Roudny Nahed

For decades, branding has been dominated by the visual world. Companies invested heavily in logos, color palettes, typography, and visual guidelines to ensure consistent recognition across their communications. But as the digital ecosystem evolves, another dimension of branding is gaining strategic importance: sound.

From mobile applications and digital platforms to retail spaces and advertising campaigns, sound has become an integral part of the customer experience. Every notification, confirmation tone, background music track, or advertisement audio contributes to how audiences perceive a brand. As a result, businesses are increasingly recognizing the importance of audio branding, also known as sonic branding.

Today, the brands people hear can be just as powerful as the brands they see.

Every Brand Already Has a Sound
Whether companies realize it or not, every brand already produces sound. A mobile banking notification, the music inside a retail store, the audio in a promotional video, or the tone accompanying a digital transaction all shape how people experience a brand.

However, in many organizations, these sounds are created without strategic alignment. Different teams produce audio elements independently, resulting in a fragmented and inconsistent brand experience.

This is where sonic branding becomes valuable. Just as companies develop visual identity guidelines, leading organizations are now building sonic identity systems. These systems define how a brand should sound across every touchpoint, including sonic logos, brand music, interface sounds, voice direction, and audio used in advertising.

When designed intentionally, these elements create a consistent and recognizable brand presence.

Sound Connects With Emotion Faster
One of the key reasons sound is so powerful lies in neuroscience. Research in consumer psychology shows that sound can trigger emotional responses almost instantly. Music and sound interact directly with areas of the brain responsible for memory and emotion, allowing brands to create deeper connections with their audiences.

This is why a short melody or sound signature can instantly remind people of a particular brand or experience. Audio has the ability to reinforce brand recognition and create emotional associations that visuals alone often cannot achieve.

The Rise of Audio in the Digital Economy
The growing importance of sonic branding is also driven by the rise of audio-driven environments. Today’s digital ecosystem is filled with sound, from social media video content and streaming platforms to smart devices and voice assistants.

In many cases, consumers interact with brands without even looking at a screen. A voice assistant response, a payment confirmation tone, or a branded podcast may be the primary interaction point with a company.

This shift means businesses can no longer rely solely on visual identity. Brands must also think about how they sound across the customer journey.
A Strategic Opportunity for Businesses

While many global brands have already embraced sonic branding, the field is still emerging in several regions, including the Middle East. As industries across the Gulf continue to invest in digital transformation, entertainment, fintech, and large-scale consumer experiences, the role of sound in brand communication will only grow.

Organizations that start thinking strategically about their audio identity today can gain a competitive advantage tomorrow.

The future of branding is multisensory. The strongest brands will not only be recognized visually, but they will also be recognized instantly by the way they sound.
In an increasingly noisy world, a distinctive sound may become one of the most powerful tools a brand can own.

By: Roudny Nahed, Partnership Manager at MusicGrid

Ghada Ismail

When discussions turn to Saudi Arabia’s startup ecosystem, attention usually centers on highly visible consumer platforms, such as food delivery apps, ride-hailing services, digital wallets, and online marketplaces. These are the companies that attract millions of users and quickly become part of everyday life. Their brands dominate headlines, and their apps live on people’s phones.

Yet beneath these familiar platforms lies another layer of the digital economy, one that most consumers rarely notice.

Behind every e-commerce store, fintech app, or digital marketplace is a network of companies providing the technological infrastructure that allows these businesses to function. These firms develop the systems that manage payments, verify identities, deliver notifications, detect fraud, and help merchants run online stores. Without these technologies, many digital platforms would struggle to operate at scale.

While some startups build products designed for the public, others build the invisible systems that allow those products to work. These companies can be described as “invisible startups.” Their customers are businesses rather than individuals, and their technologies operate quietly behind the scenes.

As Saudi Arabia accelerates its digital transformation under Saudi Vision 2030, these startups are becoming a crucial backbone of the Kingdom’s rapidly expanding digital economy.

What Are Invisible Startups? 

Invisible startups are companies that focus on building technological infrastructure rather than consumer-facing products. Instead of launching apps aimed directly at individuals, they develop systems that help other companies operate more efficiently.

Their technology often works in the background. Consumers may interact with the outcomes of these systems—such as receiving a verification code or completing a secure online payment—but they rarely know which company powers the underlying technology.

These startups typically build tools that support essential digital operations. Some develop platforms that allow merchants to create and manage online stores. Others focus on communication infrastructure that enables businesses to send messages and notifications to customers. There are also companies specializing in fraud detection technologies designed to protect digital transactions, as well as firms building logistics systems that help manage deliveries and supply chains.

Because invisible startups operate in the business-to-business space, their growth often comes from enabling thousands of companies to operate digitally. Rather than focusing on user downloads or consumer marketing, they concentrate on building scalable systems that businesses rely on every day.

Why Saudi Arabia Needs Invisible Startups 

Saudi Arabia’s digital economy has been expanding rapidly over the past decade. Government reforms, growing venture capital investment, and rising internet penetration have all contributed to the development of a dynamic startup ecosystem.

At the center of this transformation is Saudi Vision 2030, which prioritizes innovation, digital infrastructure, and technology-driven industries as key pillars of economic diversification.

This transformation is generating strong demand for infrastructure-focused startups. As more businesses move their operations online, the need for reliable technological systems becomes increasingly important. Startups launching digital services require ready-made tools that allow them to operate quickly without having to build complex infrastructure from scratch.

The rapid growth of small and medium-sized enterprises across Saudi Arabia has further accelerated this demand. Many entrepreneurs entering sectors such as e-commerce, fintech, and logistics rely on specialized technology providers that simplify digital operations.

In this context, invisible startups serve as a vital layer within the broader ecosystem. By offering ready-made platforms and services, they reduce the technological barriers facing entrepreneurs and make it easier for new businesses to enter the digital economy.

Startups Supporting Online Businesses 

One of the clearest examples of invisible infrastructure can be found in platforms that enable merchants to launch online stores.

Saudi startups such as Zid and Salla have emerged as key players in this space. Both companies provide technology that allows businesses to create and manage their own digital storefronts without requiring advanced technical expertise.

Through these platforms, merchants can design websites, integrate payment systems, coordinate shipping services, and manage orders through a single dashboard. A traditional retailer that once relied entirely on a physical store can now establish a fully functioning online business within a short period of time.

The impact of these platforms extends far beyond the companies themselves. By enabling thousands of merchants to sell products online, they help expand the entire e-commerce ecosystem in Saudi Arabia.

Consumers browsing online stores may never realize that a specialized platform is operating behind the scenes, yet companies like Zid and Salla have quietly become essential infrastructure for digital commerce across the Kingdom.

Communication Infrastructure 

Another critical layer of invisible technology involves the systems that power digital communication between businesses and their customers.

Modern digital services depend heavily on messaging infrastructure. From verification codes and delivery updates to transaction confirmations and customer service notifications, communication plays a central role in the digital customer experience.

One Saudi company contributing significantly to this infrastructure is Unifonic. The firm provides cloud-based communication solutions that allow businesses to send messages across multiple channels, including SMS, voice, and messaging applications.

When users receive a one-time password while logging into a platform or confirming a transaction, the message may be delivered through systems developed by companies like Unifonic.

Although consumers see the messages appearing on their phones, the technology behind the communication often remains invisible. Yet these systems are essential for maintaining secure transactions, engaging customers, and ensuring smooth digital interactions.

Security and Trust Infrastructure 

As digital services expand, maintaining trust and security becomes increasingly critical. Online transactions, digital banking, and remote identity verification all require sophisticated technological systems to prevent fraud and protect sensitive information.

Saudi Arabia has witnessed the emergence of several companies developing solutions in this area, including Mozn and Elm.

These companies build technologies designed to monitor financial activity, analyze transaction patterns, and detect potential risks. Their systems are widely used by banks, fintech companies, and government institutions seeking to strengthen security and regulatory compliance.

Artificial intelligence plays an important role in many of these solutions. By analyzing large volumes of data in real time, advanced analytics platforms can identify suspicious activities and help prevent fraud before it occurs.

Organizations across both the public and private sectors also rely on digital services developed by Elm to streamline administrative processes and enhance digital identity systems.

Although these technologies rarely appear in consumer-facing applications, they form a crucial layer of trust within the Kingdom’s digital economy.

Why These Startups Matter for the Entire Ecosystem 

Despite their relatively low public profile, invisible startups play an essential role in supporting Saudi Arabia’s technology ecosystem.

Unlike consumer startups that depend on widespread brand recognition, infrastructure companies grow by enabling other businesses to succeed. A single technology provider may serve hundreds or even thousands of clients, creating significant effects across entire industries.

This model allows these startups to develop highly scalable businesses. Once the technological infrastructure is built, it can be deployed across multiple companies and sectors. The result is a powerful multiplier effect within the digital economy.

Infrastructure startups also accelerate innovation. By offering ready-made tools for payments, communication, and fraud detection, they allow entrepreneurs to focus on developing new products and services rather than building complex technological systems.

In many ways, these companies function like the roads and utilities of the digital economy. They may not always attract attention, but they provide the foundation upon which other businesses operate.

The Future of Invisible Startups in Saudi Arabia 

Saudi Arabia’s digital transformation is still unfolding, and the demand for infrastructure startups is expected to grow in the years ahead.

As industries such as fintech, logistics, e-commerce, and artificial intelligence continue expanding, businesses will require increasingly specialized technology solutions. This environment creates significant opportunities for startups building platforms related to digital identity, cybersecurity, financial infrastructure, and data analytics.

Investors within the Kingdom are also beginning to recognize the strategic importance of these companies. While consumer apps often receive the most media coverage, infrastructure startups can generate long-term value by serving entire industries.

Globally, many of the most influential technology companies operate largely behind the scenes, providing the platforms that power other businesses. Saudi Arabia’s startup ecosystem may increasingly follow a similar path.

The most important tech companies of the future may not be the apps that dominate smartphone screens. Instead, they may be the platforms quietly enabling thousands of businesses to operate digitally.

Invisible startups may not seek the spotlight, but their impact on Saudi Arabia’s digital economy is becoming impossible to ignore. As the Kingdom continues its journey toward a diversified and technology-driven future, these companies will remain an essential force powering the ecosystem from behind the scenes.

Mohamed Ramzy

The telecommunications and digital communication sector in Egypt is undergoing rapid transformation, driven by robust growth in e-commerce, the expansion of digital government services, and the organizations’ growing adoption of omnichannel messaging solutions to manage customer relations.

With the growing penetration of smartphones and messaging applications, companies are increasingly seeking more intelligent tools that not only facilitate message delivery but also analyze consumer behavior and enable real-time engagement.

In this context, technology companies are integrating artificial intelligence into the core of communication ecosystems, shifting customer service from a traditional response-based model to a proactive framework centered on automation and real-time data analytics.

On the sidelines of the AI Everything MEA 2026, Sharikat Mubasher interviewed Akram Elaashry, Head of Technology at Broadnet Technologies, to explore the company’s vision to transition from a provider of SMS solutions to a comprehensive developer of intelligent, AI-powered communication platforms. 

First, can you tell us more about Broadnet Technologies and its presence in regional and global markets?

Broadnet Technologies was founded in Lebanon in 2003 and has since expanded into an international organization with over 23 branches worldwide, including offices in Egypt, the UAE, Saudi Arabia, Qatar, India, and the United States.

Starting with SMS aggregation services, the company has grown to serve over 80,000 clients and partner with nearly 10,000 global telecom operators.

What are the key sectors that Broadnet Technologies targets?

We serve a wide range of organizations and companies, not just a single sector. Our portfolio in Egypt and the region includes prominent clients such as Banque Misr, global retail companies like LC Waikiki, ministries of Health, Planning, and Irrigation, securities trading firms, and every entity seeking reliable communication channels with its target clients.

Broadnet Technologies recently participated in the AI Everything MEA 2026 summit and unveiled its omnichannel solutions. What does this technology add to the communication ecosystem?

Omnichannel technology enables companies to send bulk campaigns via key channels, including SMS, WhatsApp, email, and Telegram. It also empowers companies to deliver interactive campaigns via WhatsApp, incorporating links that direct customers straight to websites, significantly boosting conversion rates and marketing efficiency compared to traditional methods.

Speaking of AI, what is the "AI Chatbot" project you are currently working on?

This project represents our primary focus. We are preparing to launch a comprehensive AI agent that integrates with messaging systems and omnichannel platforms. It will operate as an intelligent assistant, handling customer inquiries and resolving technical issues with exceptional accuracy and speed.

The agent will go beyond traditional automated responses: it will detect technical malfunctions, troubleshoot daily operational issues, and reduce reliance on human intervention for routine tasks, ultimately boosting operational efficiency.

How do you assess the current state of AI in Egypt, and what does the Egyptian market need to foster growth in this sector?

Egyptian AI sector is experiencing rapid growth, yet it remains in its early stages compared to more advanced global markets. Despite rising awareness of the importance of technology and intelligent robotics, we noticed that most companies and organizations have yet to fully realize how to integrate these technologies into their daily operations effectively and practically.

One of the most prominent needs for the Egyptian market to grow is investment and financial support. Developing AI solutions requires significant investments, whether in creating advanced software solutions or in testing new technologies and adapting them to meet customers’ needs. Startups and small-sized enterprises need incentives and funding to continue delivering leading-edge solutions without being hindered by financial hurdles.

Secondly, spreading awareness and technical knowledge is critical. Many organizations do not realize that their operational and marketing issues can be solved using AI, from enhancing customers’ experience to automating internal operations. This is where leading technology companies, such as Broadnet Technologies, play a pivotal role in delivering customized solutions and guidance on the most effective ways to deploy these technologies, thereby improving operational efficiency and increasing returns.

Thirdly, the market needs a robust technological infrastructure, including reliable communication networks, access to high-quality data, and advanced security frameworks to ensure AI solutions operate seamlessly and reliably while protecting customers’ information and privacy.

SMEs are a key pillar of the Egyptian economy. Does Broadnet Technologies offer services that are tailored to their capabilities?

Certainly. We support startups with flexible packages that start with 10,000 messages at affordable prices. Our goal is to back these companies in their early stages, enabling them to reach their target audience using advanced technologies, such as AI chatbots, at a reasonable cost.

The Saudi market is undergoing a profound transformation in the technology and AI fields. How would you describe your current footprint in the region, and what is your vision for future growth there?

We have a strong and long-standing presence in the Saudi market. Through our office there, we serve banking, public, and private sectors, in collaboration with major operators such as STC, Zain, and e&.

Today, the Saudi market is a highly attractive environment for investment. We currently operate advanced technology projects such as HLR and i-Messages, and we are planning to expand our presence by opening new offices and strengthening our partnerships with government entities to support the Kingdom’s digital vision.

What are Broadnet Technologies’ top priorities for growth and expansion over the next five years?

Our ambition is limitless. We work daily to develop our applications to keep pace with the latest global developments. We also strive to become the world's premier choice for communication and messaging solutions and to lead the innovation trajectory in the Middle East by integrating AI into the core of our operations.

At Broadnet Technologies, we aim to become one of the four largest companies in the world soon by enhancing services and expanding our operational procedures.

Finally, Broadnet Technologies aims to keep pace with the technological advancements in the field of AI, evolving from a provider of SMS services into a developer of AI solutions and intelligent conversational agents. This strategic transformation solidifies the company’s position among the companies driving the development of customer experience in the region. 

With its carefully planned expansion into strategic markets such as Saudi Arabia and Egypt, Broadnet Technologies stands as a model for companies investing in innovation to serve comprehensive digital development across the region. 

Translation: Noha Gad

Ghada Ismail

As governments and municipalities worldwide accelerate their digital transformation, artificial intelligence is becoming a cornerstone of modern urban management. From improving public safety and optimizing infrastructure to enabling faster, data-driven decision-making, AI technologies are reshaping how cities operate and respond to the needs of their citizens. This shift toward smarter governance has created new opportunities for technology companies developing integrated platforms that help authorities transform vast amounts of urban data into actionable intelligence.

Integra City, headquartered in Dubai, specializes in transforming how cities and governments manage infrastructure, security, and public services through integrated digital platforms. Sharikat Mubasher interviewed Ilya Belyakov, Chief Technical Officer at Integra City, who shared insights about the company and its mission. In this interview, Belyakov discusses how artificial intelligence is reshaping Integra City’s core offerings, the development of AI‑enabled solutions for city and government leaders, and the company’s vision for expansion, including its exploration of opportunities in the Saudi market.

How is AI transforming your core business operations, products, or services?
AI has become an incredibly powerful tool across every aspect of our work. I remember a few years ago, when I was defending my PhD in Canada, we were only starting to explore the first versions of AI. Back then, professors were skeptical, warning that students were relying too much on AI and that it would never work effectively. Look at today—AI has evolved dramatically. New versions of models like Gemini and ChatGPT provide deep insights and efficiency gains that were unimaginable just a few years ago.

At Integra City, AI is enhancing not just our software and hardware development but also our research and operational processes. Even though many AI tools aren’t yet fully secure for sensitive work, we find creative ways to integrate them to accelerate development and innovation. Some people say AI is a bubble, but I think technology always progresses. AI isn’t just a trend—it’s becoming foundational to how we operate.

What recent AI innovations excite you most at Integra City?
Initially, our work focused heavily on computer vision. We developed our own cameras and smart imaging systems, collaborating with various hardware manufacturers to create tools that analyze and interpret visual data.

But now, with the rise of large language models (LLMs), we see new opportunities to enhance city and government management. These models can process vast amounts of data and provide actionable insights. For example, they can help decision-makers understand complex patterns in city operations, anticipate problems, and prioritize interventions more effectively.

At Integra City, we’re exploring AI tools that can inform not only city planning but also regional and national governance. It’s about giving leaders the intelligence to act proactively rather than reactively.

How do Integra City’s AI chatbots support officials in making proactive, data-driven decisions?
We designed our chatbots specifically for management teams within cities, not for public use. For example, imagine a police chief responsible for a district with high crime rates. Our chatbot can analyze data from surveillance systems, emergency response logs, officer performance, and technology deployments. Based on that, it provides actionable recommendations—maybe increasing patrols in certain areas, hiring additional staff, upgrading technology, or optimizing workflows.

This is all part of our flagship product, InCore. InCore integrates all aspects of smart and safe city operations into one ecosystem, allowing different departments and ministries to collaborate efficiently. It’s not just about collecting data—it’s about turning information into insights that decision-makers can use immediately to improve citizen safety, resource allocation, and overall city management.

Are you considering collaborations or partnerships in the Saudi market?
Saudi Arabia is a new market for us, so we’re currently exploring opportunities. While we haven’t operated there yet, we have extensive experience in dozens of countries, primarily in Eastern and Southern Africa, East Asia, and some Middle Eastern markets, with our headquarters in Dubai.

We hope to enter the Saudi market soon. Participation in industry events like GITEX would be a strategic way to introduce our solutions. Tentatively, we’re looking at the first quarter of next year—January through March—to start engaging with local partners and stakeholders for our entry into the Saudi Market.

Which sectors in Saudi Arabia do you think are most ready for AI transformation?
In most markets, we start with safety, and Saudi Arabia is no different. Safety is broad—it includes citizen safety, tourist safety, and data protection. It’s also connected to smart city initiatives, sustainable urban development, and improving the quality of life. AI can enhance public safety, optimize city operations, and even contribute to sustainable urban planning by analyzing traffic, energy consumption, and public services.

We see Saudi Arabia as a region ready to embrace AI in both governance and infrastructure, creating opportunities to deploy innovative, data-driven solutions at scale.

How does Integra City approach responsible and ethical AI deployment?
Responsible AI is critical, especially when working with governments. We strictly adhere to local regulations in every market we operate in. You can’t bring your own rules and expect a ministry or government body to adopt them.

Our solutions are adaptable. We design them to integrate seamlessly into existing government workflows and regulations. Governments are large, complex systems, and imposing a new framework without understanding local procedures can break the mechanism. So, we focus on fitting our tools into existing structures while maximizing efficiency and impact. Ethical deployment is about respecting local laws, procedures, and the operational realities of each city or country.

How do you envision AI shaping the broader business landscape in Saudi Arabia?
It’s a challenging question since Saudi Arabia is a new market for us. But looking at the broader Middle East, the region is becoming an AI hub, attracting talent, companies, and innovation. AI adoption is growing across sectors, from government services to infrastructure, and Saudi Arabia, as one of the largest and most influential countries in the region, is following this trajectory.

We expect AI to drive efficiency, innovation, and smarter decision-making across businesses and government institutions. In the near future, cities will be safer, operations more transparent, and public services more responsive—all powered by AI technologies. Saudi Arabia has the potential to become a leading example of AI-driven transformation in the region.

Noha Gad

Transforming Saudi Arabia into a global sports powerhouse is one of the key objectives of Vision 2030. The Kingdom is moving steadily towards this goal by investing heavily in leagues, mega-events, and infrastructure, such as smart stadiums, all supercharged by leading-edge artificial intelligence (AI). Between 2020 and the first quarter (Q1) of 2025, Saudi entities injected investments worth SAR $7 billion across global and local sports assets, according to the ‘Saudi Arabia Sports Business & Tech Report 2025.’ In 2024, the Saudi sports market was valued at $8.4 billion, the report showed, anticipating the market to hit $22.5 billion by 2030. 

Regarding infrastructure development, the Kingdom is establishing smart stadiums, prioritizing renovations, smart features, and sustainable designs. Smart or digital stadiums in Saudi Arabia are advanced, technology-driven sports venues designed to create sustainable, high-performance, and immersive entertainment spaces for key sports events, notably the FIFA World Cup 2034.

These stadiums are not just structures for sports but integrated digital ecosystems featuring AI-powered operations, IoT sensors, high-speed 5G connectivity, and sustainable, energy-efficient designs.

The Kingdom’s innovative, robust, and state-of-the-art stadium strategy aims to offer fans a world-class match day experience. It comprises 15 proposed stadiums across five diverse host cities, including NEOM Stadium, the 46,000-seat arena set to be built 350 meters above ground inside "The Line" in NEOM; King Salman International Stadium, Saudi Arabia’s largest stadium with a capacity of 92,000 fans; Aramco Stadium, the 800,000 square meters facility that will catalyze health and wellness programs, featuring cutting-edge technology and an integrated cooling system; and Qiddiya Coast Stadium, the multi-purpose entertainment complex planned to be completed in 2032.

A significant milestone in advancing the Saudi sports sector is HUMAIN’s recent acquisition of ai.io, a London-headquartered artificial intelligence and sports technology company, to launch HUMAIN Sport to expand access to sport and improve outcomes at every level, from grassroots participation to elite performance. Combining the capabilities of HUMAIN and ai.io, the new joint venture will deliver integrated AI platforms designed to support the Saudi sports ecosystem. These solutions will enable broader participation in sport, data-driven athlete development, enhanced performance analysis, intelligent facilities, and new forms of digital and fan engagement.

Through this acquisition, HUMAIN will leverage ai.io’s existing products, technical expertise, and global sports relationships to accelerate international expansion, while ai.io will benefit from HUMAIN’s AI infrastructure, platforms, strategic partnerships, and commercial scale to support the delivery of AI-powered sports solutions.

This transaction marks a game-changer, enabling everything from grassroots athlete discovery, where aiScout has already generated over 750 professional trials, to elite performance analytics that track movements from any smartphone video. 

Key features and technologies in smart facilities

The integration of emerging technologies promises not just smarter training and fan experiences but a blueprint for AI-driven sports excellence that could redefine global competitions. For instance, AI and data analytics can be used for predictive maintenance, optimizing crowd management, and personalizing fan experience. Meanwhile, IoT sensors are deployed to monitor everything in the facility, from seat occupancy and parking to environmental conditions, ultimately improving overall operational efficiency.

For fan engagement, advanced applications, in-seat ordering, interactive displays, and 5G connectivity are standard in smart facilities, providing a 360-degree experience. Additionally, integrated command and control centers harness AI, facial recognition, and anti-drone technologies to enhance safety.

Moreover, smart sports facilities are designed for high energy efficiency, featuring smart HVAC systems, LED lighting that adjusts to crowd density, and water-efficient systems.

Revolutionizing talent scouting 

At the heart of HUMAIN Sport's transformative potential lies aiScout, ai.io's flagship mobile application that is revolutionizing talent identification from a labor-intensive, geographically limited process to a scalable, inclusive revolution accessible to anyone with a smartphone. By enabling aspiring athletes to record and upload simple drills, such as sprints, agility tests, or sport-specific skills, the application employs advanced computer vision and machine learning algorithms to deliver instant, objective performance metrics comparable to professional-grade assessments. 

This technology eliminates the need for costly equipment or on-site scouts, generating over 750 professional trials worldwide to date and proving its efficacy in talent discovery. Beyond discovery, aiScout's data-driven insights provide coaches with predictive analytics, ranking prospects not just on raw athleticism but on trainable traits like decision-making under fatigue, customizable to Saudi sports priorities. 

HUMAIN's integration amplifies this through Arabic-language interfaces powered by ALLaM large language models, ensuring cultural relevance and reducing barriers for non-English speakers. Eventually, the platform is democratizing opportunities, increasing participation of underrepresented regions, and positioning Saudi Arabia as a blueprint for equitable, AI-fueled sports development on the global stage.

Other applications

HUMAIN Sport embeds AI across the entire sports ecosystem to enhance coaching, strategy, emerging formats like esports, and athlete wellness in ways tailored to Vision 2030 goals. In coaching and tactical preparation, ai.io's aiLab platform integrates with HUMAIN's infrastructure to simulate match scenarios, analyze opponent patterns, and refine VAR decisions with predictive accuracy.

The venture pioneers AI in esports and digital leagues, leveraging real-time AI moderation, skill-matching algorithms, and AR overlays to increase participation. Meanwhile, health and wellness applications leverage wearables and AI chatbots to deliver personalized nutrition plans, monitor mental health, and support recovery protocols.

By integrating ai.io's motion tech with HUMAIN's scale, Saudi Arabia is not just adopting AI; it is exporting a holistic model that amplifies performance, engagement, and sustainability, setting a global standard for sports evolution.

While AI innovations promise unprecedented advancements, they also introduce critical challenges that demand robust ethical frameworks to ensure equitable and sustainable integration into Saudi Arabia's sports landscape. Foremost among these is data privacy, governed by the Kingdom's Personal Data Protection Law (PDPL). AI bias poses another hurdle, as algorithms trained on historical data may inadvertently favor urban, male athletes over rural or female talents. Over-reliance on AI threatens the human essence of sports, from coaches' intuition to the thrill of unscripted plays, prompting federations to adopt hybrid models in which tech informs but does not make decisions.

Transforming Saudi Arabia into a global sports powerhouse stands as a cornerstone of Vision 2030, with the Kingdom advancing through massive investments in leagues, mega-events, and cutting-edge infrastructure.

These developments signal a broader AI revolution in sports, from talent discovery and performance analytics to immersive fan experiences and sustainable operations, positioning Saudi Arabia to lead this transformation. Smart stadiums exemplify this shift, evolving into AI-powered digital ecosystems with IoT sensors, 5G connectivity, and energy-efficient designs that redefine match-day immersion.

Noha Gad

The e-commerce sector in Saudi Arabia has settled into a stable, high-growth era, driven by increased opportunities for e-commerce players and a continued rise in consumer preference for innovative new payment methods, ranging from Buy Now, Pay Later (BNPL) to crypto and digital wallets. According to the latest report released by the Ministry of Commerce, the e-commerce sector experienced a 5% increase in existing registrations during the third quarter (Q3) of 2025, reaching 41,816 registrations, compared with 39,769 in Q3-24. Another report published by Modor Intelligent indicated that the e-commerce market size in Saudi Arabia reached $27.9 billion in 2025, and is projected to grow at a compound annual growth rate (CAGR) of 11.9% between 2026 and 2031. The re-commerce sector emerged rapidly across the Kingdom, transforming the way consumers buy and sell pre-owned goods. Fueled by a large, connected youth population and a booming e-commerce ecosystem, buying and selling pre-owned goods through specialized applications and online platforms moved from a niche practice to a mainstream economic activity. 

Digital marketplaces are redefining value for Saudi consumers, offering access to high-quality secondhand electronics, fashion, furniture, vehicles, and real estate units with unprecedented convenience and security. This tech-driven sector not only unlocks significant economic value for individuals and entrepreneurs but also aligns with national priorities by promoting a more circular economy and sustainable consumption patterns in alignment with Vision 2030.

Resale in Saudi Arabia primarily refers to the informal buying and selling of pre-owned goods through digital platforms, such as Haraj, Soum, Kayishha, Syarah, Dubizzle, and OpenSooq, where transactions rely on personal trust, direct negotiation, and minimal platform intervention. This model dominates for everyday items, such as used furniture, cars, and mid-range fashion, often lacking formal quality checks or warranties.

The re-commerce market in Saudi Arabia is expected to grow annually by 15.8% to record $1.75 billion in 2025. According to a recent report published by ResearchAndMarkets, the market is expected to grow at a CAGR of 13.3% between 2025 and 2029 to reach $2.88 billion by the end of 2029. This growth will be fueled by a mix of economic drivers, policy support, and digital infrastructure and payment readiness. 

Rising living costs amid aspirational spending made pre-owned goods a practical choice for electronics, fashion, and appliances, especially as new luxury items strain budgets for the Kingdom's young urban professionals. This shift is evident in the rapid growth of electronics trade-ins and fashion resale, where affordability meets desire without compromising perceived quality. Additionally, re-commerce aligns perfectly with Vision 2030’s circular economy targets by extending product lifecycles, appealing to a rising eco-conscious demographic that views resale as both sustainable and patriotic.

High smartphone penetration, advanced logistics, and widespread digital wallets enabled key players in the Saudi market to offer seamless transactions. Trust mechanisms such as escrow, buyer protection, and cash-on-delivery (COD) options bridge cultural preferences for secure deals. This infrastructure, combined with social media's influence, accelerates peer-to-peer (P2P) and B2C models, making Saudi Arabia a frontrunner in regional re-commerce maturity.

Saudis have long embraced resale through trusted informal channels, but digital platforms now focus on structure, quality assurance, and scale to evolve the market.

 

Key players in the Saudi market

• Haraj: Established in 2007, Haraj is a Saudi marketplace for all goods, cars, real estate, and electronics. It initially focused on cars, then moved to real estate, and ended up being the one-stop shop for all classifieds in the Kingdom. Receiving over half a million visitors daily, Haraj applies the world's latest technologies at the back-end to provide developers with a great environment to learn and empower entrepreneurs to build a strong base before expanding the market.
• Soum: One of the leading marketplaces for secondhand electronics in Saudi Arabia that enables users to buy, sell, and discover various products, including desktops, laptops, tablets, smartwatches, cameras, headphones, and more. This first-of-its-kind unified national application enables both small and medium-sized enterprises (SMEs) and individuals to sell in its marketplace, leveraging its wide network that covers over 150 Saudi cities.
• Kayishha: A reliable car buying company in Saudi Arabia that helps car sellers sell their used cars in a hassle-free manner, regardless of their make, model, age, or condition. Using a safe and transparent car-selling process, Kayishha enables sellers to sell their cars in just 30 minutes.
• OpenSooq: The leading mobile-first classifieds marketplace in the Middle East and North Africa (MENA) region that allows users to buy, sell, and trade a wide variety of goods and services. It enables user-to-user real-time chat and allows each user to build their own profile.

Saudi consumer engagement with the resale market is a significant and growing trend, primarily driven by a generational shift where younger buyers prioritize value and sustainability over pristine newness. Tech-savvy youth are the primary adopters of digital resale platforms, using them for value-driven purchases and to generate side income. In the context of high costs for new vehicles, electronics, and branded goods, the resale market serves as a strategic channel for cost-conscious consumers to access quality products. However, quality and counterfeiting fears persist, particularly for fashion and tech. 

The resale market in the Kingdom faces several distinct challenges that affect its scalability, trust, and user experience. Major challenges include:

• Lack of standardization: In open-market platforms, product grading, condition descriptions, and imagery are not standardized, leading to buyer-seller disputes and hesitation.
• Counterfeit and misrepresented goods: Particularly in high-value segments like luxury fashion, electronics, and automotive parts, verifying authenticity and accurate condition descriptions remains a significant hurdle.
• Seller accountability: Ensuring reliable seller behavior, honest representation, and safe transaction completion can be difficult on P2P platforms without robust mediation systems.
• Returns and refunds complexity: Establishing fair and clear return policies for used items is a persistent operational and customer service challenge.
• Consumer protection gaps: The legal framework for disputes in private online sales is less clear than for registered e-commerce businesses, potentially leaving buyers and sellers vulnerable.

Additionally, challenges center on building systematic trust, streamlining complex operations, and changing deep-seated consumer habits. Addressing these issues through technology, standardized services, and clear regulations is instrumental for the Saudi resale market to mature from a popular informal exchange into a structured, high-growth segment of the retail economy.

Finally, Saudi Arabia’s e-commerce landscape is advancing on two dynamic fronts: the mature expansion of traditional e-commerce and the rapid emergence of re-commerce. Together, they are fundamentally reshaping the Kingdom’s retail economy, driven by digital adoption, youthful demographics, and alignment with Vision 2030's economic diversification and sustainability goals. The re-commerce sector evolved from informal P2P trading into a structured, high-potential market projected for significant growth. Digital marketplaces are driving this shift, moving the market toward greater convenience, trust, and scale. As these marketplaces continue to innovate and integrate stronger trust mechanisms, they will not only capture greater market share but also redefine sustainable consumption for a generation.

Shaimaa Ibrahim 

Venture capital in the Gulf region, particularly in Saudi Arabia, is experiencing a rapid growth phase driven by the expansion of the digital economy, the rise of innovation ecosystems, and increasing interest in advanced technologies—most notably artificial intelligence and digital infrastructure. As capital flows increase and investment funds multiply, there is a clear shift toward specialized investment models aimed at building companies with global reach, rather than limiting success to local markets.

In this context, Propeller stands out as a distinct player in the venture capital landscape, focusing on early-stage infrastructure software companies and connecting top technical talent from the MENA region directly to global markets, with a particular emphasis on the United States. Its cross-border operating model is designed to empower founders to build globally relevant companies from day one, leveraging the region’s deep engineering talent alongside operational expertise from leading global technology hubs.

Against this backdrop, Sharikat Mubasher sat down with Zaid Farekh, founder of Propeller, to discuss his vision for the future of venture capital, his experience supporting technical founders, and his assessment of AI and infrastructure opportunities in Saudi Arabia and the broader region.

What is Propeller’s strategic vision, and how does it stand out from other venture capital firms in the region?

Propeller’s strategic vision is to become the leading early-stage platform for infrastructure software founders emerging from MENA by providing them with direct, early access to global—particularly U.S.—markets.

Propeller focuses exclusively on pre-seed and seed-stage infrastructure software, backing highly technical founders and helping them validate, sell, and iterate with real U.S. customers—especially in Silicon Valley—much earlier than would otherwise be possible.

What differentiates Propeller is its deliberate focus and cross-border operating model. Rather than being a generalist regional fund, Propeller concentrates on a narrow, technically demanding category and actively bridges two ecosystems: MENA’s deep engineering talent and the world’s most advanced infrastructure buyers and partners in the United States. This approach allows founders to shorten the path to product–market fit, build globally relevant companies from day one, and access follow-on capital more effectively.

How would you describe the current venture capital landscape in the GCC, and what is required to elevate the region’s entrepreneurial ecosystem to a global standard?

We’ve been excited to see the venture landscape maturing in the GCC over the past few years, but we still believe there’s a long way to go. We ultimately believe that the best way to elevate the region’s entrepreneurial ecosystem is to bring its best founders to the global stage so they can learn from and compete with a high density of other founders of a similar calibre. We see this trend happening across the world, not just the Middle East. Great founders from Europe, South America and elsewhere spend time in Silicon Valley or New York, but invariably end up having a huge impact on their local, ‘home’ ecosystems as well, whether by returning themselves to continue to build their startup, by hiring local talent remotely or building an in-region office, by angel investing in the home market’s newest founders, or simply by inspiring a new generation of founders. 

What criteria are most important when evaluating startups, and how does Propeller help founders overcome funding and growth challenges?

Propeller focuses on pre-seed and seed-stage infrastructure software startups, investing checks between $500,000 and $3M. It prioritizes founders building for global gaps (not only regional needs) and sees opportunity across multiple layers of the AI stack, from hardware-adjacent enablement to infrastructure, platforms, and applications with defensible infrastructure moats.

Can you provide an overview of Propeller’s current funds, including their strategic focus and sector priorities?

Fund I was a test vehicle of approximately $2M launched in 2017. Fund II was approximately $13M launched in 2021. Fund III is a $50M fund focused on pre-seed and seed-stage infrastructure software startups, with emphasis on AI infrastructure and AI-native software across MENA and the U.S.

What motivated the launch of Propeller’s $50 million third fund, and why focus specifically on horizontal AI infrastructure?

The adoption of artificial intelligence will be the single largest driver of enterprise and economic value over the next decade. Startups are being launched today and in the coming years to meet the enormous infrastructure demands this adoption will create, quickly propelling the best ones into large, category-defining companies

We believe infrastructure is the ultimate multiplier of value in AI. Strong infrastructure enables vertical applications and horizontal platforms to scale faster, cheaper, and more securely.

At the same time, the most enduring applications and platforms will be those that sit on top of proprietary or defensible infrastructure, creating moats that go beyond user interfaces or data wrappers.

To date, how many startups has Propeller invested in, across which regions, and what tangible impact have these investments had on the regional innovation ecosystem?

Propeller has backed 30+ startups across its first two funds and has 6 active investments in Fund III. Propeller is present across MENA and the U.S., specifically in Riyadh, Amman, Boston, and Silicon Valley.

How do you assess venture capital opportunities in Saudi Arabia, particularly in the AI sector?

We assess opportunities in Saudi the same way we assess opportunities everywhere - does the founder have a severe conviction in a unique version of the future? Are they building infrastructure & apps because they love building? And are they thinking Global from day one?

We assess venture opportunities in Saudi Arabia through a fundamentals-first lens, with additional scrutiny specific to the AI sector.

In AI specifically, we look beyond model novelty and focus on structural advantages, such as access to proprietary data, deep integration into workflows, or infrastructure-level positioning that is difficult to replicate. We are cautious around pure “wrapper” businesses and place greater emphasis on companies that own a critical layer of the stack or have defensible deployment advantages.

We have long-standing experience building and selling technology in Saudi Arabia and view it as a strong, sophisticated market for AI adoption. At the same time, we do not see Saudi Arabia as the only market. We assess whether companies can win locally on commercial merit and then expand beyond the Kingdom over time, rather than being structurally dependent on a single geography or policy tailwinds.

Finally, we evaluate alignment with Saudi Arabia’s long-term priorities, such as digital infrastructure and AI enablement without relying on policy tailwinds alone. Our goal is to back companies that can succeed on commercial merit, with or without local incentives, and scale globally over time.

What are Propeller’s plans for expansion, and are there initiatives to establish new regional or international partnerships?

Our team members are already present in Silicon Valley, Boston, Amman, and Riyadh and we have close relationships with follow-on investors and experienced operators in those markets

In your view, which sectors or types of companies are best positioned for significant growth in the coming years, especially in AI and technology infrastructure?

We believe exciting new companies will be built at all layers of the software stack:

1. Application Layer – Vertical AI applications that win with infrastructure moats, not just data wrappers.
2. Platform Layer – Horizontal AI platforms that standardize workflows across industries.
3. Infrastructure Layer – Tools that abstract complexity and make AI usable, secure, and scalable.
4. Hardware-Software Convergence – Silicon-adjacent software bridging models and metal, optimizing performance and efficiency. 

More than companies, we invest in people. We believe that the founders who will build these companies will:

1. Have a severe conviction in a unique version of the future
2. Build infrastructure & apps because they love building 
3. Think global from day one
4. Attract and inspire early employees and supporters.
5. Have the persistence to run through walls, the flexibility to change course, and the judgement to know when to do each.
6. Lead from the front by building, not just directing.
7. Build with responsibility, aware of the scale and impact of the infrastructure they create.
8. Nurture a community around their vision. Creating movements not just companies.

Noha Gad

The global digital payments landscape is witnessing a remarkable transformation in recent years, revolutionizing the way consumers and businesses transact. Recent reports by Statista anticipated the total transaction value in the digital payments market to hit $38.07 trillion by 2030, with a CAGR of 13.6% between 2025 and 2030. Mobile Point-of-Sale (PoS) payments, which represent the largest share in the digital payments market, are projected to achieve a total transaction value of $12.56 trillion in 2025.

The transformation in the digital payment market mirrors the growing preference for faster, frictionless payment methods, supported by innovations in AI for fraud detection and the integration of payment technologies into everyday life. 

Within this transformative digital payment environment, invisible payments emerged as the next significant leap, allowing purchases to be billed automatically based on user behavior or context. 

What are invisible payments?

Invisible payments refer to transactions that happen seamlessly in the background, without requiring consumers to physically interact with a payment terminal or even consciously initiate the payment. They are designed to eliminate the traditional manual steps involved in making payments, such as clicking, entering card details, or scanning QR codes, leveraging emerging technologies, such as the Internet of Things (IoT) sensors, AI, biometrics, and pre-registered payment accounts.

These payments offer consumers a frictionless experience, enabling them to enjoy services or purchase products without explicit payment actions at the point of sale (PoS).

How do invisible payments work?

Invisible payments are enabled through cutting-edge technology that links the user's payment method with specific triggers, such as location, biometric authentication, or device sensors. This swift process includes: 

• Setup and registration. Consumers register their payment details once, often during account creation on the service platform or application.
• Contextual triggers. Once set up, the system activates based on contextual cues such as entering a store, picking items, or starting a ride. Then, sensors, cameras, and IoT devices detect user actions or presence, while AI algorithms analyze this data in real time.
• Authentication methods. Biometric authentication or device-based authentication is often used to confirm the user’s identity with high confidence.
• Automatic billing. The system automatically processes the payment in the background, charging the user's pre-registered account without any further manual input.​
• Confirmation and sending receipts. A digital receipt is sent post-transaction, providing transparency while maintaining the seamless experience

Benefits of invisible payments

Invisible payments offer several benefits for both consumers and businesses, ultimately enhancing the payment experience through seamless technology integration. For consumers, invisible payments offer:

-Convenience and speed. By eliminating manual entry of payment details and physical actions, invisible payments allow consumers to pay effortlessly, speeding up checkouts in retail, ride-sharing, and online shopping environments.

-Enhanced customer experience. This type of payment enables customers to enjoy a hassle-free shopping experience.

-Improved security. Invisible payments safeguard transactions and minimize errors and fraud risks by leveraging biometrics, encryption, tokenization, and automated fraud detection.

For businesses, invisible payments offer:

-Faster payments and improved cash flow. These payments enable businesses to receive funds quickly and manage cash flow more effectively.

-Enhanced operational efficiency. Automation reduces the manual workload around payment processing and invoicing, saving time and resources.​

-Robust relationships with suppliers. Faster and accurate payments strengthen trust and partnerships with suppliers.

By integrating with IoT devices, mobile applications, and wearables, invisible payments are expected to expand their reach, enabling innovations beyond subscriptions or retail checkout. This transformation will significantly redefine the way consumers interact with commerce in everyday life, making payments a fully automated and invisible part of the experience.

Technological advancements will play a crucial role in shaping the future of invisible payments. For instance, AI-powered payment orchestration will optimize authorization in real-time, enhancing approval rates and reducing friction during checkout, while biometric authentication, such as facial recognition and fingerprints, will replace passwords and PINs, offering faster, safer payments.

Finally, invisible payments are anticipated to support a borderless financial ecosystem, making cross-border transactions as seamless as domestic ones, backed by the rise of Central Bank Digital Currencies (CBDCs) and regulatory advancements.

Noha Gad

Influencers have commanded social media in recent years, setting trends and guiding their followers’ shopping habits with the content they post, ultimately supporting an industry worth over $35 billion as of 2025, as stated in a recent report by Influencer Marketing Hub.

The influencer marketing ecosystem stands at an inflection point, triggered by groundbreaking technological advancements, changing consumer behaviors, and increasing demands for accountability. This shift underscored the critical need for brands to diversify their strategies and highlighted the emergence of AI influencers to fulfill brands’ need for more control, scalability, and flexibility in digital marketing.  

Human influencers are subject to unpredictabilities such as changing personal circumstances, reputational risks, or limited working hours. In contrast, AI influencers are always available, never age, and can instantly adapt their messaging to suit a brand’s image or campaign needs, facilitating seamless communication in different languages and allowing companies to ensure consistent representation.

What are AI influencers?

AI influencers, also known as virtual influencers, are computer-generated characters that promote products on social media. Often created with computer-generated imagery (CGI), motion capture, and generative artificial intelligence, and other forms of AI, these digital characters are designed to behave the way a human influencer would online, offering brands a unique way to connect with consumers.

With millions of followers engaging with their content and purchasing the products they promote, these innovative tools help brands to better connect with audiences in an increasingly saturated social media space.

AI influencers come in all shapes and sizes, ranging from cartoonish 3D characters to photorealistic images. They look and behave the way real people do online, but their appearance, personalities, and content have been carefully designed to appeal to a specific audience, particularly Gen Z and Gen Alpha.

The rise of AI influencers has already begun to reshape digital marketing on a global scale across various sectors, notably fashion and technology, demonstrating the value and versatility of virtual personalities in modern campaigns. AI influencers offer creative opportunities in futuristic settings and storytelling that human influencers cannot replicate; however, their adoption also presents new ethical questions about transparency, authenticity, and the impact on human content creators.

How AI influencers transform digital marketing

Brands utilize AI influencers for inclusive, creative storytelling and hybrid campaigns alongside human content creators, leveraging AI influencers’ capability to amplify core brand values such as innovation, inclusivity, and self-expression, while maintaining a distinct futuristic appeal.

Giveaways, contests, and experiential marketing formats are popular for boosting engagement and community interaction. In typical giveaways, AI influencers invite followers to participate for a chance to win exclusive products or experiences, driving viral reach and growing brand followings rapidly. In product reviews and unboxing campaigns, AI influencers seamlessly script unboxing experiences with highly visual, on-message presentations, providing consistency in tone and detail that human influencers may find difficult to match at scale. 

Characterized by ultra-personalization and scalability, AI influencers can dynamically address audiences in different languages, adapt campaign content based on sentiment analysis, and offer instant replies to DMs or comments, fostering a sense of one-on-one interaction. This adaptability and automation position AI influencers at the forefront of next-generation marketing, making them the perfect choice for large-scale awareness campaigns, niche-targeted promotions, and cross-platform storytelling efforts.

Human influencers and AI

Most of the marketing strategies nowadays combine virtual and human creators to maximize reach, authenticity, and engagement. Instead of replacing human influencers, AI-powered personas are being used to complement them, creating hybrid campaigns that leverage the strengths of both. 

This innovative tool analyzes vast datasets, including engagement rates, audience demographics, and content performance, to identify the most suitable human influencers for a brand, ensuring alignment with campaign goals and target audiences. It reduces the risk of mismatched collaborations and improves overall campaign effectiveness.

Additionally, AI-based platforms streamline communication by generating personalized messages to influencers based on their content style and audience profile. They also assist in brainstorming campaign ideas, optimizing posting schedules, and even drafting captions.

In hybrid campaigns, AI and human influencers collaborate on shared content, such as joint social media posts, live streams, or storytelling series, humanizing the AI influencer while amplifying the human creator’s reach through exposure to new, tech-savvy audiences.

Successful campaigns balance between AI efficiency and Human creativity, excelling AI at scalability, personalization, and performance prediction. Nevertheless, human judgment remains essential in evaluating brand fit, cultural relevance, and narrative authenticity. 

Future outlook

As generative AI advances, AI influencers are expected to be more dynamic, capable of live-streaming, responding to audience sentiment, and adapting messaging based on real-time engagement analytics. These advanced tools will offer creative control, eliminating concerns about scandals or scheduling conflicts, while enabling 24/7 interaction through AI chatbots and real-time content generation.

Also, hyper-personalization will define the next generation of influencer marketing, with AI tailoring content based on real-time signals such as browsing behavior, geolocation, and device type. 

Finally, the integration of AI into influencer marketing represents a significant change in how brands connect with audiences, leveraging AI-powered influencers to offer unmatched scalability and enhance effectiveness. Brands that embrace hybrid strategies, combining the authenticity of human creators with the precision and efficiency of AI, will be well-positioned to deliver personalized, engaging, and ethically sound campaigns.

Kholoud Hussein

As the HR-tech landscape in the Middle East undergoes rapid transformation, new players are emerging to challenge outdated legacy systems and deliver solutions that match the region’s pace of growth. Among these innovators is Cercli, a platform founded by ex-Careem executives Akeed Azmi and David Reche, and backed by Y Combinator and Afore Capital. In an exclusive interview with Sharikat Mubasher, the founders shared how Cercli is tackling inefficiencies in payroll and workforce management and positioning itself at the forefront of the shift toward agile, AI-driven HR solutions.

Since its September 2024 fundraise, Cercli has recorded impressive growth with revenues climbing 22% month-on-month and payroll distributions expanding 14-fold across 48 countries and 17 currencies. “We set out to build a platform that delivers speed and compliance without the complexity of legacy ERP systems, and the response has exceeded our expectations,” the founders noted. They credit this momentum to a relentless customer-first approach, a globally experienced team drawn from leading technology firms, and an uncompromising pace of execution. 

Artificial intelligence plays a critical role in their product roadmap, powering tools like automated expense reimbursement and onboarding agents that cut implementation times from months to just 48 hours. With Saudi Arabia fast emerging as one of the most dynamic HR-tech markets, Cercli is closely studying the Kingdom’s labor frameworks, aiming to establish a stronger local presence to meet growing demand.

From Careem to Cercli: You both bring strong experience from Careem. How has that shaped Cercli’s vision and its approach to disrupting the HR-tech space in MENA?

Working at the region’s first unicorn shaped the way we think and built our entrepreneurial traits. At Careem we saw first-hand how painful payroll and HR operations were, especially for enterprises with thousands of employees. Payroll was painfully slow, HR tools were scattered, and nothing worked seamlessly.

We looked everywhere for a solution and couldn’t find one to solve these challenges. This is why we started Cercli: to eliminate the wasted hours and days spent on manual payroll and remove the need to juggle four or five disconnected tools. We knew there had to be a better way forward.

Since your fundraise in September 2024, Cercli has seen revenues soar 22% month-on-month and payroll distributions expand 14x across 48 countries. What have been the key drivers of this growth, and how do you plan to sustain this momentum?

The biggest driver has always been working and building alongside our customers first. 

Second, our hiring has been very deliberate. Our team includes incredible talent from companies like Careem, Kitopi, Stripe, Google, and Cloudflare. This talent could be anywhere in the world, but they chose to build Cercli.

And finally, sheer determination and speed. We build fast, we ship fast, and we keep moving with urgency. As any entrepreneur will be familiar - there have been plenty of sleepless nights too - but our shared purpose keeps us grounded and focused no matter how quickly we scale.

You emphasize the role of AI in transforming HR operations. Can you share specific ways Cercli is leveraging AI to replace outdated ERP systems and deliver measurable financial or operational savings for clients?

We see AI as an enabler in solving our customers' existing problems while also solving new ones that weren't previously possible. Adding AI for the sake of adding AI is not our stand in embracing new technology. AI is evolving and so is how we will utilize it. Internally, we already use AI to increase not just operational and engineering efficiency, but the real impact is in how it transforms the customer experience.

On the product side, many features are powered by AI. Take expense reimbursement: employees just upload a receipt in any format or language, and the system instantly extracts the details - amounts, dates, categories - reducing errors and saving finance teams a huge amount of time. Another is our job description creator, which - in mere seconds - helps hiring managers generate role descriptions during onboarding. We also have completely new AI products in development, which we will announce when ready.

Even the process of migrating and onboarding customers from legacy systems - which typically takes months - can now be done by Cercli in as little as 48 hours with the help of our onboarding AI agent. It reduces errors, ensures accuracy, and gets customers up and running much faster.

Across the platform the goal is the same for customers: reduce human error, stay fully compliant with a modern, human touch of running your entire workforce as opposed to outdated ERP systems in grey clunky user interfaces.

With Saudi Arabia emerging as one of the fastest-growing HR-tech markets, how critical is the Kingdom to your expansion strategy, and what are your immediate plans for operations there?

Saudi Arabia is one of the largest and fastest-growing markets in the region — if not globally. Ignoring it would be a mistake. We’re looking very closely at the Kingdom, its regulations, labor laws, and unique processes.

Many of our existing customers in the UAE and elsewhere already have employees in Saudi, and we help them manage payroll there. The next step is building a deeper, more strategic and local presence to support that demand and scale with the market.

You’ve hinted at imminent entry into another major GCC economy. Without revealing sensitive details, what factors guide your decision on new markets — regulatory environment, talent needs, or client demand?

Our analysis of new markets is deep and diverse. We assess levels of digitization; countries moving fast in modernizing their labor and compliance frameworks are natural fits for us. Another important factor is market maturity, meaning the number of rising companies scaling quickly and requiring tools like Cercli to grow without being held back by outdated systems.

We also consider demand from our existing customer base. Many of our clients already operate across multiple GCC countries, so we follow their needs closely to decide where expansion needs prioritizing.

Cercli now processes payroll in 17 currencies across 48 countries. How do you navigate the regulatory complexities of managing cross-border workforces, and what opportunities does this create for regional companies aiming to go global?

Talent is global, and we’re enabling regional companies to think global from day one. We’ve built our platform from the ground up with the regulatory complexity of the MENA region in mind.

Each country and/or zone, has its own rules around payroll, pensions, expat or national social security contributions, statutory body reporting, and even cultural nuances like Ramadan hours, weekends or Eid holidays affecting pay and labor laws.

By solving this fragmentation at the local level, we have created a payroll compliance ‘engine’ that scales.

The HR-tech space in MENA is getting crowded, with both local startups and global players eyeing the market. What differentiates Cercli from others, and how do you plan to defend your leadership position?

You are correct, the market is crowded. We knew that when we started Cercli, but the reality was despite various available options, no one was actually solving the real problem. Customers told us their many frustrations and we just listened. Global players had great functionality, but poor localization for regional compliance and know-how. Local players were decent on some aspects of compliance, but can't match feature depth or lacked a fully-fledged regional offering even after years of being around. Customer NPS for existing solutions were consistently low and incumbents were just too slow to respond.

Cercli is different because we eliminate that complexity. We have one platform for everything, fully localized for the MENA region, and built in close collaboration with our customers. We talk to them across multiple channels, we listen, and we build fast. That closeness and localization sets us apart and keeps us ahead.

Looking ahead, where do you see Cercli in the next three years — both in terms of product innovation and geographic footprint — and how do you see the broader HR-tech industry evolving in the GCC?

At the pace we’re building, our vision for the next three to five years is to completely replace these clunky legacy ERP systems and make running your workforce as intuitive as making a booking on AirBnb. We want to become the platform that every MENA-based company chooses to run their global workforce. More broadly, we see HR tech in the GCC evolving rapidly.

Companies are digitizing faster, governments are modernizing regulations for the new age, and expectations for simple, global-standard tools that justwork - are only going to grow. 

We’re building Cercli to stay ahead of that shift.

Finally, Cercli’s ambition is to fully replace legacy ERP systems and become the platform of choice for companies in MENA seeking to manage global workforces with agility and compliance. As governments modernize and enterprises expand internationally, the demand for intuitive, AI-powered HR tools is only set to rise. For Cercli, the future lies in building technology that not only keeps pace with this transformation but shapes it—bringing simplicity, speed, and scalability to the heart of workforce management.

Noha Gad

The commerce landscape is undergoing a significant transformation in 2025, driven by rapid technological advancements and changing consumer behaviors. Traditional retail and e-commerce are evolving beyond simple online transactions into immersive, engaging, and socially connected experiences. This shift reflects the importance of integrating technology, social media, and sustainability principles into how consumers discover, interact with, and purchase products and services. Thus, new types of commerce have emerged to redefine the relationship between brands and customers, creating innovative avenues for engagement, personalization, and convenience.

One of the most notable trends shaping commerce today is the rise of social commerce that integrates shopping experiences seamlessly into social media platforms. This type of commerce allows brands to engage directly with audiences, showcase products in real time, and drive immediate sales, creating a highly interactive retail experience.

Augmented reality (AR) and virtual reality (VR) technologies also revolutionize how consumers shop online by offering immersive and interactive digital experiences. Virtual try-ons, 3D product visualizations, and fully virtual stores enable customers to make informed purchase decisions from the comfort of their homes. 

Additionally, sustainability-driven commerce is another critical and rapidly growing trend that reflects consumers’ increasing preference for eco-friendly, ethical, and transparent shopping practices. Brands that embed sustainability into their business models, from sourcing and packaging to circular economy initiatives, are gaining trust and loyalty in a market where environmental responsibility is no longer optional.

In this blog, we will discover more about key trends that reshape the commerce landscape and how these shifting paradigms highlight a future where commerce is not just transactional, but experiential, interactive, and responsible.

Social commerce 

This term refers to the integration of e-commerce features directly within social media platforms, allowing users to discover, engage with, and purchase products without leaving their favorite applications. This trend gained rapid popularity among consumers who increasingly rely on social networks not only for social interaction but also for product recommendations, reviews, and seamless shopping experiences. 

Social commerce is witnessing significant growth thanks to multiple features, such as shoppable posts, stories, and in-app checkout options that simplify purchasing. These features reduce friction by allowing users to buy products directly through social media feeds, eliminating the need to navigate to external websites. Also, the integration of chatbots and customer service tools within social platforms enhances personalized shopping assistance and builds customer trust.

This type of commerce has a great impact on the way consumers discover brands and makes shopping more interactive and community-driven. For brands, social commerce opens new channels for storytelling, customer feedback, and direct engagement, enabling more personalized marketing strategies that foster loyalty and repeat business.

Live commerce

Live commerce integrates live video streaming with real-time shopping, creating an interactive experience where brands and influencers showcase products directly to an engaged audience. This type leverages the excitement and immediacy of live broadcasts to drive instant purchasing decisions, transforming the traditional sales funnel into a dynamic, entertainment-driven event. 

One of live commerce’s main strengths is the ability to interact with viewers in real time via chat, polls, and question-and-answer sessions. This interaction builds trust, answers consumer questions instantly, and encourages spontaneous purchases by creating a sense of urgency with limited-time offers and exclusive promotions.

This type of commerce enables brands to demonstrate products in action, showcasing features, benefits, and use cases more vividly than traditional online listings. It also features deeper emotional connections with consumers, ultimately reducing product returns and helping consumers make informed decisions.

AR and VR commerce

AR and VR transform online shopping by creating interactive experiences that bridge the gap between physical and digital retail. These technologies enable consumers to visualize products in a realistic context, enhancing confidence in purchase decisions and reducing the sense of uncertainty that often comes with online shopping. One of the biggest challenges in online shopping is the inability to physically experience products before purchase. AR and VR address this by offering personalized shopping experiences tailored to individual preferences and environments.

Sustainability-Driven Commerce

As awareness of climate change and resource depletion grows, shoppers increasingly demand products that minimize harm to the planet and promote fair labor practices. This shift requires businesses to integrate sustainability into every aspect of their operations, from product design and sourcing to packaging and distribution.

Sustainability-driven commerce emphasizes ethical sourcing practices, ensuring fair wages and safe working conditions throughout the supply chain. Brands are adopting blockchain and other technologies to increase transparency and traceability, allowing consumers to verify the origins and lifecycle of products. This transparency fosters trust and accountability, essential for maintaining brand reputation in a socially aware market.

As we navigate the rapidly changing world of commerce in 2025, adaptability and innovation have become essential for businesses aiming to thrive. Today’s consumers expect more than just products; they seek experiences that resonate with their lifestyles, values, and desire for authenticity. This evolution forces brands to reimagine their strategies and focus on creating deeper connections through meaningful engagement, transparency, and responsiveness. As 2025 unfolds, the most successful retailers will be those that master this balance, leveraging technology to connect, entertain, and inspire, while championing sustainability to build lasting trust and loyalty.

Noha Gad

Digital wallets have become central to the way consumers conduct payments and manage their finances, offering convenience and seamless digital transactions. Their widespread adoption in retail, banking, and peer-to-peer transfers has made them a preferred alternative to cash and physical cards. 

These wallets handle increasing volumes of sensitive financial data; thus, robust security measures cannot be overstated. Traditional password protections alone are no longer sufficient to combat sophisticated cyber threats and fraud schemes targeting these platforms.  

Emerging security technologies, such as multi-factor authentication (MFA), decentralized identity (DID) solutions, artificial intelligence (AI), machine learning (ML), and tokenization, are addressing these demands by introducing multi-layered protection methods.

Multi-factor authentication (MFA)

The MFA technology significantly enhances digital wallet security by requiring users to verify their identity through multiple independent factors before granting access. Common MFA methods in digital wallets include one-time passwords (OTPs) sent via SMS or email, biometric verification through fingerprint or facial scans, and hardware tokens that generate secure codes. This layered approach makes unauthorized access much more difficult for attackers.

Another type of factor used is certificate-based authentication, which relies on a digital certificate, also called a soft token, to identify a user, machine, or device before granting access. Most enterprise solutions already support certificate-based authentication, and many wallets, such as those by Google Pay and Apple Pay, deploy this in coordination with traditional methods such as a username and password/PIN. 

Although the integration of the MFA reduces fraud rates and unauthorized account access, challenges remain in ensuring universal adoption and maintaining user convenience without compromising security. As cyber threats become increasingly sophisticated, MFA represents a foundational barrier that protects users’ financial assets and sensitive information from theft and compromise. Its continued evolution and adoption will remain critical to maintaining trust in digital payment ecosystems.

Decentralized identity (DID) solutions

A decentralized Identifier (DID) is a unique identifier that can be issued by a decentralized platform and acts as proof of ownership of a digital identity. DID solutions use cryptography and distributed systems, often blockchain technology, to give individuals total control over their digital ID, which is seen as a more tamper-resistant and privacy-preserving method. 

Unlike traditional identity systems that rely on centralized authorities to issue and manage identities, decentralized identity empowers users to create, control, and manage their own digital identities without depending on any single entity. This shift reduces vulnerabilities inherent in centralized databases, which are prime targets for cyberattacks and data breaches. 

This modern approach enables individuals to have full ownership and control over their personal data, allowing them to decide what information to disclose, to whom, and for how long. For digital wallets, DID integration means users can authenticate themselves and verify transactions without exposing unnecessary personal or sensitive data, thereby reducing the attack surface and building user trust by preventing mass data leaks.

AI & ML in fraud detection

Artificial intelligence (AI) and machine learning (ML) play a pivotal role in advancing fraud detection capabilities within digital wallets as they analyze vast amounts of transactional data in real time and identify patterns and behaviors that deviate from normal usage. AI and ML algorithms can adapt to evolving fraud tactics, enabling proactive detection and prevention before fraudulent transactions are completed.

AI-driven systems harness advanced techniques such as anomaly detection, risk scoring, and predictive modeling to assess each transaction's legitimacy. This dynamic assessment improves the accuracy of fraud detection compared to static rule-based systems that may either miss complex fraud schemes or generate excessive false alarms.

Meanwhile, ML models in digital wallets leverage user behavior analytics, tracking factors like device usage, login patterns, and payment frequency to establish individualized risk profiles that distinguish genuine users from potential fraudsters more effectively, ultimately minimizing disruptions caused by unnecessary transaction denials. 

Integrating AL and ML technologies into digital wallets not only minimizes fraud losses but also promotes operational efficiency by automating risk management processes. These technologies are expected to offer more advanced defenses, including real-time threat hunting and adaptive authentication that dynamically adjusts security measures based on assessed risk levels.

Tokenization 

This technology is crucial for securing digital wallet transactions as it replaces sensitive payment information with unique, non-sensitive identifiers called tokens, which carry the necessary transaction data without exposing actual card numbers or bank details during payment processing. 

Unlike traditional encryption methods, tokenization stores actual account information in highly secure token vaults, isolated from merchants and payment processors.

Digital wallet providers have widely adopted tokenization to comply with stringent security standards such as the Payment Card Industry Data Security Standard (PCI DSS), enhancing consumer confidence and regulatory compliance. 

Along with protecting sensitive information, tokenization creates opportunities for innovative payment experiences, standing as a foundational security element that ensures transactions remain secure, seamless, and user-friendly.

Saudi Arabia has been significantly integrating emerging technologies to enhance the security of digital wallets, in line with Vision 2030’s goal of promoting a cashless society and digital economy. The Saudi Central Bank (SAMA) is a key contributor to this transformation, starting from regulating digital payment providers under comprehensive frameworks to creating an enabling environment for digital wallets to adopt advanced security technologies.

The Kingdom is actively incorporating AI and ML into the national fintech ecosystem to enhance transaction monitoring, fraud detection, and risk assessment, thereby increasing transparency and accountability while ensuring a secure cashless transaction environment.

Along with technology adoption, Saudi Arabia backs fintech innovation through significant investments supported by government entities and partnerships with regulatory bodies, aiming to stimulate the development and market reach of advanced digital wallet solutions incorporating MFA, AI, DIDs, and tokenization.

Finally, digital wallets continue to transform payments by merging convenience with cutting-edge security technologies to protect user data and ensure transaction integrity. These technologies provide a multi-layered defense framework that ensures digital wallets remain secure, seamless, and trustworthy in an increasingly digital financial environment. The integration of these multi-layered protections will definitely establish a strong foundation for sustainable digital finance growth, while prioritizing security innovation.