< Previous_ december 2023_december2023 Vintage tech 1010 edgeedgedecemberdecemberdecember202320232023 P ortable music has become an integral part of our everyday lives. Nowadays, it’s common to see commuters donning earbuds or headphones while walking, biking, or travelling to their destinations. However, personal portable music was not always the norm, and its popularity soared with the introduction of the Sony Walkman. In the summer of 1979, Sony Corporation unveiled the Walkman TPS-L2, a mere 14-ounce unassuming portable music player that quickly became a cultural phenomenon, particularly among young people who saw it as a passport to personal freedom. Clad in a sleek blue and silver casing, this portable cassette player measured a mere six inches by 3.5 inches and ran on two AA batteries. The package included not just a device but an auditory escape – headphones, a leather case, and a second earphone jack enabling shared musical moments. What sets the TPS-L2 apart is its ‘hotline’ button, a small feature with monumental implications. With a press, it activated a built-in microphone, allowing users to communicate over the music. The Walkman TPS-L2’s portability provided a personalised listening experience, transcending the limits of stationary playback. While the Walkman was a unique innovation during its debut, it faced a slow start marked by disappointing sales in its initial month, partially attributed to its hefty $200 price tag. Despite this discouraging start, the Walkman proceeded to emerge as one of Sony’s unparalleled success stories. Over time, it adapted to various formats, evolving from cassettes to CDs, Mini-Discs, and MP3s, and ultimately embracing streaming music. Impressively, the Walkman’s cumulative sales surpassed 400 million units, with cassette players accounting for a substantial 200 million of that total. The allure of the Walkman TPS-L2 went beyond functionality; it became a symbol of a cultural shift. At some point, we all wished to receive a Walkman in our holiday stockings. Today, its name resonates with nostalgia, and while the heyday of the Walkman is a thing of the past, the impact it had on the way we listen to music remains profound. An iconic walk down memory lane vintage tech 10 edge_december 2023atlas by Etihad Airways, home to award-winning content and read by over 1.3 million engaged readers a month Michael Underdown Commercial Director michael.underdown@itp.com +971 50 396 2115 +971 4 444 3566 To elevate your brand and connect with Etihad Airways’ passengers, contact: November 2023 | ATLAS BY ETIHAD | 3332 | ATLAS BY ETIHAD | November 2023 10.1632° N, 76.6413° E10.1632° N, 76.6413° E he image of palm-lined beaches and verdant rolling grasslands sloping towards the Arabian Sea is seared into my mind after a four-hour flight with Etihad Airways into Cochin International Airport, situated in the Indian state of Kerala. As we descend, I peer out of the window to the scene beneath and I’m filled with anticipation to discover a land I’ve already heard so much about. Away from the busy streets of Mumbai and crowded Delhi, Kerala offers a more laidback atmosphere, but one that is every bit as memorable. It’s known as God’s Own Country, thanks to its vast emerald valleys and lush landscapes. The term has a mythological origin, too, tied to the belief that Parashurama, a manifestation of Lord Vishnu, a principal deity in Hinduism, threw his axe into the sea to create a home in which his followers could live peacefully. If ever a story epitomises a place, it’s this one: Kerala, born at the hands of a God for the purpose of people living in harmony. Kerala is world-famous for its houseboats that plough the glistening backwaters, a labyrinthine 900-kilometre network of brackish canals, lakes Beaches Backwaters & Kerala, India’s tropical coastal jewel, has much to offer curious travellers By Francesca Kirby November 2023 | ATLAS BY ETIHAD | 2524 | ATLAS BY ETIHAD | November 2023 suitcase Smooth skin The Barbiere multi-action face cream for men from Acqua Di Parma combines moisturing, smoothing, and revitalising properties to combat exposure to blue light from digital screens and environmental elements. It also comes in eco-friendly packaging ($120, acquadiparma.com). Wild ocean Enriched with almond, hazelnut, and prickly pear oils, this Wildocean beard oil is designed for medium to long facial hair that needs softening ($21, beautyethic.com). Red gold Acqua Di Parma’s new fragrance, Zafferano, is a celebration of saffron, with citrus and floral notes brought by orange blossom, jasmine sambac, and geranium, and a woodiness from tonka bean and vanilla ($284, acquadiparma.com). All smiles Apa White Toothpaste uses ultrapolish technology to help clean stains, alongside hydroxyapatite to rebuild enamel. It’s formulated to tackle plaque and tartar build-up without fluoride, while still leaving your mouth feeling fresh ($25, apabeauty.com). High performance The new Homme collection from Ritual Cosmetics is a range of grooming essentials for body, face, and beard. It’s tough on sweat and gentle on shaving rashes, with an uplifting essence as its base. It’s also infused with vitamins E, C, and B3, plus peptides, ginseng, argan oil, and aloe vera (rituals.com). Groom yourself Men, look your best with this selection of personal care products suitcase The stylish way to travel THIS PAGE: ACQUA DI PARMA; OPPOSITE PAGE: RITUALS; ACQUA DI PARMA; APA BEAUTY; BEAUTY ETHIC 7.8804° N, 98.3923° E7.8804° N, 98.3923° E 2023 ﺮﺒﻤﻓﻮﻧ | ناﺮﻴﻄﻠﻟ دﺎﺤﺗﻻا ﻦﻣ ﺲﻠﻃأ | 2627 | ناﺮﻴﻄﻠﻟ دﺎﺤﺗﻻا ﻦﻣ ﺲﻠﻃأ | 2023 ﺮﺒﻤﻓﻮﻧ ﺔﻀﺑﺎﻨﻟا ﺔﻨﻳﺪﻤﻟا هﺬﻫ ﻒﺸﺘﻛا لﺎﻣﺮﻟاو ﺲﻤﺸﻟا ﺮﻴﺛأ ﻰﻠﻋ ةﺎﻴﺤﻟﺎﺑ ناﺮﻴﻄﻠﻟ دﺎﺤﺗﻻا ﻊﻣ ﺔﻨﻴﻜﺴﻟاو ﺰﻧارﺎﻤﻟو ﻦﻴﻟ ﺖﻴﻛ ΙήΘϟΔϗήϋϦϴΑΎϣϊϤΠΗϲΘϟϥΎϣΪϧήΤΑΓΆϟΆϟˬΖϴϛϮΑ ϦπΘΤΗΚϴΣˬΔϘϠτϤϟήμόϟΔϴϫΎϓέϭˬϲϨϐϟϱΪϨϠϳΎΘϟ ϳΰϳϦϣέΎψΘϧΎΑΓΪϳήϔϟΏέΎΠΘϟϦϣΔϋϮϨΘϣΔϋϮϤΠϣΖϴϛϮΑ ˬΔϤΣΩΰϤϟΎϬϗϮγϰΘΣήϜΒϟΎϬΌσϮηϦϣ ˱ ˯ΪΑˬΎϬϨϋέΎΘδϟ ϩάϫϲϓΎϨϘϓέΔΒΧΎμϟΔϴϠϴϠϟΎϬΗΎϴΣϰϟ·ΔΩΎϬϟΎϫΪΑΎόϣϦϣϭ ίϮϨϛϭέήγϰϠϋϑήόΘΗϲϛΔϋΎγ72έΪϣϰϠϋΔϟϮΠϟ ΔϴϮΘγϻΔϨΠϟϩάϫ ﺦﻳرﺎﺘﻟا ﻖﺒﻌﺑ ﺔﻗرﺎﻏ ﺔﻨﻳﺪﻣ ˬ ˱ ΔϴΒόηΎϫήΜϛϭΖϴϛϮΑΪΑΎόϣήΒϛΪΣˬ³ώϧϮϟΎθΗΕϭ´˱ΎΣΎΑλ ΔϋϮϤΠϣϰϠϋϭˬΫϮΑϦϣΕΎϓέϰϠϋήϴΒϜϟΪΒόϤϟάϫϱϮΘΤϳ ϲΘϟϞϴΛΎϤΘϟϭˬΕΎΣϮϠϟϭˬΔϠΧΪΘϤϟϢϴϣΎμΘϟωϭέϦϣΓήΣΎγ ˯ΪΗέΓέϭήοϰϟ·ΎϨϫήϴθϧϭΫϮΑΓΎϴΣϦϣΕΎϔτΘϘϣέϮμ ˵ Η ϲϓΪΟϮΘϟΪϨϋϦϴΘΒϛήϟϭϦϴϔΘϜϟϲτϐΗϲΘϟΔϤθΘΤϤϟΏΎϴΜϟ αΪϘϤϟϥΎϜϤϟάϫ ϞϜθΗϲΘϟΔϴΨϳέΎΘϟΔϨϳΪϤϟϲϫϭˬΔϤϳΪϘϟΖϴϛϮΑΔϨϳΪϣ˱έϬυ ΔϴϨϴμϟΓέΎϤόϟϥϮϨϓΔϨοΎΣϭˬΖϴϛϮΑΔϨϳΪϣ˯ΰΟΪΣ ήμϋάϨϣΔϨϳΪϤϟϩάϫέΎϫΩίϭϖϟϰϠϋΓΪϫΎθϟˬΔϴϟΎϐΗήΒϟ ΔϴϫΰϟΎϬϧϮϟ΄ΑϙϮΗϙϮΘϟΕΎΑήϋΪό ˵ ΗϭήϳΪμϘϟϦϳΪόΗ ϡΎότϟϕΎθϋΎϣΔϨϳΪϤϟϑΎθϜΘγϻΔόΘϣήΜϛϷϞϘϨϟΔϠϴγϭ ϮϫϭˬϲΗϭήϟΎϬγέϰϠϋϭˬΔϴϠΤϤϟΕϻϮϛ΄ϤϟΔΑήΠΗϢϬϴϠόϓ ΰϛήϤϟΐϴϠΤϟϊϣϡΪϘ˵ϳΎϣ ˱ ΓΩΎϋϱήσϭϖϴϗέτδϣΰΒΧ ˬϲϬθϟϦϴϛϮϫϲϤϟΔϧϭήϜόϣϖΒσϭˬάϳάϠϟϱέΎϜϟϭϰϠΤϤϟ ΕϻϮϛ΄ϤϟϊϣΔϴϠϘϤϟ˯ήϔμϟϝΩϮϨϟΔϧϭήϜόϤϟϦϣϒϟΆϤϟ άϳάϠϟϕήϤϟϭˬΔϳήΤΒϟ ˬ³ϱΎϜϳήΗΖϴϛϮΑ´ϒΤΘϣϞΧΪΗΖϧϭϚγϮΣϒϫέ˱˯Ύγϣ ΔϴΛϼΛϭΔϴϠϋΎϔΘϟΔϴϨϔϟϝΎϤϋϸϟϞϫάϣνήόϣϦϋΓέΎΒϋϮϫϭ ΎϫΪόΑϚΗίΎΟ·έϮλϦϴϳΰΘϟΓΰϴϤϣΕΎϴϔϠΧήϓϮϳϪϧΎϤϛˬΩΎόΑϷ ϱΪϧϼϳΎΗϲϨϴλϊΑΎτΑϢϳΪϗϢότϣϮϫϭˬ³Ύϳέ´Ϣότϣϰϟ·ϪΟϮΗ ϱέΎϜϟΎΑϥϮότϠδϟΎϬϨϣϭˬΔϳΪϴϠϘΘϟϕΎΒσϷϒϠΘΨϣϡ ˷ ΪϘϳ ϲϬϨϨγϢΛϦϣϭάϳάϠϟϱΪϧϼϳΎΘϟήπΧϷϱέΎϜϟϭˬΎϤϳήϜϟϭ ϰϠϋΔϣϭΎδϤϟΪόΗϲΘϟϭˬΔΒΧΎμϟϕϮγϷϲϓϝϮΠΘϟΎΑΔϠϴϠϟ ΔΒΒΤϤϟΔϴϠΤϤϟΔϓΎϘΜϟϦϣϭΎϫΪϴϟΎϘΗϦϣ ˱ ˯ΰΟέΎόγϷ لوﻷا مﻮﻴﻟا تاو” ﺪﺒﻌﻣ :ﻦﻴﻤﻴﻟا ﻰﻟإ رﺎﺴﻴﻟا ﻦﻣ ﺔﻨﻳﺪﻣ ﻲﻓ “ﻎﻧﻻﺎﺗ” ﻖﻳﺮﻃ ؛“ﻎﻧﻮﻟﺎﺸﺗ .ﺔﻤﻳﺪﻘﻟا ﺖﻴﻛﻮﺑ مﺎﻳأ ﺔﺛﻼﺛ ﺖﻴﻛﻮﺑ ﻲﻓ ﺔﻳﺎﻜﺤﻟا ﺔﻳﺪﻧﻼﻳﺎﺘﻟا KENZIE KRAFTA / UNSPLASH; SHUTTERSTOCK12 edge_december 2023 event of recent breakthroughs in understanding human language, expanding to encompass multimodal interactions, including text, images, and innovation, both as input and output. “This leads to multimodal interfaces, supporting natural, multitasking dialogues across different domains,” he remarked. This user interface technology promises to transform the way we interact with computing, making it more intuitive and user-friendly. A new era of reasoning The second pivotal shift, according to Nadella, focused on the emergence of a new reasoning edge. He said, “Over the past 70 years, information technology has focused on digitising people, places, and things. You schematise the world and try to make sense of it. You use tools like databases and relational algebra to understand what the people, places, and things that we have digitised mean and how to reason over it. Now, we have a reasoning engine based on neural pattern recognition.” Nadella explained that this reasoning engine leverages neural algebra, which operates atop digitised information, detecting patterns. This S atya Nadella, Microsoft’s Chairman and CEO, in Abu Dhabi last month, shared profound insights into the transformative possibilities of artificial intelligence (AI). During his visit to the UAE capital at the ‘AI, a New Era’ event, Nadella emphasised the substantial impact of AI in reshaping the digital environment of the country and promoting global economic growth. Nadella’s keynote address resonated deeply with a diverse audience, including local business leaders, government officials, and developers. His message was clear: AI was the key to unlocking an array of unprecedented opportunities, and it had the potential to drive innovation and growth not only in the UAE but also on a global scale. The power of AI Nadella highlighted two fundamental shifts brought about by the latest advances in AI technology. The first shift revolved around the evolution of natural user interfaces (NUI), a subject close to his heart given his extensive 32-year career at Microsoft. “The history of computing has been about improving human-computer interaction,” he said. The Microsoft chief emphasised the significance A new era with AI Microsoft explores how AI’s breakthroughs herald a new chapter for innovation and how it promises growth in the UAE EVENT $23.5BN The potential contribution of Generative AI investments to GCC economies by 2030edge_december 2023 13 event reasoning engine allowed AI to summarise documents, make predictions, and provide valuable insights. When combined with the enhanced user interface, it formed the bedrock for the future of AI, promising a wide range of applications that could revolutionise industries and transform society. “I think these are the foundational aspects that are going to be crucial moving forward. But we should stay grounded and remember that ultimately technology is about driving economic growth by driving productivity growth,” he said. He added, “Throughout history, technology has proven to be highly effective in expanding the economic pie, which, in turn, has raised living standards for people worldwide. This is the ultimate goal. Talking about technology is pointless if it doesn’t relate to the real-world conditions in every region and country.” Nadella also revealed that he firmly believes that the trajectory of AI is not only to build on past developments but represents a significant departure in innovation. “We hope that there will be a real nonlinear change,” he said. The UAE’s role in the AI revolution Nadella’s visit to Abu Dhabi held special significance due to Microsoft’s presence in the UAE for over three decades. The country had been selected as the location for Microsoft’s first data centres in the Middle East. These cloud regions have played a pivotal role in driving the UAE’s digital transformation, serving as the backbone for the deployment of advanced technologies, including AI. A PwC report predicted a remarkable $320 billion AI industry in the Middle East by 2030. Notably, the UAE was expected to have the largest share of AI in its economy among the nations in the region, potentially accounting for close to 14 percent of the 2030 GDP. “This new age of AI will drive innovation and has the potential to expand opportunity and growth around the world – including in the UAE,” said Nadella. “It’s inspiring to see so many developers and businesses in the Emirates already applying AI to address business and societal challenges.” During his keynote, Nadella also unveiled the upcoming availability of the Azure OpenAI Service from Microsoft’s UAE cloud data centres. This service, set to launch later this month, provides access to a suite of potent AI models, including GPT-4, Codex, and DALL-E 2. These models offered a wealth of opportunities for developers, allowing them to create innovative AI applications such as virtual assistants, content generation, code creation, image editing tools, and more. The tech visionary also showcased how UAE organisations were at the forefront of AI transformation and innovation across key sectors, including the UAE Ministry of Education’s partnership with startup ASI to develop a personalised AI tutor, the Department of Health in Abu Dhabi’s creation of a unified digital patient experience, G42’s Large Language Arabic Model, Jais, and DeepOpinion’s contributions to automation workflows. “The history of computing has been about improving human-computer interaction” AI in the UAE Peng Xiao, CEO, G42, and Satya Nadella, Chairman and CEO, Microsoft, discuss AI implementation in multidomain development Exploring Jais Dr. Andrew Jackson, EVP, Chief Artificial Intelligence Officer, Core42, shows Satya Nadella, Chairman and CEO of Microsoft, the workings of the Large Language Arabic Model14 edge_december 2023 featureedge_december 2023 15 feature Tech rewind From integration of AI and sustainable tech to pivotal milestones and commitments to sustainability, we take a look at the triumphs and transformation of some of the key players in the regional landscape BUSINESS By Arya Devi16 edge_december 2023 feature Yasser Hassan, Managing Director, Commercial Sector for MENAT, Amazon Web Services Michele Montecchio, Country Manager, Acer Middle East A s we bid farewell to another transformative year in the realm of technology, let’s rewind the digital tape and relive the moments that have shaped the corporate tech landscape in 2023. Woven with the threads of innovation, resilience, and strategic foresight, businesses navigated the dynamic currents of change to emerge not just unscathed but transformed. In the maze of ones and zeros that defines digital age, 2023 witnessed the rise of technological trends that cast a profound impact on the way organisations operate and thrive. From the omnipresence of artificial intelligence to the sweeping advancements in sustainable tech, technology was integrated into the fabric of corporate strategies and operations. A journey through the techscape is incomplete without acknowledging the triumphs and trials that shaped the narrative. We explore some of the initiatives, strategies, and innovations that led to victories in 2023. ACER The integration of AI into products like the Acer ebii and Predator Helios 300 SpatialLabs edition showcased the company’s commitment to innovation and enhanced user experiences. The year marked significant milestones for Acer, with a notable return to GITEX Global, showcasing a diverse range of products and expanding into e-mobility solutions, connectivity, purifiers, and power solutions. Launches like the Enduro M3 router, eco- friendly air purifiers, and the Vero lineup of sustainable laptops highlighted Acer’s commitment to innovation and sustainability. Acer’s Vero concept, integrating post-consumer recycled (PCR) plastic into products, showcased a dedication to minimising environmental impact across its portfolio. Michele Montecchio, Country Manager at Acer Middle East said, “We recognised the increasing importance of sustainability, particularly amongst Generation Z consumers. Responding to this shift, Acer enhanced and widened its eco-friendly Vero line. These products are comprised of at least 30 percent post-consumer recycled materials (PCR).” Acer’s commitment to sustainability and social responsibility manifested in initiatives such as donations, health check-ups, and tree planting, aligning with its corporate values. The Earthion programme and participation in the RE100 initiative underscore Acer’s comprehensive edge_december 2023 17 feature Zoran Lazarevic, Chief Technology Officer, Ericsson Middle East and Africa approach to sustainability, aiming for Net Zero by 2050 and sourcing 100 percent renewable electricity by 2035. AMAZON WEB SERVICES (AWS) In 2023, the strategic integration of AI, especially Generative AI (Gen AI), became a cornerstone of AWS’s offerings, empowering users in natural language processing, image generation, and predictive analytics. Emphasising accessibility and ethical use, AWS committed to making AI, including Gen AI, practical, secure, and cost-effective for businesses and the public sector. Cloud computing witnessed a pivotal integration with AI, exemplified by services like Amazon SageMaker, which made machine learning more accessible, streamlined operations, and fuelled innovation across industries. In response to evolving cybersecurity threats, AWS integrated AI into security services, enhancing the ability to predict, prevent, and respond to cyber threats. Furthermore, AWS played a crucial role in the commercialisation of space, providing infrastructure that overcame challenges in latency and bandwidth, allowing even smaller organisations to contribute to space missions. The launch of services such as Amazon Bedrock and partnerships with industry leaders like Abdul Latif Jameel (ALJ) and Core42 highlighted AWS’s commitment to digital transformation. Collaborations with Emirates Airlines brought forth an immersive Extended Reality (iXR) platform, showcasing AWS’s ability to transform traditional industries through advanced cloud-based solutions. Expansion of cloud infrastructure in the Middle East, marked by new data centres in the UAE and Oman, reinforced AWS’s commitment to providing efficient, localised cloud services. “Throughout 2023, we’ve made significant strides in renewable energy investments, working towards Amazon’s Climate Pledge with the goal of powering our operations with 100 percent renewable energy by 2025 and achieving net- zero carbon emissions by 2040, a decade ahead of the Paris Agreement. Our commitment to sustainable energy solutions was a key part of this effort,” said Yasser Hassan, Managing Director of Commercial Sector for Middle East, North Africa, and Turkey (MENAT), AWS. ERICSSON In 2023, Ericsson embraced the power of Generative AI within its Enterprise Automation and AI operations, focusing on implementing an intelligent assistant, a coding buddy for developers, and GenAI in intelligent search. “Another one of our major highlights in 2023 is our work in industrialising Open RAN. We are at the forefront of driving the industry in all three areas of Open RAN architectures – cloudification, open management with automation, and open fronthaul. We have deployed over one million radios that are hardware-ready for the next generation of open fronthaul technology. Our support for open fronthaul across Cloud RAN and radio portfolios, set to begin in 2024, will aim to drive the benefits of cloud-based open network architecture across the industry,” said, Zoran Lazarevic, Chief Technology Officer, Ericsson Middle East and Africa. Ericsson’s commitment to sustainability and social responsibility shone through its Net Zero greenhouse gas emissions goal by 2040. The company targeted a 50 percent reduction in value chain emissions by 2030, emphasising energy efficiency, supply chain decarbonisation, 18 edge_december 2023 feature and innovative sustainability efforts, including a green bond framework. The company’s diversity and inclusion was evident with a goal of achieving 30 percent women representation at all levels by 2030, backed by initiatives like leadership acceleration programmes. Collaborating with UNICEF to map global school connectivity underscored Ericsson’s commitment to shaping a positive future for school children. Furthermore, Ericsson’s collaboration with Intel and Hewlett Packard Enterprise resulted in the first Cloud RAN call, accelerating advancements in network capacity, performance, and energy efficiency. The company also achieved a world record for downlink speed at 5.7Gbps and a 5G downlink speed exceeding 13Gbps in collaboration with etisalat by e&. LOGITECH This year, Logitech responded proactively to the evolving landscape of work, recognising the critical need for enhanced employee experience and equity in remote and hybrid environments. Amidst the challenges faced by companies lacking the technological infrastructure for flexible and supportive work arrangements, Logitech integrated its “New Logic of Work” approach. This initiative aimed to create a more productive work-from-anywhere experience, leveraging AI to foster meeting equity. Logitech’s focus on expanding possibilities for hybrid work was exemplified by the introduction of new products. Rally Bar Huddle addressed the growing demand for video conferencing in collaborative huddle rooms, ensuring clear communication for up to six participants. The integration of AI video intelligence and 4K image quality marked commitment to providing an inclusive meeting experience, regardless of the work location. Logitech Sight, an AI-powered camera, complemented Rally Bar Huddle, offering a comprehensive solution to enhance meeting equity and replicate an in-person meeting experience for remote participants. Beyond the roll out of its latest products, Logitech also made significant strides in its sustainability initiatives. “Our Social Impact programmes are a crucial element of our sustainability agenda and is founded on three key pillars: Culture, Community, and Customer. Last year, we migrated from Sustainability Reporting to Impact Reporting. This change in terminology and focus is intentional and reflects our Loubna Imenchal, Head of Enterprise Business, Logitech AMETCA Rashed Al Momani, GM for Middle East, Kasperskyedge_december 2023 19 feature collaborations with educational institutions and cybersecurity councils, such as the Information Technology Institute in Egypt and the cybersecurity council in the UAE. In response to shifting market demands, Kaspersky observed an increased demand for cybersecurity education and training. Rashed Al Momani, General Manager for Middle East, Kaspersky, said, “We have seen an uptake in cybersecurity education and training since it requires tools to educate employees and keep them ahead of threats. And because sustainable changes in behaviour take time, we’ve built a learning cycle with multiple components to maximise results. It includes motivation, engagement, assessments, learning, and consolidation.” ORACLE Recognising the multifaceted application of AI in enterprise settings, Oracle developed a comprehensive strategy focusing on three modalities: robust AI infrastructure, user-friendly cloud services, and the integration of generative AI into everyday applications and workflows. For AI infrastructure, Oracle leveraged its partnership with NVIDIA to provide superclusters, powered by GPUs, offering scalability and ultra-low-latency connectivity. Collaborating with Cohere, a generative AI company, Oracle introduced OCI Generative AI, enabling customers to seamlessly integrate generative AI capabilities into their applications. Key milestones in 2023 include a $1.5 billion investment in Saudi Arabia. Nick Redshaw, SVP – Tech Cloud, MEA, and UAE Country Leader – Oracle, said, “In February of 2023, we announced an investment of $1.5 billion in Saudi Arabia to boost cloud capacity. Under this investment, we will open a third Oracle Cloud Region in Riyadh. This will join the existing Oracle Cloud Jeddah Region and the planned Oracle Cloud Region to be located in the futuristic city of NEOM. Combined, we will have five cloud regions in the UAE and Saudi Arabia, with three already live in Jeddah, Dubai, Abu Dhabi. This is one of the fastest expansions by any major cloud provider in the region.” With a firm commitment to sustainability, Oracle embedded eco-friendly practices throughout its organisation and value chain. The company’s 2025 sustainability goals include achieving 100 percent renewable energy use, implementing environmental programmes across key suppliers, and reducing water and waste to landfill. Nick Redshaw, SVP, Tech Cloud, MEA, and UAE Country Leader, Oracle commitment to being candid about our impact, as well as the challenges that lie ahead and the progress we are making,” said Loubna Imenchal - Head of Enterprise Business, Africa Middle East Turkey, and Central Asia, Logitech. In line with this, the company demonstrated environmental responsibility with products like Rally Bar Huddle, which are designed with a minimum of 42 percent certified post-consumer recycled plastic. KASPERSKY Kaspersky this year utilised the power of AI and human knowledge to effectively detect and counter emerging threats, placing a strong emphasis on ethical AI/ML development principles. The company’s commitment to innovation was underscored by the launch of several key products, including the Managed Detection and Response (MDR) solution in Saudi Arabia, hosted on Alibaba Cloud to comply with data localisation laws. Significant milestones marked Kaspersky’s global transparency initiative, with the opening of its 10th Transparency Centre in Saudi Arabia and the inauguration of the 11th centre in Rwanda. The company also expanded its footprint in the Middle East through Next >