TahawulTech hosts exclusive Suhoor Networking Evening with industry leaders
CPI Media Group's TahawulTech.com, in association with Hitachi Vantara and supported by Citrix, Veeam, VAD Technologies, and SentinelOne, brought together key technology stakeholders for an exclusive Suhoor networking event on March 19, 2025, at Fairmont The Palm, Dubai. The evening fostered insightful conversations, industry collaborations, and celebrated the spirit of Ramadan.
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Campaign ME
5 days ago
- Campaign ME
Secrets of success for international brands in the Middle East
The Middle East has become a hot bed for businesses looking to expand into new markets and tap into a consumer set open to new brands and experiences. A young and vibrant population, riding a wave of positivity, alongside governments with money and intent to invest in building infrastructure and opportunities makes it an exciting market to move into. But as global brands turn their attention to this region they must do so with an awareness of cultural nuances. Their approach to marketing and brand building cannot be a carbon copy of other territories – brands must adapt their messaging, trajectory and ambition. Putting customers at the centre of activity is a golden rule for brands no matter where they operate. And so, applying that tenet to the Middle East means respecting local values and attitudes – and demonstrating that through the brand's storytelling. Beyond advertising There are lessons to be learned from some of the biggest global brands that have successfully moved into the region. Take Nike for example – the global sportswear brand has not only featured athletes from the region in its advertising but also considered them in its product line. Nike's marketing campaigns in the region often feature local athletes and stories, building aspirational narratives that people can easily connect with. But it went one step further with the launch of the Nike Pro Hijab in 2017, catering to Muslim female athletes. This was a major milestone as it anchored the brand with an inclusion message that resonated deeply across the region. It demonstrated a genuine understanding and respect for the local culture and empowered women within it. IKEA has similarly taken a thorough approach to adapting for the local market. The furniture brand can teach us all some things about how to craft a 'glocal' strategy. In particular, cultural sensitivity is a must. While its core product range is consistent across the globe, IKEA still makes subtle but significant adjustments to fulfill local needs. These include larger furniture pieces and tailored options to accommodate bigger living spaces and family gatherings. It also makes sure that the selection of materials can accommodate the region's hot and dry climate. And in a similar way to many luxury brands, IKEA creates specific collections and campaigns for Ramadan and Eid. Adapting products and services to the local customer base and using local talent in advertising are important but if this is as far as it goes the risk is that cultural sensibility is a veneer rather than a strategy. The best practice adopted by some brands it to establish significant bases in the region and become local employers. Pepsi has a long history of success in the Middle East, with high market penetration. This is due to strong local investments in facilities, employing thousands of locals and sourcing within the region. PepsiCo is perceived as a global brand that wants more than just to sell products; it wants to be an integral part of the local economy and therefore, the local community. It has also invested in local R&D centres to tailor its product portfolio to local consumer preferences. Mistakes – some brands have made a few Some brands have come unstuck because they have expanded into the region thinking like westerners. Campaigns must appeal to an audience which admires global brands but is also fiercely proud of its local heritage, culture and values. Public sentiment can quickly shift and with it, loyalty. So, any brand serious about making its mark must monitor public sentiment. Social media is a useful tool here. And interestingly, one of the most successful brands in the Middle East – TikTok – is tapping its largest audience, the youth. TikTok has made huge efforts to connect with local influencers. The platform understood the rise of local trends and the importance of fostering local communities. The introduction of TikTok Shops has been a game-changer, especially in the Gulf's booming e-commerce market. TikTok has shown that it cares and nurtures the creative community in the Gulf. It ran the Creator Hub programme to discover and support new creators. Course correction for brands Entering new regions is not easy and even the most successful of brands can make missteps. When that happens, change. Course correction is not an admission of failure; it's a sign of responsiveness and strategic depth. Coming into the region with an open mindset will go a long way. When brands reposition to better reflect local aspirations, values or lifestyles they are more likely to be welcomed. Whether introducing modest fashion lines, halal food certification or Arabic language packaging, modifying products will help make global brands feel part of the region. Global brands need to be on the ground, employing local people and working with local partners and influencers – and then they will find the right tone of voice and approach. In a region as nuanced as the Middle East, the most successful global brands are those that listen, learn and evolve. By Nancy Villanueva, CEO, Iberia and Middle East, Interbrand
Tahawul Tech
30-05-2025
- Tahawul Tech
GovTech Innovation Forum & Awards looks to a ‘reimagined future'
The GovTech Innovation Forum & Awards 2025 was held recently at the splendid Ritz Carlton JBR, Dubai under the theme of 'Reimagining the future of tomorrow with AI'. The awards are designed to celebrate the incredible achievements of those in our public sector, who every single day are leveraging the power of technology to improve the lives of every citizen across the UAE. Winners must demonstrate that they have executed their projects in uncommon, innovative ways: pioneering a new technology, applying a familiar technology to a new purpose and setting the bar higher for their competitors. Attendees were also provided with unique access to network with some of the most prominent individuals that work for government entities from across the UAE in addition to witnessing several keynote presentations and on-stage discussions. The event began with a welcome note by CNME editor Mark Forker, which was then followed by two back-to-back keynote speeches from Rehan Shahid, Regional Channel & Alliances Manager – Middle East & Pakistan, Hitachi Vantara and Thomas Rizkallah, Regional Sales Director – MENA, CITRIX respectively. Following these addresses, the event moved into its panel discussion for the evening moderated by Mark Forker titled 'Exploring the Future of AI Governance in the UAE: Challenges, Opportunities, and Global Leadership'. The panellist present included Anas Elsadig Eltahir, Francois Van Deventer, Director & CTO – Emerging Markets at CITRIX, Dr. Jassim Haji, President for the International Group of Artificial Intelligence and Renan De Lima, Solutions Consultant at Hitachi Vantara. During the panel they explored the need for greater AI governance frameworks, the impact of the US-UAE Stargate Initiative, and the challenge posed by a skills shortage when it comes to AI. Prior to starting the awards ceremony there was one last keynote speech by Ahmed Soliman, Country Manager at Pure Storage, followed by a presentation by Ekta Puthran, Sales & Regional Marketing Director, Barco and Georges Lemire, Area Vice President, EMEA, Neat. The pre-awards proceedings concluded with a fireside chat between Wolfgang Kroj, GM Sales, Middle East and Africa, Hitachi Vantara and Mark Forker. Wolfgang was excited about the 'pace' of AI, the importance of strong leadership and the need to understand the concept of 'cultural intelligence'. Kausar Syed, Group Publishing Director at CPI Media Group, said the event was a celebration of the extraordinary progress and success that has been by public sector across the UAE over the last 12 months. 'In other markets across the world, people look to the private sector to innovate and create, but across the Middle East, and especially in the UAE, it is the public sector, and the vision of the government that inspires so much entrepreneurship, creativity and innovation and weaves that into every fabric of our society. The remarkable success of government tech entities across the UAE stands as a testament to the nation's vision for a digitally empowered future. These organizations are not only setting new benchmarks for innovation and efficiency but are also inspiring a global shift toward smarter governance,' said Syed. The Winners of the GovTech Innovation Forum & Awards 2025 included: IT Team Excellence of the Year – Dubai Airports Ajman IT Department of the Year – Department of Digital Ajman AI Implementation of the Year – Dubai Police Government IT Leader of the Year – Dr. Majeda Mohamed Al Marzooqi from EDGE Group PJSC Ras Al Khaimah IT Department of the Year – Public Services Department, Government of Ras Al Khaimah Customer Happiness Entity of the Year – Roads & Transport Authority (RTA), Government of Dubai Government IT Trailblazer of the Year – Zainab Alnajjar from Al Kuwait Hospital Dubai, Emirates Health Services Government Pioneer of the Year – Dubai Electricity & Water Authority (DEWA) Sharjah IT Department of the Year – Sharjah Airports Sustainable IT Leader of the Year – Farah Alsheraifi from Daman Health Digital Transformation Enabler for Public Sector – Citrix Data-Centric Security Leader of the Year – Seclore Excellence in AI-Ready Infrastructure – Hitachi Vantara Technology Business Leader of the Year – Feras Al Jabi from ITQAN Al Khaleej Computers Best AI Analytics Solution Provider of the Year – Raqmiyat Most Innovative AI Powered Pro AV Solutions Provider of the Year – Avientek Woman in Government of the Year – Her Excellency Mubaraka Ibrahim from Emirates Health Services Record Braker Personality of the Year – Fady Richmany from Commvault Dubai IT Department of the Year – Dubai Air Navigation Services (dans) Pioneer Woman of the Year in Government Leadership – Aisha Awadh Alhemeiri from the Department of Community Development, Government of Abu Dhabi AI for Good Award – Dubai Future Foundation Digital Transformation Project of the Year – Telecommunications and Digital Government Regulatory Authority (TDRA) Knowledge and Innovation Leader of the Year – Jinson Pappachan from Emirates Policy Center Umm Al Quwain IT Department of the Year – Smart Umm Al Quwain Government IT Leader of the Year – Abdalla Al Ali from Dubai Multi Commodities Centre Authority (DMCC) Mobile App of the Year – The Ministry of Health and Prevention (MoHAP) Public and Private Partnership of the Year – Emirates Integrated Registries Company (EIRC) Excellence in Talent Leadership Award – Rayan Awad from Ports & Customs Freezone Corporation Innovative Initiative of the Year – The Ministry of Community Empowerment Best AI Innovation of the Year for Business Transformation – The Ministry of Finance – United Arab Emirates Future IT Leader of the Year – Eng. Hamda AlMaazmi from the Ministry of Health and Prevention (MoHAP) Best AI Implementation of the Year in Education – His Highness Sheikh Nasser Artificial Intelligence Research and Development Centre Best AI Governance Framework of the Year – Dubai Culture & Arts Authority, Government of Dubai Smart City Initiative of the Year – Abu Dhabi Mobility Knowledge and Innovation Excellence – Dubai Silicon Oasis (DSO) Government Leader of the Year – Anas Elsadig Eltahir Image Credit: CPI Media Group
TECHx
29-05-2025
- TECHx
AI Is Transforming Middle East Retail in Real Time
Home » Expert opinion » AI Is Transforming Middle East Retail in Real Time The retail sector in the Middle East, especially in the UAE, is undergoing a transformation. Competitive advantage now depends not only on pricing or location, but on how effectively businesses can harness artificial intelligence (AI) to drive smarter decisions. Across the Gulf, AI is moving from theoretical discussion to practical implementation, reshaping how retailers operate and engage with customers. According to IDC, AI spending across the Middle East, Türkiye, and Africa is forecast to grow from US$4.5 billion in 2024 to US$14.6bn by 2028, with retail among the top investment categories. In the UAE, where both digital transformation and consumer sophistication are advancing rapidly, retail businesses are already deploying AI to address persistent operational inefficiencies and unlock new revenue streams. Strategic Value Over Surface-Level Automation Retail AI isn't just about front-end novelty or automation, its real value lies in enabling strategic alignment across operations. By linking customer behaviour to inventory, logistics, marketing, and staffing in real time, AI is helping retailers in the UAE turn data into coordinated action. Leading businesses are now using AI to analyse high-volume inputs, from in-store traffic and online browsing to transaction histories, to build dynamic, integrated models that inform both daily decisions and long-term strategy. This shift to data-driven planning has transformed demand forecasting, one of retail's most cost-sensitive areas. In fast-moving sectors such as fashion and consumer electronics, where overstocking or markdowns can quickly erode margins, AI tools now allow forecasting by SKU, store, and even time of day, helping retailers adjust inventory and pricing with unprecedented precision. Local Intelligence at Scale The Middle East is not a one-size-fits-all retail market. Whether it is Dubai, Abu Dhabi, Riyadh or Doha, each city has distinct consumer dynamics. Success with AI in this region depends on models trained on local data that reflect linguistic diversity, cultural rhythms such as Ramadan and Eid, and fast-evolving consumer sentiment. Tailored language models for Arabic dialects are powering more intelligent customer interactions too, from smart service bots to real-time content personalisation. At the same time, machine learning is helping brands refine inventory strategies at a hyperlocal level, not just by city, but by district and demographic. The ability to scale AI while staying locally relevant is fast becoming a competitive differentiator for both regional players and global brands operating across the GCC. Supply Chain Efficiency and Cost Control Beyond customer experience, AI's most immediate value in the Middle East retail market lies in supply chain optimisation. With rising logistics costs and increasing competition, particularly from online-first players, bricks-and-mortar retailers are under pressure to streamline operations. AI enables predictive restocking, dynamic routing, warehouse automation, and even climate-based demand adjustments. For example, AI models trained on historic sales data and environmental inputs – such as weather or event calendars – can reduce waste in perishable goods or improve staff scheduling to match expected footfall. In the high-cost commercial environments of Dubai and Abu Dhabi, any reduction in operational friction has a direct impact on the bottom line. These gains also align with broader national strategies. The UAE's digital economy blueprint prioritises AI integration across key sectors, including retail. Smart logistics zones, free trade initiatives, and government-backed digital infrastructure create a supportive environment for AI-driven supply chain reform. Ethical Personalisation and Data Governance Personalisation is a well-established driver of customer satisfaction, but in the Middle East, where regulators are sharpening their focus on data security and digital ethics, how personalisation is delivered matters. AI systems must navigate both consumer expectations and compliance requirements, balancing relevance with transparency. Emerging retail AI models use anonymised behavioural data to drive recommendations, loyalty programmes, and engagement tactics without compromising individual privacy. More importantly, there is a growing recognition that personalisation must serve long-term customer relationships, not just short-term conversion goals. Regulatory frameworks such as the UAE's Federal Data Protection Law are setting the tone for responsible AI use in retail. Retailers that invest in compliance-aligned AI architectures will be better positioned to scale across the GCC, where trust and security are increasingly critical differentiators. Market Implications for Investors and Leadership For executive leadership and investors, the implications are clear: AI in retail is no longer experimental, it is infrastructure. Businesses that integrate AI at the core of their operations will gain measurable advantages, from increased revenue per customer to reduced operational overhead and faster time to market. In the UAE specifically, where consumer expectations are shaped by global benchmarks and supported by government-led innovation, AI capabilities will soon define the competitive landscape. This shift is already attracting capital into AI-aligned retail tech ventures and accelerating mergers between traditional retail groups and digital-native platforms. The transformation underway in Middle East retail is structural. Artificial intelligence is enabling better forecasting, leaner supply chains, and more intelligent customer engagement. Retailers that invest early in scalable, localised AI systems will both improve operational efficiency and secure a stronger strategic position as the region moves toward a data-driven economic model. In this environment, success will come to those who can move from insight to execution, one customer, one transaction, one decision at a time. By Daniel Wagner, CEO of Rezolve Ai
