• The whitepaper offers a holistic perspective on Generative AI in MENA, delving into potential applications, technical and regulatory challenges, and the path forward.

  • The findings demonstrate a growing momentum towards the integration of Generative AI in the region, presenting exciting opportunities for innovation, organizational growth, and societal development.

Dubai, UAE - 2 November 2023

Data and digital consulting leader Artefact MENA has launched a whitepaper on Generative AI based on a comprehensive survey and interviews with executives across various industries in the MENA region. The study seeks to understand the status of Generative AI in regional organizations, key applications, challenges, and prospects.

According to the report, more than 80% of survey respondents in the MENA region are seeing changes within their organizations due to Generative AI, impacting strategy, businesses and people. Close to 50% of survey respondents have already started exploring the capabilities of Gen AI through the implementation of POCs or industrialized use cases. Testing the technology and gaining hands-on experience has been particularly pronounced in the region.

In addition, governments in the Middle East have been pushing for the adoption of Gen AI in organizations, particularly in the public sector. Investments are being made at various levels of the life-cycle, from applications to foundational models to infrastructure, including investments in Graphics Processing Units (GPUs). In fact, multiple countries in the GCC have launched AI strategies and initiatives with a specific focus on generative AI.

According to the Artefact whitepaper, organizations mostly see the applications of Generative AI in customer service, sales & marketing, and operations. In order to implement these use cases, organizations must address technical considerations, mainly related to data protection and security, and data quality. Finally, it is critical to build the required capabilities and skills for Generative AI and launch change management programs. In fact, 33% of organizations say that their employees are ready to embrace the change while 58% might accept change but still require change management efforts.

“Today, in the Middle East, we are beyond the hype: the region is rapidly catching up and is ready to explore every opportunity. To unlock the potential of AI, organizations need to have a holistic view of their vision and roadmap for AI, and they need to put the right enablers in place, including technology, people, and governance. Gen AI can redefine business operations across diverse sectors, and Artefact has been a driving force in enabling organizations to explore and implement its use cases across different domains.”
Artefact MENA 首席执行官兼执行合伙人 Rahul Arya
“Generative AI technology is evolving rapidly and is witnessing a very fast adoption rate in the region. Such technology has the potential to disrupt the ways of working across industries and most organizations have started exploring such opportunities to further identify the impact of Generative AI. Like any new technology, Generative AI comes with some challenges which are being progressively addressed as the technology and applications evolve.”
Christelle Salame, Partner at Artefact MENA

The Artefact whitepaper can be downloaded here.


Artefact 是一家专门从事数据转换和数据与数字营销咨询的国际数据服务公司,其使命是通过在整个价值链中提供切实的结果,将数据转化为商业影响。

Artefact我们的独特方法在数据和业务之间架起了一座桥梁,使我们的客户能够以专注、高效的方式实现其业务目标。我们的 1300 名员工将多学科技能结合起来,帮助企业进行业务创新。从设计到部署,包括培训和变革管理,我们在人工智能领域的尖端技术和敏捷方法确保了客户人工智能项目的成功。我们在欧洲、亚洲、北美洲、拉丁美洲和非洲设有 16 个办事处,与全球领先的国际品牌合作,如 Orange、三星、欧莱雅或赛诺菲。



Delphine Bionne – +33 (0)6 74 74 11 48 – delphine@thebraincontent.fr

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