Latest news with #MarwanZeineddine
Al Bawaba
16-06-2025
- Business
- Al Bawaba
Consumers buy the product, not the brand: 65% of UAE consumers ignore brand names when buying consumer goods
As UAE retailers and consumers start gearing up for the summer sales season, new research by SAP Emarsys in association with Deloitte has revealed increasing brand apathy among UAE consumers. When it comes to consumer products, 65% of UAE's consumers and 61% of the UAE's Gen Z population don't pay attention to the brands they're buying — as long as the product meets their needs. Furthermore, 67% of all consumers in the UAE have switched to own-label alternatives because they are more despite this heightened indifference to brands in general, a significant proportion of UAE consumers (68%) still actively advocate for their favorite brands in public. These insights are based on a survey of more than 2,000 UAE consumers and 100 senior marketers at multinational enterprises, which examined shifting attitudes towards consumer products.'Today's consumer landscape is shifting faster than ever, and brands must navigate this terrain with agility and insight,' said Marwan Zeineddine, Managing Director of SAP UAE. 'The research highlights a clear opportunity: while brand apathy is increasing, so too is the demand for personalized, emotionally resonant experiences. Leveraging technologies such as SAP business AI, brands can go beyond transactional relationships and deliver the kind of real-time, meaningful engagement that cuts through consumer indifference and earns lasting loyalty. This is where marketers can lead the charge; by bridging data and strategy to stay relevant and drive long-term success.'According to The Global Consumer Products Engagement Report by SAP Emarsys, we have entered the 'Engagement Era,' in which brands must establish a robust data foundation across their entire business in order to thrive. Embracing AI-driven, omnichannel strategies is no longer optional; it is critical for transforming fragmented data into actionable insights, building long-term relationships, and achieving true customer loyalty and lifetime message resonates in the UAE, where 72% of consumer product marketers say it is becoming harder to engage meaningfully with customers, indicating that the majority are at risk of falling behind in this new engagement-driven landscape. Success in the Engagement Era depends on delivering a personalized omnichannel experience across the entire customer lifecycle, and leading brands in real-time engagement are already putting these strategies into action.'Consumers globally aren't just becoming less loyal to brands — they're ignoring them entirely,' said Sara Richter, CMO at SAP Emarsys. 'That's a wake-up call for marketers. Without a strong data foundation, it's impossible to deliver the real-time, personalized experiences needed to achieve that all-important 'true' loyalty.'When asked about barriers to effective customer engagement, UAE consumer product marketers cited internal complexity as the biggest challenge, with 31% identifying this as a key issue. Additionally, data continues to pose significant hurdles: 53% of marketers say they are unable to access or use data in real time, and 69% report their organization's data is too unstructured to use when it comes to predicting future behaviors, only 28% of marketers feel confident in their ability to predict future consumer behavior, and just 30% believe they can effectively segment and analyze their global consumer apathy toward brands increases, marketers in the UAE recognize the need to improve fragmented engagement approaches and outdated technologies. According to the report, 65% of UAE marketers say they will need to overhaul their engagement strategies in 2025. Meanwhile, 69% believe personalization will be a key differentiator in the year ahead, especially important considering that 77% of UAE consumers say they value highly personalized Do Brands Stand in the Engagement Era?The report from SAP Emarsys in association with Deloitte also introduces the Customer Engagement Maturity (CEM) score, which ranks consumer product brands on the strength of their customer engagement strategies. This research builds on earlier findings from Bain & Company, which point to a major industry shift toward ERP and SAP S/4HANA. This shift underscores the urgent need for consumer product brands to break down silos, accelerate operations, and engage customers more CEM Index categorizes brands into three maturity levels:• Reactive: Still reliant on batch-and-blast marketing, sending the same message to all audiences.• Proactive: Using mobile and messaging channels, but still dependent on manual processes.• Predictive: Leveraging AI to anticipate needs, deliver real-time, personalized offers, and build long-term in the 'Predictive' category demonstrate that to truly succeed in the Engagement Era, a robust business AI-infused ERP foundation, supported by a customer engagement platform, is essential. However, many brands still lag behind, with only 34% of consumer product marketers in the UAE currently sharing customer engagement data with a dedicated ERP system. For those clinging to outdated strategies, investing in AI-driven, real-time engagement is no longer a luxury. This investment could be the deciding factor in whether a brand achieves its revenue targets in the Engagement Era.
Mid East Info
22-05-2025
- Business
- Mid East Info
Ghitha Holding Leverages SAP Business AI for Digital Transformation to Advance UAE Food Security Goals
Ghitha Holding PJSC, a UAE-based diversified conglomerate spanning agriculture, food production, and distribution, a subsidiary of International Holding Company PJSC (IHC), has partnered with SAP to digitally transform core businesses. The announcement was finalized during this week's 'Make it in the Emirates' forum in Abu Dhabi, reinforcing Ghitha's commitment to strengthening the UAE's food security and industrial resilience through advanced technology. 'This is a major step towards future-proofing operations and accelerating our contribution to the UAE's food security agenda,' said Falal Ameen, CEO of Ghitha Holding. 'We are investing in world-class digital infrastructure to make our businesses more agile, more intelligent, and more responsive to the evolving needs of the nation and the region.' The digital transformation modernizes Ghitha's IT landscape, streamline operations, enhances supply chain visibility, and harnesses SAP Business AI to drive smarter decision-making through real-time business insights, predictive tools, and improved workforce planning. These advancements will strengthen Ghitha's ability to anticipate demand, improve traceability, and operate more efficiently, all of which are critical to ensuring a reliable food supply. 'Ghitha Holding is setting a powerful example of how targeted digital investment can unlock long-term strategic value,' said Marwan Zeineddine, Managing Director of SAP UAE. 'By integrating AI, cloud, and planning capabilities, Ghitha is building the digital backbone needed to support national priorities and seize new growth opportunities.' NTT DATA, the global technology and consulting leader, will be carrying out the implementation of the initiative. As part of the collaboration, Ghitha Holding and NTT DATA will also co-develop a pioneering digital solution designed for the consumer-packaged goods (CPG) sector, focused on dairy and poultry. Drawing on deep industry knowledge and technological innovation, this new platform is expected to serve as a regional benchmark and encourage wider digital adoption in the sector. Dr. Bahri Danış – Executive Vice President of NTT DATA META region, commented: 'We are honored to be Ghitha Holding's strategic partner on this journey. This project represents the power of technology when combined with visionary leadership. By joining forces to co-create a CPG-focused solution, we aim to deliver lasting value — not only for Ghitha, but for the wider industry. It is a privilege to support a future-ready organization that is committed to innovation.' The comprehensive SAP digital transformation project will span two years, with the first phase expected to go live around mid-2026.
Al Etihad
22-05-2025
- Business
- Al Etihad
Ghitha Holding leverages SAP business AI for digital transformation
22 May 2025 19:22 ABU DHABI (WAM)Ghitha Holding PJSC, a UAE-based diversified conglomerate spanning agriculture, food production, and distribution, a subsidiary of International Holding Company PJSC (IHC), has partnered with SAP to digitally transform core businesses. The announcement was finalised during 'Make it in the Emirates' forum in Abu of Ghitha Holding, Falal Ameen, said, 'This is a major step towards future-proofing operations and accelerating our contribution to the UAE's food security agenda.''We are investing in world-class digital infrastructure to make our businesses more agile, more intelligent, and more responsive to the evolving needs of the nation and the region.'The digital transformation modernises Ghitha's IT landscape, streamlines operations, enhances supply chain visibility, and harnesses SAP Business AI to drive smarter decision-making through real-time business insights, predictive tools, and improved workforce planning. These advancements will strengthen Ghitha's ability to anticipate demand, improve traceability, and operate more efficiently, all of which are critical to ensuring a reliable food Director of SAP UAE, Marwan Zeineddine, said, 'Ghitha Holding is setting a powerful example of how targeted digital investment can unlock long-term strategic value.''By integrating AI, cloud, and planning capabilities, Ghitha is building the digital backbone needed to support national priorities and seize new growth opportunities.'NTT DATA, the global technology and consulting leader, will be carrying out the implementation of the part of the collaboration, Ghitha Holding and NTT DATA will also co-develop a pioneering digital solution designed for the consumer-packaged goods (CPG) sector, focused on dairy and poultry. Drawing on deep industry knowledge and technological innovation, this new platform is expected to serve as a regional benchmark and encourage wider digital adoption in the Vice President of NTT DATA META region, Dr. Bahri Danış, commented, 'We are honoured to be Ghitha Holding's strategic partner on this journey. This project represents the power of technology when combined with visionary leadership. By joining forces to co-create a CPG-focused solution, we aim to deliver lasting value, not only for Ghitha but for the wider industry. It is a privilege to support a future-ready organisation that is committed to innovation.' The comprehensive SAP digital transformation project will span two years, with the first phase expected to go live around mid-2026.
Arabian Business
17-04-2025
- Business
- Arabian Business
UAE business leaders banking on AI to drive growth; 49% expect returns within 2 years
UAE business leaders are banking on the potential of AI to drive long-term growth. A new YouGov survey commissioned by SAP reveals that 94 per cent of enterprises in the country believe AI will be a key driver of business expansion, with nearly half (49 per cent) expecting significant returns on AI investments within the next one to two years. This optimism was on full display at the SAP NOW AI Tour, where more than 1,500 industry experts, public sector leaders, and business executives gathered at the Dubai Expo Center to explore AI's transformative potential across industries. AI in the UAE Marwan Zeineddine, Managing Director of SAP UAE, said: 'AI is already delivering tangible business value, and the UAE market is clearly ready to embrace its potential. 'The SAP survey shows that businesses recognize AI as a key driver of growth, but unlocking its full value requires the right strategies'. The SAP survey findings reflect this momentum, with 97 per cent of the UAE IT decision-makers surveyed expressing confidence in using AI-driven insights to guide critical business decisions, and with 72 per cent describing themselves as 'very confident' in doing so. As AI adoption rises, UAE businesses are looking beyond experimentation and focusing on real-world applications that drive measurable impact. SAP showcased its collaboration with Databricks through the SAP Business Data Cloud, highlighting how organisations can eliminate data silos and extract deeper insights from structured and unstructured data. With the survey showing that 58 per cent of UAE enterprises plan to invest in data consolidation and quality improvement programs over the next 12 months, the event underscored the growing need for businesses to refine their data strategies to fully harness AI's potential. This focus on data was of particular interest to businesses that are increasingly looking to use industry-specific AI solutions, with 76 per cent of enterprises in the UAE using AI-driven solutions that have been tailored specifically for their industry, according to the SAP survey.
Zawya
17-04-2025
- Business
- Zawya
94% of UAE enterprises believe AI will enable long-term growth, new SAP survey shows
Dubai, UAE: As AI adoption accelerates across the UAE, business leaders are banking on its potential to drive long-term growth. A new YouGov survey commissioned by SAP reveals that 94% of enterprises in the country believe AI will be a key driver of business expansion, with nearly half (49%) expecting significant returns on AI investments within the next one to two years. This optimism was on full display at the SAP NOW AI Tour held in the UAE today, where more than 1,500 industry experts, public sector leaders, and business executives gathered at the Dubai Expo Center to explore AI's transformative potential across industries. 'AI is already delivering tangible business value, and the UAE market is clearly ready to embrace its potential,' said Marwan Zeineddine, Managing Director of SAP UAE. 'The SAP survey shows that businesses recognize AI as a key driver of growth, but unlocking its full value requires the right strategies. The SAP NOW AI Tour was designed to help organizations navigate this journey, providing the insights and tools they need to leverage the full power of AI to meet their specific needs.' The SAP survey findings reflect this momentum, with 97% of the UAE IT decision-makers surveyed expressing confidence in using AI-driven insights to guide critical business decisions, and with 72% describing themselves as 'very confident' in doing so. As AI adoption rises, UAE businesses are looking beyond experimentation and focusing on real-world applications that drive measurable impact. Attendees at the SAP event explored the company's latest advancements in business AI, including agentic AI, which enables autonomous decision-making and execution of complex tasks. SAP also showcased its collaboration with Databricks through the SAP Business Data Cloud, highlighting how organizations can eliminate data silos and extract deeper insights from structured and unstructured data. With the survey showing that 58% of UAE enterprises plan to invest in data consolidation and quality improvement programs over the next 12 months, the event underscored the growing need for businesses to refine their data strategies to fully harness AI's potential. This focus on data was of particular interest to businesses that are increasingly looking to use industry-specific AI solutions, with 76% of enterprises in the UAE using AI-driven solutions that have been tailored specifically for their industry, according to the SAP survey. Sharing customer AI successes The SAP AI Tour also saw several signing ceremonies and deployment announcements, including innovative implementations at Al-Futtaim and Al Ghurair Iron & Steel LLC (AGIS) that demonstrate how AI can revolutionize business processes. BS Shetty, General Manager of AGIS, said, 'Our recent collaboration with SAP has enabled us to reimagine how we approach sustainability and operational efficiency. By deploying RISE with SAP Private Cloud edition alongside a tailored SAP Business Technology Platform (BTP) solution, we've harnessed the power of AI to automate over 400 calculations, cutting operator time from 20 minutes to just three. Efficient user interfaces have simplified the Planning and Manufacturing functions at the shopfloor. This end-to-end integration, from customers to manufacturing, empowers our teams with real-time insights, supports accurate ESG reporting, and aligns seamlessly with the UAE's National Framework for Sustainable Development. We're proud of what we've achieved and excited to keep pushing boundaries with Business AI and data-driven innovation.' Al-Futtaim Group's Chief Technology Officer, Himanshu Shrivastava, said, ' At Al-Futtaim, we're committed to adopting technologies that enable our people to work more effectively and deliver exceptional employee experience; SAP SuccessFactors with Joule is helping us do just that. As one of the first organizations in the region to go live with this generative AI-powered capability, we've been able to personalize the employee experience like never before. Whether it's helping managers make faster talent decisions or guiding employees through everyday HR tasks with natural, conversational support, Joule is transforming how our people engage with HR — intuitively, intelligently, and at their convenience.' SAP's AI-driven solutions also support the UAE's national AI strategy, which aims to position the country as a global hub for AI innovation. The technology company will also be participating in the 'Machines Can See 2025' event as part of Dubai's AI Week later this month. Visit the SAP News Center. Follow SAP on Twitter at @SAPNews. About SAP As a global leader in enterprise applications and business AI, SAP (NYSE:SAP) stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit
