Artificial Intelligence (AI) stands at the heart of the region’s transformation, empowering governments and businesses to innovate and streamline operations, paving the way for a digitally empowered economy.
e& enterprise, the digital transformation arm of global technology group e&, is actively contributing to this transformation by empowering governments and businesses with advanced solutions to unlock new opportunities in an increasingly competitive market. Driving this vision forward is Khalid Murshed, CEO of e& enterprise, whose leadership is pushing the company toward groundbreaking innovations.
A digital-first approach to governance
Governments across the region are leading the way in adopting strategies aimed at fostering innovation and driving economic diversification. The UAE Digital Government Strategy 2025 is one such initiative.
For e& enterprise, its partnership with the Ministry of Justice directly addresses the shift to digital governance as it aims to streamline legal services, enhance transparency, and bolster efficiency. Murshed highlights the broader impact of public-private partnerships. “Consolidated systems offer citizens a single point of access for multiple services, transforming the overall customer experience. This allows people to access what they need quickly, within minutes instead of days,” he explains.
Murshed also recognizes the transformative impact of AI as the next big step in maximizing economic growth, “With robust investments in AI, we are transitioning from basic digital services to sophisticated, intelligent systems that not only predict and adapt to needs in real time but also significantly enhance customer interactions and operational efficiency across key sectors including healthcare, finance, logistics, and retail.”
e& enterprise has deployed over 250 AI and ML models and 200+ use cases. Recognizing the role of generative AI (GenAI), e& enterprise has established the GenAI Center of Excellence in collaboration with esteemed partners and leading hyperscalers in the region. This initiative aims to accelerate the integration of GenAI technologies, develop innovative solutions, and build industry-leading AI tools to support businesses in their digital transformation journeys.
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Driving economic diversification
The private sector has followed suit in embracing digitization as a key driver for economic diversification. Businesses are strategically investing in digital solutions to streamline operations and unlock new revenue streams through e-commerce, fintech, and IoT applications. Murshed underscores the importance of this shift: “Digital tools are essential for businesses seeking to innovate and penetrate new markets. Our commitment lies in facilitating this transition for businesses with tangible solutions.”
A prime example of this is e&’s recent partnership with AWS to invest $ 1 billion (AED3.6 billion) over the next six years. The goal is to accelerate the impact of cloud-driven innovation and digital transformation across the region. Part of this investment will be dedicated to training and certifying up to 60,000 individuals — including 6,000 UAE nationals — in cloud technologies and AI. The alliance is set to make a substantial contribution to the UAE’s Vision 2031 as the nation positions itself as a global economic hub.
Unveiled at GITEX this year, the strategic alliance between e& and AWS aligns with the nation’s vision to position itself as a global economic hub of innovation. The alliance will focus on delivering core cloud services like storage, computing, networking, cybersecurity, AI, and machine learning (ML).
Murshed further highlights cloud adoption as a fundamental strategy for businesses. “With the Middle East’s cloud market poised to reach $13 billion this year, embracing cloud solutions can prove to be highly beneficial for businesses. Its flexibility enables companies to scale operations and adapt swiftly to changing market demands — a demand that evolved into a necessity during the COVID-19 pandemic,” he says.
e& enterprise’s multi-cloud solutions equip organizations to become more agile to these unprecedented changes, by reducing maintenance costs and enabling better integration with modern technologies.
Additionally, he acknowledges how IoT, or the use of internet-connected devices and networks, is revolutionizing efficiency in various sectors including utilities, manufacturing, and transportation. IoT data enables the creation of digital twins (a virtual copy of a physical asset), increasing efficiency and sustainability without disrupting actual operations.
According to Gartner, by 2025, 80 percent of customer service and support organizations will be using GenAI to automate repetitive tasks.
Keeping CX at the core
Customer experience lies at the core of digital transformation. “At e& enterprise, we view CX as the cornerstone of business success in today’s digital landscape,” notes Murshed. “Our approach goes beyond technology — we focus on crafting intelligent, dynamic customer engagement strategies that deliver real value.”
In line with this commitment, e& enterprise has introduced its GenAI solutions, which automate complex operations and deliver personalized outcomes. These solutions, including the AI Researcher for the education sector and AI Risk Assistant for finance, reflect a targeted approach to addressing specific industry needs. Other productivity-focused innovations, such as the AI Customer Care Agent and AI Task Automation Assistant, further streamline operations and elevate customer engagement. Furthermore, engageX, e& enterprise’s Communications Platform as a Service (CPaaS) allows businesses to seamlessly manage real-time communication across multiple channels.
Building a future-proof digital strategy
With the surge in digital activities, cybersecurity has emerged as an inevitable focus.
e& enterprise’s cybersecurity arm, Help AG, equips businesses and governments with the tools needed to build a resilient security infrastructure. By offering proactive threat detection, end-to-end encryption, and secure data storage, Help AG ensures compliance with the latest security standards while safeguarding sensitive data throughout digital transformations.
“For AI to be deployed responsibly and to its full potential, employees must be equipped with the right knowledge and tools. Organizations must prioritize educating their teams on both the technical and ethical aspects of AI, ensuring they understand how to implement AI systems responsibly and with transparency,” Murshed explains.
To address this need, e& enterprise has partnered with global education leader Emeritus to launch the e& enterprise AI Academy. This platform offers both in-person and online AI courses, integrating global and regional trends with cutting-edge research to create a comprehensive framework for AI education.
Nonetheless, the Middle East’s rich diversity of languages, cultures, and market preferences presents a unique challenge when it comes to designing and localizing digital services. “To truly drive digital transformation, we must develop solutions that resonate with the local context. It’s not just about deploying technology — it’s about understanding the nuances of each market,” says Murshed.
e& enterprise addresses this by delivering highly localized solutions. From customizing user interfaces and marketing strategies to providing culturally aligned customer support, e& enterprise ensures that its digital offerings are deeply integrated into the regional fabric.
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