Tech News

Beyond screens and speakers: How AV integration is crafting unforgettable customer experiences in MENA region

Published

4 months ago

May 16, 2025

By Adrian Goulder, Technical Manager at VUE Audio Visual Trading LLC (VUEAV)

The landscape of customer engagement is undergoing a profound transformation, particularly across the Middle East and North Africa (MENA) region. Today’s consumers are not just seeking products or services; they are chasing experiences. We are living in the age of the ‘experience economy,’ where emotional resonance and immersive interaction are more important than the transaction itself. And at the heart of this shift lies a powerful, often underestimated catalyst: Audio-Visual (AV) integration.

For several years, AV has been viewed through a narrow, functional lens – a screen to display presentations or a sound system for announcements. But this perception is rapidly evolving. In the hands of forward-thinking businesses, AV has become a transformative tool, the medium through which compelling, multisensory experiences are crafted, and customer loyalty is deepened.

There are several instances in our daily life that showcase the exceptional use of AV to provide us with exceptional experiences. For instance, imagine walking into a retail space where digital displays shift in real-time based on your preferences, offering tailored product suggestions with vivid 3D visuals. Or maybe consider a museum where interactive projections breathe life into ancient artefacts, inviting visitors to explore history through gesture and touch. These aren’t visions of the distant future. They’re happening now, across the MENA region, thanks to the rise of integrated AV technologies.

A standout example of immersive AV integration is the BAPS Hindu Mandir in Abu Dhabi, where projection mapping transforms the space into a fully immersive 360° environment. Far from a passive visit, this installation surrounds worshippers and visitors alike in a blend of synchronised audio and visuals, delivering a multisensory experience. The entire Immersive Show was scripted, designed, and brought to life by a dedicated team of BAPS volunteers, who handled every aspect of the creative vision in-house – from concept development to execution.

VUEAV worked alongside Christie, a global visual technologies company and the BAPS technical team, to achieve this seamless fusion of form and function.

The installation features a sophisticated network of Christie projectors with a collective output of over 300 lumens per square metre, projecting over 60 million pixels onto architectural surfaces. This powerful AV system is orchestrated through Aurora’s IP-based solutions for video distribution and live system monitoring, while Pixera media servers ensure high-resolution content and pixel-perfect synchronisation across all outputs.

But it’s not just about what you see – it’s about what you hear and feel. Sennheiser microphones and Klipsch Professional Series 8-inch speakers, complemented by robust 15-inch subwoofers, deliver an acoustically rich environment. Each component is precisely calibrated and programmed to provide a unified and intuitive experience. Central to this installation is ‘The Fairy Tale,’ an immersive show that runs daily, merging storytelling with high-resolution visuals and surround sound.

In a parallel context, the Kingdom of Saudi Arabia is also leveraging AV to showcase the epic past of AlUla, an ancient Arabian oasis city. The Incense Road Experience, an immersive adventure developed through a partnership between VUEAV and The Aimes, is a project that blends live performance, interactivity and cutting-edge audiovisual technologies to reanimate the rich cultural heritage of this ancient trade route. A sophisticated array of Christie 4K laser projectors maps high-resolution, vibrant visuals onto architectural textures and theatrical spaces. Driven by Pixera media servers,the installation dynamically responds to visitor movement and interaction through a network of custom-designed motion sensors and RFID-triggered zones. As visitors travel the space, the audio-visual and lighting elements adapt in real-time.

A rich audio landscape is delivered through a premium Klipsch multi-zone sound system, enhanced with bespoke directional speakers and embedded subwoofers that allow scenes to breathe with immersive realism. Visitors can experience holographically projected historical, legendary figures and recreated ancient local environments complete with scent emitters and tactile surfaces. Furthermore, visitors can also craft their own incense blend through interactive prompts, in addition to unlocking personalised narrative paths using sensor-based interactions and gamified storytelling. At the heart of the experience is a powerful integration of hardware and creative content, blending high-resolution projection, real-time media control, interactive systems, and environmental storytelling.

So, what exactly is driving this transformation? These are not just futuristic fantasies. They are tangible realities being implemented across the MENA region, thanks to sophisticated AV integration, and their outcomes are remarkable. Among the many benefits are elevated engagement. Interactive kiosks, immersive video walls, and crystal-clear audio systems hold attention and turn passive customers into active participants. Offering personalised interactions is another benefit, as through integration with analytics, AV systems can adapt to individual preferences in real time. From digital restaurant menus that respond to dietary needs to personalised greetings displayed on screens in the experience becomes not just engaging, but personal.

Additionally, it creates immersive environments. Whether it is a showroom designed for multisensory experiences, or a collaborative workspace equipped with interactive displays and seamless video conferencing, AV is redefining physical space as dynamic hubs for engagement. AV technologies enable businesses to communicate their brand identity not just through words, but through unforgettable sensory experiences – such as stunning visuals, impactful sound design, and interactive installations – that resonate far beyond the initial interaction. Beyond the customer-facing benefits, AV integration streamlines backend operations, from wayfinding and internal communications to automating routine tasks and presentations.

For businesses in the MENA region, the opportunity is clear: those who invest in AV not as a utility, but as a strategic experience enabler, will lead the charge in redefining customer engagement.

In a market where expectations are rising and attention spans are shrinking, it is not enough to be seen or heard – brands must be felt. By embracing the full potential of AV technologies, organisations across the MENA region can move beyond the basics, crafting immersive, personalised, and memorable experiences that set them apart.

Tech News

Hitachi Energy grid automation leads global market

Published

2 days ago

September 24, 2025

Integrator Web-Editor

Hitachi Energy grid automation has achieved the No.1 global ranking in ARC Advisory Group’s 2024–2029 market study. This recognition highlights the company’s pivotal role in transforming power grids for a sustainable energy future.

ARC’s study named Hitachi Energy as the top supplier of grid automation products and services for transmission and distribution utilities. Moreover, the company secured leadership in software categories such as Grid Control & Management, Outage Management, and AI Applications, as well as hardware segments including wireless networks, measurement devices, and RTUs.

Market recognition of Hitachi Energy’s grid automation

“Grid automation is essential for operating and maintaining the modern grid,” said Richard Rys, Director of Consulting at ARC Advisory. “Our analysis shows Hitachi Energy at the top. Its expertise, integrated solutions, and digital capabilities drive industry leadership.”

The report forecasts rapid growth in grid automation due to new energy mixes, grid storage, and emerging market structures such as virtual power plants. In addition, regions rebuilding after extreme weather or conflicts show the highest demand for automation.

Grid automation at a turning point

Massimo Danieli, Managing Director of Grid Automation at Hitachi Energy, emphasized the company’s commitment: “Rapid electrification and the urgency of the energy transition are placing unprecedented demands on the grid. As market leader, we are proud to deliver advanced solutions that modernize infrastructure, strengthen resilience, and speed the move to clean energy.”

This position reflects how Hitachi Energy’s grid automation solutions help utilities manage energy challenges. Consequently, the company enables customers to plan, monitor, protect, and control their grids with a unified, data-driven approach.

Digital innovation driving sustainable grids

Hitachi Energy continues to embed AI, analytics, and automation into grid systems. As a result, more than three billion people benefit daily from technologies that ensure safe, reliable, and efficient energy delivery. The company’s portfolio supports utilities worldwide in balancing demand growth with decarbonization goals.

ARC’s Grid Automation Global Market Study, published annually since 2021, provides five-year forecasts and detailed supplier rankings. It underscores the growing importance of automation as utilities invest in digital infrastructure to accelerate the energy transition.

About Hitachi Energy

Headquartered in Switzerland, Hitachi Energy employs more than 50,000 people across 60 countries and generates annual revenues of around $16 billion USD. Its century-long heritage in high-voltage, transformers, and automation makes it a trusted partner for utilities, industries, transportation, and data centers.

About ARC Advisory Group

Founded in 1986, ARC Advisory Group is a global research and advisory firm focused on industrial, energy, and infrastructure markets. Its annual studies provide critical insights into supplier performance and future technology trends.

Check out our previous post on Agentic AI startups are reshaping the corporate world

Tech News

Agentic AI startups are reshaping the corporate world

Published

2 days ago

September 24, 2025

Integrator Web-Editor

By Subrato Basu, Global Transformation Advisor

Agentic AI startups are driving a new era of autonomy in business. They combine intelligence, adaptability, and goal-directed action in ways that traditional automation cannot match. From workflows that optimise themselves to marketing campaigns that shift in real time, these startups are reshaping how enterprises operate.

HR transformation with Agentic AI startups

Companies such as Hume AI, PeopleGPT, and Sora embed empathy and foresight into HR. Rather than simply process leave requests, agents detect burnout, analyse diversity, and propose inclusion strategies. As a result, HR becomes a strategic partner.

Smarter talent acquisition with intelligent agents

Recruitment tools like TalentPulse AI and HireLogic interpret résumés, evaluate culture fit, and even simulate interviews. Consequently, recruiters gain decision-ready insights while candidates enjoy a personalised experience.

FinOps and cost optimisation with AI

Cloud overspending erodes margins, but platforms such as Harness.io and Granulate provide autonomous financial optimisation. Their agents forecast demand, right-size infrastructure, and enforce budget control.

Governance and compliance supported by Agentic AI startups

Regulatory change is constant. Tools like TitanGuard and LogicGate act as compliance engines, flagging risks and suggesting updates. For example, agents can detect ESG gaps or recommend GDPR adjustments.

Business decisioning powered by AI

Executives overwhelmed by data can turn to platforms like Hyperplane or Delphi AI. These digital partners test scenarios, weigh risks, and refine strategies, offering clarity where dashboards overwhelm.

Cybersecurity redefined with intelligent defence

Startups, including Darktrace and SentinelOne, deliver proactive protection. Agents predict attack paths, detect anomalies, and isolate threats instantly, functioning like digital immune systems.

Marketing and product innovation with adaptive AI

Brands use tools like Mutiny and Personal.ai to run personalised, real-time campaigns. Similarly, product teams rely on Tandem or LinearGPT to track usage, prioritise features, and draft specs.

Agentic AI in government and society

Governments are also adopting AI agents. Startups such as Zencity and PolicyPal help process permits, detect anomalies, and answer citizen queries with context. Bureaucracies gain speed, transparency, and citizen trust.

From automation to autonomy

The leap is clear:

Automation: Task execution → Agentic AI: Goal pursuit
Automation: Static workflows → Agentic AI: Adaptive orchestration
Automation: Human oversight → Agentic AI: Human trust earned

Human-agent partnerships

AI agents do not replace humans; they augment them. Leaders must orchestrate intelligence, ensuring systems remain transparent, ethical, and aligned with values.

Are you ready for Agentic AI startups?

The next unicorns will not only automate. They will deploy intelligent, autonomous agents that redefine how businesses think and grow. The key question is not if companies adopt Agentic AI, but how fast they lead with it.

Check out our previous post on Future of Sport and AI report by G42 launches

Tech News

Future of Sport and AI report by G42 launches

Published

2 days ago

September 24, 2025

Integrator Web-Editor

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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