At the core of e&’s transformation is a commitment to digital acceleration, harnessing emerging technologies to present innovative, smarter solutions that drive business growth. By expanding into new markets and sectors, e& is also diversifying its revenue streams and staying ahead of industry shifts.
e&’s leadership in networks is further strengthened by the group’s continued investments in 5G and future-ready infrastructure, while its focus on efficiency, automation, and digitalization enhances operational effectiveness. Powering this is e&’s workforce – talented professionals from 100 nationalities who help drive innovation through a culture of continuous learning and growth. e& is embracing AI and automation across the entire operation, from enhancing customer experiences through smart retail to optimizing operations with intelligent infrastructure.
By strategically investing in AI, cloud, and disruptive technologies, e& is not just keeping pace with change — it is creating new market dynamics that unlock possibilities to transform industries, improve lives, and drive digital inclusion across three continents, all while ensuring responsible innovation for a sustainable future.
Read: e& crowned world’s fastest growing brand as valuation reaches $15.3 billion
How is e& evolving beyond traditional connectivity to become a global technology group? What are the company’s key areas of focus in this transformation?
e& has moved far beyond traditional connectivity, building a future where technology, intelligence, and investment converge to contribute and bring value into the digital ecosystems. Our transformation is driven by a clear set of strategic priorities that shape how we grow, innovate, and create impact. Digital acceleration is at the heart of what we do, ensuring we drive transformation across our business while leveraging emerging technologies to create smarter, more innovative solutions. But it’s not just about digital. We’re also expanding into new markets and business segments, building revenue streams beyond traditional connectivity services to stay ahead in an evolving industry.
At the same time, we’re strengthening our leadership in networks by maintaining premium connectivity experiences in 5G and investing in future-ready infrastructure because connectivity remains the foundation for everything from AI-driven fintech to next-generation digital experiences. Efficiency is just as critical, which is why we’re optimizing operations through automation and digitalization, ensuring we manage resources effectively.
All this is only possible with the support of our people. We’ve created a culture of innovation, invested in skills, and attracted top talent to help shape the future of technology. And as we advance, we’re doing so responsibly aligning our operations with sustainability goals and ensuring technology serves as a force for good, promoting digital inclusion and responsible innovation.
We’ve deepened our technology investments not just in AI and cloud but in sectors that amplify our core strengths, like digital finance, media, and enterprise solutions. haifin, an e& enterprise company, is a prime example of how we’re pushing the boundaries of trade finance using blockchain and reshaping the future of risk management with innovative, AI-powered solutions.
We’ve also accelerated our platform play, ensuring that connectivity is embedded into everyday services, whether it’s financial transactions, content consumption, or smart infrastructure. And we’re using our investment arm to strategically acquire and scale disruptive technologies that complement our global ambitions.
What sets us apart is our ability to operate at the intersection of connectivity, capital, and innovation. While others are focused on incremental change, we are building the architecture for a digital-first economy across multiple high-growth regions. More than evolution, this is about creating new market dynamics that redefine how technology serves people, businesses, and governments. It is also about unlocking possibilities to create a future where connectivity, intelligence, and scalability come together to transform industries and improve lives in ways we’ve only just begun to imagine.
How is e& leveraging AI, automation, and smart infrastructure to enhance customer experience and operational efficiency?
I was in one of our EASE (Etisalat by e& Autonomous Store Experience), the world’s first autonomous telecom store powered by AI recently, and I watched a customer walk in, pick up a new device, scan it at a self-checkout, and walk out — all within minutes, without ever needing to stand in line. That’s the power of AI and automation in action and it’s how we’re reimagining customer experiences by making them seamless, intuitive, and hyper-personalized.
At e&, we’re embedding AI and automation across our entire ecosystem. Our smart retail experiences, like EASE, leverage AI-powered facial recognition, digital payments, and predictive inventory management to ensure customers get what they need, when they need it, without friction. But that’s just the beginning. We’re using AI-driven analytics to anticipate customer needs, optimize network performance, and even automate support, reducing resolution times and boosting satisfaction. Our AI-powered virtual assistants now handle millions of queries instantly, freeing up human expertise for more complex interactions.
e& UAE has built on this with its human-digital advisors. These advisors are more than just an innovation; they are designed with inclusivity at their core, reflecting the UAE’s diverse cultural landscape. By offering customer service in multiple regional languages, we ensure that every individual feels understood and valued. The human-digital advisor team brings personalized service, multilingual support, and on-demand assistance to our customers, all while leveraging advanced AI to swiftly and accurately resolve issues. This is how we’re enhancing the customer experience, ensuring efficiency without compromising the human touch.
Beyond customer experience, smart infrastructure is transforming our operations. From AI-driven predictive maintenance that prevents network disruptions to automation that enhances energy efficiency in our data centers, we’re building an intelligent, self-optimizing ecosystem. The goal? To create experiences where technology works so effortlessly in the background that customers don’t even have to think about it — it just delivers.
We’ve taken this same approach when it comes to bringing AI’s benefits into people’s homes. Take, for example, Smart Living, e& UAE’s AI-driven smart home experience. It’s all about creating a more intuitive, immersive experience for consumers where AI learns to understand your moods, preferences, habits, and even health. The home then adapts to make life easier —whether it’s optimizing comfort, improving safety, or simplifying everyday tasks. It’s about making technology work in the background so people can focus on what matters most, improving their quality of life without them even having to think about it.
What role does technology play in e&’s sustainability strategy? How is the company driving a greener economy through tech?
As a global technology group, we must account for the duality that exists between using technology for good and being cognizant of its environmental impact. I believe that technology is a powerful enabler of sustainability, but I also recognize the responsibility we have to ensure that our innovations contribute to a greener economy.
In our sustainability strategy, we are integrating cutting-edge technologies like AI, cloud computing, and 5G to drive efficiency, reduce carbon footprints, and support sustainable practices across industries. For example, our AI-powered systems optimize energy usage in data centers, reducing waste and ensuring that operations are as energy-efficient as possible. Similarly, our 5G network is designed to empower smart cities and industries with solutions that improve resource management, from energy to water conservation, while also enabling green mobility solutions.
Our firm target is achieving Net-Zero in Scopes 1, 2 and 3 by 2050 across our value chain. We also prioritize the environmental impact of our own operations, implementing sustainable practices within our infrastructure and encouraging partners to follow suit. By leveraging technology, we’re not just reducing our own environmental footprint but also empowering businesses and individuals to make more sustainable choices. Ultimately, our goal is to create a positive feedback loop where technology drives sustainability, which in turn drives further innovation in a greener direction.
How does e& ensure responsible innovation and ethical AI deployment?
Between Davos and the recent World Governments Summit in Dubai — both drawing world leaders — I observed how global debates on responsible AI development have intensified. I’ve always believed that building sustainable, responsible AI isn’t about slowing progress—it’s about ensuring AI serves humanity, not the other way around.
AI innovations and safety are inseparable, and the evidence is undeniable. In just a single generation, we’ve transitioned from being merely connected to hyper-connected. Yet, despite this leap, a sobering truth persists: 2.6 billion people are still offline, excluded from digital education, economic opportunities, and essential services. Do we really want AI to amplify these same inequalities?
For decades, the conversation around connectivity has focused on infrastructure — more towers, more networks, measured by coverage and speed. That approach has driven remarkable growth, but now, we must rethink connectivity beyond networks — because access alone is not enough. I believe that, like connectivity, AI must be about representation; about who is seen, who is heard, and who gets the opportunity to shape the future. 5G and 5G-A can get us there. With AI as the brain of intelligent networks, 5G can go beyond speed to breaking barriers with low-cost, AI-driven 5G towers to connect previously unreachable communities.
The world has always been divided by income, education, and geography, but if we don’t act now, it will soon be divided by data. The reality is that AI thrives on diverse data, and the offline world doesn’t generate data at scale. Without intervention, the gap will only continue to widen. That’s why the dual forces of AI and 5G can’t just be about connecting people to consume the digital world — they must empower people to contribute to the data economy. This isn’t just about connecting to the internet; it’s about creating the opportunity for everyone to actively shape and participate in the digital future.
For our own part, we’re putting responsible AI into everything we do, ensuring we have the best frameworks and principles in place for governance, ethics, and compliance. A recent milestone is a collaboration with IBM on watsonx, an end-to-end governance solution for both AI and Generative AI. By integrating advanced capabilities such as automated risk management, real-time compliance monitoring, and performance analysis, we can proactively mitigate risks, detect biases, and ensure our AI systems adhere to evolving regulatory standards throughout their entire lifecycle.
We’re also making sure our actions speak louder than words for real-world impact. For example, part of our partnership with UNDP is about leveraging digital technologies to drive sustainable development across the Arab region. Through the Digital for Sustainable Development (D4SD) initiative, we’re working to bridge digital divides, ensuring that no one is left behind in the digital economy.
A key focus is supporting micro, small, and medium enterprises (MSMEs), helping them harness digital tools to grow, compete, and innovate. At the same time, we’re exploring the power of AI for climate resilience, using technology to better predict and mitigate the impacts of climate change.
What initiatives is e& implementing to promote diversity, equity, and inclusion in the digital age, both within the company and in the communities it serves?
For us, sustainability is about people too — it’s about creating an environment where everyone, regardless of background, can thrive. At e&, we recognize that diversity, equity, and inclusion (DEI) are essential pillars not only for building a strong and vibrant workforce but also for fostering innovation and driving positive change within the communities we serve. And with nearly 100 nationalities represented in our workforce, we celebrate the differences that enrich our culture and drive us forward.
Internally, we are committed to cultivating a diverse and inclusive culture where every voice is heard and valued. We focus on creating equal opportunities for growth, ensuring fair representation across all levels of the company, and providing training programs to raise awareness and reduce biases. Through initiatives such as mentorship, leadership development, and employee resource groups, we are building an environment where diverse talent can flourish and contribute to our mission.
Externally, we aim to extend our DEI efforts beyond the company by leveraging our technology to promote access and inclusion in the digital world. This includes initiatives to bridge the digital divide by improving connectivity in underserved areas and ensuring that our digital products and services are accessible to all. We also partner with local communities, educational institutions, and nonprofits to provide digital literacy programs and empower individuals with the skills they need to succeed in the digital economy.
We’ve taken meaningful steps to create opportunities for underrepresented groups. We signed the UN Women Empowerment Principles, and, through our Women in Leadership program with UN Women and Nokia, we’re increasing the number of women in decision-making roles within the tech sector, shaping a more balanced and inclusive industry.
Our AI Graduate Program, with 73 percent female participation, ensures that the future of AI reflects the diversity of the world it serves. Beyond our workforce, we are committed to driving inclusion in the communities we serve. As the Code.org anchor partner for the MENA region, we’re providing coding workshops and boot camps for young people, equipping them with digital skills for the future. We also welcomed students of determination to our Innovation Hub in Dubai, offering them a space to explore potential career paths in an inclusive and supportive environment.
Internally, we continue to strengthen our culture of inclusion. Our DEI think tank, composed of employees invested in DEI questions, serves as a catalyst for change, launching initiatives like our New Mothers Network and New Fathers Network — employee-led support groups designed to foster belonging and inclusion.
Wider Web, developed by e& UAE, is an initiative that truly inspires me. Designed to provide a sensory-friendly browsing experience for people with autism, it shows what we stand for — using technology to make a real difference. It’s a powerful example of how innovation can break down barriers and create a more inclusive digital world.
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