How UAE Leaders Are Redefining AI’s Role Across Business and Society

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In a striking demonstration of confidence in AI, business leaders in the UAE are embracing AI systems not just for operational efficiency, but for critical decision-making roles that directly affect lives and livelihoods. 

A new study by technology services firm Endava reveals that trust in AI among UAE business executives is extending far beyond routine tasks, reaching into the realms of corporate governance, personal finance, and even health and safety.

According to the research, 79% of business decision-makers in the UAE are comfortable allowing AI to manage budget allocations, even when those decisions affect individual compensation. The same proportion trust AI to handle talent management, including hiring and performance reviews. Notably, 80% of respondents said they would trust AI to oversee essential health and safety functions, signifying a profound shift in the perceived reliability of automated systems.

But the growing reliance on AI isn’t confined to the workplace. The study stated that individuals are increasingly turning to AI for guidance in their personal and professional development. Four out of five respondents said they would trust a fully automated system to advise on their career progression, including salary expectations, promotions, or job changes, and expressed similar levels of confidence in AI-driven personal finance and healthcare recommendations.

These findings arrive at a moment when the UAE is accelerating its AI ambitions. With major government-led investments into AI infrastructure and innovation, the country is positioning itself as a global frontrunner. Nearly half (46%) of surveyed executives believe the UAE is ahead of most nations in AI adoption, ranking the Middle East just behind the United States and China in terms of AI leadership.

“Trust is the critical enabler of any AI strategy,” said David Boast, General Manager – UAE & KSA at Endava. “The UAE’s clear national vision, its youthful and tech-savvy demographic, and its digital-first mindset are combining to give organisations a unique opportunity to innovate with confidence. While other regions remain cautious, weighed down by debates over job displacement, our research shows that businesses in the UAE can move forward with certainty, knowing their workforces are not only ready for AI, but actively embracing it.”

One reason for this confidence may be the optimism surrounding AI’s potential to create new job roles rather than eliminate existing ones. Nearly 75% of business leaders indicated that their companies have already created or plan to introduce positions like “Head of AI,” while a similar percentage believe AI adoption will enhance overall job satisfaction.

The business case is becoming equally hard to ignore. According to the study, 71% of executives report that AI has already boosted their organisations’ profitability. At the same time, urgency is building. Over half of respondents warned that failure to adopt AI meaningfully could lead to a loss of market share within two years.

With this pressure in mind, nearly a third of companies are planning to ramp up AI investments in 2025 compared to the previous year. However, gaps remain. Just 25% of executives believe their organisations’ existing infrastructure from data handling to analytics is fully prepared for enterprise-level AI deployment.

To address these challenges, Boast called for a more strategic and structured approach to AI adoption. “This includes laying the right data foundations by modernising their core systems, integrating AI responsibly into operations, leveraging pre-built AI accelerators, and prioritising solutions that complement human potential rather than replace it,” he said. “The UAE’s AI enthusiasm must be tempered by clear strategy, and outcome-driven efforts. At Endava, we are proud to support regional governments and enterprises filtering through the AI buzz, to extract and incorporate those impactful use cases. With a workforce this receptive and government vision this clear, this approach is helping position the UAE as a global reference point for AI done right.”

As the region continues to double down on AI as a transformative force, the message from UAE business leaders is clear: the future isn’t just automated — it’s trusted.