Sony MEA’s playbook: How innovation, customers insights and AI are powering growth

In this episode of the Gulf Business’ podcast, we sit down with Jobin Joejoe, MD of Sony Middle East, Africa, and Central Asia, to explore how one of the world’s most iconic entertainment and technology companies is navigating one of its most diverse regions.

Spanning over 70 countries, Sony’s regional footprint demands agility, cultural understanding, and a deep sense of customer focus — all qualities that Joejoe has honed over two decades with the company. From expanding the BRAVIA and Alpha lineups to entering PC gaming and developing an internal AI platform, Sony is blending innovation with local insight to stay ahead of shifting market trends.

In this conversation, the MD discusses how customer feedback drives product design, how Sony’s “Kando” philosophy translates into real-world strategy, and why artificial intelligence is central to the company’s next chapter — both in its products and its mindset.