Shaffra, a Saudi-based enterprise AI company building autonomous AI workforce infrastructure for governments and large organisations, has launched Subconscious AI at The Shaffra Convergence in Riyadh. Introduced before senior government representatives, enterprise leaders, investors, and technology stakeholders, Subconscious AI marks a major step in Shaffra’s vision to move enterprise AI beyond chatbots and copilots toward intelligent AI workforces that can operate with memory, context, and governance inside real organisations.

Subconscious AI has been developed as the cognitive intelligence layer within Shaffra’s Enterprise AI Workforce Platform. It enables autonomous AI teams to remember what matters, prioritise relevant knowledge, and reason with stronger business context by creating a continuously updated layer of organisational intelligence. Instead of repeatedly processing full historical data, AI employees can access the most relevant information in real time, improving efficiency, continuity, and decision support across complex enterprise workflows.

The launch also showcased how Subconscious AI will support Shaffra’s expanding portfolio of enterprise AI roles. The current portfolio includes AI sales agents, receptionists, and project managers, with more than 20 additional AI roles scheduled for launch in September 2026. These roles are designed to help organisations deploy governed AI employees across sales, operations, finance, HR, customer service, and knowledge management.

“The next phase of enterprise AI will not be defined by chatbots or copilots, but by AI systems that can operate with memory, context and accountability inside real organisations,” said Alharith Alatawi, CEO and Co-Founder of Shaffra. “Subconscious AI is built for this shift. It gives autonomous AI teams the ability to retain what matters, prioritise business knowledge, and act with stronger organisational context. This is what makes AI practical, governed and valuable at enterprise scale.”

Shaffra is expanding its footprint beyond Saudi Arabia, with services now reaching selected Asian and European markets, alongside continued growth across Bahrain, Oman, and Qatar. The company is backed by leading regional and international investors, including stc, Omantel, and global technology leaders, having raised more than $10 million to accelerate the development of enterprise AI technologies and autonomous workforce platforms.

The launch of Subconscious AI reflects Shaffra’s belief that the future of enterprise AI is not about replacing human expertise but increasing its impact. As organisations adopt autonomous AI teams, competitive advantage will come from leaders and employees who know how to combine human judgment with AI systems that can remember, prioritise, and execute within real business operations.

Medcare Hospitals and Medical Centres, part of Aster DM Healthcare Group, has partnered with InterSystems to implement InterSystems IntelliCare™, becoming the first healthcare provider in the UAE to deploy a next-generation, AI-first electronic health record (EHR) platform.

Unlike conventional EHR systems that integrate artificial intelligence as an additional capability, IntelliCare has been built with AI embedded at the core of its clinical workflows. The platform is designed to streamline administrative processes, reduce documentation burdens, and enable physicians to dedicate more time to patient care while improving operational efficiency across Medcare’s network.

The AI-powered platform will provide clinicians with faster access to comprehensive patient information, including diagnoses, medications, laboratory results, procedures, and previous clinical notes. Features such as natural language interaction, intelligent information retrieval, and ambient clinical documentation are expected to simplify day-to-day workflows and reduce time spent on manual administrative tasks.

Future releases of IntelliCare will also introduce agentic AI capabilities, allowing intelligent assistants to support clinical decision-making and workflow management while ensuring physicians remain in control of care decisions.

Alisha Moopen, Managing Director and Group CEO of Aster DM Healthcare, said the implementation represents a significant step towards redefining healthcare delivery through intelligent technologies that augment clinical expertise rather than simply digitising existing processes.

The deployment also strengthens Medcare’s broader digital transformation strategy, reinforcing its commitment to delivering more connected, data-driven, and patient-centric healthcare services. With a unified digital health record spanning hospitals, clinics, laboratories, and insurers, the platform is expected to improve continuity of care, minimise duplication, and support more informed treatment decisions.

Ali Abi Raad, Managing Director of InterSystems Middle East, India and South Africa, noted that the implementation builds on a long-standing partnership between the two organisations and marks the next stage in Medcare’s healthcare technology journey.

Since its global launch in 2025, IntelliCare has been deployed across eight hospitals operated by Indonesia’s EMC Healthcare and is the first unified AI-powered electronic health record platform to achieve the European Union’s Class IIa Medical Device Regulation (MDR) certification for clinical safety.

The rollout positions Medcare among the region’s early adopters of AI-native healthcare platforms as healthcare providers increasingly look to intelligent systems to improve clinical outcomes, operational efficiency, and patient experience.

Kingston Technology Europe Co LLP, an affiliate of Kingston Technology Company, Inc., a world leader in memory products and technology solutions, is highlighting how its embedded and industrial memory and storage solutions are enabling the next phase of industrial digitalization across the Middle East.

As governments and enterprises across the region invest in smart infrastructure, automation, artificial intelligence, connected transportation, manufacturing modernization, and energy transformation, industrial systems are generating and processing larger volumes of data. This is increasing the need for memory and storage technologies that can deliver consistent performance, endurance, and reliability in demanding operating environments.

According to Mordor Intelligence, the Middle East digital transformation market is expected to grow from USD 71.64 billion in 2026 to USD 146.09 billion by 2031, reflecting the pace at which organizations across the region are modernizing their operations and investing in advanced technology infrastructure.

Kingston’s embedded and industrial portfolio is designed for OEMs, system integrators, manufacturers, and technology partners developing solutions for applications including industrial automation, smart city platforms, intelligent transport, energy infrastructure, surveillance, networking, robotics, edge computing, AI, and Industrial IoT.

The company’s portfolio includes embedded NAND, DRAM components, industrial SSDs, design-In DRAM modules, Industrial SD and microSD cards, eMMC, eMCP, ePoP, and UFS solutions. These technologies are used in systems where stable performance, long-term availability, and reliability are essential.

“Across the Middle East, industries are becoming more connected, automated, and data-driven,” said Antoine Harb, Team Leader Middle East, Kingston Technology. “This shift is creating greater demand for memory and storage technologies that can operate reliably in critical environments, from factory automation and transportation systems to smart infrastructure and edge AI applications. Kingston works closely with OEMs, system integrators, and technology partners to help them design platforms where endurance, consistency, and long-term stability are critical.”

Industrial and embedded systems often have longer deployment lifecycles than consumer technologies. In sectors such as energy, manufacturing, transport, utilities, and critical infrastructure, system stability and component consistency are central to operational continuity. Kingston addresses these requirements through quality control, reliability testing, lifecycle management, controlled bill of materials (BOM) control and firmware consistency, and technical support during the design-in phase.

As more data is processed closer to the source, edge computing is becoming an important part of industrial transformation. Devices deployed in factories, transport networks, energy facilities, and smart city environments must capture, process, and store data efficiently, often while operating in space-constrained or rugged environments. . Kingston’s embedded and industrial memory and storage technologies help enable these applications by supporting fast data access, system responsiveness, and dependable operation.

Beyond its product portfolio, Kingston works with manufacturers, system builders, and integrators to help identify the right memory and storage technologies for specific application requirements. Its engineering  expertise, manufacturing capabilities, and global supply network help customers simplify integration, accelerate development, and maintain consistency across long-term deployments.

Through its worldwide network of partners, distributors, chipset vendors, and manufacturers, Kingston continues to support embedded and industrial customers across the Middle East as they build systems for increasingly connected, intelligent, and data-intensive environments.

“Reliable memory and storage are no longer  just technical components; they are  foundational to industrial modernization,” added Harb. “As regional organizations continue to invest in smarter infrastructure and mission-critical digital systems, Kingston remains focused on providing technologies and technical expertise that help these systems perform consistently over time.”