Exclusive Interview with Michel Ghorayeb – Managing Director at SAS UAE

1. How is SAS positioning itself as a leader in responsible AI at GITEX 2024?

This year we are showcasing the ways in which we are empowering organizations to navigate AI adoption responsibly. Our solutions focus on AI governance, transparency, and bias reduction, all of which ensure that organizations can innovate with trust. Visitors to our booth are seeing demonstrations of our AI Governance tools, Model Cards, and Trustworthy AI Lifecycle workflow—all designed to help businesses implement AI in a responsible and sustainable way. We’re committed to ensuring AI is a force for good that aligns with regional regulatory requirements and business ethics.

2. What are the key innovations SAS is bringing to GITEX 2024 that can drive digital transformation in the Middle East?

SAS is highlighting innovations such as the Viya Workbench, which provides a flexible, scalable development environment with minimal IT intervention. We’re also showcasing our expanded Generative AI (GenAI) capabilities through SAS Data Maker, which is a synthetic data generator, and a GenAI assistant tailored for industry-specific applications. Our innovations will be demonstrated through real-world use cases that are particularly relevant to sectors like healthcare, banking, and energy— all key areas for growth in the Middle East. Our goal is to drive AI adoption while making it easier for organizations to manage the entire AI lifecycle.

3. How is SAS supporting the growth of AI talent and innovation in the Middle East?

SAS is deeply committed to nurturing AI talent. We have strategic collaborations with universities across the region, offering specialized training programs to develop the next generation of data scientists and AI professionals. Our efforts extend beyond education—we are helping organizations build in-house AI expertise by providing tools and platforms like SAS Viya, accelerating AI lifecycle tasks. Our collaborations are developed in line with regional strategic goals, and we are focusing our efforts in helping to create a skilled workforce capable of leading AI-driven innovation.

4. What role do partnerships play in SAS’s strategy for driving AI adoption in the Middle East?

Our partner network is central to SAS’s success in the Middle East. At GITEX 2024, we are collaborating with a host of leading partners like AlphaData, Data Science, TRA, BlackStone, and Emircom to showcase AI-driven solutions across various industries. These partnerships enable us to expand our reach and deliver tailored solutions that meet the specific needs of different sectors. For example, we are working with Woodpecker on intelligent planning and demand forecasting, and with Sutra to explore GenAI applications in banking. By building upon the strengths of our partners, we can accelerate AI adoption and innovation across the region.

5. What can visitors expect to experience at SAS’s GITEX 2024 booth in terms of AI-driven use cases?

Visitors to our booth will have the opportunity to explore a range of AI-driven use cases, from healthcare and banking to transportation and energy. We’ll be demonstrating how AI can address key challenges, improve operational efficiency, and drive better decision-making. Our AI solutions focus on real-world problems—such as using AI for flood management and operational resilience—while maintaining a strong emphasis on responsible innovation. With our GenAI tools and Viya Workbench on display, attendees can see first-hand how SAS is helping organizations dive into the transformative potential of AI.

Exclusive Interview with Haifa Ketiti – Senior System Engineer at Proofpoint

• What innovative AI and machine learning (ML) solutions is Proofpoint showcasing at GITEX 2024, and how do they enhance cybersecurity for businesses in the Middle East?

At GITEX 2024, we are showcasing two Proofpoint AI-powered platforms, Nexus and Zen, which are designed to empower organizations to protect their most valuable asset—people. Nexus uses advanced AI and behavior analysis to detect threats in real-time across the digital environments people rely on daily, like email, cloud services, and collaboration apps. Our recent study shows that 92% of UAE businesses face phishing attacks, and Nexus is our way of helping organizations stay ahead by adapting their protection based on user behavior.

Zen complements Nexus by delivering comprehensive, human-centric protection. It ensures that people working across various digital channels remain secure with real-time, adaptive security policies. Together, Nexus and Zen empower businesses to build a safer and more resilient digital workspace, giving employees the confidence to work securely.

• How is Proofpoint addressing the growing threat of AI-driven malware and ransomware attacks, and what should businesses prioritize when protecting against these sophisticated cyber threats?

Proofpoint addresses the growing threat of AI-driven malware and ransomware with advanced AI capabilities that scale security measures beyond traditional methods. Our systems detect anomalies and threats before they cause damage, leveraging AI to analyze vast data sets in real time, offering proactive protection. Proofpoint’s Voice of the CISO Report 2024 highlights that 70% of CISOs surveyed in the UAE feel at risk of experiencing a material cyber attack in the next 12 months, compared to 75% in 2023 and 44% in 2022.

To combat these threats, businesses should invest in scalable AI solutions that offer real-time detection and response capabilities while also focusing on educating employees to recognize sophisticated threats like ransomware and social engineering. By combining technology and awareness programs, businesses can strengthen their security posture and reduce vulnerabilities.

• With increasing concerns around data privacy, especially in the cloud and collaboration platforms, how does Proofpoint ensure organizations maintain secure data governance and prevent data breaches?

Data privacy is increasingly critical as businesses depend on cloud services and collaboration platforms. Proofpoint’s approach gives organizations visibility and control over their data interactions, ensuring they can proactively detect and respond to risks. According to the Data Loss Landscape Report 2024, organizations in the UAE experience an average of 24 data loss incidents per year, with 71% of these incidents attributed to careless users.

Proofpoint’s solutions monitor user behavior in real time, applying AI-driven policies to secure data and prevent unauthorized access. By focusing on these human-centric measures, we empower organizations to maintain robust data governance and reduce the likelihood of breaches, even as digital environments become more complex.

• Human error remains a significant vulnerability in cybersecurity. What are Proofpoint’s top recommendations for businesses to minimize this risk and create a security-aware culture?

Human error remains the leading cause of cyber incidents. According to our Voice of the CISO Report 2024, 76% of CISOs in the UAE identify it as their top vulnerability. To minimize this risk, Proofpoint recommends a multi-layered approach:

• Implementing AI solutions that monitor user behavior in real-time is essential, allowing organizations to identify risky activities and prevent incidents before they escalate.
• Continuous education is crucial. Beyond traditional training, fostering a security-aware culture requires initiatives that drive behavior change. By teaching employees to recognize and react to potential threats like phishing and social engineering, businesses build a more resilient workforce.
• Since careless actions remain a leading cause of data loss, implementing DLP technologies, such as advanced email filtering, threat intelligence integration, and secure browsing solutions, reduces the chances of human error leading to breaches by detecting and blocking threats before they reach employees.

By combining advanced technology with proactive user engagement and education, businesses can significantly reduce the risks associated with human error and build a security-aware culture.

Exclusive Interview with Adrian Cafferkey, Regional Director – Middle East & Africa, PFU EMEA Limited – a Ricoh Company

• Please describe the overall theme of your booth or presence at Gitex 2024

Our theme at GITEX is “An Exciting Future Ahead”. We are showcasing our growing portfolio smart meeting and imaging solutions to support digital transformation of workplaces and optimize business performance. This includes smart meeting devices, which are designed to create a more inclusive and life-like meeting. This is a growing segment in the Middle East region as hybrid work is becoming more widely accepted. We will also be showcasing our range of new products to streamline inefficient workflows and support front desk operations, accelerating organizations’ digital ambitions.

We are presenting our scanners, projectors, lightweight portable monitors, and meeting devices. More specifically, we will be our new ultra-short throw projector called “RICOH PJ UHL 3660, Laser Projector” alongside key scanner products and the RICOH Meeting 360 Hub. We believe this is the ideal platform to engage with a vast and relevant audience, showcase our technology, and drive significant ROI through new business opportunities and enhanced brand recognition in a rapidly growing market.

• How is the impact of AI for channel partners and end users being showcased at your stand

Artificial Intelligence is being deployed across applications to resolve various customer challenges. We will be showcasing this across our key product range at our stand. Separately, we work closely with our channel partners to help them navigate the impact of AI through product training and ongoing knowledge and skills development. Channel partners have consistently empowered technology vendors to reach the right audience. Their robust network an in-depth understanding of the market plays a key role in facilitating product launches and building brand awareness, and as result, we engage with them regularly to ensure they can successfully convey this to customers.

• What does your company hope to achieve at the end of the show?

Ultimately, at the end of GITEX, we hope to emerge with strengthened partnerships, successful product launches, and ensure a smooth transition and greater support for our new identity under Ricoh Japan. We believe GITEX is an invaluable opportunity to propel our business interests and solidify our position in the market.

• In your opinion, how are your products, solutions, services differentiated from other competitors?

PFU has over 50 years of experience, which means we’re better placed to help. We are the world’s leading scanner manufacturer. We have over 35% market share; nearly all businesses’ applications are compatible with our products and we are the scanner vendor of choice for more businesses than any other.

We hold the largest global install base, and we will always have people on hand to support our customers. We’re trusted by many of the world’s leading brands and tried and tested by thousands of organisations around the world. In our industry we have to constantly innovate to stay ahead.

• Please describe your channel partner programme including partner levels, skills certifications, road shows

The Imaging Channel Program provides partners with all the collateral they need to support their sales funnel and incorporate image capture devices into their solutions to end customers, including marketing material, offers and training services. It includes a loyalty scheme, Imaging Rewards, which recognizes partners for their engagement, commitment and sales, with rewards such as business-building services, travel and the latest consumer electronics and experiences.

• What are likely to be the areas of innovation in your products, solutions, services in the next 1-2 years?

It has been become clear that data, and the ability to process massive amounts of it in a short period of time, is the next focal point in technology. Other trends will become more center field when powered by AI, will be quantum computing, IoT, and even Augmented Reality. The need to manage data will only grow, as digital transformation connects more devices and moves physical input online. Businesses need to prepare for this shift and ensure that the transition is smooth to ensure business continuity without any disruption or delays.