Championing innovation, ethical transformation, and regional talent development through collaborative AI leadership
TRACCS, the region’s leading independent communications consultancy, has partnered with Ainigma, a London-based boutique AI advisory, to promote human-centred innovation and accelerate Generative AI (GenAI) adoption across the Middle East. This collaboration seeks to redefine how organisations harness AI to enhance creativity, efficiency, and growth responsibly.
The partnership, announced during Athar – Saudi Festival of Creativity, merges TRACCS’ established communications acumen with Ainigma’s expertise in ethical and strategic AI deployment. Their joint mission is to help organisations unlock new opportunities, elevate performance, and shape a future-ready digital landscape through practical, people-first AI solutions.
Globally, AI has become a key driver of economic expansion. McKinsey projects that GenAI alone could inject between USD 2.6 trillion and USD 4.4 trillion annually into the world economy. In the Middle East, PwC expects AI to contribute as much as USD 320 billion to the region’s GDP by 2030, while Google’s 2024 Economic Impact Report forecasts a potential boost of over USD 193 billion to Saudi Arabia’s economy and more than USD 80 billion to the UAE’s.
Mohamed Al Ayed, CEO of TRACCS, commented, “An AI-driven future is inevitable, and the world has already begun to reap its benefits. With AI adoption accelerating rapidly across the MENA Region, our partnership with Ainigma couldn’t have come at a better time. The region, and Saudi Arabia in particular, is undergoing an unprecedented transformation, and the game-changing communication industry is powering this progress, with TRACCS at the forefront. By bringing GenAI into the mix, we are equipping organizations with tools that will enhance their ability to craft and tell powerful stories, connect with audiences, and support the ambitious national strategies shaping the future of various MENA economies.”
Arne Mosselman, CEO of Ainigma, added, “We believe that technology should always serve people. Our partnership with TRACCS ensures that GenAI is adopted in a way that prioritizes a people-first approach, enabling upskilling, fostering a culture of innovation, and driving meaningful transformation within organizations. The collaboration underscores the commitment of both companies to shape a future where AI adoption is strategic, responsible, and inclusive, paving the way for sustainable growth and competitiveness in the Middle East. The goal is not only to deliver smarter solutions but to empower individuals and teams to thrive in an AI-enabled future.”
The TRACCS-Ainigma alliance empowers organizations to unlock the full potential of Generative AI through bespoke, culture-driven frameworks. By addressing barriers like talent readiness, culture, and infrastructure throughout their transformation journey, the partnership accelerates AI adoption and drives innovation within organizations by building clear strategies, setting robust policies, providing targeted training, and developing impactful use cases.
