Dubai is cementing its place as a global hub for digital-first enterprises, as AI-powered customer engagement moves from novelty to necessity across the UAE. Multinational tech firms are expanding operations in the country at a rapid clip — drawn by a young, tech-savvy population, strong government backing, and surging demand from major brands in retail, automotive, and real estate.
Global Tech Giants Plant Flags in Dubai
New York-based Braze and Singapore-based Dyna.Ai have both made significant moves into Dubai, with companies from India and Europe also in active talks with UAE partners to enter the Gulf market.
Both firms are focusing on customer relationship management solutions tailored for contextually relevant, cross-channel experiences. Their expansion reflects the broader wave of multinational tech companies targeting the UAE as a launchpad for wider Middle East growth.
Jon Hyman, Co-Founder and CTO of Braze, described what is driving the push: "Dubai is already home to many growing digital-first businesses looking for cross-channel solutions for their customers. Fortunately, we have already established partnerships with some of the most popular and reputable brands in the region."
UAE's Young Population and Government Policy Are Key Draws
For Dyna.Ai, the decision to deepen its presence in the region comes down to demographics and policy. Thomas Skoumal, Dyna.Ai Chairman, highlighted the region's growing, predominantly young, digitally-savvy population and the encouraging approach from UAE and Saudi leadership toward AI solutions as central drivers of the company's expansion.
Dyna.Ai officially launched its global operations at the Dubai Fintech Summit and is already establishing offices across the UAE and Saudi Arabia, with further expansion planned across Asia, the Americas, Europe, and Africa.
AI Is Reshaping Marketing — But Skill Gaps Remain
Artificial intelligence is transforming how brands connect with customers — powering idea generation, campaign automation, and predictive data analysis. According to Braze's own research, 91% of UAE marketers are already embracing AI to enhance their efforts.
Hyman pushed back on fears that AI stifles human creativity: "While some believe that AI degrades creativity in marketing, I think that it is only the opposite — AI technology, when used correctly, can inspire marketers' creativity and increase the effectiveness of delivering more personalised experiences."
However, the sector faces a significant structural challenge. Hyman pointed to a lack of data skills as a critical gap — both at the university level and inside corporate offices — that businesses and educational institutions must urgently address. Braze's research found that nearly half (48%) of UAE marketers identify a data skills deficit as one of their top-three challenges.
Snoonu's Results Show AI's Commercial Power
The commercial case for AI-driven customer engagement is already being made in the region. Snoonu, Qatar's fastest-growing food delivery and marketplace app, used Braze to design a gamified, incentivised in-app audience engagement model. The results: a 30% increase in orders per user and 40% overall revenue growth — a compelling proof point for brands across the Gulf weighing investment in AI-powered marketing platforms.
A Market Built for Growth
As UAE businesses diversify beyond oil and into digital services, the environment for next-generation customer engagement companies is exceptionally favorable. Supportive government policy, high smartphone penetration, and consumers who are among the world's most active digital users create a rare combination of demand drivers.
For multinational tech firms eyeing global expansion, Dubai is no longer just a waypoint — it is increasingly a primary destination.
