Emirates secured the top spot in YouGov’s Most Recommended Global Brands 2025 rankings, becoming the only airline to feature in the global top 10 list.

The airline scored 88.4 per cent in recommendation rates, based on over one million customer surveys conducted across 28 markets between June 1, 2024, and May 31, 2025.

The rankings, powered by YouGov BrandIndex, measure the percentage of a brand’s customers who would recommend it to others.

Emirates outperformed all other brands globally, reinforcing the reach and resonance of its “Fly Better” brand promise.

“This recognition underscores the deep connection and loyalty we’ve built with passengers all over the world,” said Sir Tim Clark, president of Emirates Airline. “We will continue to evolve our already exceptional experience and set new benchmarks in travel.”

Emirates: Key highlights this year

This year, Emirates expanded its network, introduced the A350 to 10 destinations, launched nine reimagined retail stores, and became the world’s first Autism Certified Airline.

By year-end, Emirates plans to serve over 70 cities with next-generation cabin interiors across its Boeing 777, A380, and A350 fleet, and offer more than two million Premium Economy seats.

The airline previously topped YouGov’s UAE Recommend 2024 rankings and was named the most satisfying airline among US travellers in YouGov’s US airlines report.

YouGov, a global analytics firm, bases its rankings on aggregated and weighted scores that reflect actual brand perception and loyalty across diverse demographics.

Read: Emirates soars to further success: CCO Adnan Kazim on its growth and global reach

International Holding Company (IHC) has acquired eFunder, the UAE’s private financing platform for small and medium-sized enterprises (SMEs).

The platform has also been rebranded as Zelo, signalling a new chapter for the company.

Fully licensed and regulated by ADGM’s Financial Services Regulatory Authority (FSRA), Zelo has been operating since August 2020, delivering receivables-based funding to address the region’s SME working capital gap.

It provides fast, digital-first access to liquidity by converting approved invoices into working capital within 24 to 48 hours.

Following the acquisition by IHC, Zelo now enters a new chapter as part of the holding company‘s broader commitment to enabling future-ready economies through responsible investment and fintech innovation.

The platform addresses one of the region’s most pressing challenges: a nearly$250bn SME credit gap across the Middle East and North Africa.

While SMEs account for over 95 per cent of the UAE’s registered businesses and generate more than half of national GDP, many face delays of 60 to 120 days in receiving payment for approved invoices, restricting growth and operational agility.

Zelo bridges this gap by offering a seamless, technology-driven platform for invoice financing across priority industries, including construction, logistics, healthcare, industrial services, and oil and gas.

IHC aims to build smart, scalable solutions and value networks that deliver impact

Syed Basar Shueb, CEO of IHC, said: “SMEs are the backbone of a diversified and future-ready economy. Through our strategic acquisition of Zelo, we are proud to support a platform that solves one of the most fundamental barriers facing SMEs, access to timely working capital.

“This rebrand signals a confident new chapter, one that is fully aligned with IHC’s long-term vision of building smart, scalable solutions and dynamic value networks that deliver real and lasting economic impact.”

Dhanush Arjun, CEO of Zelo, said: “Zelo exists to eliminate the wait. The wait for payments, the wait for growth, the wait for opportunity. Our rebrand signals not just a new name, but a renewed commitment to SMEs in the UAE who deserve faster, smarter access to capital. With IHC’s strategic backing, we’re accelerating that future.”

Zelo has deployed more than $200m in funding

Zelo’s platform is purpose-built for speed and simplicity, offering a fully digital onboarding experience, automated funding decisions, and near-instant access to capital, eliminating cash flow delays and accelerating reinvestment into growth.

The platform also scales financing limits in line with business performance, creating a responsive and frictionless funding experience.

Zelo’s operations continue to be led by the co-founders of eFunder – Dhanush Arjun (CEO) and Deepak Sekar (COO), supported by a seasoned group of professionals with deep expertise in fintech, SME lending, and digital infrastructure.

To date, the platform has facilitated over 9,000 transactions and deployed more than $200m in funding, a testament to its impact and scalability within the region’s SME ecosystem.

The United Arab Emirates is accelerating its transformation into a global leader in autonomous mobility, as government entities and private companies unveil major initiatives across aviation, urban transport, and road travel. From baggage-handling robots at one of Dubai’s airports to Level 4 autonomous shuttles and taxis, the country is laying the groundwork for a smart, safe, and efficient future in transportation.

In a landmark development for airside operations, global air and travel services provider dnata has rolled out a fleet of autonomous electric baggage tractors at Dubai World Central – Al Maktoum International Airport (DWC). The initiative marks one of the first operational deployments of autonomous ground vehicles in a commercial airport environment anywhere in the world, a WAM report said.

Read-Timeline revealed: Driverless Ubers to hit Dubai roads

The six EZTow autonomous tractors, developed by TractEasy, are fully electric and capable of towing up to four baggage containers at speeds of up to 15 km/h. Operating on predefined routes, these vehicles are currently running with Level 3 autonomy, which allows for minimal human oversight.

dnata pioneers autonomous airport operations at DWC

“While autonomous vehicles have largely been limited to trials, this deployment brings the technology into regular, day-to-day operations,” said Jaffar Dawood, divisional senior vice president for UAE Airport Operations at dnata. “As global travel continues to rebound and operational demands increase, automation could be key to building smarter, safer, and more resilient infrastructure.”

Traditionally, airport baggage handling has relied heavily on human-operated vehicles, often under tight timelines and pressure. By automating this process, dnata aims to streamline operations, reduce turnaround time, and enhance ramp safety by minimizing human error. The shift also allows staff to transition from driving roles to more complex and strategic tasks within the airport ecosystem.

The Dhs6m ($1.6m) project is part of a broader vision to achieve Level 4 autonomy—full self-driving capability—by early 2026. At that stage, the vehicles will operate entirely independently within secure airside environments.

This progress is the result of more than a year of close collaboration between dnata, TractEasy, Dubai Airports, and the UAE’s General Civil Aviation Authority (GCAA). The stakeholders are also working together to establish a regulatory framework for autonomous airside operations, an area where global standards are still emerging.

Rich Reno, CEO of TractEasy, praised the partnership, saying, “TractEasy is proud and excited to partner with an industry leader like dnata and blaze a safe and efficient autonomous trail for others to follow.”

The dnata deployment is also being treated as a real-time testbed for broader applications of autonomous ground handling at DWC. With the airport expected to become the world’s largest in terms of capacity, projected to handle 260 million passengers and 12 million tonnes of cargo annually, scalable smart infrastructure will be critical to its success.

Autonomous vehicles gain momentum across the UAE

Meanwhile, in Abu Dhabi, Masdar City has begun testing Level 4 autonomous shuttles in partnership with Solutions+, a smart mobility provider and Mubadala company. The trials, launched on July 11, are overseen by Abu Dhabi’s Integrated Transport Centre (ITC), ensuring strict compliance with safety and regulatory standards.

Level 4 automation enables a vehicle to operate entirely without human intervention within a designated area, known as a geofenced zone. This represents a significant leap in autonomous technology and brings practical, driverless transport closer to reality.

In a parallel initiative in Dubai, the Roads and Transport Authority (RTA) has signed a landmark agreement with Chinese autonomous ride-hailing company Baidu to deploy 50 autonomous taxis across the city by the end of 2025.

Equipped with over 40 sensors and detectors, the RT6 offers full Level 4 autonomy and has already seen commercial success in China. The initial rollout will focus on data gathering and route testing, with a view to scaling up to 1,000 vehicles over the next three years based on performance metrics and passenger feedback.

Pushing boundaries in smart mobility

Together, these concurrent initiatives—from airside operations at DWC to city-wide AV trials in Masdar and Dubai—demonstrate the UAE’s cohesive and strategic approach to embracing next-generation transport technologies.

As smart mobility evolves from experimental phase to daily operations, the UAE is establishing itself as a global leader in the autonomous vehicle revolution—setting standards and offering a model for integrated, sustainable urban and aviation infrastructure.

The UAE is at the forefront of a growing global trend in artificial intelligence governance, with more organisations appointing chief AI officers (CAIOs) than any other country surveyed, according to a new global study by the IBM Institute for Business Value (IBV), conducted in collaboration with the Dubai Future Foundation (DFF).

The study, based on a global survey of over 600 CAIOs across 22 countries and 21 industries, reveals that 33 per cent of organisations in the UAE have appointed a CAIO, compared to the global average of 26 per cent. These leadership roles are proving valuable — organisations with a CAIO report 10 per cent higher return on investment (ROI) on AI spending. Where CAIOs lead a centralised or hub-and-spoke operating model, ROI rises by as much as 36 per cent.

The report features a foreword by Omar Sultan Al Olama, UAE Minister of State for Artificial Intelligence, Digital Economy and Remote Work Applications, who emphasised the cultural and operational importance of AI leadership. “AI is not a singular breakthrough, it’s ten thousand small shifts. It’s cultural. It’s institutional. It’s a habit. The CAIO will be the one pushing that habit forward – across public administration, healthcare, education and logistics. More than a technologist, the CAIO is a translator between vision and execution, a bridge between strategy and science, and a steward of value across the enterprise.”

The report includes contributions from key UAE entities such as the Roads and Transport Authority (RTA) and Dubai Customs, showcasing a cross-sectoral view of AI strategy in the country.

“Dubai’s early adoption of the Chief AI Officer role reflects our national commitment to a responsible, future-ready government,” said Saeed Al Falasi, director of the Dubai Center for Artificial Intelligence.

“This study reinforces that CAIOs are strategic enablers and catalysts that drive the city’s vision for the future. By empowering these leaders with the right tools, we are setting the stage for scalable, measurable AI impact across key sectors in Dubai.”

Shukri Eid, VP and GM, IBM Gulf, Levant and Pakistan, added: “The UAE is setting a global benchmark by embedding Chief AI Officers within organisations, ensuring AI is a strategic enabler across sectors. This is a testament to the nation’s foresight in shaping a future-ready economy. As we continue our collaboration with the Dubai Future Foundation, IBM remains committed to helping organisations scale their AI capabilities to drive measurable, long-term impact.”

Lula Mohanty, managing partner, Middle East and Africa, IBM Consulting, said: “By appointing CAIOs early and giving them visibility and budget control, UAE organisations have laid a strong foundation for enterprise AI. The next step is execution, moving beyond pilots, embedding AI into core business functions and delivering measurable ROI. IBM is proud to partner with UAE clients on this next phase of their AI journey.”

Key findings: UAE CAIOs driving stronger results

UAE CAIOs benefit from stronger senior leadership support:

• 90 per cent say they receive sufficient CEO support, vs. 80 per cent globally.

• 86 per cent have broader C-suite backing, vs. 79 per cent globally.

• 69 per cent were appointed internally, compared to 57 per cent globally.

Their roles are broader and more strategic:

• 79 per cent control the AI budget (vs. 61 per cent globally).

• 62 per cent prioritise building business cases (vs. 45 per cent globally).

• 50 per cent oversee direct implementation of AI, in line with global peers.

• However, 38 per cent of UAE CAIOs find implementation “very difficult”, higher than the global average of 30 per cent.

UAE CAIOs bring deep operational expertise:

• 69 per cent have a background in data, mirroring global figures.

• 48 per cent come from operations, compared to 38 per cent globally — reflecting an execution-oriented approach.

Balancing experimentation with accountability

While impact measurement is a priority, UAE CAIOs are not waiting for perfect metrics to act:

• 76 per cent say their organisation risks falling behind without measurement of AI impact (vs. 72 per cent globally).

• 74 per cent initiate AI projects even if results can’t yet be fully measured (vs. 68 per cent globally).

Room to scale

Despite the leadership momentum, AI adoption maturity is still developing:

• 76 per cent of UAE organisations remain in the pilot stage, compared to 60 per cent globally — indicating significant growth potential in operationalising AI at scale.

The study also reflects broader national goals. As part of the UAE’s AI Strategy 2031, the country aims to become a global leader in artificial intelligence across sectors such as health, education, energy, and smart cities. This collaborative research from IBM and Dubai Future Foundation positions CAIOs as central to achieving that ambition.

For more insights and to access the full study, visit: IBM Institute for Business Value.