With nearly 2.5 billion people projected to have some degree of hearing loss by 2050 as per World Health Organization, Starkey MEA is calling for faster adoption of AI-enabled hearing innovation that delivers practical, measurable improvement for patients in real-world environments.

AI is reshaping what hearing aids are expected to do. The category is moving beyond basic amplification toward systems that can interpret complex soundscapes, prioritise speech, and personalise output moment by moment—especially in noise, multi-speaker settings, and fast-changing environments. Starkey says this shift demands on-device intelligence that is fast, power-efficient, and clinically meaningful, rather than “AI” that lives mainly in marketing language.

“Talking about AI is easy. Delivering AI that makes hearing clearer when life is noisy, and that does it reliably all day, is the real standard,” said Giscard Bechara, Regional Director, Middle East & Africa, Starkey MEA. “With the scale of hearing loss projected globally, innovation can’t crawl. In MEA, our focus is to bring on-device intelligence that adapts in real time to the person and the environment—because that is what patients actually feel. We will also be introducing a new AI-driven hearing solution in the region soon, and we look forward to sharing what this next step means for hearing professionals and the communities they serve across the Middle East and Africa.”

As part of a wider drive to promote hearing health awareness across the Middle East, Starkey MEA has highlighted how AI-led hearing technology can be engineered to mirror the way the brain processes sound. In regional communications around its latest platform direction, Starkey has stated that its AI-based processing can make up to 80 million personalised adjustments per hour, with the intent of helping wearers stay comfortable and connected across different listening situations.

Starkey’s progress in AI processing has been built over multiple technology generations. In earlier platform disclosures, the company described its Neuro Processor architecture as delivering six times more transistors, ten times more memory, and up to four times faster processing than the prior generation—advances designed to support higher-speed analysis and optimisation without compromising everyday usability.

Starkey had introduced Edge AI featuring the G2 Neuro Processor, which the company describes as incorporating a Neural Processing Unit (NPU) with deep neural network (DNN) processing capabilities, and as being engineered for strong performance while maintaining “industry-leading battery life.” Starkey also claims the G2 includes the “industry’s only NPU fully integrated into the chip.”

In parallel, Starkey continues to frame hearing technology as a platform that can support aspects of health and safety, alongside hearing performance. The company has announced hearing aids with built-in balance assessment and has linked this to fall-risk screening frameworks, including referencing the CDC’s STEADI initiative, as well as ongoing work validating balance assessment approaches with external research partners.

Starkey MEA continues to work with hearing care professionals across the region to support patient awareness, strengthen hearing health conversations, and accelerate access to next-generation AI-enabled hearing solutions as they become available in-market.

Retail stores and supermarkets are now in the midst of an innovative transformation. Spaces that once used to be defined by stocked shelves and friendly sales associates are now experiencing the ripples of the accelerated digital transformation. Artificial intelligence (AI), automation and data-driven insights are paving the way for smart stores which, on one hand, offer shoppers personalised experiences, while on the other hand, help retailers better understand evolving customer behaviour.

Global trends show how food retailers are also piloting AI-first experiences that match personalisation and ease of eCommerce platforms. By integrating advanced features such as AI sensors, smart carts, autonomous checkout counters and real-time inventory engines, retailers are offering efficient, fast and hassle-free shopping. This shift also gives retailers the benefit of higher conversion and lower operating costs.

As technologies like AI continue to evolve, retailers are leveraging them to optimise pricing, predict consumer behaviour and enhance in-store experiences to create a dynamic retail environment internationally. Current trends indicate a shift towards AI-powered automation in supply chain management, augmented reality for enhanced shopping experiences, and AI-driven marketing strategies which will be discussed at Gulfood 2026, the largest global food show in depth.

Speaking of the United Arab Emirates (UAE), the Artificial Intelligence in Retail market report stated the nation is projected to grow from USD 16.82 million in 2023 to USD 157.86 million in 2032, with a compound annual growth rate (CAGR) of 28.21 per cent. The UAE’s grocery market is also expanding rapidly, projected to reach USD 38.6 million by 2025 at a compound annual growth rate (CAGR) of 5.7 per cent through 2029, with online sales accounting for 15 per cent of total sales. Likewise, Saudi Arabia’s online grocery sector was valued at USD 1.54 billion in 2024 and is expected to expand further, with a projected CAGR of 15.9 per cent through 2033.

Government initiatives to promote AI integration

The UAE government strives to capitalise on this positive market landscape by fostering a favourable environment for AI deployment and integration. Initiatives such as the UAE National Artificial Intelligence Strategy 2031 aims to boost government performance and create new markets with high economic value by 2031, thereby positioning the country as a global hub for AI innovations. In line with this, the UAE government is encouraging retail businesses to integrate AI technologies into their operations.

Similarly, the UAE continues to host major global and regional events that accelerate the transformation of the retail sector and showcase the future of tech-enabled commerce. For instance, Gulfood 2026, the world’s largest annual food show, which is being held in Dubai, from January 26 to January 30 will showcase a wide array of innovations happening in the food retail sector. By convening global F&B leaders and decision-makers, including CEOs, heads of state, trade officials, investors, academics, scientists, tech innovators and more under one roof, it will set the ideal stage to lead open discussions and exchange ideas on the possibilities of AI integration and digital transformation in food retail.

Predictive Analytics and Demand Forecasting with AI

The growing momentum of technological innovations is further highlighted by increased use of AI-powered predictive analytics in the country’s retail market. Businesses are now leveraging data to forecast customer demand and optimise inventory management. AI-algorithms that accurately predict purchasing patterns, help retailers retain optimal stock levels, reduce waste and reinforce supply chain efficiency. It also helps retailers design engaging promotional campaigns, refine customer engagement strategies and align their stocks with seasonal trends. This aspect of predictive analytics is beneficial in the UAE’s rapidly evolving retail market, where demand fluctuations can be unpredictable and competitive pressures are high.

The country’s growing focus on AI-powered retail innovations is already being translated into real-world examples. Fully automated stores, such as Carrefour’s Dubai pilot, have proven that AI-powered retail is more than just a concept. These stores demonstrate how automation can improve efficiency, though they can also pose several challenges related to error resolution and data privacy.

Looking ahead, retailers that continue to embrace innovation are projected to unlock new market possibilities. The integration of AI will help refine everything from product selections and store operations to marketing campaigns, helping business leaders make informed decisions. Meanwhile, from a shopper’s perspective, the combination of advanced edge computing and digital signage can offer a personalised shopping experience. The integration of AI will also improve visual search capabilities, helping consumers to find items on retail websites simply with a picture of the item.

As the region’s retail sector continues to leverage AI’s vast possibilities, the key to success of these efforts lies in balancing innovations with customer centricity. The insights shared at Al-Futtaim’s AI in Retail Roundtable ^[3] offer a clear roadmap for GCC retailers to harness AI responsibly and effectively. In order to localise the experience, brands must design AI solutions that respect the region’s cultural diversity while meeting the expectations of an evolving customer base. Another key point highlighted during the roundtable is humanising the digital experience to ensure that technology strengthens emotional connections rather than replacing them. Retailers should also focus on seamless personalisation across channels, linking online and offline journeys into one unified experience.

Above all, the key to guaranteeing the success of this transformation is transparency and trust. By seeking consent and clearly communicating how data boosts customers’ convenience, retailers can build loyalty that lasts well beyond the transaction.

By Pete Hall, Regional Managing Director, Ciena Middle East & Africa

Artificial Intelligence (AI) is advancing at a rapid pace in the region, driving innovation across various industries. The GCC now stands at a pivotal moment, with AI transitioning from a hyperscaler-centric phenomenon to a ubiquitous force shaping enterprise and consumer networks alike.

Globally, Amazon Web Services (AWS), Google Cloud, Microsoft Azure and NVIDIA have stepped in to manage large-scale computing and data processing needs. Unlike traditional data centers, they are built to meet evolving workloads without major infrastructure changes.

The rapid expansion of data centres to meet soaring demand is also evident in the UAE, where du announced a deal with Microsoft to set up a data centre in the country to revolutionize the digital ecosystem. Next door, Saudi Arabia has been expanding its investments in data centres to drive its wider ambitions to become a regional AI leader and global tech hub.

While much of the AI optics boom has so far been confined to data center interconnects, growth is now shifting from AI model training to AI inferencing, where AI models can make accurate predictions based on new data. However, it takes data-intensive AI training to make this a reality.

As new AI applications such as AI-powered analytics, immersive media, and automation are expected to surge through 2030, the next wave will demand robust, low-latency, high-capacity optical transport across metro and long-haul networks.

In particular, GCC markets are primed to experience rapid uptake due to national AI agendas and smart city initiatives. A 2025 survey shows AI traffic could account for 30–50% of metro and long-haul capacity within three years. It is interesting to note that enterprises, not hyperscalers, are expected to drive the most network traffic growth over this period.

As the AI traffic boom moves beyond the data centre, low latency, high capacity, and resilient optical links will be the key differentiators for AI-driven workloads. This is precisely where regional telcos can take the lead. The market for capacity is already evolving quite rapidly.

Earlier this year, e& UAE became the first in the Middle East and Africa to deploy Ciena’s WaveLogic 6 Extreme, achieving ultra-high-speed 1.6 Tb/s per wavelength connectivity. This advancement supports 10 Gb home services and wholesale and domestic business customer traffic with 100G and 400G requirement.

The GCC’s investment in high-capacity optical networks, powered by new innovations such as WaveLogic 6, provides a competitive advantage in meeting the increasing AI traffic demands. If they are to take this to the next level, GCC telcos must capitalize on their relatively greenfield networks to deploy future-proof optical infrastructures faster than more mature markets constrained by legacy systems.

GCC operators are charting a new course as AI enablers, leveraging managed optical fiber networks and AI-optimized SLAs to deliver greater value and innovation beyond traditional bandwidth services.

To accelerate this journey and speed time to market, operators are also taking steps to address capex constraints, skill gaps, and organizational alignment. By positioning themselves as AI ecosystem leaders, they can unlock long-term revenue and resilience.

There is a real window of opportunity for GCC operators to capitalise on the AI optical wave. Thanks to national AI strategies, sovereign cloud initiatives, and hyperscaler partnerships, they already have a head start. By continuing to invest in future-proof, high-capacity, low-latency optical networks they can ensure network readiness for AI’s exponential traffic growth. The next three years will determine whether GCC operators shape the AI economy or chase it.