Shure MEA has launched its Experience Zone in Dubai, a dynamic and multi-faceted training hub designed to showcase how audio innovation can transform collaboration, government meetings, and education across the region. The new facility is poised to provide hands-on demonstrations in realistic settings, reflecting the Middle East’s ballooning preference for advanced AV technologies in response to meeting spaces, digital governance, and modern learning environments that require clear audio delivery.

Addressing Sector-specific Needs

The launch places strong emphasis on three sectors driving the region’s digital transformation. In Unified Communication, the focus is on seamless integration with leading conferencing platforms, supporting the Middle East’s meeting spaces. In Government, Shure highlights secure and resilient systems that ensure clarity and confidentiality for official proceedings and public addresses. In Education, advanced solutions empower classrooms and lecture halls, enabling interactive, technology-driven learning both in-person and online.

The Experience Zone is divided into four demo spaces that mirror real-world environments. In small rooms, Shure highlights compact, easy-to-deploy solutions that emphasize clarity and reliability. The facility will feature medium rooms to showcase scalable systems designed to grow with organizational needs, larger rooms to demonstrate robust setups that ensure coverage and flexibility in complex environments, while the auditorium will illustrate how high-performance solutions deliver clear, consistent audio to large audiences. These immersive setups allow visitors to not only hear the difference but also to experience how Shure’s innovations adapt seamlessly to varied applications.

“The Experience Zone will demonstrate how audio can empower sector-specific needs. By immersing visitors in real-world scenarios, we’re not just showcasing products – we’re demonstrating how Shure solutions are shaping communication experiences,” said Antony Lovell, Sales Director, Shure MEA.

Key Features

Shure MEA’s Experience Zone is designed to be more than a demo room. It serves as a regional resource for partners, customers, and IT decision-makers, providing a robust environment that combines interaction with knowledge-sharing. By creating this platform, Shure is reinforcing its role not only as an innovator but also as a trusted partner within the Middle East’s expanding technology ecosystem.

With Dubai’s position as a global innovation hub and the region’s rapid pace of digital transformation, the launch underscores Shure MEA’s long-term commitment to supporting sustainable growth. By combining immersive demos with sector-driven insights, the Experience Zone sets a new benchmark for how audio solutions are experienced in the Middle East.

Fortes Education, a global leader in delivering world-class, holistic education, has announced the appointment of Dr. Sreejit Chakrabarty as the Group Head, Technology, AI & Innovation, further strengthening its vision to integrate cutting-edge digital technologies into education and investments.

This appointment comes at a time when the UAE is accelerating its national agenda around AI adoption, digital learning, and future-ready skills development. With schools across the country being encouraged to embed technology into learning, Fortes Education aims to lead the way in shaping a progressive academic ecosystem that equips students with the tools of tomorrow.

Dr. Chakrabarty, a globally recognised voice in EdTech and emerging technologies, brings an exceptional academic and professional background. Holding a PhD in Artificial Intelligence, an MBA in Systems, and a Bachelor’s in Electronics Engineering, he has spearheaded transformative initiatives across K-12 education and beyond. His pioneering contributions include setting up laboratories on AI, robotics, extended reality, smart farming, and autonomous systems in schools, as well as leading one of the world’s first K-12 blockchain-based pilots for issuing digital passports and micro-credentials.

Speaking about his appointment, Dr. Sreejit Chakrabarty said, “I am deeply honoured to take on this role at Fortes Education. The UAE has demonstrated bold leadership in placing AI and digital learning at the core of its future vision, and I look forward to advancing this mission within Fortes Education. My focus will be on creating impactful innovations that will prepare students for the future and bridge the gap between technology and real-world problem-solving.”

His thought leadership has been showcased on CNN International, and he has been honoured with titles such as CIO of the Year and Education Influencer of the Year. As a sought-after keynote speaker, Dr. Chakrabarty has addressed global audiences at FORBES 30 Under 30, GITEX, GESS, BETT, and the World AI Show, cementing his reputation as a trailblazer at the intersection of innovation and education.

Commenting on the key appointment of the year, Dr. Neil Hopkin, Director of Education, Fortes Education said, “We are delighted to welcome Dr. Chakrabarty to the Fortes family. His global expertise, pioneering initiatives, and forward-looking mindset align seamlessly with our mission to nurture learners who are future-ready. With his leadership, we are confident of advancing our technology and AI-driven education strategies, empowering students and teachers alike to thrive in the digital age.”

With this appointment, Fortes Education reaffirms its commitment to being at the forefront of educational innovation, echoing the UAE’s national drive to champion AI, robotics, and digital transformation across sectors.

ServiceNow has unveiled AI Experience, a next-generation interface designed to unify people, data, and workflows across enterprises. Launched in Dubai, the platform introduces a seamless, multimodal environment that places AI at the center of the user experience. With built-in governance and security, ServiceNow AI Experience is positioned to transform sales, service, and customer loyalty strategies at scale.

A Unified Front Door for Enterprise AI

Enterprises today face fragmented systems, with employees managing dozens of siloed applications and disconnected AI solutions. As a result, workers often lack access to the right data at the right time. ServiceNow AI Experience addresses this challenge by bringing workflows, data, and AI models onto a single intuitive interface.

By combining context-aware functionality with multimodal inputs — including voice, text, image, and web — the new interface simplifies adoption and reduces employee learning curves. Furthermore, it ensures that AI becomes embedded across every workflow rather than being bolted onto existing systems.

Transforming How Work Gets Done

AI Experience introduces a role-aware, intelligent interface that supports instant access to AI-powered agents. These agents learn continuously, operate transparently, and provide full visibility for employees. Consequently, tasks can be resolved faster, decisions are made more effectively, and organizations experience measurable gains in productivity.

Amy Lokey, Executive Vice President and Chief Experience Officer at ServiceNow, explained:
“By creating a unified, contextual, and intuitive AI Experience for the enterprise, we’re putting AI into the flow of work. ServiceNow is empowering people to collaborate with AI agents seamlessly and without friction.”

Key Capabilities of ServiceNow AI Experience

ServiceNow highlighted four major innovations within the new platform:

• AI Voice Agents: Provide natural, hands-free support that can retrieve information, update records, and solve complex issues.
• AI Web Agents: Navigate third-party apps and websites, completing tasks without APIs or manual integrations.
• AI Data Explorer: Connects insights across internal and external data sources, helping users track trends and pinpoint causes directly within workflows.
• AI Lens: Turns any on-screen element into instant action, allowing users to automate tasks and accelerate decisions in real time.

AI Experience and Customer Relationship Management

The platform also reshapes Customer Relationship Management (CRM). Traditionally, CRM systems act as static records of customer interactions. In contrast, ServiceNow AI Experience transforms CRM into an AI-first system of action.

For service teams, automation accelerates ticket resolution and request fulfillment. Meanwhile, sales teams benefit from an AI-powered Configure, Price, Quote (CPQ) solution that streamlines proposals. Therefore, employees can focus on building relationships while AI handles repetitive and manual tasks.

This approach not only reduces costs but also improves customer satisfaction, as interactions become more proactive, personalized, and efficient.

AI Control Tower: Governance and Security

A critical element of the new release is the AI Control Tower, a central hub for governing and monitoring AI assets. It ensures organizations can deploy ServiceNow AI Experience confidently while maintaining transparency, compliance, and security. In addition, ServiceNow announced expanded model provider flexibility. Companies can now select from ServiceNow’s platform-native LLMs or third-party providers such as Azure OpenAI, Anthropic Claude, and Google Gemini.

By aligning the most suitable model to each workflow, enterprises gain flexibility without sacrificing security. This makes ServiceNow AI Experience not just powerful, but also enterprise-ready.

Driving Transformation in the AI Era

The introduction of ServiceNow AI Experience marks a fundamental shift in how people interact with technology. It places AI at the forefront of workflows, ensuring that human employees can focus on higher-value tasks while AI agents handle routine, repetitive work. Moreover, it creates a foundation for organizations to scale AI responsibly, with governance and transparency built in from the start.

Visitors attending GITEX Global 2025 can see AI Experience in action at ServiceNow’s stand in Hall 3. With its multimodal, intelligent design, the platform demonstrates how enterprise-ready AI can drive efficiency, resilience, and lasting customer loyalty.

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