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Future of Sport and AI report by G42 launches

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Abu Dhabi-based technology group G42 has released the second edition of its landmark Future of Sport and AI report. Developed in partnership with London foresight consultancy The Future Laboratory, the report explores how artificial intelligence is transforming sport worldwide.

Building on the success of its 2024 edition, this annual publication now serves as a benchmark for tracking AI’s adoption and impact. Moreover, the research for the latest report included a global survey of senior sports executives. As a result, findings revealed strong optimism: 88% expressed confidence in AI adoption and 85% in its practical application.

Key themes in the Future of Sport and AI

This year’s edition highlights two major themes. First, AI is emerging as a democratizing force, bringing insights once exclusive to elite teams to grassroots athletes and mid-tier clubs. Consequently, this shift is unlocking new talent pathways and raising competitiveness across levels.

Second, the report points to a persistent strategy gap. While leaders recognize AI’s importance, many lack a clear roadmap. In addition, resistance to change and poor planning keep pilots from scaling, with data showing up to 95% of AI projects fail to expand beyond trial phases.

Partnerships bringing AI innovation to sport

G42 has partnered with leading teams to test and refine AI applications. For example, collaborations with Mercedes-AMG Petronas Formula One Team and UAE Team Emirates-XRG are generating performance and fan-engagement insights that can benefit the wider industry. Furthermore, these partnerships highlight how AI can serve as a force for good, improving decision-making, health outcomes, and audience connection.

How AI is reshaping global sport

According to the report, AI is transforming sport across five pillars:

  • Strategy and tactics – real-time decision-making tools and tactical agents.
  • Talent – new scouting and training insights to identify emerging athletes.
  • Fan engagement – AI-powered commentary and immersive digital experiences.
  • Health and performance – analytics into physiology, injury prevention, and recovery.
  • Design – innovations such as low-carbon sportswear and VR-enabled training.

For instance, examples include immersive VR training for athletes, AI-driven commentary for fans, and pioneering research into female athlete physiology. Importantly, these innovations demonstrate how AI impacts not only elite sport but also community and grassroots levels.

Expert contributions to the report

The report features insights from experts across sports, medicine, and design. Contributors include Michael Taylor of Mercedes-AMG Petronas Formula One Team, Sarah Bailey of the Tennessee Titans, Dr Chris Brady of Sportsology, Helene Guillaume Pabis of Wild.AI, and Sotiris Salamouris of Olympic Broadcasting Services. Moreover, additional voices such as Kevin Poulton of UAE Team Emirates-XRG and Dr Thomas Mroz of Cleveland Clinic add depth to the analysis.

G42’s vision for AI in sport

Faheem Ahamed, Group Chief Marketing and Communications Officer at G42, underlined the group’s vision:

“At G42, we see sport as a powerful proving ground for AI’s potential. From training to fan engagement, AI is transforming every aspect of the game. Our collaborations show that AI is no longer a distant possibility; it is a force for good we are already deploying to reimagine the future of sport and beyond.”

Therefore, G42 positions AI not just as a technology, but as a tool for inclusion, innovation, and inspiration.

About the report partners

Founded in Abu Dhabi, G42 is a global technology group applying AI across industries from molecular biology to space. The Future Laboratory, based in London, is a strategic foresight consultancy helping organizations anticipate change and harness new opportunities. Together, they provide a roadmap for how AI can make sport more inclusive, competitive, and innovative — while also setting the stage for broader applications in society.

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ALTERYX EXPANDS REGIONAL LEADERSHIP WITH SABYA SEN TO LEAD IMEA & APAC

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Alteryx Inc., a leading AI-ready data and analytics company, today announced the appointment of Sabya Sen as Vice President, IMEA & APAC, to lead its business across India, the Middle East, Africa, and Asia-Pacific (IMEA & APAC). In this role, Sen will focus on accelerating customer outcomes and scaling adoption of the Alteryx One platform across some of the world’s fastest-growing markets for AI and data innovation.

Sen brings deep regional expertise and a strong track record of execution to this role. Most recently, he served as Vice President, Head of UKI & Emerging Markets Europe at Alteryx, where he drove consistent growth, built high-performing teams, and strengthened customer relationships across global markets.

The appointment comes at a critical phase for AI adoption globally and across IMEA and APAC, where governments and enterprises are increasing investments in digital transformation. In the Middle East, national strategies like Saudi Arabia’s Vision 2030 and UAE’s We the UAE 2031 are accelerating innovation agendas. The region’s AI market is projected to reach $320 billion USD, while globally, 89% of leaders plan to maintain or increase AI budgets in 2026. Despite this momentum, many organizations remain in pilot phases, underscoring the need for scalable, governed analytics solutions that can support enterprise-wide AI adoption.

“It is my priority to continue delivering meaningful outcomes for our customers and community,” said Sabya Sen, Vice President, IMEA & APAC. “Across the Middle East, India, and Asia-Pacific, we are seeing unprecedented momentum driven by ambitious national transformation agendas. These efforts are accelerating economic diversification, advancing digital innovation, and firmly positioning these regions as global hubs for data and AI-led growth.”

Prior to joining Alteryx, Sen spent 11 years at Salesforce in a variety of leadership roles, supporting customers across the insurance, financial services, and healthcare industries, where he helped organizations leverage data and technology to transform their operations. In his new role, Sen will focus on helping organizations move beyond experimentation to enterprise-scale AI adoption by delivering trusted, AI-ready data and analytics through the Alteryx One platform.

“Over the past few years, Sabya has had a tremendous impact on Alteryx and has demonstrated a remarkable level of focus, discipline, and strong commercial execution,” said Jason Janicke, Senior Vice President, EMEA & APJ at Alteryx. “He has delivered results, built a strong team culture, and consistently raised the bar. We can’t wait to see the impact that Sabya has in this next role.”

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VERTIV EXPANDS THERMAL PORTFOLIO WITH NEW WALL-MOUNT COOLING SYSTEM FOR EDGE AND SMALL DATA ROOMS IN EMEA

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Vertiv (NYSE: VRT), a global leader in critical digital infrastructure, today announced the launch of the Vertiv™ CoolPhase Wall, a space-saving, wall-mount cooling system designed for small IT spaces and edge environments. The system is designed for the needs of IT equipment, removing heat and enabling continuous operation while taking up zero floor space. Vertiv CoolPhase Wall is available now across Europe, Middle East and Africa (EMEA).


As distributed computing becomes more critical to business operations, compact IT environments need high-quality thermal control designed for sensitive electronic systems. However, many are still using comfort cooling systems designed for human comfort rather than addressing the high sensible heat ratio (SHR) and higher airflow requirements of IT equipment. Vertiv CoolPhase Wall addresses this gap with a purpose-built system that provides the required SHR along with integrated monitoring and control capabilities to protect equipment and enable24/7 operational continuity.

Built for installation flexibility, the Vertiv CoolPhase Wall features a split system with an indoor wall-mounted cooling unit. The system delivers up to 60% greater airflow than standard comfort cooling systems and leverages variable-speed compressors and variable speed fans to modulate to meet heat load demand and improve energy efficiency to enable operational cost reductions.


Designed to handle thermal loads up to 11 kW, the Vertiv CoolPhase Wall is engineered to operate reliably in outdoor ambient temperatures ranging from -35 to 48℃. The system features the Vertiv™ Liebert® iCOM™ operational control, which enables local configuration and supervision of key operating parameters. For extended visibility and remote access, the Vertiv CoolPhase Wall includes onboard remote communication capability to provide real-time alerts and operational status through a secure web interface.


The Vertiv™ CoolPhase Wall utilizes R-32 refrigerant, a low-global warming potential (GWP) alternative that reduces environmental impact while maintaining thermal performance. This positions Vertiv ahead of evolving regulatory requirements, including the European Union’s F-Gas regulations that restrict the use of high-GWP refrigerants. While many comfort cooling systems are still transitioning to lower-GWP options, Vertiv is applying these standards to IT-focused cooling, giving organizations confidence that their deployments are aligned with future environmental expectations.


“As IT continues to expand into areas that were not originally intended for high-density electronics, the demand for adaptable and energy-efficient cooling solutions is increasing across EMEA,” said Sam Bainborough, vice president, EMEA thermal business at Vertiv. “The Vertiv CoolPhase Wall is engineered to support continuous operations, enabling customers to maintain reliable, efficient thermal performance in small IT rooms and edge sites year-round.”


Vertiv CoolPhase Wall expands the company’s comprehensive thermal management portfolio, which includes precision cooling system for edge deployments, enterprise data centers, and high-density AI environments, ranging from room-based cooling to direct-to-chip liquid cooling and rear door exchangers.

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MAXION REPORTS 399% USER GROWTH AMID RISING DEMAND FOR REAL-WORLD CONNECTION PLATFORMS

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MAXION, a UAE-based platform empowering social connections, has reported 399% year-on-year growth in its user base in 2025 following the introduction of an AI-powered infrastructure designed to prioritise real-world interaction. The growth reflects strong adoption of the platform’s technology-driven approach to facilitating meaningful relationships. Over the same period, the company reached a 406% increase in annual recurring revenue.

MAXION operates as a hybrid SaaS and marketplace platform built on an AI-powered system that processes behavioural, scheduling, and conversion data across the full lifecycle of an interaction. The system analyses availability alignment, time to meeting, attendance confirmation, repeat meeting patterns, and structured feedback following in-person meetings, helping members move from introduction to real-world conversation more efficiently. To support the continued development of these capabilities, MAXION has secured $900,000 in early-stage funding, which has been allocated toward AI integration, infrastructure development, senior product hires, and operational expansion.

The UAE’s international population provides a strong environment for MAXION’s growth, with Dubai alone home to a rapidly expanding base of ultra-high-net-worth individuals (UHNWIs). At the same time, the UAE online relationship services market is anticipated to grow by more than 9.21% by 2031, highlighting sustained demand for platforms that help individuals form meaningful connections in fast-moving urban environments.

To date, more than 40,000 individuals have applied to join MAXION, with approximately 7,000 active members accepted into the curated community. Through a selective onboarding process, the platform maintains a gender balance close to 50:50, compared with traditional platforms where participation averages approximately 70:30 male to female. The community primarily consists of high-performing professionals aged 25 to 45 working across finance, consulting, technology, entrepreneurship, and senior corporate leadership roles.

Christiana Maxion, Founder and CEO of MAXION, said: “Our long-term vision is to restore real-world connection in a fast-moving world. Technology should help people meet sooner rather than spend months behind a screen. We use data to make it easier for people to meet at the right time, allowing members to focus on getting to know each other rather than spending weeks in digital conversation. MAXION is designed to move people from introduction to real conversation quickly, where interactions feel more natural, and intentions become clearer. Over time, we want to build a platform that supports strong partnerships and lasting communities.”

In the past six months alone, MAXION has facilitated more than 2,000 in-person meetings between members. The platform measures success by the relationships formed between members, with users typically returning every three months and continuing to engage with the app over periods of up to two years. MAXION has also established strategic partnerships with brands to reduce logistical friction surrounding real-world meetings and create a smoother experience for members.

Adoption is currently concentrated in Dubai, with growing traction in Abu Dhabi. The company plans to deepen its presence across the UAE while preparing for expansion into international professional hubs such as Singapore, London, and New York, where dense expatriate populations and fast-paced professional environments create similar demand for intentional connection.

Over time, MAXION aims to support members beyond the first stage of connection by creating value for couples as their relationships develop. The long-term vision is to help build urban communities where meaningful relationships remain central to modern professional life.

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