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Beyond screens and speakers: How AV integration is crafting unforgettable customer experiences in MENA region

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AV technologies

By Adrian Goulder, Technical Manager at VUE Audio Visual Trading LLC (VUEAV)

The landscape of customer engagement is undergoing a profound transformation, particularly across the Middle East and North Africa (MENA) region. Today’s consumers are not just seeking products or services; they are chasing experiences. We are living in the age of the ‘experience economy,’ where emotional resonance and immersive interaction are more important than the transaction itself. And at the heart of this shift lies a powerful, often underestimated catalyst: Audio-Visual (AV) integration.

For several years, AV has been viewed through a narrow, functional lens – a screen to display presentations or a sound system for announcements. But this perception is rapidly evolving. In the hands of forward-thinking businesses, AV has become a transformative tool, the medium through which compelling, multisensory experiences are crafted, and customer loyalty is deepened.

There are several instances in our daily life that showcase the exceptional use of AV to provide us with exceptional experiences. For instance, imagine walking into a retail space where digital displays shift in real-time based on your preferences, offering tailored product suggestions with vivid 3D visuals. Or maybe consider a museum where interactive projections breathe life into ancient artefacts, inviting visitors to explore history through gesture and touch. These aren’t visions of the distant future. They’re happening now, across the MENA region, thanks to the rise of integrated AV technologies.

A standout example of immersive AV integration is the BAPS Hindu Mandir in Abu Dhabi, where projection mapping transforms the space into a fully immersive 360° environment. Far from a passive visit, this installation surrounds worshippers and visitors alike in a blend of synchronised audio and visuals, delivering a multisensory experience. The entire Immersive Show was scripted, designed, and brought to life by a dedicated team of BAPS volunteers, who handled every aspect of the creative vision in-house – from concept development to execution.

VUEAV worked alongside Christie, a global visual technologies company and the BAPS technical team, to achieve this seamless fusion of form and function.

The installation features a sophisticated network of Christie projectors with a collective output of over 300 lumens per square metre, projecting over 60 million pixels onto architectural surfaces. This powerful AV system is orchestrated through Aurora’s IP-based solutions for video distribution and live system monitoring, while Pixera media servers ensure high-resolution content and pixel-perfect synchronisation across all outputs.

But it’s not just about what you see – it’s about what you hear and feel. Sennheiser microphones and Klipsch Professional Series 8-inch speakers, complemented by robust 15-inch subwoofers, deliver an acoustically rich environment. Each component is precisely calibrated and programmed to provide a unified and intuitive experience. Central to this installation is ‘The Fairy Tale,’ an immersive show that runs daily, merging storytelling with high-resolution visuals and surround sound.

In a parallel context, the Kingdom of Saudi Arabia is also leveraging AV to showcase the epic past of AlUla, an ancient Arabian oasis city. The Incense Road Experience, an immersive adventure developed through a partnership between VUEAV and The Aimes, is a project that blends live performance, interactivity and cutting-edge audiovisual technologies to reanimate the rich cultural heritage of this ancient trade route. A sophisticated array of Christie 4K laser projectors maps high-resolution, vibrant visuals onto architectural textures and theatrical spaces. Driven by Pixera media servers,the installation dynamically responds to visitor movement and interaction through a network of custom-designed motion sensors and RFID-triggered zones. As visitors travel the space, the audio-visual and lighting elements adapt in real-time.

A rich audio landscape is delivered through a premium Klipsch multi-zone sound system, enhanced with bespoke directional speakers and embedded subwoofers that allow scenes to breathe with immersive realism. Visitors can experience holographically projected historical, legendary figures and recreated ancient local environments complete with scent emitters and tactile surfaces. Furthermore, visitors can also craft their own incense blend through interactive prompts, in addition to unlocking personalised narrative paths using sensor-based interactions and gamified storytelling. At the heart of the experience is a powerful integration of hardware and creative content, blending high-resolution projection, real-time media control, interactive systems, and environmental storytelling.

So, what exactly is driving this transformation? These are not just futuristic fantasies. They are tangible realities being implemented across the MENA region, thanks to sophisticated AV integration, and their outcomes are remarkable. Among the many benefits are elevated engagement. Interactive kiosks, immersive video walls, and crystal-clear audio systems hold attention and turn passive customers into active participants. Offering personalised interactions is another benefit, as through integration with analytics, AV systems can adapt to individual preferences in real time. From digital restaurant menus that respond to dietary needs to personalised greetings displayed on screens in the experience becomes not just engaging, but personal.

Additionally, it creates immersive environments. Whether it is a showroom designed for multisensory experiences, or a collaborative workspace equipped with interactive displays and seamless video conferencing, AV is redefining physical space as dynamic hubs for engagement. AV technologies enable businesses to communicate their brand identity not just through words, but through unforgettable sensory experiences – such as stunning visuals, impactful sound design, and interactive installations – that resonate far beyond the initial interaction. Beyond the customer-facing benefits, AV integration streamlines backend operations, from wayfinding and internal communications to automating routine tasks and presentations.

For businesses in the MENA region, the opportunity is clear: those who invest in AV not as a utility, but as a strategic experience enabler, will lead the charge in redefining customer engagement.

In a market where expectations are rising and attention spans are shrinking, it is not enough to be seen or heard – brands must be felt. By embracing the full potential of AV technologies, organisations across the MENA region can move beyond the basics, crafting immersive, personalised, and memorable experiences that set them apart.

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POLYNOME AI ACADEMY AND ABU DHABI SCHOOL OF MANAGEMENT EXPAND CAIO PROGRAM, TAP GLOBAL TECH LEADERS

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Polynome AI Academy and ADSM have unveiled the expanded global list of instructors for the second cohort of their Executive Program for Chief AI Officer (CAIO), featuring leaders from NVIDIA, Mubadala, BCG, G42, AI71, and leading research institutions.

The intensive program, running April 10–21, in Abu Dhabi, was created in response to a growing need among governments and large enterprises for structured AI leadership. It aims to equip Chief AI Officers and senior executives with the governance frameworks, operating models, and decision-making structures required to lead AI at both organizational and national scale. 

“The first cohort confirmed what we’ve long believed: the CAIO role requires a dedicated program built for the realities of leading AI at scale,” said Alexander Khanin, Founder of Polynome Group. “Executives came to Abu Dhabi and left with actionable strategies they are already putting into practice. The tools are ready, and by 2027, AI is expected to guide half of all business decisions. The focus now is on equipping organizations with the framework to confidently execute AI-driven decisions. Cohort 2 builds on this momentum with a refined curriculum and fresh global perspectives.”

“The first cohort demonstrated the demand we anticipated; top executives across the region recognize that AI strategy cannot simply be delegated,” commented Dr. Tayeb Kamali, Chairman of Abu Dhabi School of Management. “The program continues to evolve, providing an immersive experience that equips leaders with the skills and insights to navigate AI adoption successfully and translate technological potential into real business impact.”

Inaugural Cohort: Impact & Insights

The first Executive Program for Chief AI Officer, held in November 2025 at Abu Dhabi School of Management, enrolled 35 C-suite executives and senior technology leaders. Participants completed 10 modules covering AI strategy, sovereign AI infrastructure, governance frameworks, agentic systems, Arabic NLP, AI investment strategy, and enterprise deployment methodology — combined with site visits to the UAE Cybersecurity Council, Core42’s Khazna Data Centers, and ADNOC, as well as executive roundtables with policymakers.

“The Executive Chief AI Program is unlike any course I’ve attended,” said Dr. Noura AlDhaheri, Chairman, DNA Investments. “It brings us directly to the AI creators, experts, and leaders, giving insight into the real challenges and the evolving landscape of AI. One of the most important lessons is that this field is constantly changing, so we must continually reinforce our knowledge and update our teams. AI is set to transform the way we do business; it’s a truly historic moment, and staying ahead is essential.” 

The Global AI Experts Driving Cohort 02

The confirmed instructors list for Cohort 02 brings together leading voices from across the global AI ecosystem, spanning sovereign investment, national-scale AI architecture, enterprise strategy, and frontier research. Among confirmed instructors are Dr. George Tilesch, Founder & President of PHI Institute for Augmented Intelligence; Dr. Andrew Jackson, Group Chief AI Officer at G42; Prof. Merouane Debbah, Professor & 6G Lab Director at Khalifa University; Prof. Nizar Habash, Professor at New York University Abu Dhabi; Dr. John Ashley, Chief Architect at AI Nations and Director of NVIDIA AI Technology Centers; Charbel Aoun, Smart City & Spaces Director – EMEA at NVIDIA; Jean-Christophe Bernardini, Partner & Managing Director at Boston Consulting Group (BCG); Faris Al Mazrui, Head of Technology at Mubadala Investment Company; Chiara Marcati, Chief AI Advisory and Business Officer at AI71; Jorge Colotto, Founder and CEO of AIdeology.ai. Additional instructors will be announced in the coming weeks; and Marco Tempest, Director of Innovation Hub at ETH Zürich.

Program Structure

The Executive Program for Chief AI Officer is a 10-day intensive comprising 10 modules, executive seminars, case labs, operating model workshops, site visits to UAE AI institutions, including Core42’s Khazna data center, policymaker roundtables, and lifetime access to the CAIO alumni network. The program is designed for CAIOs, CTOs, CIOs, CISOs, public sector advisors, and senior digital transformation executives.

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NEMETSCHEK AND PRINCE SULTAN UNIVERSITY PARTNER TO EMPOWER THE NEXT GENERATION OF DIGITAL AEC TALENT IN SAUDI ARABIA

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Two individuals shaking hands across a table during a formal signing event, with the Saudi Arabian flag on the left, the Prince Sultan University flag on the right, and the university’s emblem displayed on the wall behind them.

Strategic partnership aligns with the goals of Saudi Vision 2030 to advance skills development, innovation and entrepreneurship across the AEC and Media & Entertainment sectors Nemetschek Arabia, part of the Nemetschek Group, one of the world’s leading software providers for the Architecture, Engineering, Construction and Operations (AEC/O) industry, has entered into a strategic partnership with Prince Sultan University (PSU), one of Saudi Arabia’s leading private higher education institutions, to support the development of future-ready talent and accelerate innovation across the Kingdom.

The partnership reflects a shared commitment to advancing education, technology innovation, entrepreneurship and workforce development across the Architecture, Engineering, Construction, as well as Media and Entertainment sectors. Through this collaboration, Nemetschek Group and PSU will explore joint initiatives designed to strengthen skills development, expand academic-industry engagement and prepare students for the evolving demands of a digitally enabled economy.

Both parties will work together to implement programming that supports skills development, entrepreneurship and technology adoption, including the potential establishment of a joint accelerator program. The collaboration will also focus on creating opportunities for workshops, capacity-building initiatives, applied learning programs and joint outreach activities, while increasing awareness of each institution’s academic offerings and international programs.

A key pillar of the partnership is the integration of Nemetschek Group’s Global Academic Program, which empowers the next generation of AEC/O leaders by providing students with access to the same cutting-edge digital tools used by industry professionals. The program is designed to bridge the gap between the classroom and the field, fostering entrepreneurial thinking, scientific rigor and a strong sense of societal responsibility. It ensures that graduates entering the workforce are equipped to make an immediate and meaningful impact.

Yves Padrines, Chief Executive Officer of the Nemetschek Group, noted that empowering the next generation of talent is central to Nemetschek’s long-term vision and to the future of the built environment. “Saudi Arabia’s Vision 2030 places people, knowledge and innovation at the heart of national transformation, and this partnership with Prince Sultan University reflects our commitment to contributing to that ambition. By working closely with leading academic institutions, we are helping to develop the digital skills, entrepreneurial mindset and technical excellence required to shape a more sustainable and resilient future.”

Muayad Simbawa, Managing Director of Nemetschek Arabia, added: “This partnership represents an important step in strengthening the connection between academia and industry in the Kingdom. By bringing Nemetschek’s global expertise and academic programs to Prince Sultan University, we are supporting students with practical, industry-relevant skills while nurturing innovation and leadership. It is through partnerships like this that we can help build a highly skilled, future-ready workforce aligned with Saudi Arabia’s Vision 2030.”

Speaking on the impact of the partnership on student and their future careers, Dr. Abdulhakim Almajid, Dean of the College of Engineering at Prince Sultan University, explained: “Prince Sultan University is dedicated to providing our students with a world-class education that meets the highest international standards. Partnering with the Nemetschek Group allows us to further enhance our curriculum with industry-leading technology, as well as expose our students to real-world industry practices. This collaboration will provide our students with a competitive edge, fostering innovation and preparing them to contribute significantly to the Kingdom’s flourishing engineering and media sectors.”

The partnership underscores Nemetschek Group’s continued investment in talent development across the Middle East and its commitment to supporting national priorities through education, innovation and long-term ecosystem building.

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PNY STRENGTHENS ITS TEAMS IN THE MIDDLE EAST AND SAUDI ARABIATO SUPPORT STRATEGIC GROWTH

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PNY today announces the reinforcement of its commercial and marketing teams across the Middle East, with a particular focus on Saudi Arabia, a key strategic market for the expansion of its professional and consumer solutions businesses.

These recruitments are designed to support the acceleration of PNY’s expanding business around AI Factory initiatives and large-scale datacenter deployments. By strengthening its capabilities across computing, networking, storage, the full software stack, and the integration of NVIDIA and Vertiv solutions, PNY is positioning itself to deliver scalable, reliable end-to-end infrastructures that meet the evolving needs of enterprises as well as public and governmental organizations investing in AI and high-performance computing.

To support this growth strategy, PNY announces several key appointments:

Hashem Abughazaleh joins PNY to lead Professional Solutions Sales.
A seasoned Business Development and Enterprise Sales leader, Hashem brings over 15 years of experience across the Middle East and GCC. He has led high-level partnerships, defined enterprise sales strategies, and managed full solution lifecycles—from partner onboarding and technical customization to delivery.

Abdullah Algahyadh is appointed to drive the expansion of PNY’s presence in Saudi Arabia.
Born and raised in Riyadh, Abdullah holds a Bachelor’s degree in Business Information Systems and a Master’s degree in Entrepreneurship and Innovation Management from Middlesex University. His professional background includes business development, account management, and IT consulting. Abdullah brings strong local market knowledge and will play a key role in strengthening PNY’s footprint in the Kingdom.

Mohammed Hamdouche will lead the development of local marketing activities.
His background sits at the intersection of business, marketing, and technology, shaped by experience in large, tech-driven organizations across MENA markets. He brings expertise in digital marketing, with a strong interest in AI-driven technologies. Mohammed will actively support the growth of consumer solutions (a complete ecosystem of NVIDIA® GeForce® graphics cards, SSD components, and memory modules), storage ranges (USB flash drives and memory cards), as well as professional solutions.

“With these strategic hires, PNY is reinforcing its commitment to the Middle East and Saudi Arabia. We are strengthening our proximity to partners and customers, while helping them embrace innovative technologies to meet the region’s growing needs in digital transformation, AI, and high-performance computing.” –  Jérôme Bélan, CEO at PNY Technologies EMEA

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