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 News
HISENSE INAUGURATES NEW REGIONAL HEADQUARTERS IN DUBAI INTERNET CITY AND UNVEILS NEXT-GENERATION RGB MINILED TV SERIES
Hisense, a leading brand in global consumer electronics and home appliances, inaugurated its new Middle East & Africa regional headquarters in Building 13, Dubai Internet City, the Middle East’s leading tech hub and part of TECOM Group. The newly designed headquarters reflects Hisense’s innovation-driven culture, featuring a contemporary environment built to foster collaboration, creativity, and technological advancement.
The new headquarters reinforces Hisense’s long-term commitment to the Middle East and Africa, establishing a strategic hub to strengthen the company’s growing operations, partnerships, and innovation initiatives across the region. The milestone event brought together distinguished guests including Dubai Internet City’s top management and Hisense’s key partners, distributors, and main retailers across the region.
“The opening of our new office in Dubai Internet City represents our commitment to the UAE market and the broader Middle East region,” said Jason Ou, President at Hisense Middle East & Africa. “With the launch of our new UR9 and UR8 RGB MiniLED Series, we are bringing the most advanced display technology available to consumers here, delivering an unparalleled viewing experience that sets a new benchmark for premium home entertainment.”
“Dubai Internet City is home to a diverse community of global technology companies and more than 31,000 professionals that continue to advance the digital economy in the region and globally,” said Ammar Al Malik, Executive Vice President of Commercial at TECOM Group and Managing Director of Dubai Internet City. “Hisense’s new regional headquarters reflects its long-term commitment to the region and underscores Dubai’s position as a global hub for innovation, in line with the objectives of Dubai Economic Agenda ‘D33’.”
Dubai has been home to Hisense’s regional HQ for many years and continues to play a key role in the company’s growth across the Middle East and Africa. The UAE’s commitment to innovation, supportive business environment, and wealth of opportunities has made it an ideal strategic hub for regional expansion.
The inauguration also served as the platform for Hisense to unveil its most advanced television technology to date: the UR9 and UR8 RGB MiniLED Series. Designed to capture every thrilling moment of live sports and entertainment, the flagship models deliver stunning detail, vibrant colours, and true-to-life picture quality that brings fans closer to the action from their own homes. As an Official Sponsor of the FIFA World Cup 26™ and a proud supporter of the first-ever Sensory Inclusive FIFA World Cup™, Hisense is helping create dedicated sensory spaces across all host stadiums, ensuring more people can enjoy the world’s biggest football tournament.
Powered by next-generation MiniLEDs, the technology delivers more accurate and vibrant colours, higher brightness, and deeper contrast, while reducing blue light exposure and optimizing power consumption.
Leading the range, the UR9 Series represents Hisense’s most advanced expression of RGB MiniLED innovation. Delivering what the company calls “Natural and Real Color,” the UR9 achieves authentic and vivid colour reproduction with exceptional brightness and contrast performance. The technology produces more natural skin tones and lifelike imagery, creating visuals that are not only striking but also comfortable for extended everyday viewing.
The UR8 Series extends the benefits of RGB MiniLED technology to a broader audience, offering high-performance displays across screen sizes ranging from 55 to 100 inches. Combining vibrant colour accuracy, impressive brightness, eye-friendly viewing, and energy-efficient performance, the series brings premium large-screen entertainment to more consumers across the region.
At Hisense, the belief in “Innovating a Brighter Life” inspires the company to develop technologies and experiences that make everyday life better and bring people closer to the moments that matter.
Unveiled in 1999, Dubai Internet City has nurtured the digital economy by uniting global leaders through its world-class ecosystem. According to an impact study conducted by the district in partnership with Accenture in February 2025, Dubai Internet City contributed AED 100 billion to Dubai’s GDP in the past 15 years.
Tech News
UIPATH INTRODUCES MAESTRO CASE TO ORCHESTRATE DYNAMIC, EXCEPTION-HEAVY BUSINESS PROCESSES ACROSS THE ENTERPRISE

UiPath, Inc. (NYSE: PATH), a leader in business orchestration and automation, today announced Maestro Case, a new AI-native UiPath agentic case management capability. Available today as part of the UiPath Maestro™ business orchestration capabilities, Maestro Case extends governed orchestration and automation to complex and exception-laden case management, allowing enterprises to manage dynamic, long-running cases with greater visibility, control, and execution speed.
In a recent UiPath survey of nearly 600 C-Suite and IT practitioners at large companies ($1B+ in revenue), 52% reported that the presence of hybrid workflows—a combination of static, repeatable processes and dynamic, context-dependent processes—across their day-to-day operations. Those dynamic processes, such as customer requests, investigations, and approvals, are managed through disconnected emails, spreadsheets, and point solutions, creating delays, inconsistent outcomes, and limited visibility.
Without a coordinated view of a case, with people, systems, data, and AI agents in a single workflow, it becomes difficult to ensure the right actions occur at the right time. Additionally, the valuable context of those actions can be lost as the case moves through teams and the organization, impacting resolution speed, compliance, and transparency, making it harder to scale operations without increasing complexity.
Maestro Case is designed for enterprises living in hybrid environments that need more than orchestrating defined paths. As a new capability with UiPath Maestro, Maestro Case treats the case as a dynamic business entity that carries its data, participants, timeline, and execution context across stages, actors, and systems. Configurable case and stage management agents help move work forward, while robots, AI agents, and people execute tasks within governed workflows. Human review and escalation can be built into the process for exceptions, compliance needs, and decisions requiring judgment. Additionally, as an AI-native offering, Maestro Case is fully supported by any coding agent of choice across every stage of a case, including build, test, debug, deploy, and operate.
“Modern case management is no longer about tracking work—it’s about orchestrating dynamic complex processes, where exceptions are the norm,” said Raghu Malpani, Chief Technology & Product Officer, UiPath. “With Maestro Case, organizations can bring together people, AI agents, systems, and business processes into a single coordinated experience. Teams can resolve complex cases faster, adapt to changing business needs, and deliver the visibility, governance, and agility required in today’s enterprise environment.”
Early design adopters are already seeing measurable results, reporting a 60–80% reduction in average case handling time, a three-to-five times increase in cases resolved without human intervention, and SLA compliance improvements of more than 25 percentage points. One financial services adopter projects more than $12 million in annual savings from leveraging Maestro Case to automate dispute resolution and KYC case workflows.
Tech News
LINKSHADOW ACCELERATES AFRICAN EXPANSION THROUGH STRATEGIC DISTRIBUTION PARTNERSHIP WITH REDINGTON
LinkShadow, a leading AI-powered cybersecurity company, today announced a strategic pan-African distribution partnership with Redington, a leading technology aggregator and innovation catalyst. The collaboration marks a significant milestone in LinkShadow’s global growth strategy and will enable enterprises across Africa to strengthen cyber resilience through advanced threat detection, data security, and identity protection capabilities.
As organizations across Africa rapidly embrace cloud computing, artificial intelligence, digital banking, smart infrastructure, and connected services, cyber risk has emerged as one of the most critical business challenges facing enterprises today. The increasing sophistication of cyberattacks, coupled with expanding digital footprints and evolving regulatory requirements, is driving demand for intelligent, scalable, and integrated cybersecurity solutions that can provide visibility across increasingly complex environments.
Through this partnership, Redington will leverage its extensive regional channel ecosystem and market reach to bring LinkShadow’s next-generation cybersecurity platform to enterprises, government entities, critical infrastructure providers, and managed security service providers (MSSPs) across the continent. Together, the two organizations will empower customers to proactively identify threats, reduce security blind spots, accelerate incident response, and strengthen overall cyber resilience.
Founded with a vision to transform how organizations detect and respond to cyber threats, LinkShadow initially pioneered AI-driven Network Detection and Response (NDR) capabilities that provided deep visibility into network activity and threat behavior. LinkShadow is positioned in the Visionaries Quadrant in the 2026 Gartner® Magic Quadrant™ for NDR, further reinforcing its commitment to innovation and its ability to help organizations address evolving cybersecurity challenges. As enterprise attack surfaces expanded, the company broadened its cybersecurity portfolio to include Data Security Posture Management (DSPM), enabling organizations to discover, classify, monitor, and protect sensitive data across hybrid and multi-cloud environments. Recognizing the growing prevalence of identity-centric attacks, LinkShadow further introduced Identity Threat Detection and Response (ITDR), helping organizations mitigate identity compromise, privilege abuse, insider threats, and account takeover risks.
Today, these capabilities converge within CyberMeshX (CMX), LinkShadow’s next-generation cyber intelligence platform. CMX unifies network, data, and identity security into a single adaptive framework that delivers contextual visibility, AI-powered threat correlation, and actionable intelligence across the entire enterprise environment. By breaking down traditional security silos and integrating seamlessly with existing security investments, CMX enables organizations to build a more connected, resilient, and future-ready cybersecurity architecture.
“Trust has become one of the most valuable currencies of the digital economy,” said Jim Mathew, President, Africa & Egypt, Redington. “As organizations across Africa continue to invest in cloud, AI, and connected digital services, cybersecurity must remain at the heart of that journey. Through our partnership with LinkShadow, we are empowering our ecosystem with the intelligence, visibility, and expertise needed to support sustainable digital growth across the continent.”
“As cyber threats become more sophisticated, organizations need security platforms that not only detect threats but also provide the intelligence needed to respond quickly and effectively,” said Hishamul Hasheel, Vice President, Software Solutions Group, Africa, Redington. “By bringing LinkShadow into our cybersecurity portfolio, we are enabling partners throughout our regional ecosystem to deliver advanced threat detection and security analytics capabilities that help customers improve resilience, strengthen operations, and secure their digital transformation initiatives.”
Africa’s cybersecurity market continues to experience significant growth, fueled by increasing digital adoption, cloud-first initiatives, expanding critical infrastructure projects, and heightened awareness of cyber risk at the boardroom level. As organizations modernize operations and embrace emerging technologies, the demand for unified, intelligence-driven cybersecurity solutions continues to accelerate.
“Redington’s appointment as LinkShadow’s Distributor for Africa is a significant step in expanding our channel-led growth across the region. With Redington’s strong partner ecosystem, market reach and value-added distribution capabilities, we will enable more partners to deliver LinkShadow’s AI CyberMesh Platform for Digital Trust to enterprises and governments, helping them strengthen cyber resilience and address evolving threats across Africa,” said Sajin Yousuff Kutty, Chief Partner Officer at LinkShadow.
As threat actors increasingly leverage automation, artificial intelligence, and sophisticated attack techniques to evade traditional defenses, organizations require cybersecurity platforms capable of correlating signals across network, data, and identity layers in real time. LinkShadow’s AI-driven architecture empowers security teams with deeper context, accelerated threat investigations, and improved operational efficiency, enabling them to respond faster and more effectively to emerging threats.
The partnership underscores LinkShadow’s continued investment in high-growth international markets and reinforces both organizations’ commitment to advancing cybersecurity innovation, digital trust, and cyber resilience across Africa’s rapidly evolving digital economy.
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