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
Data Center World Middle East to focus on the industry collaboration critical to Abu Dhabi’s AI ambitions
Abu Dhabi’s data center industry is entering a critical phase in which hyperscalers and organisations building and running its capacity must work as one with government to create the foundations needed to build AI infrastructure at scale. How the industry moves from individual projects to a unified approach will be high on the agenda at Data Center World Middle East, the premier global event for data center, IT infrastructure and innovation for more than four decades, which makes its Middle East debut in Abu Dhabi next week.
Abu Dhabi is already the Middle East’s largest data center market, with 374MW of IT capacity, according to the EMEA Mid-Year Data Center Report 2026 from JLL, the global commercial real estate and investment management firm. The Department of Energy expects AI infrastructure to need around 2GW of power in a first phase, rising to 5GW, and is thus investing AED 250 billion in energy and water infrastructure between 2025 and 2035. Mehdi Paryavi, Chairman and CEO, International Data Center Authority (IDCA), who speaks on the opening panel, “AI, Power & Sovereign Demand,” said: “The biggest gap in making Gulf data centers AI-ready is the lack of a coordinated approach to scale. The region needs adaptable standards, a skilled workforce, long-term regional planning, reliable energy at the scale AI requires, and greater stability. Developers must look beyond individual facilities and work with governments, utilities, and industry partners to build an ecosystem that can support sustainable, large-scale AI infrastructure.”

For the companies running Gulf capacity, that work starts long before a facility opens. Khazna Data Centers, one of the world’s fastest-growing hyperscale data center platforms, with 30 data centers in operation and 673MW of capacity, is central to the UAE’s ambitions.
Morten Tidemand, Senior Director of Operations, Khazna Data Centers, who speaks in the fireside chat “Ambition vs Availability: Supply Chain Realities,” said: “The biggest adjustment for operations teams as AI workloads become more demanding is recognising that operational readiness cannot begin at handover. Higher densities require us to rethink cooling strategies, maintenance regimes and emergency procedures well before new capacity goes live. Equally important is ensuring our teams understand how these systems work together, not in isolation.”
Data Center World Middle East organised by inD – an Informa/DWTC company – runs on 17–18 November at Dusit Thani Abu Dhabi and is built around those delivery questions. Technical sessions will cover liquid cooling at the limit and mixed-density halls running racks from 10kW to 100kW+ and delegates will hear from the UAE Ministry of Energy and Infrastructure and the UAE Ministry of Investment, alongside hyperscalers AWS, Google, Microsoft and Oracle.
Tara Gibb, Senior Event Director, Data Center World said: “Data Center World Middle East is where the people who build, power, finance and regulate the region’s AI infrastructure meet to make decisions. Abu Dhabi has made the commitments. Turning them into capacity that runs reliably at 50°C depends on everyone working from the same plan, and that is the conversation this event is built for.”
Tabreed, the National Central Cooling Company, whose district cooling networks have 1.58 million refrigeration tonnes of connected capacity, will be represented by its CEO, Dr Yousif Al Hammadi, and Chief Operating Officer, Antonio Di Cecca. Other confirmed speakers include Sameer Cassim, Senior Vice President, Business Development, BDx Data Centers; Khaled El Bedri, Director of Cloud Solutions Architecture, Microsoft; Magide Sebtioui, Director, Global Strategic Accounts & Growth, Honeywell; Abdulrahman Khalid Almazroa, Director of Cybersecurity, Johns Hopkins Aramco Healthcare; Aida Elbouanani, Business Development Director MEA, Liquid Cooling, Castrol; and Dr Umaima Haider, Principal Analyst, Omdia.
Tech News
Delinea Puts Runtime Control at the Heart of Agentic AI Adoption at GITEX GLOBAL 2026
Delinea, the identity security platform that continuously controls what AI agents, humans and machines can do and for how long, today announced its participation at GITEX GLOBAL 2026. Under the theme “From Access to Action: Governing AI at Runtime”, the company will demonstrate how organisations can put enforceable controls behind their AI ambitions, reducing the risk of rogue actions, while giving businesses the confidence to deploy autonomous agents across critical systems.
In recent research, 98% of UAE respondents admitted that their organisations had experienced confirmed or suspected instances in which an AI tool accessed sensitive data beyond what its task required. Concerningly, only 16% said they could immediately revoke an AI tool’s credentials and terminate its session, highlighting the gap between granting access and retaining control. These findings come as regional frameworks, including Saudi Arabia’s National Cybersecurity Authority Essential Cybersecurity Controls (NCA ECC) and UAE government cybersecurity standards, reinforce the need for effective, auditable access controls. Through its participation, Delinea will show how runtime authorisation can help organisations apply these principles to autonomous agents by enforcing policy at the moment of action.
“This year has challenged regional organisations to build resilience against unexpected disruption while responding to AI-enabled threats and the shift from conversational AI to agents that act across business systems,” said Mortada Ayad, VP – META, Delinea. “These monumental shifts create opportunities to automate more complex work, but also make control over autonomous actions essential. GITEX’s December timing gives leaders the opportunity to reflect on these pressures and decide what they need to move forward. Identity security and runtime authorisation give them a foundation for that transition by empowering them to know who or what is acting, limit actions to the task, and retain the ability to intervene.”
Runtime authorisation will be at the centre of Delinea’s product demonstrations, showing how the Delinea Platform brings together enterprise privileged access management and just-in-time controls for cloud-native and DevOps environments. At dedicated demo stations, visitors will explore Secret Server, privileged access management and identity threat detection, to understand how to discover identities, assess their access and reduce reliance on standing credentials. The platform’s Cedar-based policy engine enforces least privilege throughout the session, translating access policies into controls that limit what an identity can do and for how long.
Building on these capabilities, the demonstrations will show how runtime authorisation extends control to AI agents working across databases, SSH hosts, Kubernetes clusters and cloud consoles. Visitors will see how task-scoped access and real-time policy enforcement can allow, block or escalate an action before it executes, helping address the excessive access identified in Delinea’s research. The focus of these product showcases will be on helping teams govern agent activity, as it happens, alongside the credential and session controls needed to intervene when access must end.
“As CISOs and IT decision makers shape their 2027 budgets, GITEX is an opportunity to translate the year’s lessons into practical conversations with security partners such as Delinea. It’s not just an exercise in defence, but an opportunity to explore how security can enable the next growth stage of the business. If leaders are being asked to deliver agentic AI outcomes, they need to understand how to give agents enough freedom to do useful work while retaining the ability to govern their actions. We look forward to welcoming visitors to our stand and helping them turn those ambitions into a practical plan for secure AI adoption,” said Ayad.
Tech News
Denodo Signs Strategic Collaboration Agreement with AWS to Accelerate Trusted Data Access for Agentic AI
Denodo, the AI data layer company, announced that it has signed a multi-year strategic collaboration agreement (SCA) with Amazon Web Services (AWS). The agreement is focused on helping enterprises develop and scale agentic AI on a foundation of real-time, governed data across hybrid and multi-cloud environments.
The SCA builds on the existing relationship between AWS and Denodo and marks a new phase of investment to accelerate adoption of the Denodo Platform on AWS worldwide. Key initiatives include:
- Workshops to help customers identify high-value agentic AI use cases and design solutions grounded in their enterprise data
- Co-marketing events and campaigns to educate customers about the Denodo Platform on AWS and generate demand
- Field alignment and co-selling to help customers evaluate, deploy, and scale agentic AI
- Commercial incentives to support customer technical evaluations and AWS Marketplace purchases
- Solution offerings with systems integrators for agentic business processes, such as fraud prevention in banking, claims processing in insurance, and predictive maintenance in manufacturing
“Agentic AI can transform how enterprises operate, but the data that powers it remains highly fragmented, and traditional architectures were never designed for the real-time demands of autonomous agents,” said Ángel Viña, CEO of Denodo. “Together with AWS, we give joint customers a unified AI data layer so that agents can access live, governed data and active context across every enterprise source, without moving or replicating it. This expanded collaboration helps our customers move from pilot to production in days rather than months, and scale with confidence.”
“AI agents are increasingly making decisions and taking actions autonomously, making it critical for organizations to establish the right data foundation to support their AI systems,” said Allison Johnson, Director of Americas Technology Partners at AWS. “Our collaboration with Denodo helps customers extend the value of their AWS AI investments across their entire data estate, connecting AWS model hosting, agent orchestration, and monitoring services with current, operational data and context wherever it resides. This helps organizations get more from AWS AI services while grounding agents in trusted context for accurate decisions and reliable actions.”
With Denodo’s SaaS or self-managed solutions, joint customers can get more value from their AWS AI and analytics investments by extending Amazon Bedrock AgentCore, Amazon Quick, Amazon SageMaker, and other AWS services to enterprise data that resides across on-premises, SaaS, sovereign, and multi-cloud environments. With zero-copy delivery, organizations can give AI agents and analytics access to trusted, governed business context without waiting for every dataset to be migrated or replicated through new integration pipelines. Rather than building a new data access path for each agent or use case, teams can reuse the same governed data products, semantic definitions, and access policies across multiple agents and applications, helping them move faster from individual AI initiatives to enterprise-wide adoption.
“At Bayer Crop Science, Latin America, we use Denodo and AWS to gain real-time, governed access to distributed data and unified semantics across our cloud and on-premises systems. This has enabled our business to gain insights faster, support mission-critical workloads, and reduce data replication costs,” said Eric Carvalho, Data Architecture Manager at Bayer. “We reduced the time our teams spent searching for data by 80% using AWS solutions, powered by trusted context from Denodo’s AI data layer. We now have autonomous customer service and tracking agents in production.”
Denodo is an AWS ISV Accelerate Partner with a SaaS co-sell eligible solution and holds multiple AWS competencies, including the AWS Data Software Competency and the AWS Financial Services Technology Competency, reflecting deep technical expertise and proven customer outcomes. Denodo is available as a fully managed cloud service (Agora) or for deployment in the customer’s own AWS account. With Denodo in AWS Marketplace, customers can streamline procurement and consolidate billing.
This strategic collaboration agreement underscores the value Denodo, an AWS Partner, brings to organizations seeking flexibility and greater business value from their data across industries. For more information, please visit: denodo.com/aws
About Denodo
Denodo is the AI data layer company. The award-winning Denodo Platform powers trustworthy agents and applications, transforming enterprise data into reliable insights for analytics and self-service. Organizations worldwide deploy Denodo alongside their data lakehouses to deliver AI-ready, business-ready data in a fraction of the time — achieving up to 4x faster time to insight, 345% ROI, and 10x better performance.
-
Trending1 year agoOPPO A6 Pro 5G Review: Reliable Daily Driver
-
Tech News2 years agoDenodo Bolsters Executive Team by Hiring Christophe Culine as its Chief Revenue Officer
-
VAR2 years agoMicrosoft Launches New Surface Copilot+ PCs for Business
-
Automotive2 years agoAGMC Launches the RIDDARA RD6 High Performance Fully Electric 4×4 Pickup
-
VAR11 months agoHuawei Nova 14 Pro Review: Where Camera Excellence Meets Ecosystem Evolution
-
Tech Interviews3 years ago
Navigating the Cybersecurity Landscape in Hybrid Work Environments
-
Hospitality2 years agoGulfood 2025 30th Edition Kicks Off Today, Setting New Benchmarks in F&B Growth and Innovation
-
Tech News1 year agoNothing Launches flagship Nothing Phone (3) and Headphone (1) in theme with the Iconic Museum of the Future in Dubai


