The Web Summit Qatar 2025 brought together some of the brightest minds in technology, business, and innovation. Among them was Hazem El Zayat, Chief Experience Officer (CXO) at Memac Ogilvy, responsible for driving customer experience, CRM, marketing consulting, and data capabilities across the MENA region. In an insightful discussion, El Zayat shed light on emerging trends, the impact of AI, and the rapid transformation of the region’s digital landscape.
Harnessing the Power of AI and Data
One of the central themes dominating discussions at Web Summit Qatar was the role of artificial intelligence in reshaping industries. According to El Zayat, AI’s widespread adoption has sparked both excitement and apprehension. With tools like ChatGPT democratizing AI, businesses are exploring new possibilities in personalization, predictive analytics, and automated content creation. The synergy between AI and data is opening doors for brands to enhance customer experiences by delivering hyper-personalized interactions in real time.
“People are still oscillating between being excited and being scared about AI, but the reality is that AI, when combined with data, unlocks infinite opportunities,” El Zayat shared. “From predictive analytics to real-time content generation, AI-driven experiences are the future.”
MENA’s Evolution in Customer Experience
The MENA region has witnessed a significant transformation in its digital maturity over the past decade. Once characterized by basic web presence and checklist-style digital initiatives, the region has now embraced sophisticated enterprise-level integrations, marketing automation, and AI-driven solutions.
“A Saudi is not a Qatari, and a Qatari is not a UAE national. Each market has its own unique nuances,” El Zayat explained. “However, what ties them together is the rapid evolution of brands in the region. From airlines like Qatar Airways and Emirates to banks like QNB, the level of innovation is accelerating at an unprecedented pace.”
The region’s focus on economic diversification, highlighted by initiatives like Vision 2030 in Saudi Arabia and the UAE, is further fueling this transformation. Governments and private enterprises are making bold investments in technology, tourism, and digital infrastructure, positioning MENA as a global leader rather than a follower.
The AI Buzz at Web Summit Qatar
Walking through the Web Summit floor, El Zayat noted that AI was the dominant theme in nearly every discussion. “Every single booth you stop at, someone is talking about AI,” he observed. “If you start counting, you’ll lose track in just half an hour.”
While AI is the buzzword, its practical applications in the region are particularly promising. Companies like Sununu and major enterprises such as Qatar Airways are leveraging AI to drive innovation in customer experience, automation, and business intelligence. The increasing adoption of AI-driven strategies is a testament to the region’s commitment to staying ahead in the global digital economy.
The Rise of Local Talent
Another notable shift in the MENA region is the growing emphasis on nurturing local talent. Historically reliant on expatriate professionals, the region is now home to a new wave of highly skilled local professionals, thanks to government initiatives encouraging homegrown expertise.
“The transformation in talent development is massive,” said El Zayat. “There’s an incredible pool of talent in Qatar, Saudi Arabia, and the UAE, and governments are making sure companies invest in hiring and developing local professionals. This is not just about policy—it’s about recognizing the true potential of regional talent.”
Looking Ahead
With AI revolutionizing industries, MENA’s digital transformation accelerating, and local talent taking center stage, Web Summit Qatar 2025 underscored a pivotal moment in the region’s journey. Brands are moving from being fast followers to leaders, innovation is at an all-time high, and the ecosystem is primed for growth.
As El Zayat concluded, “The eyes of the world are on this region, and for good reason. The shift from oil-driven economies to technology, tourism, and digital innovation is real. The opportunities here are boundless.”
With the momentum set at Web Summit Qatar 2025, MENA is undoubtedly carving out its place as a global leader in AI-driven customer experience and innovation.
