Tech News
Beyond screens and speakers: How AV integration is crafting unforgettable customer experiences in MENA region
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.
Tech Features
TrendAI™Expands Vision One with New Security Capabilities for AI Agents and Application Development
TrendAI™, the global AI security leader and enterprise business unit of Trend Micro Incorporated (TYO: 4704; TSE: 4704), has announced new capabilities for TrendAI Vision One™. These include the private preview of Autonomous Vulnerability Discovery and expanded support for Claude’s Compliance API, which now covers Claude Code and Cowork sessions. Together, these services help enterprises identify exploitable vulnerabilities in source code before attackers do, investigate how AI agents operate, and maintain oversight as AI adoption scales.
The need for this oversight is growing rapidly across the region. According to research conducted by The Harris Poll for Dataiku, 62% of UAE chief information officers believe their organisation have more than 50 AI agents running in production, yet only 18% have a fully unified view of agents across platforms, data environments, and business applications. At the same time, AI is accelerating both how quickly code is written and how quickly attackers can identify flaws. Security teams therefore need to keep pace with AI adoption without losing visibility into what is happening across their environments.
The new capabilities extend TrendAI Vision One™ across both software development and AI agent activity. TrendAI Vision One™ Autonomous Vulnerability Discovery is powered by AESIR, TrendAI’s agentic exploit-remediation engine, which identifies and validates vulnerabilities, including zero-days. It also verifies fixes in customer source code. The engine uses purpose-built, multi-model AI architecture that relies primarily on Anthropic models and has outperformed single-model and agentic system scores on the CyberGym Leaderboard. Every finding is validated by experts from the TrendAI™ Zero-Day Initiative™ (ZDI), the world’s largest vendor-agnostic bug bounty programme. The Autonomous Vulnerability Discovery is deployed and operated on Amazon Bedrock from Amazon Web Services (AWS), enabling the full workflow to run within the customer’s AWS environment
In parallel, the expanded Claude Compliance API integration brings Claude Code and Cowork session records from Claude Enterprise into TrendAI Vision One™. These records include prompts, responses, and tool calls, each tied to a verified user. It enables security teams to investigate AI activity in context, correlate it with endpoint, identity, cloud and network signals, and build custom detections for relevant agent behaviour.
Commenting on the announcement, Salah Suleiman, Managing Director, South Gulf, TrendAI™, said, “AI is changing both how software is built and how work gets done across the enterprise. Code is being written faster than ever, while AI agents are increasingly able to access systems, call tools and act on behalf of users. As organisations across the UAE and the wider region scale AI at pace, their security teams need to identify vulnerabilities early while maintaining clear visibility into what AI systems are doing and whether their actions align with organisational policies. With these additions to TrendAI Vision One™, we are helping organisations move faster with AI while maintaining the context, oversight and control needed to do so securely.”
TrendAI Vision One™ also continues to ingest activity logs from Claude Enterprise, covering user logins, administrative actions and configuration changes, as well as from Claude Platform, covering administrative, system and resource events. Autonomous Vulnerability Discovery is now available in private preview to select enterprise customers running on AWS, while Claude’s Compliance API integration in TrendAI Vision One™ is available to TrendAI Vision One™ customers using Claude Enterprise.
Tech News
ZWSOFT and Logicom Saudi Arabia Partner to Expand Access to Professional CAD Solutions in the Kingdom
The Strategic distribution partnership aims to accelerate digital transformation across Saudi Arabia’s architecture, engineering and construction sector
ZWSOFT, a global provider of engineering design software, has appointed Logicom Saudi Arabia as their distributor in the Kingdom, strengthening access to professional computer-aided design (CAD) solutions for local businesses.
The partnership combines ZWSOFT’s engineering software expertise with Logicom’s established distribution capabilities and local partner network to support Saudi Arabia’s architecture, engineering and construction (AEC) sector. The collaboration aims to help businesses improve productivity and modernise workflows through accessible, high-performance and cost-efficient design technologies.
At the heart of the offering is ZWCAD, ZWSOFT’s flagship CAD solution, featuring DWG compatibility, a familiar design environment and cost-efficient licensing. The partnership will help resellers, system integrators and end customers access these solutions and address evolving project requirements, supporting the Kingdom’s wider digital transformation ambitions under Vision 2030.

Naim AlHammami, Country Manager, ZWSOFT Saudi Arabia, said: “With the surging demand for advanced tech solutions in Saudi Arabia, ZWSOFT set out to find a proven, high-caliber distribution partner. Logicom Saudi Arabia is uniquely qualified to drive this expansion, backed by a strong product ecosystem and an established track record in enterprise hardware and software distribution.”
Fadi Karzon, General Manager of Logicom Saudi Arabia, said: “We are pleased to partner with ZWSOFT to bring innovative and cost-effective CAD solutions closer to businesses across Saudi Arabia. By combining ZWSOFT’s technology with Logicom’s local market expertise and strong partner ecosystem, we aim to empower our partners and customers with the tools they need to enhance productivity, drive innovation and support the Kingdom’s digital transformation goals.”
Through this partnership, ZWSOFT and Logicom aim to expand the availability of professional design software across Saudi Arabia and strengthen support for the country’s growing engineering and construction industries.
Tech News
PlanRadar Research Highlights Project Delivery Risks for UAE Construction Teams Ahead of 2027
PlanRadar, a leading platform for digital documentation, communication and reporting in construction and real estate projects, has highlighted key project delivery risks facing construction teams as activity across the UAE continues to grow.
PlanRadar’s Construction Survey Report 2026: Managing Project Changes in the Age of AI surveyed 1,728 construction professionals responsible for on-time and on-budget delivery across 14 countries in Europe, the Middle East and Asia-Pacific, including the UAE and Saudi Arabia. The findings were also explored in PlanRadar’s webinar, Managing Mid-Project Changes in the Age of AI.
The research comes as UAE construction output is projected to reach US$130.8 billion by 2029, up from a record US$107.2 billion in 2024, according to Knight Frank. As project volumes and stakeholder complexity increase, the ability to manage changes, approvals and project records efficiently will remain central to delivery performance.
One of the clearest concerns identified in PlanRadar’s research is the impact of delayed approvals and slow responses. These were the most common pain points reported in the management of mid-project changes, including RFIs, change orders and variation requests. Nearly three-quarters of respondents said approvals are often received after agreed timeframes, while one in four estimated that delayed approvals typically add more than a month to project timelines.
Among teams where approvals are almost always late, month-long project delays were more than twice as likely as among those where late approvals are rare.
Ibrahim Imam, Co-Founder and Co-CEO of PlanRadar, said: “In a market delivering projects at the UAE’s current pace, small delays in decision-making can quickly become much larger delivery problems. Going into 2027, companies need clearer ownership, predefined approval routes and faster access to the information decision-makers need. The aim is not to eliminate change—change is inevitable—but to ensure every change is visible, traceable and acted on before it affects programme or cost.”
PlanRadar’s findings also show the financial impact of unmanaged changes. Two in three respondents said that mid-project changes lead to budget overruns in many or most of their projects. However, the research indicates that stronger process control can improve outcomes: four in five respondents using a central digital tool to track changes reported an improved ability to control costs or protect project margins.
Information fragmentation is another challenge. Nearly eight in ten respondents said that at least half of their project documentation is spread across unconsolidated channels, including emails, messages, phone calls and verbal instructions. Among those who could easily locate documentation, 70% felt confident that their records clearly showed responsibility for delays and cost impacts—double the proportion among those who found documentation difficult to locate.
Administrative workload compounds these pressures. Nearly half of respondents reported spending 11 or more hours each week on administrative tasks. Among those using a central digital tool with integrated AI functionality, two in three said they save at least two hours per week, per project, on administration and coordination.
Andrey Belogortsev, Regional Manager for MENA and APAC at PlanRadar, said: “The immediate opportunity for construction teams is to build reliable, connected workflows around the information already being generated on site. When changes, approvals and supporting evidence are captured in one accessible record, teams can identify issues earlier, engage the right people faster and maintain accountability throughout the project lifecycle.”
“AI can add real value when it is applied to repetitive, time-consuming work within those controlled workflows. It should support professional judgement—not replace it—by giving project teams more time to focus on decisions, risks and exceptions that require their expertise.”
The survey found that 58% of respondents believe AI can reduce workload across their biggest day-to-day challenges, while 65% believe it can streamline major administrative tasks.
Building on this need, PlanRadar has introduced AI Agents, allowing customers to create agents in plain language or use ready-made options to complete defined actions. Each action is logged, attributed and limited to the permissions of the user who created the agent, enabling teams to automate routine work while retaining oversight and control.
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