Connect with us

Tech Interviews

AI-POWERED CUSTOMER ENGAGEMENT, CONTEXTUAL MARKETING & MORE

Published

on

Person seated in front of a green artificial foliage wall featuring the WebEngage logo with a bird icon.

Exclusive interview with Hetarth Patel, Vice President – Growth Markets (MEA, Americas, APAC), WebEngage

What role is AI playing in customer engagement in the region?

AI brings precision to moments that were previously handled with guesstimates. It identifies which customers are exploring something new, which ones are hesitating, and which ones may never return unless they’re nudged at the right time. That improves the experience without making users feel monitored or overwhelmed.

Across verticals, AI helps determine how frequently someone should be contacted, what format resonates with them, and when they’re most open to taking the next step. When communication follows the customer’s rhythm instead of the brand’s, loyalty strengthens naturally.

We are hearing more and more about contextual marketing. How would you define it in today’s Middle Eastern digital economy?

Contextual marketing in the Middle East is about recognising intent as it forms, not after the fact. Consumers in this region move quickly – comparison, consideration, and decision often happen in a single session. So brands need to respond to micro-signals in real time. When a platform can interpret these cues, the experience becomes smoother: relevant suggestions appear naturally, checkout journeys shorten, and customers feel understood without being overwhelmed. For businesses, this reduces wasted impressions and strengthens the quality of engagement. You convert the right people. The result is tighter spending, better retention, and a more predictable path to revenue.

How are customer engagement platforms evolving in the face of AI copilots and automations?

They’re becoming systems that support both momentum and oversight. Marketers in this region want recommendations, not replacements. The AI copilot element helps interpret data faster and flagging sudden behaviour spikes, suggesting audiences worth testing, or predicting where attention is drifting.

At the same time, automation has matured. Journeys can react to dozens of signals without manual input, and campaigns update themselves based on performance. This dual structure works well in markets like Saudi Arabia, where digital maturity is rising sharply. Teams get strategic clarity from the copilot, while automation handles the heavy lifting in the background.

Which technologies are proving most effective in helping GCC brands improve customer experience, ROI, and business outcomes?

The most effective setups are the ones where data moves freely. A Customer Data Platform(CDP) becomes powerful when it ingests live activity, loyalty signals, support tickets, and payment behaviour without friction. CRMs enrich that view with relationship history. Data lakes contribute long-term patterns that sharpen predictions.

What GCC brands are solving today is fragmentation. Teams get a single view of the user and can respond with confidence by connecting these systems cleanly. It also gives them the ability to test smaller ideas quickly instead of betting on broad, expensive campaigns. Better alignment across these tools results in higher ROI because every action is anchored in accurate context.

Across Saudi Arabia and the UAE, what improvements have you seen when brands move to AI-powered customer engagement and automation?

The most noticeable improvement is consistency. Brands no longer depend on campaign calendars to stay relevant, the system keeps the conversation going based on what users actually do. AI also cuts out the “one-size-fits-all” messages that used to frustrate customers across email, push, and in-app channels.

In sectors like airlines, grocery delivery, and financial services, we’ve seen repeat engagement rise simply because journeys adjust themselves. For example, a traveller exploring upgrade options receives timely details about availability rather than a generic newsletter. These small shifts accumulate and create clearer funnels, and a more efficient use of marketing time.

Could you share an example?

A recent example is NICE in Saudi Arabia, a brand with a large offline footprint that wanted deeper digital loyalty. Once their web and app activity were stitched together, the team could finally see how customers moved between browsing, carting, and store visits. That led to rethinking their journeys around intent instead of promotions.

As soon as they shifted to behaviour-led engagement – reactivating dormant shoppers, personalising recommendations, and automating recovery journeys – repeat visits rose sharply and engagement grew 148%. The improvement came from recognising micro-signals and responding early.

What is WebEngage’s long-term vision for the Middle East as brands shift from acquisition-heavy models to retention-driven growth?

Our long-term vision is to make retention operationally simple and strategically central. GCC businesses view retention as the engine that stabilises revenue. We’re building toward a future where engagement, loyalty, data governance, and service workflows sit within one connected layer.

This will allow brands to identify intent across channels, respond instantly, and measure outcomes with much greater accuracy. The goal is to help enterprises move from “sending messages” to designing relationships that last a lifetime.

How have you adapted in the face of these advancements?

Our competitive edge comes from how we operate, not what we claim. Scale, market rankings, and platform breadth matter, but they’re outcomes and not differentiators. What truly moves the needle for our customers in the Middle East is the way we build with flexible data architecture, a composable CDP that adapts to their systems rather than forcing a migration, and activation tools that work reliably at enterprise scale.

We’ve grown by treating engagement as an engineering problem rather than a marketing challenge. That mindset is what helps us scale. The idea is to make sure our fundamentals are strong enough to create the next set of milestones.

With regulations like PDPL and sector-specific frameworks in place, how essential is consent management for brands operating in the Middle East?

Consent management has become a structural requirement, especially as more industries digitise service delivery. It’s no longer about obtaining a checkbox, it’s about ensuring that user preferences flow across every system the brand uses – marketing, support, loyalty, and analytics.

In regulated categories, inconsistent consent handling can invalidate entire engagement programs. We address this by integrating with specialised consent tools so preferences update instantly across channels. Customers notice when brands respect these boundaries, and that strengthens long-term relationships.

What differentiates WebEngage in this region, and where do you see opportunities?

What sets us apart is our ability to adapt deeply to each organisation’s structure, whether it’s a fast-scaling marketplace or a highly regulated enterprise. The platform integrates into complex ecosystems without forcing data to move in unnatural ways.

Where we continue to evolve is governance, onboarding speed, and advanced modelling. The need for more precise controls and predictive capabilities increases as sectors like telecom, aviation, and financial services expand their digital footprints . We’re building tools that help teams act faster while meeting regulatory expectations with confidence.

What advancements can we expect from WebEngage in the next 12 months?

We’re now building on top of the foundations that already work well for our customers. The next phase is about reducing the effort needed to go from insight to action. After launching Insights CoPilot, we’re extending the ecosystem with Segmentation and Campaign CoPilot, and Governance CoPilot will follow. Each one is designed to shorten the path from understanding behaviour to acting on it with confidence.

In parallel, we’re deepening our machine-learning models so the system can recognise subtle behavioural shifts and adjust journeys with more nuance. The aim is to let the platform handle the operational complexity quietly in the background, while marketers focus on strategy, creativity, and the larger customer experience.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Tech Interviews

THE AGENTIC AI ERA: RETHINKING CYBER RISK, GOVERNANCE AND RESILIENCE

Published

on

Exclusive interview with Bilal Baig, Vice President, Solutions Engineering, Trend Micro

What is Trend Micro showcasing at GISEC Global 2026, and how does it reflect the shift towards proactive, AI-powered cyber risk management?

We are highlighting our unified cybersecurity platform, Trend Vision One, which is designed as a proactive security platform.

AI has shifted how organisations, governments and agencies respond to threats. It is no longer enough to take a reactive approach. Security needs to become proactive, particularly given the speed at which AI is developing.

We are using AI in two ways. First, we are using AI internally within the platform to identify vulnerabilities. Second, we are using AI to protect our customers.

At GISEC, we are showcasing agentic SIEM, agentic SOAR, XDR capabilities and our full-stack AI security platform. We are also highlighting new developments in AI security, including how AI can help protect against vulnerabilities and zero-day attacks.

How has Trend Micro evolved in both using AI for cybersecurity and securing AI systems themselves?

AI has increased the speed at which organisations can move into production. At the same time, both defenders and attackers now have access to AI. The key question is how organisations manage that risk and how quickly they can protect customers and predict an attack before it becomes a breach.

We created Cybertron, an industry-first cybersecurity LLM, and we also work with frontier AI providers including Anthropic, OpenAI and Microsoft. We use frontier AI to consume vulnerability information, while our customers have access to our broader AI security capabilities.

We are now moving into the agentic AI era, where AI agents can make decisions on behalf of humans. These agents can access systems, emulate human behaviour and perform tasks independently.

For us, agentic AI security comes down to four key areas: visibility, observability, governance and response.

Visibility means understanding what is happening. Observability goes a step further by understanding what an action performed by an AI agent could cause. Governance determines how those agents should be controlled, while response is about deciding what action to take.

What new security and governance challenges arise as agentic AI moves from experimentation to enterprise deployment?

One of the biggest questions is whether an agentic AI system should be treated like a human identity or like software.

A software system needs updates, patches and maintenance. A human has an identity, a job and defined responsibilities. Agentic AI combines elements of both.

Organisations therefore need to give AI agents an identity, establish guardrails around what they can do and ensure that someone within the governance structure is responsible for their actions.

If an agent is given additional responsibilities, organisations need to understand how those permissions are managed and eventually removed when they are no longer required.

In an agentic AI environment, every communication and action needs to be considered within a governance framework. Organisations need to look at every interaction, understand its potential outcome and decide whether an action should be allowed to proceed or stopped.

What does the rise of autonomous or rogue AI agents mean for cybersecurity?

We are entering a world where rogue AI agents can become highly sophisticated systems. This means security cannot focus only on whether the underlying AI model is secure. Organisations also need to examine the actions those models are performing and whether those actions could create a cybersecurity problem.

The attack surface is now changing in terms of both scale and sophistication. Attackers have AI capabilities that can help them launch sophisticated attacks much faster.

This means organisations need AI on the defensive side as well. Security solutions need to match that speed and sophistication while ensuring that governance frameworks prevent malicious outcomes.

How should organisations manage the growing number of vulnerabilities identified by AI?

AI and frontier models can identify vulnerabilities that may not have been visible previously. An organisation that once had to manage 30 or 40 patches could suddenly face thousands.

It is not realistic to address every vulnerability in the same way. Organisations need to prioritise based on the risk and importance of their environment.

They need to identify which vulnerabilities are most important for their particular environment rather than simply looking at a vulnerability’s CVE score.

This is where cyber risk exposure management becomes important. Organisations need to understand the risk, the asset and the identity involved, and then decide which security gaps are most important to close.

How is the UAE’s cyber threat landscape changing as AI adoption and digital transformation accelerate?

The UAE is at the forefront of AI transformation. We are seeing multiple initiatives from the UAE Government, including AI training for government employees, government-focused AI initiatives and the introduction of AI education in schools.

There are already AI systems operating within government, so the digital transformation of AI in the UAE is moving forward rapidly.

Our focus is on helping secure that transformation. As AI systems become more interconnected and increasingly make decisions, the attack surface becomes more complicated.

A layered security approach is therefore important, from the large language model and API access through to the decision-making processes of AI agents, while monitoring for malicious activity.

What should organisations consider around security controls and data sovereignty as they expand their cloud and AI environments?

There is sometimes a misconception that moving to the cloud automatically means an organisation is secure. When cloud computing emerged, we often talked about security as a shared responsibility.

The exposure changes as organisations move from on-premises environments to the cloud and then into AI. The same threat can look very different across these environments.

Organisations need to consider where their assets and identities are located and how they will manage security across these different layers.

For highly sensitive environments, including air-gapped networks and systems involving critical data sovereignty, security may need to remain on-premises. In some national security environments, data cannot be processed outside the country.

Trend Micro has Vision One Sovereign and Private Cloud, which extends our AI cybersecurity unified platform to air-gapped and sovereign environments, with a focus on data sovereignty, localisation and air-gapped deployments.

What role does government-industry collaboration play in strengthening national cybersecurity preparedness and resilience?

Government-industry collaboration is extremely important. Working with organisations such as the Cybersecurity Council, national CERTs and government security services brings together different perspectives.

As governments move towards greater use of AI, industry can help secure that journey while governments provide the regulations and governance frameworks needed to manage these systems.

Without close collaboration, it becomes difficult to create policies that reflect what is actually happening in the private sector.

The objective should be to support innovation without overlooking cybersecurity. Technology is developing extremely quickly, particularly AI, so cybersecurity needs to be considered alongside that innovation.

Government and the private sector need to work together to make sure that while organisations remain at the forefront of technological development, they do not overlook the cybersecurity implications.

Continue Reading

Tech Interviews

Building the AI Backbone: How the Middle East Is Rethinking Data Centres

Published

on

Dave Philp, Chief Value Officer at Bentley Systems, discusses how AI, digital twins, clean energy and integrated infrastructure planning are shaping the next generation of data centres across the UAE and wider Middle East.



The UAE and Saudi Arabia are investing heavily in AI and digital infrastructure. From your perspective, what makes the Middle East such an exciting market for the next generation of data centers?

One of the most substantial transformations we are witnessing is the transition of the UAE to a programmatic mindset in terms of data centre development, which makes it a desirable market for the next generation of data centres. We usually consider countries such as UK in terms of building or developing a singular project, but it is impressive that the UAE has been prioritising data centre corridors and digital infrastructure instead of focusing on individual hyperscale data centres.

While speaking to colleagues across the UAE and the Middle East region, I found it interesting as the UAE is constantly investing in the infrastructure needed to achieve its ambitious AI goal. This further includes larger digital ecosystems, sovereign cloud capabilities, and energy infrastructure. I believe it is not just about creating more data centres; it is also about establishing an infrastructure that can help achieve the ambitious economic vision of the UAE. It is important to understand that establishing a robust digital infrastructure is key to power AI, smart city initiatives and industrial diversification. This strategy is part of a much larger national economic plan. By combining digital aspirations with investments in energy and physical infrastructure, the UAE is successfully laying the groundwork for an AI-powered economy. We can also witness that the UK is making efforts to move towards a future economic model, which can motivate other countries to follow suit.

  • Power is a growing challenge for AI data centers. How can the Middle East balance rising AI demand with its clean energy goals?

I believe that the UAE has secured a unique position in this regard as any capital investment in AI infrastructure needs to be strategized according to clean energy goals. As the Minister of Energy and Infrastructure highlighted, AI-enabled optimisation can coordinate data-centre demand with grid capacity, renewable generation, storage and shared cooling infrastructure. It can also identify opportunities to recover and reuse waste heat where local conditions make that technically and commercially viable.

This, in my opinion, will define the UAE’s next generation data centres. Integrated planning, which takes into account how data centres interact with renewable energy, solar opportunities, district cooling, battery storage, and demand management, will be prioritised over isolated engineering decisions. These factors need to considered by the UAE, not just in terms of separate workflows.

As I mentioned, these will be common across the region, but we are also witnessing unique models in the UAE. We are seeing a shift from isolated projects towards phased campuses and data-centre corridors supported by shared power, water, cooling and connectivity infrastructure.

  • As AI data centers require more cooling, how can operators build facilities that are both efficient and responsible with water use?

Yes, it is interesting. It is similar to not having a favourite child, like you do not want operators to choose between energy and water, but how to optimise both to create a resilient thermal management system. However, it is my belief that it should start the very beginning of the project, investment level, thinking about it as a water ecosystem. It is not just about water on site, but about the sourcing within it.

Additionally, I believe that there is a lot of innovation within data centres as well. Now, when it comes to water-stressed environments, usage of reclaimed water should be considered. On the other hand for high-density AI workloads, direct-to-chip and other liquid-cooling approaches can remove heat closer to the source. Closed-loop systems recirculate coolant rather than continually consuming it, although the overall water and energy performance still depends on how the facility rejects heat to the external environment. Also, we must understand how it will integrate within the local recycling infrastructure within there as well.

As a result, we can now model data centres, which will reduce pressure on potable supplies and improve operational resilience. Effective energy and water management are beneficial for businesses as well. They can monitor performance and optimise water usage, which benefits both the community and operators.

The most significant factor, in my opinion, is that we can move from reactive to predictive water and cooling management with digital twinning and AI. When connected to trustworthy operational data and engineering models, infrastructure digital twins can help operators move from static reporting towards predictive management, testing changes in workload, climate, water availability and equipment performance before those conditions affect operations.

And that can offer significant potential for resilience as well as sustainable data centres with robust governance. This requires a comprehensive and holistic approach to both energy and water, rather than individual components.

Ultimately, the objective is not simply to minimise water consumption in isolation. It is to optimise the complete thermal system, because some lower-water cooling configurations may use more electricity. The right solution depends on climate, workload density, water stress, grid carbon intensity and resilience requirements.

  • As the Middle East invests in smart cities like NEOM, what role will data centers play in enabling these developments?

I believe that smart cities should communicate with each other as they are powered by AI. This, showcases proper planning works exceptionally when we consider master planning and data centre planning from urban systems that will be integrated into it.

Additionally, integrated value chains are necessary for communities within the UAE to move forward with smart cities. Now, when we discuss value chains, we mean the energy, water, cooling, mobility, and data services.

A significant portion of our work is conducted on city or municipality level, where we use digital twins to enable planners understand interdependencies and future scenarios that can optimise assets within the framework of smart cities. This is where Bentley Systems’ approach to infrastructure digital twins Infrastructure can provide planners with a shared environment in which to understand dependencies, test future scenarios and make more confident investment and operational decisions.

We frequently consider the data centre to be something we would prefer to keep hidden. But, in reality it is a strategic enabler of better, more resilient urban growth. If we do it correctly and consider, let us call it a digital built UAE, which is plausible, becoming an engine room for smart cities.

In fact, this achievement has to be celebrated. If we do it correctly, it becomes a positive contributor behind them. Therefore, I think that smart cities require smart infrastructure, and data centres are becoming a part of what we now refer to as civic backbone. It must be present, accountable, and advantageous to the communities it serves. Moreover,  it all comes down systems, smart dependencies, and data exchange between various departments. Because city-scale infrastructure spans many owners and systems, the digital-twin environment must be capable of federating trusted information through open standards, interoperable interfaces and appropriate governance.

  • Beyond speed to market, what do you think will define the next generation of successful data centers in the Middle East?

Speed to market is still a very significant factor, but it must transcend that. I believe that if I was an investor considering data centres, I would clearly want to increase revenue at an expedited rate, but I would also want to ensure that it is resilient for a substantial time, which obviously includes water and energy.

 It can understand it is sustainable, but I also want certainty. There are certain longer-term concerns, such as whether there will be droughts in the future. My opinion is that it must evolve. Compute hardware and thermal requirements will continue to evolve over the life of the facility, often much faster than the supporting civil, power and utility infrastructure.

Additionally, I also believe it must be flexible and adaptable as cooling technology and workloads evolve. Therefore, we need to consider how we may apply digital twinning once again, not just for capital building, but also for operational excellence.

As AI campuses move into operation, investors will increasingly look beyond capital cost and installed megawatts towards the productivity of the infrastructure: how reliably and efficiently it converts energy and compute capacity into useful AI output. Measures such as cost per token and tokens per watt will sit alongside PUE, WUE, carbon intensity and availability, providing a fuller view of operational and commercial performance.

Continue Reading

Tech Interviews

Temporalism Explores How Small, Consistent Actions Can Transform a Life

Published

on

Ilia Sheludiakov’s story begins with a single decision — one that set off a complete transformation, physical, intellectual, and philosophical. He shed over 40 kilograms, trained for and completed marathons, and built businesses from the ground up. But it was in the process of rethinking his relationship with time that he arrived at something bigger: Temporalism, a philosophy built on the belief that time isn’t a pressure to outrun, but a long-term ally to work with.

At its core, Temporalism reframes time as our most valuable resource — one to be used consciously, not spent carelessly. It’s a philosophy rooted in a simple but powerful idea: small, consistent actions, repeated over time, compound into transformations far greater than any burst of intensity could achieve. Whether in health, wealth, or personal growth, Sheludiakov argues that lasting change comes not from perfect decisions made once, but from good decisions made repeatedly, with patience enough to let them compound.

Temporalism speaks to anyone who feels time slipping away too fast, or who senses untapped potential in their own ambitions but struggles to turn intention into consistent action. It’s a call to make peace with time — and to start using it as a partner in building a meaningful life.

Sheludiakov will next present Temporalism at the Sharjah International Book Fair, introducing the philosophy to a wider international audience and connecting with readers from around the world.

What is the core idea behind Temporalism?
Temporalism is about treating time as your most valuable resource and learning to use it consciously. It focuses on making better decisions today with your future self in mind, while building a meaningful life through consistent action.

How does Sheludiakov’s weight loss tie into this philosophy?
My weight loss was one of the experiences that shaped Temporalism. I lost over 40 kilograms, but the biggest lesson wasn’t about weight — it was realizing how much small actions, repeated over time, can completely change your life.

Why does he believe consistency beats intensity?
Intensity can create quick results, but it’s difficult to sustain. Consistency compounds. A small action repeated hundreds of times can ultimately have a much greater impact than a short period of extreme effort.

What role does patience play in building wealth?
Patience is fundamental. In investing and business, I try to think in years rather than weeks. Wealth is rarely created by one perfect decision; it is usually built through good decisions, discipline, and allowing enough time for them to compound.

Who is this book meant for?
It’s for people who feel that time is moving too quickly or that they could be doing more with their lives. Especially those who have ambitions but struggle to turn them into consistent action.

Where will he present the book next?
I will be presenting Temporalism at the Sharjah International Book Fair, where I look forward to introducing the philosophy to a wider international audience and connecting with readers from around the world.

Continue Reading

Trending

Copyright © 2023 | The Integrator