With AI now reshaping the way people work, Dell Technologies is doubling down on the UAE and wider Middle East market with its new AI-powered PC portfolio. The company is targeting sectors from healthcare to financial services, and from media to architecture, where AI-driven workflows are already gaining traction.

In a chat with Gulf Business, Haidi Nossair, senior director – Client Solutions Group – META at Dell Technologies, outlines how the company is helping organisations transition to Windows 11, simplify device choices, manage demanding AI workloads, and build sustainability into design. She also explains why the shift to AI PCs is becoming less of a choice and more of a competitive necessity for businesses in the region.

With Dell’s new AI-powered PC portfolio now available in the UAE/ region, what kind of adoption trends are you seeing locally, and which sectors are leading the charge?

We’re seeing strong momentum across the UAE and wider region, with rapid adoption of AI-powered PCs as businesses prioritize productivity, security, and mobility. The demand is particularly strong among sectors like professional services, healthcare, financial services, media, architecture, and engineering, where industries are increasingly leveraging Generative and Agentic AI to streamline workflows and drive innovation.

With over 70 per cent of businesses already incorporating GenAI into their workflows, according to a commissioned study conducted by Forrester on behalf of Dell Technologies, it’s clear that the PC is once again central to modern productivity. Our new AI PC portfolio is resonating strongly with organsations looking to future-proof their workforce and stay ahead.

As the Windows 10 end-of-support deadline approaches, how is Dell helping UAE-based organisations transition to Windows 11 while unlocking the benefits of on-device AI and Copilot+ features?

The upcoming end of support for Windows 10 this October is a pivotal moment for businesses. At Dell, we see this as a tremendous opportunity for organizations to modernise their PC fleets with future-ready solutions. Dell provides Modern AI-based Workforce consulting, managed, residency, learning, and advisory services that help customers implement, adopt, manage, and optimise their Workforce solutions, including AI PC deployments. Additionally, our AI-powered portfolio is designed to fully leverage Windows 11 and Copilot+ capabilities.

From improved battery life and performance to on-device AI features that enhance productivity and collaboration, our systems are purpose-built to help organisations make a seamless, secure transition. With Intel Core Ultra and AMD Ryzen processors featuring dedicated NPUs, our devices are ready to unlock the full potential of AI on the edge where it matters most.

Dell’s simplified portfolio — Dell, Dell Pro, and Dell Pro Max — offers clear segmentation. What drove this change, and how does it support enterprise customers with varied performance and mobility needs?

The move to a simplified, unified portfolio wasn’t just a branding update, it was a strategic response to a clear challenge: complexity. In fact, research shows that 74 per cent of consumers have walked away from technology purchases simply because they felt overwhelmed. Driven by our customers’ need for clarity, flexibility, and scalability, Dell’s new three-tier structure with Dell, Dell Pro, and Dell Pro Max, is designed to eliminate that friction and make it faster and easier for customers to find exactly what they need.

With the accelerating pace of innovation, it’s crucial for businesses to quickly identify the right device for the right workload. Whether it’s students and multitaskers using Dell, professionals needing high mobility and reliability with Dell Pro, or power users requiring maximum performance through Dell Pro Max, our segmentation ensures every organisation can find the optimal solution for their needs.

We’ve also introduced a consistent tiering system with Base, Plus, and Premium, making it easier than ever to select the right configuration based on performance, design, and mobility priorities. It’s a bold but necessary step to help organisations confidently navigate the evolving tech landscape and deploy AI-ready infrastructure at scale.

How are Dell Pro Max devices enabling heavy workloads like AI inferencing and creative rendering for professionals in industries such as media, architecture, and engineering in the region?

Dell Pro Max devices are specifically engineered for professionals who demand top-tier performance and efficiency. For example, the Dell Pro Max with GB10 and Dell Pro Max with GB300, at the top end of the high-performance PC range, pack exceptional performance supports up to one trillion parameters in a compact and power-efficient form factor for on-device AI inferencing with more security and least latency. In a category where performance is key, the new portfolio features greater performance generation-over-generation through Dell’s new, patented thermal design.

The devices include Intel Core Ultra (Series 2, U SKUs) and AMD Ryzen and AMD Threadripper processor options and professional graphics. Users can power intensive workloads, from animation to video rendering, run AI inferencing and fine-tune large language models (LLMs), while maintaining security and managing costs.

Our patented thermal design also ensures performance is consistent and reliable. In fields like media, architecture, and engineering where performance and precision are non-negotiable, Dell Pro Max delivers the computing power needed without compromising portability or energy efficiency.

Users can power intensive workloads, from animation to video rendering, run AI inferencing and fine-tune large language models (LLMs), while maintaining security and managing costs. These tools enable creators and engineers to push boundaries, right from their desks or on the move.

The Dell Pro 14 Premium introduces cutting-edge features like a Tandem OLED display and uses 90 per cent recycled magnesium. How important is sustainability and design innovation to your UAE clients?

Sustainability has become increasingly important to consumers in the UAE and across the GCC. Organisations are expected to incorporate more sustainable practices into their operations, with greater value being placed on environmentally responsible packaging and sourcing. In fact, more than 68 per cent of consumers say they favour brands that prioritise sustainability.

Building on Dell’s circular innovation leadership, our latest portfolio is built with a focus on modular design and the increased use of recycled, low-emission, and renewable materials in products and packaging. The Dell Pro and select Dell Pro Max devices are the world’s first commercial notebooks with a modular USB-C port.

New technology innovations in battery chemistry also allow the new Dell Pro and Dell Pro Plus batteries to use up to 80 per cent less cobalt and reduce dependence on critical minerals. In such a tech-driven era, organisations must think more responsibly about the lifespan of their products and their environmental impact.

Dell’s unified ecosystem — from laptops and displays to device management platforms —promises seamless performance. How is this enhancing productivity for hybrid and remote workers in the UAE/region?

Dell’s unified technology ecosystem — from laptops and monitors to device management platforms — is reshaping productivity for hybrid and remote workers in the UAE.

With hybrid and remote work becoming the standard, professionals across the region need dependable devices that keep pace with their dynamic environments. Earlier this year at CES, we introduced a range of AI-powered PCs that are now available in the UAE. This lineup includes sleek laptops, high-performance workstations, and versatile desktops, purpose-built to enhance collaboration and productivity.

Dell AI PCs feature on-device AI acceleration (NPU, alongside CPU and GPU) that automates routine tasks such as scheduling, email sorting, and meeting transcription, allowing workers to focus on higher-value initiatives.

Built-in AI capabilities (including Copilot in Windows and other productivity assistants such as Dell Pro AI Studio) deliver features such as document summarisation, advanced audio/video processing, auto-captioning, live translation, and personalised content creation, helping workers get more done, faster, no matter their location.

The hybrid architecture in Dell’s AI PCs, which includes specifically designed CPUs, GPUs, and NPUs, ensures tasks are intelligently routed to the best processor, maximising speed and responsiveness for demanding workloads like data analysis, content generation, or video conferencing. NPU offloading (for example., for auto-framing, background blur, noise reduction in calls) results in up to 58 per cent less power consumption, yielding all-day battery life. This is a critical need for remote and mobile work in the region.

To further enhance productivity, Dell Display and Peripheral Manager (DDPM) makes it effortless to manage and personalise multiple monitors and peripherals through one interface. With DDPM, staying organised and efficient has never been easier, giving users full control over their setup with just a few clicks.

Productivity benefits are also extended to the IT organisation. Dell’s AI PCs are designed for easy fleet management, with cloud-based management portals and automated, hands-free provisioning through Dell Client Device Manager and Portal. This empowers IT teams to support regional and global teams efficiently, allowing for rolling out updates, security patches, and device settings remotely and quickly as well as managing all peripherals through Dell device Console.

Forrester studies commissioned by Dell found that businesses moving to Dell AI PCs with modern device management solutions reported up to 75 per cent reduction in user downtime, 30 per cent ROI over three years through reduced support costs and increased employee efficiency. Additionally, an overwhelming 76 per cent of IT decision makers believe employees equipped with AI PCs will outperform those on legacy devices.

Security and IT efficiency are top priorities in regulated sectors like government and healthcare. How does Dell’s AI-driven architecture and device management address these specific concerns?

In sectors where trust, compliance, and uptime are critical, such as government and healthcare, organisations cannot afford gaps in security or inefficiencies in IT operations. Dell understands these demands and delivers solutions that combine AI-driven intelligence with enterprise-grade security to meet these standards.

As IT environments expand, managing thousands of devices across multiple platforms can lead to fragmentation, increased risk, and rising costs. Dell’s Client Device Manager (DCDM) addresses this challenge head-on by offering centralised device management remotely through a single cloud-based or on-premises interface where administrators can push updates, install software, enforce security policies, monitor device health, and automate routine maintenance.

They can also run Automated Provisioning and Zero-Touch Deployment for rapid onboarding and deployment of new devices with minimal manual intervention. This supports IT Unified Endpoint Visibility and full inventory tracking, real-time status monitoring, and actionable insights across all managed devices, allowing organisations to quickly identify issues, non-compliance, or devices requiring attention.

IT can easily apply security configurations universally and track compliance with enterprise or regulatory standards. Automated patching and role-based access controls also help reduce risk. Finally, access to Integrated support tools using the portal/console allows organisations to open support tickets, access troubleshooting tools, generate reports, or trigger remote diagnostics.

Especially relevant for the UAE, this provides organisations with tailored management for diverse work environments, support for regional language, compliance, and regulatory requirements.

Dell’s Zero Trust solutions for PCs blend deeply integrated hardware/software security (for example, SafeBIOS, SafeID), advanced threat protection, secure centralised management, persistent self-healing, and expert advisory services. This approach empowers organisations to continuously verify the trustworthiness of users, devices, and connections, consequently reducing risk, simplifying compliance, and supporting productivity in a work-anywhere world.

With over 70 per cent of global businesses incorporating GenAI, what is your message to UAE/regional companies still hesitant to invest in AI-powered PCs, and how can they future-proof their workforce today?

Generative AI is rapidly becoming central to how businesses operate and grow. A large majority of organisations worldwide are already adopting GenAI tools for tasks like content generation, data analysis, and enhancing productivity. Companies in the region that are still on the fence risk falling behind as the pace of innovation accelerates.

Data is increasingly generated at the edge, making inferencing a key requirement for AI use cases. Optimising this process necessitates running inferencing applications on powerful AI devices built with NPUs with robust secure technology.

The convergence of growing AI capabilities and the upcoming end of Windows 10 support in October makes this the moment to act. This isn’t just a technology refresh; it’s a pivotal opportunity to empower the workforce with smarter, faster, more secure and future proof tools.

Dell’s latest AI-powered PCs are purpose-built for this new era. With integrated NPUs, advanced thermal design, and enterprise-grade security, they are ready to support everything from everyday productivity to GenAI workflows.

As businesses across the UAE move to Windows 11 and reimagine how work gets done, our AI-driven portfolio ensures teams are not just keeping up but leading the way. This allows businesses in the UAE to equip their teams for what’s next, while also maintaining their competitive edge today.

On August 10, Saudi Arabia’s Ministry of Municipalities and Housing adopted updated municipal requirements aimed at regulating food establishments across the country. The move is part of a broader effort to create an integrated operational environment that aligns with public health and safety standards. The new regulations apply to five categories of food businesses: restaurants that prepare and serve meals on-site and for delivery, cafes serving beverages and snacks, cloud kitchens focused on online orders, and food kiosks operating in malls and markets.

Read-Saudi’s new rules: Fine dining to look different now

The requirements mandate compliance with the Saudi Building Code, covering electrical systems, ventilation, air conditioning, and sanitation. They also specify safety features such as non-slip flooring, fire- and moisture-resistant ceilings, and efficient drainage systems.

Employees must wear professional attire, carry identification cards, maintain personal hygiene, and avoid using facilities for residential purposes. Smoking is banned indoors except in designated areas, a Saudi Press Agency report said.

The ministry emphasised that these measures are designed to enhance regulatory oversight, standardise procedures, and improve the overall experience for visitors and beneficiaries. These updates are part of ongoing efforts to elevate operational standards across various sectors.

Food labelling regulations to improve consumer awareness

Earlier this year, the Saudi Food and Drug Authority (SFDA) announced new technical regulations to improve transparency in the food industry and empower consumers with detailed nutritional information. Starting July 1, 2025, all food establishments will be required to display nutritional details on menus, both physical and online, as well as on digital food ordering platforms.

These regulations will include a ‘saltshaker’ icon next to meals high in sodium, disclosure of caffeine content in beverages, and estimates of the time needed to burn off the calories from each meal. This initiative aims to help diners make informed nutritional choices and encourage healthier eating habits.

Three key technical regulations to promote healthy dietary habits

On February 27, 2025, the SFDA announced the adoption of three specific technical regulations aligned with Saudi Vision 2030 goals to enhance public health by encouraging healthier diets and reducing chronic disease rates. These regulations, effective July 1, 2025, include:

• Caffeine content disclosure: Restaurants and cafes must clearly label the caffeine content of beverages on menus, specifying milligrams per 100ml or per cup. A statement will remind consumers that the maximum recommended daily caffeine intake for adults is 400mg. To assist consumers, the SFDA launched an online caffeine calculator.

• High salt content labeling: Menu items containing over 5 grams of salt (2,000mg sodium) must be marked with a “Salt” icon on all menus and online ordering platforms. This measure aims to raise awareness of high-sodium foods and reduce excessive salt consumption linked to various health issues.

• Physical activity calorie burn labelling: Menus must indicate the estimated time required to burn the calories from each menu item through physical activity. Illustrative icons will show the type and duration of activity needed, helping consumers better understand the energy impact of their food choices.

These initiatives reflect the SFDA’s preventative strategy to increase life expectancy and lower the burden of diet-related diseases in the country.

Coordinated approach to enhancing food safety and nutrition

Together, the Ministry of Municipalities and Housing and the SFDA’s recent measures mark a significant step forward in Saudi Arabia’s efforts to improve food safety, transparency, and public health. By introducing rigorous building and operational standards alongside comprehensive nutritional labeling requirements, the government is addressing multiple facets of food consumption, from hygiene and infrastructure to informed dietary choices.

As Saudi Arabia continues its Vision 2030 reforms, these integrated regulations serve not only to protect consumers but also to encourage healthier lifestyles, reduce chronic disease prevalence, and elevate service standards within the food industry. Food establishments across the country will need to adapt to these new rules by mid-2025 to ensure compliance and support the nation’s long-term health objectives.

Kuwait has lifted its long-standing restrictions on tourist visas for foreigners living in other Gulf states.

Under a ministerial decision issued Sunday by First Deputy Prime Minister and Interior Minister Sheikh Fahad Al-Yousef Al-Sabah, any foreign national holding a valid Gulf Cooperation Council (GCC) residency for at least six months can now receive a tourist visa upon arrival. The new regulations, published in the official gazette Kuwait Al-Youm, took immediate effect.

The decision repeals a 2008 rule that limited visa-on-arrival eligibility to specific professions such as doctors, engineers, lawyers, judges, university professors, and business executives, while also barring entry to those with travel documents other than passports. Previously, foreign residents in GCC states who did not meet these criteria — including service workers and their families — were excluded from obtaining a tourist visa at the border.

Read: No visa renewal in Dubai without clearing traffic fines, says GDRFA

With the change, foreign residents across the GCC meeting the six-month residency requirement can now travel more easily to Kuwait for tourism purposes.

As business and society enter an era defined by technological disruption, geopolitical complexity, and shifting social expectations, business education is evolving at pace. Here, Paul Almeida, dean of Georgetown University’s McDonough School of Business, shares how leadership training must adapt to equip the next generation of decision-makers, why lifelong learning is non-negotiable, and how the school’s new programmes in Dubai aim to meet the unique needs of the region’s executives.

How is business education evolving, and what key trends are shaping the future of leadership development?

Leadership is being redefined as today’s business leaders grapple not only with financial performance and innovation, but also with the geopolitical, technological, and social forces that shape our world.

Trade conflicts, energy transitions, generative AI, supply chain vulnerabilities, and global unrest highlight the need for leadership that is globally attuned, policy-aware, and deeply human-centered.

It is important to recognise that decisions made in boardrooms are increasingly influenced by legislative developments, public sentiment, and algorithm-driven digital platforms. This shift is pushing business education beyond traditional business concepts.

Curricula must emphasise interdisciplinary thinking, global exposure, and experiential learning to prepare graduates to drive positive change across sectors and borders.

What role does lifelong learning play in helping mid-career professionals stay competitive in today’s rapidly changing business landscape?

Lifelong learning has become a strategic advantage for mid-career professionals. With industries being transformed by AI, automation, and shifting regulatory environments, static knowledge quickly becomes outdated. Professionals must now cultivate agility in their ability to interpret global shifts, make decisions with limited information, and lead their organisations into uncharted territory.

This spirit of lifelong learning is especially important in regions like the Middle East, where international business is a primary driver of the economy.

In the context of the Middle East, what are some of the most pressing leadership and skill gaps that executives need to address, and how can business schools help bridge these gaps?

The Middle East has set ambitious national visions and sustainability targets to diversify the economy and drive business growth in the region. But to realise this potential, there must be a parallel evolution in leadership, one that extends beyond traditional models. This is already a recognised priority by top regional players such as the UAE, Saudi Arabia, and Qatar, as exemplified by their national leadership programmes.

The influence of artificial intelligence (AI) is central to the Middle East’s fast-transforming economies. From predictive analytics and smart infrastructure to personalised healthcare and financial automation, both public and private sectors are investing heavily in AI due to its transformative potential. This increases the demand for leaders who can effectively integrate and guide its wise usage, making it critical to understand the technology not only at the implementation level but also from strategic and ethical perspectives.

Those who can lead teams in the age of AI will be essential to advancing organisational success and driving broader economic and societal progress.

Executives need to close gaps not only in digital fluency or innovation management, but also in geopolitical literacy, strategic adaptability, and cross-cultural leadership. For example, understanding how sanctions affect capital flows or how climate policy influences energy investments is no longer the domain of policymakers alone, but an essential knowledge for CEOs and entrepreneurs to stay ahead.

Business schools can bridge these gaps by designing programmes that address regional challenges through an interdisciplinary, global perspective. At Georgetown McDonough, we work closely with partners in the UAE and across the MENASA region to shape curricula that respond directly to local goals, including economic diversification, talent development, and global trade expansion, while also preparing leaders to navigate complex and often competing agendas on the world stage.

What are the skills needed for organisations in the region to elevate Dubai’s emergence as a global business hub?

Dubai is a city that thrives on global interconnectivity, making it susceptible to fluctuations in international trade, the rapid evolution of digital economies, and shifting geopolitical and regulatory policies. To lead in this environment, professionals must develop a unique blend of capabilities:

• Digital fluency, to understand and lead innovation;
• Policy and regulatory awareness, to anticipate how laws, sanctions, or trade agreements affect markets and international finance;
• Cross-cultural agility, to manage diverse teams, global stakeholders, and drive inclusive social action;
• Strategic foresight, to navigate risk, sustainability challenges, and seize long-term opportunities.
  These are the core capabilities embedded in our Master’s in International Business and Policy programme, which we recently launched at our Dubai campus. Jointly delivered by Georgetown’s McDonough School of Business and the Walsh School of Foreign Service, we aim to equip leaders to interpret global forces, shape strategy, and build resilience.

How are the McDonough School of Business degree programmes in Dubai designed to meet the evolving needs of business leaders in the region?

Our Dubai-based programmes are a direct response to the UAE’s vision to become a global knowledge and innovation hub. We understand that business leaders in this region are seeking more than credentials, they want transformation professionally, intellectually, and personally.

The executive MBA in Dubai is modelled on our top-ranked US programme but tailored for professionals in the Middle East. It blends Georgetown’s academic rigor with flexibility and regional insight, offering senior professionals a platform to refine their leadership, deepen their strategic thinking, and grow their global networks without having to pause their careers or relocate.

Our recently introduced Master’s in International Business and Policy is another milestone, particularly for our presence in Dubai. It reflects our belief that leading in today’s world requires an understanding of how business decisions intersect with diplomacy, development, and global regulation.

Together, these programmes are developing leaders who are ready to shape the future of business in the UAE, the region, and beyond.

Read: Accenture’s Abir Habbal on preparing AI-savvy leaders

Generative AI (GenAI) has rapidly moved from proof-of-concept to boardroom priority across the Middle East. While initial enthusiasm was anchored in the impressive capabilities of large language models (LLMs), enterprises are quickly learning that true competitive advantage demands more than just deploying the latest AI models.

The real value emerges when GenAI systems can access, understand, and act upon an organisation’s unique, constantly evolving data — and that is where Retrieval-Augmented Generation (RAG), and now agentic RAG, becomes mission-critical.

Why Standard LLMs Fall Short in the Enterprise

LLMs are trained on vast but static datasets, limiting their knowledge to information available at the time of training. In regulated or fast-moving sectors, these limitations manifest as outdated or incomplete responses, raising both compliance risks and operational frustrations.

For Middle Eastern enterprises facing evolving regulations and dynamic market conditions, these gaps are not just technical shortcomings — they can directly impact revenue and reputation.

RAG: Transforming LLMs into knowledge powerhouses

RAG bridges this critical gap by connecting AI models directly to diverse, real-time enterprise data. This not only keeps outputs current and reliable, but also boosts performance on tasks that require domain-specific knowledge or regional context.

Additionally, RAG frameworks eliminate the need for continuous and expensive re-training of core models, streamlining scalability and reducing time-to-value as business use cases and data sources evolve.

The market appetite reflects these benefits: global RAG spend is projected to soar from $1.2bn in 2024 to over $67bn in 2034, expanding at a compound annual growth rate of nearly 50 per cent.

Agentic RAG: The next evolution — from answers to autonomous action

With agentic RAG, enterprises are empowered to move beyond information retrieval to intelligent action. Rather than responding passively to user prompts with static outputs, agentic AI systems can autonomously plan, negotiate, execute, and optimise tasks — all while grounded in the latest organizational knowledge.

Imagine AI assistants dynamically managing supply chain schedules, automatically resolving customer queries, or orchestrating employee onboarding — all with minimal human intervention but maximum compliance, consistency, and strategic alignment. For CXOs, this represents not just a step-change in productivity but a true leap in enterprise agility and innovation capacity.

Agentic systems also introduce new dimensions of responsibility. Their autonomy and proactivity require strong frameworks for governance, transparency, and trust — especially as Middle Eastern governments advance national AI strategies and data protection laws.

A strategic playbook for Middle East CXOs

Embracing agentic RAG is as much a leadership mandate as it is a technology upgrade. Consider the following strategic actions:

• Build a unified data and infrastructure foundation
  Advance past silos by investing in robust, cloud-native data architectures. Standardised governance and privacy-first practices ensure that GenAI systems remain compliant with local regulations (such as GDPR and PDPLs) and are equipped for regional growth.
• Prioritise AI governance from day one
  Autonomous systems raise new questions of accountability. Establish ethical guidelines, audit trails, human oversight, and scenario-testing as non-negotiables. Transparency and responsible AI are essential to align with both stakeholder expectations and regulatory mandates.
• Develop true workforce-AI synergy
  The Middle East is witnessing exponential growth in demand for AI and ML skills. To fully harness agentic RAG, invest in upskilling programmes and nurture talent capable of translating business needs into AI outcomes. Encourage a culture of collaboration between human and machine.
• Start with impactful pilots
  Adopt a “test-and-learn” mindset. Initiate agentic RAG pilots in high-value domains — such as automated customer support, dynamic supply chain adjustments, or internal policy management. Use clear KPIs and ROI metrics to guide rapid iteration and scaling.
• Tie GenAI to tangible business outcomes
  Anchor every AI initiative in measurable value. Whether it’s reducing decision latency, enhancing the customer journey, or driving cost efficiencies, agentic RAG works best when it’s solving real business problems for real people.

Call to action: Lead the evolution, don’t watch from the sidelines

For Middle East CXOs, the status quo is no longer enough. Leading organisations are already transitioning from generic LLM deployments to bespoke, agentic RAG-powered ecosystems where intelligence is grounded, decisions are automated, and opportunities scale with data.

The challenge is not just to keep pace, but to set the pace. Elevate GenAI discussions from IT operations to foundational business strategy. With agentic RAG, you’re not just enabling smarter automation — you’re building an enterprise that is resilient, adaptable, and primed for the future of work.

Now is the time for Middle East business leaders to champion this evolution: secure your data, empower your teams, govern your AI, and reap the rewards of truly intelligent, action-oriented enterprise systems.

The writer is the MD Gulf at Dell Technologies.