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FIFA Selects Globant to Create a Continuous Fan Experience Ecosystem for Football Fans Using AI Pods Powered by Glob.AI

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FIFA has selected Globant (NYSE: GLOB) to redesign its global fan engagement, transforming how football is delivered to and experienced by billions worldwide.

Key FIFA digital platforms will now enable a more “joined-up” experience for fans where their preferences are recognized across platforms and competitions. Powered by AI Pods by Glob.AI, these platforms will continuously learn from real-time data and generate new experiences for fans all year round, growing FIFA’s influence beyond single tournaments.

This announcement marks an exciting evolution in how FIFA leverages technology within this partnership. FIFA is embracing an AI-native, consumption-based model. Glob.AI brings together human-supervised AI agents based on Globant’s proven processes, forged over 23 years of enterprise software experience. All institutional knowledge generated is secured within a proprietary token vault, granting FIFA complete ownership of its data and future AI-driven innovations. Initial pilots with FIFA have already demonstrated a 20% efficiency increase in throughput generation while maintaining or improving quality rates .

With this new advanced technology implementation, FIFA is working to create a centralized digital ecosystem that learns and will be able to adapt in real time to improve core pillars of the match day and fan experience including:

  • Unified Fan Identity: Strengthening FIFA ID as the connective tissue across all digital touchpoints, enabling the organization to recognize, reach and reward fans whether they’re watching from home or attending a match.
  • FIFA website: Evolving FIFA.com into a personalized hub for fans, leading to personally relevant content.
  • The FIFA Tournament App: Evolving a single, customizable platform that brings together schedules, real-time content and local host city insights for fans on the ground.

For the fan, this means a more human-centric experience: a single digital thread that connects their interaction with FIFA platforms and their attendance at FIFA tournaments, where their fandom is remembered and can be rewarded. Every touchpoint will be powered by specialized AI architectures, which will learn from each action in order to provide increasingly precise and efficient services.

For FIFA, this move will help to end the era of the “anonymous fan” by connecting disparate journeys through a single and actionable ecosystem. By consolidating first-party data and strengthening digital identity, FIFA will gain better insights about how global fans operate and how to enhance their football experience, applying this intelligence to future tournaments, content and commercial initiatives.

“Our goal is to ensure every fan experiences football in a personal way that deepens their emotional connection,” said Mattias Grafström, FIFA Secretary General. “With Globant’s continued innovation, we can hold our technology projects to a higher standard and develop a system that learns and adapts to the needs of our global audience. By keeping the needs of fans present at all times, we will create a more sustainable future for our game.”

“We’re working with FIFA to shape technology around the fan,” said Martin Migoya, Co-founder and CEO of Globant. “With our AI Pods powered by Glob.AI we are building on our five years of collaboration by implementing a whole new service delivery model that moves at the pace of fandom. Football is the world’s number one sport because it remains unpredictable and accessible to all; the human-assisted AI model is key for technology systems that scale quickly and deliver the always-on entertainment that fans expect.”

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The Limited-Edition ROG XBOX Ally X20 Bundle Is Now Available in the UAE

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ASUS Republic of Gamers (ROG) today announced that the limited-edition ROG XBOX Ally X20 Bundle is now available in the UAE for AED 10,999 through the ASUS UAE eShop and participating retailers. Celebrating two decades of ROG, the collection brings together an upgraded gaming handheld, a wearable virtual display and coordinated protective accessories in a complete setup designed to move from home to wherever players choose to game.

A new chapter for an anniversary handheld

The ROG XBOX Ally X20 combines a translucent black chassis with gold-accented internal details and an exclusive 20th anniversary badge. The design offers a glimpse inside the device while giving the collection a distinctive identity for ROG enthusiasts and collectors.

A 7.4-inch ROG Nebula HDR OLED display delivers rich contrast, a 120Hz refresh rate and up to 1,400 nits of peak HDR brightness. Powered by the AMD Ryzen AI Z2 Extreme processor, with 24GB of memory and 1TB of storage, the handheld brings PC gaming into a portable format. TMR joysticks designed to resist drift, a transforming D-pad and refined face buttons provide greater flexibility and control across different game styles.

A big screen experience that travels with you

The included ROG XREAL R1 Edition 20 Gaming AR Glasses connect directly to the handheld through a single USB-C cable, creating a virtual screen of up to 171 inches viewed from four metres away. Micro-OLED displays and sound by Bose bring games closer, whether players are relaxing at home or travelling. The glasses support a 240Hz refresh rate with Frame Rate Boost enabled, while Follow Mode and Anchor Mode allow the virtual screen to move with the player’s head or remain fixed in place.

Matching black-and-gold accents connect the glasses to the anniversary design, while Command Center integration provides convenient access to their settings from the handheld.

Designed to carry the whole experience

The custom dbrand Killswitch adds everyday protection, a kickstand, ROG-branded joystick grips and an exclusive skin featuring a circuit pattern inspired by the handheld’s internals. A custom Pelican Protector Case, finished with ROG-red latches and a 20th anniversary badge, keeps the device and accessories together during travel. A 68W adapter completes the bundle.

Availability and pricing

The limited-edition ROG XBOX Ally X20 Bundle is available now for AED 10,999 through the ASUS UAE eShop and participating retailers including Geekay, Virgin Megastore, Sharaf DG, Amazon UAE, Emax, Jumbo and Carrefour. Stock and availability may vary by retailer.

UAE gamers can also join the ROG Elite Program to take part in activities, earn points and explore rewards while staying connected to the ROG community.

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Regional strength, global impact: ADIPEC 2026 brings the energy world to Abu Dhabi

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The Middle East’s unparalleled influence on global energy security, investment and industrial development will take centre stage at ADIPEC 2026, as Abu Dhabi welcomes regional and international energy leaders from 2-5 November.

Long established as a cornerstone of global energy supply, the region will help shape the next phase of energy development through major investments in infrastructure, technology and industrial capacity. Against a backdrop of rising energy demand and geopolitical uncertainty, ADIPEC will connect this regional strength with international expertise, capital and markets to advance the partnerships and decisions needed to secure energy today and power future growth.

Held under the patronage of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, and hosted by ADNOC, ADIPEC 2026 will take place at the Abu Dhabi National Exhibition Centre, with an expected 239,000 attendees from more than 170 countries, over 2,250 exhibiting companies, 1,800 speakers and 30 country pavilions.

Reflecting the continued growth of the event and strong demand for exhibition space, this year’s Opening Ceremony will be held at the Abu Dhabi Energy Centre, creating additional exhibition capacity at the ADNEC Centre while providing a dedicated forum for ADIPEC’s opening leadership programme.

Abdulmunim Saif Al Kindy, Chair of ADIPEC, said: “This year’s ADIPEC comes at a defining moment for the global energy industry. We face the challenge of a more disrupted and exposed system, meeting a more energy intensive economy. But, while shocks and conflicts disrupt the system, the world needs more energy, in more forms, delivered more reliably to meet rising demand. And we need the investment, advanced technology and partnerships to make that happen. That is the agenda for action at ADIPEC 2026.

“The continued growth of ADIPEC also reflects confidence in Abu Dhabi as a trusted destination for business, investment and international engagement. At a time when uncertainty is creating challenges across markets, bringing people together to exchange ideas, strengthen relationships build partnerships and conduct business has never been more important.”

Confirmed regional government and institutional speakers, at ADIPEC 2026, include H.E. Suhail Mohamed Al Mazrouei, UAE Minister of Energy and Infrastructure; H.E. Eng. Karim Badawi, Egypt’s Minister of Petroleum and Mineral Resources; H.E. Saleh Kharabsheh, Jordan’s Minister of Energy and Mineral Resources; H.E. Dr Mohamed bin Mubarak Bin Daina, Bahrain’s Minister of Oil and Environment and Special Envoy for Climate Affairs; H.E. Joseph Al-Saadi, Lebanon’s Minister of Energy; H.E. Dr Khalifa Rajab Abdulsadek, Libya’s Minister of Oil and Gas; and H.E. Jassim Alshirawi, Secretary General of the International Energy Forum. They join ministers from around the world, including HE Katharina Reiche, Federal Minister for Economic Affairs and Energy, Germany; HE Dr Alparslan Bayraktar, Minister of Energy and Natural Resources, Türkiye; and HE Takagi Kei, State Minister of Economy, Trade and Industry, Japan.

The region’s energy and industrial leadership will also be represented by major companies including ADNOC, XRG, Masdar, TAQA, Mubadala Energy, AIQ, Borouge, Fertiglobe, and Bapco Energies. They will join international organisations including Shell, bp, TotalEnergies, Eni, Equinor, SLB, Baker Hughes, Siemens Energy, GE Vernova and Microsoft.

Advancing investment and energy security

The UAE’s expanding international energy investments reflect the region’s important role. Through companies such as ADNOC, XRG, Masdar and Mubadala Energy, the country is extending its global reach across natural gas, chemicals, renewable energy and energy infrastructure, strengthening international partnerships and developing projects that connect regional capabilities with global demand.

As energy security becomes increasingly central to economic stability and industrial competitiveness, sustained investment will be essential to strengthen reliability, expand capacity and build the energy systems needed for future growth.

Mohamed Al Aryani, President, International Gas at XRG, said: “Building secure, resilient energy systems takes more than capital. It requires partnerships that connect resources, infrastructure and customers across markets and geographies. At XRG, we bring financial discipline, long-term capital and deep energy expertise to investments across gas, chemicals and energy infrastructure, working alongside experienced local and international partners. That is why ADIPEC is more important than ever as a forum for the industry to unlock investment and forge the partnerships needed to strengthen energy security and support global growth.”

On the exhibition floor, ADIPEC’s expanded AI Zone, co-hosted by AIQ, will showcase how artificial intelligence, robotics and digital technologies are moving from concept to commercial deployment across the energy sector. 

Bringing together technology innovators, energy operators and project owners, the Zone will feature real-world applications spanning reservoir modelling, autonomous upstream operations, infrastructure inspection, grid management and subsea robotics. Exhibitors including Honeywell, EY, Gecko Robotics, Stone Ridge Technology and Sinaha will demonstrate how intelligent technologies are helping improve operational performance, enhance reliability, optimise asset management and accelerate decision-making. 

Strong global participation ahead of ADIPEC 2026

Thomas Löffler, Executive Vice President, dmg events, said: “ADIPEC brings together a unique combination of energy producers, investors, technology leaders and industrial companies at a scale few events globally can match. At a time of rising demand and significant investment requirements, those conversations and partnerships have never been more important. 

“The level of industry participation this year shows just how important ADIPEC has become as a global platform for energy. We’re seeing strong commitment from across the Middle East and internationally, with leaders coming to Abu Dhabi to discuss shared priorities, explore new opportunities and build partnerships. That’s what makes ADIPEC so valuable, particularly at a time when the industry needs to work more closely together.”

Across 13 conference programmes and more than 380 sessions, ADIPEC will address priorities including energy security and resilience, investment, infrastructure, natural gas and LNG, AI and advanced technologies, and industrial growth.

The exhibition will span 16 halls and four specialised industry zones, providing a global marketplace for technology, projects and commercial partnerships.

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Starkey takes intelligent hearing to the next level in the Middle East with the launch of Omega AI+

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Starkey today announces the regional introduction of Omega AI+, its most advanced hearing technology family ever. Powered by Starkey’s proprietary Quad deep neural network (DNN) Architecture and revolutionary G4 Gen AI Neuro Processor, Omega AI+ introduces the world’s first DNN Dual Compressor, an all-new feedback management system and expanded AI-powered performance across more products and adds new wellness and connectivity capabilities. Omega AI+ will be available through Starkey’s authorized partners.

At the core of Omega AI+ is Starkey’s G4 Gen AI Neuro Processor, with neural network intelligence built directly into the silicon. Featuring Starkey’s proprietary, breakthrough Quad DNN Architecture, Omega AI+ uses four specialized deep neural networks that work in concert to analyze, interpret, and optimize sound in real time. Inspired by how multiple neural systems in the human brain process information, the architecture enables faster, more natural hearing while maintaining exceptional power efficiency.

“The human brain relies on multiple neural systems working together to make sense of the world of sound,” said Achin Bhowmik, Ph.D., Chief Technology Officer and Executive Vice President of Engineering at Starkey. “Omega AI+ applies that same principle through our proprietary brain-inspired Quad DNN Architecture, where four specialized deep neural networks continuously work together to optimize speech understanding, environmental awareness, sound quality, and listening comfort. The result is faster, more intelligent, and more natural hearing.”

“Omega AI+ reflects where Starkey is taking hearing technology, and our vision for what it can become,” said Giscard Bechara, Managing Director, Starkey MEA FZCO. “We are not simply building better hearing aids. We are creating intelligent technology that understands, adapts, and responds more like the human brain itself. By bringing together our most advanced AI, exceptional sound quality, seamless connectivity, and health and wellness technology, Omega AI+ moves hearing technology beyond better hearing, helping people connect more naturally, live more confidently, and experience more of life.”

Why Hearing Health Matters

Hearing loss is a growing public health challenge worldwide. According to the World Health Organization (WHO), nearly 2.5 billion people are projected to have some degree of hearing loss by 2050, and more than 700 million will require hearing rehabilitation. WHO also notes that unaddressed hearing loss poses an annual global cost of almost US$1 trillion.

“Hearing health is an essential part of overall well-being, and people across the Middle East deserve access to the most advanced hearing technology available,” added Giscard. “With Omega AI+, available through Starkey’s authorized partners, we look forward to helping more people in the region hear better, connect more fully, and live healthier lives.”

AI Performance Redefined

At the center of Omega AI+ is Starkey’s proprietary Quad DNN Architecture, where four specialized deep neural networks continuously analyze and optimize listening experiences in real time.

One of the architecture’s breakthrough innovations is the world’s first DNN Dual Compressor. Traditional hearing technology has long required a tradeoff between speech intelligibility and sound quality. Omega AI+ eliminates that compromise by intelligently determining when to optimize for speech clarity and when to preserve natural sound quality, creating a smoother and more natural listening experience.

Powered by the G4 Gen AI Neuro Processor, Omega AI+ processes sound up to 2.7 times faster than leading hearing aids that market DNN processing capabilities. The platform also introduces enhanced Edge Mode technology, which can remain active continuously to provide ongoing AI-driven optimization without requiring manual activation.

Bringing Advanced AI to More People

Omega AI+ extends Starkey’s most advanced AI technologies across a broader range of hearing solutions. Custom rechargeable products now feature Starkey’s proprietary DNN 360 technology, designed to improve speech intelligibility, enhance spatial awareness, and reduce listening effort.

The Omega AI+ family also expands to include custom non-wireless devices with Automatic Edge Mode, bringing dynamic environmental adaptation and premium AI-powered performance to Starkey’s smallest custom hearing aids.

Omega AI+ also supports Auracast™ broadcast audio, enabling wearers to access compatible public and personal audio broadcasts while staying connected to conversations, entertainment, and important information.

By combining a groundbreaking Quad DNN Architecture, the world’s first DNN Dual Compressor, advanced wellness capabilities, and seamless connectivity, Omega AI+ establishes a new benchmark for intelligent hearing technology and reinforces Starkey’s vision of helping people hear better, connect more fully, and live healthier lives.

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