The UAE has become the launchpad for Thriwe Aina, a next-generation AI concierge designed to transform customer loyalty. Announced in Dubai, this launch marks a major step in Thriwe’s journey as it pivots from a service-driven provider to a technology-first innovator. With Aina, the company aims to deliver loyalty programs that go beyond transactions and create meaningful, intelligent lifestyle experiences.

Why the UAE Was Chosen

The UAE continues to stand out as one of the world’s fastest-growing centers for artificial intelligence. Recent studies predict the country will rank third globally, behind only China and the United States, in AI’s economic contribution. Therefore, it is no surprise that Thriwe selected the UAE as the first market to debut its new concierge. By launching Aina here, Thriwe reinforces the nation’s role as a global hub for innovation and digital transformation.

Dhruv Verma, CEO and Founder of Thriwe, emphasized the importance of the move:
“Exceptional experiences build lasting loyalty. With Thriwe Aina, we’re not just enhancing engagement but redefining how loyalty is delivered in the digital age.”

What Sets Thriwe Aina Apart

Unlike traditional loyalty programs that focus on points or discounts, Thriwe Aina leverages AI to deliver seamless and inclusive concierge services. Moreover, businesses can integrate the platform quickly with their existing systems, minimizing disruption. In addition, it reduces operational costs while creating smarter, data-driven recommendations that anticipate customer needs.

For customers, Aina provides instant assistance, personalized suggestions, and natural multilingual conversations. Consequently, interactions feel effortless, relevant, and human, no matter the market.

The Future of Loyalty is Intelligent

The launch also signals a broader shift across the loyalty landscape. Businesses now need platforms that combine efficiency with personalization. Furthermore, AI enables companies to reduce their reliance on manual systems while increasing the quality of customer engagement.

“Launching first in the UAE reflects our confidence in this market as a global innovation hub,” Verma said. “Thriwe Aina sets a new benchmark for how loyalty can be seamless, intelligent, and inclusive.”

Delivering Measurable Impact

For businesses, Thriwe Aina creates tangible results:

• -Faster adoption with minimal operational disruption.
• -Automated query handling that reduces costs.
• -Data-driven insights that improve customer retention.

For customers, the platform becomes a trusted digital companion:

• Providing 24/7 personalized support.
• Anticipating preferences through intelligent recommendations.
• Enabling inclusive access through multilingual features.

As a result, loyalty becomes less about transactions and more about building long-term relationships.

Looking Toward Global Expansion

The debut of Thriwe Aina in the UAE is just the beginning. Entering the final quarter of 2025, Thriwe plans to expand its AI-driven ecosystem through strategic partnerships, customized offerings, and continued investment in machine learning. Meanwhile, the company is positioning itself as a leader in hyper-personalized loyalty solutions.

The UAE’s environment — one that blends bold digital infrastructure with forward-looking regulation — provides the perfect foundation for this journey. Therefore, Aina’s launch in Dubai represents more than a local milestone. It positions Thriwe as a global innovator, ready to redefine loyalty for the next decade.

Read our previous post, Check Point Wiz Partnership Delivers Unified Cloud Security

Cloud Security Partnership Takes the Next Step

Check Point Software Technologies and Wiz have taken their strategic partnership to the next level with the rollout of a fully integrated cloud security solution. The new platform unites Check Point’s prevention-first cloud network security with Wiz’s Cloud-Native Application Protection Platform (CNAPP). Building on their February 2025 announcement, the two companies are now making the solution globally available. It delivers real-time visibility, AI-powered prevention, and unified protection for enterprises facing today’s complex cloud threats.

Why This Partnership Matters for Enterprises

As enterprise networks grow more distributed, the attack surface expands. Consequently, security teams face rising pressure to protect constantly changing cloud environments. The integration between Check Point and Wiz directly addresses this challenge. By combining visibility, prevention, and risk-aware remediation, the platform helps organizations secure their operations without sacrificing agility.

Real-Time Visibility and Smarter Prevention

With this integration, customers can view CloudGuard gateway configurations directly inside the Wiz platform. This visibility enables faster risk assessment and more informed action. Moreover, by including third-party firewall policies in Wiz’s analysis, teams can now reduce false positives and respond more effectively.

Oron Noah, VP of Product Extensibility and Partnerships at Wiz, noted: “We are helping teams understand their exposure and take action faster. This level of insight accelerates secure decision-making across the enterprise.”

Key Benefits of the Integrated Solution

The joint Check Point–Wiz offering provides several advantages for customers:

• Shift to prevention-first security – threats are blocked before they cause damage.
• Enhanced visibility and faster response – teams save both time and resources.
• AI-powered defense against zero-day attacks – protecting against the unknown.
• Reduced configuration risks – issues at the gateway level are identified and resolved quickly.

Furthermore, Wiz now integrates with Check Point Infinity Threat Exposure Management (CTEM). This allows companies to automate remediation flows, turning Wiz alerts into actions at the CloudGuard gateway. As a result, exposure times are reduced from hours to minutes.

Independent Validation and Market Impact

Check Point continues to demonstrate strong performance across network and cloud environments. In testing by CyberRatings.org, Check Point achieved a perfect 100% block rate with zero false positives. Meanwhile, Miercom’s 2025 benchmark report confirmed the Infinity Platform reached a 99.9% block rate against Zero+1-day malware and 99.7% prevention against phishing attacks.

A Global Solution for a Changing Threat Landscape

The new integrated cloud security solution is available worldwide as of today. By combining prevention-first network protection with CNAPP capabilities, Check Point and Wiz are offering enterprises a smarter way to defend their data, reduce risk, and stay ahead of attackers.

Check out our previous on Shure’s Middle East Growth Strategy and Audio Innovation

As the region accelerates its digital and cultural transformation, professional audio will only grow in importance.

By Yassine Mannai, Associate Director Sales, Shure MEA

The Middle East and Africa (MEA) region is witnessing an extraordinary moment of profound transformation as nations continue to reimagine their respective economies. Cities across this vibrant region are increasingly positioning themselves as global hubs, anchored on rapid technological shifts. From national diversification agendas such as Saudi Arabia’s Vision 2030 to the UAE’s expanding cultural economy and Africa’s urbanization, the region is rethinking how it communicates, collaborates, and entertains. Against this backdrop, professional audio integration has emerged as the key enabler. Pro audio is no longer viewed as luxury; it has become a strategic pillar of productivity, culture, and trust.

For Shure, this represents fertile ground for growth. The company’s trajectory in the region is anchored on a clear multi-prong approach: sustainable value creation through localization, strong partnerships, and continuous education. Rather than chasing short-term wins, the focus is on building strong ecosystems where audio technology empowers organizations to achieve their ambitions.

A Partner in Regional Growth

Demand for professional audio is being fueled by three key drivers. First, the large-scale investments in infrastructure and cultural projects trend in the region is creating an appetite for reliable, scalable audio solutions. Second, with hybrid work and learning still active, audio systems now serve as must-have tools for collaboration, ensuring clarity and engagement. Third, the entertainment and events industry continues to flourish, with audiences expecting immersive sound experiences with emotional connection.

Shure’s presence in conferences, cultural centers, and classrooms underscores its adaptability. By aligning closely with each sector’s needs, the company is not just supplying equipment – it is shaping how people experience communication and culture. Providing the ultimate IT and meeting room solutions is one thing, ensuring that end-user requirements in meeting spaces are consistently met is where the rubber meets the road, which makes factors such as quality, form factor, and smart solutions that leverage technology for seamless integration crucial.

A Strategy Anchored on Three Pillars

Shure’s growth blueprint rests on localization, partnerships, and education.

• Localization ensures that global standards are adapted to regional requirements. A broadcaster in Abu Dhabi may demand wireless mobility, while a university in Riyadh seeks scalable, user-friendly systems. Meeting these nuanced needs requires agility and customization.
• Partnerships with distributors, integrators, and resellers expand reach and sustain service excellence. These trusted relationships are critical to delivering value on the ground.
• Education equips professionals with the right skills to maximize technology investments. Through training initiatives, Shure empowers AV specialists to deploy and maintain systems effectively, ensuring customers achieve long-term returns.

Technology and Innovation at the Forefront

We strongly believe that the future of audio in the region will be shaped by three defining trends.

• Immersive experiences are becoming a cultural norm, and audio must now create impact as much as it delivers clarity.
• AI and intelligent systems are moving from concept to reality making adaptive audio that responds to its environment the way to go.
• Hybrid environments will remain central to work and education even as physical and virtual interactions merge with audio determining whether collaboration succeeds or fails.

A century of sound, a future of possibility

This year, Shure marks its 100-year anniversary. Few technology brands reach such a milestone, and fewer still do so with their reputation for quality and trust intact. For customers and partners in MEA and beyond, the centennial is not merely a celebration of heritage. It is a reassurance that Shure’s next century will be guided by the same principles that made it a global leader – with innovation, reliability, and customer focus at the core.

As the region accelerates its digital and cultural transformation, professional audio will only grow in importance. For IT leaders, this means viewing sound not as an afterthought, but as a strategic layer of infrastructure – one that underscores effective communication, collaboration, and connection.

Shure’s growth story is far from complete. The company’s next chapter is being written in partnership with the region’s institutions and enterprises. And in an age where voices need to be heard clearly across physical and digital spaces, Shure’s mission remains simple: to deliver sound that empowers progress.