TLDR: A recent report reveals that generative AI adoption in the UAE and Saudi Arabia has reached 58%, surpassing European markets. Despite significant investment and enthusiasm for AI, particularly agentic AI, organizations in the Middle East and Europe are struggling with “AI maturity,” indicating a gap between investment and effective deployment. The region’s average AI maturity score has dropped to 34 out of 100, down 10 points year-on-year, highlighting the need for better data foundations and skilled talent.
Generative Artificial Intelligence (AI) adoption in the United Arab Emirates (UAE) and Saudi Arabia has reached an impressive 58 percent, significantly outpacing European markets, according to a new report. This surge reflects a strong commitment from major enterprises in both nations to invest heavily in AI technologies, aiming to integrate them into their operations at the earliest possible timelines.
However, despite the substantial financial commitments and high adoption rates, a critical challenge has emerged: “AI maturity.” This term refers to how effectively organizations are deploying and leveraging AI capabilities to achieve tangible benefits. The report indicates a notable lag in AI maturity across both the Middle East and Europe, suggesting that the pace of investment is outstripping the ability of organizations to scale AI in a structured and governed manner.
Cathy Mauzaize, President, EMEA at ServiceNow, commented on the situation, stating, “Many are still in the early stages of their journey. To keep moving forward, organisations are exploring how to lay the right foundations to make the data work for them, and give their people the skills to use AI with confidence.” This highlights the dual focus required: establishing robust data infrastructure and fostering a skilled workforce capable of utilizing AI effectively.
ServiceNow’s report, which gathered feedback from nearly 4,500 respondents, including 1,950 across nine markets in Europe and the Middle East (including the UAE and Saudi Arabia), revealed that technologies like agentic AI are “fuelling experimentation and delivering early returns across the region.” Yet, the overall progress in AI maturity remains a concern. The region’s average AI maturity score has seen a significant decline, dropping 10 points year-on-year from 44 to just 34 out of 100.
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This indicates that while the enthusiasm and investment in AI are high, particularly in the Gulf nations, the practical implementation and realization of benefits are still in nascent stages. The report underscores the necessity for enterprises to move beyond mere investment and focus on developing comprehensive strategies for AI deployment, governance, and talent development to truly harness the transformative potential of generative AI. According to IDC forecasts, AI spending in Europe alone is projected to reach $144.6 billion by 2028, underscoring the immense global opportunity, provided organizations prioritize fundamental AI readiness.
