructure and data.
Opportunities:
- Trust and credibility through Shariah certification and partnerships with leading Islamic institutions.
- Cultural relevance for Muslim communities in the Global South.
- Economic integration with the broader halal and Islamic finance ecosystem.
Challenges:
- Scaling infrastructure to compete with established AI giants.
- Driving adoption outside Southeast Asia.
- Matching quality and versatility of responses from global LLMs while retaining religious accuracy.
Long-Term Global Impact
If Zetrix AI can execute its strategy, NurAI could enhance digital sovereignty for Muslim-majority countries. This also will boost the Islamic digital economy, integrating AI into finance, trade, and governance. Also diversify the AI ecosystem, reducing over-reliance on Western and Chinese platforms.
Industry analysts note that NurAI’s trajectory could mirror other niche market leaders like HalalTrip in Muslim travel or IslamicFinder in religious services—dominant in their domain without needing to displace mainstream competitors.
