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AI adoption is outpacing consumer trust, shares Braze’s Sharif Kotb

A growing gap between marketer confidence and consumer perception is emerging as AI reshapes engagement, Sharif Kotb of Braze says, raising fresh questions around trust, transparency and the future of brand relationships in the Middle East

Neesha Salian
Neesha Salian

28 April, 2026

AI adoption is outpacing consumer trust, shares Braze’s Sharif Kotb
Image: Supplied

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As artificial intelligence moves from experimentation to everyday execution, brands are being forced to confront an uncomfortable reality, the technology is advancing faster than customer trust. Braze’s latest Customer Engagement Report for 2026 makes that gap clear. While 93 per cent of marketers say AI is improving their understanding of customers, only 53 per cent of consumers feel brands are actually getting it right, exposing a disconnect that could define the next phase of digital engagement.

The report also highlights a market in flux. AI agents are beginning to reshape how consumers interact with brands, with nearly half expected to use intermediaries this year, while trust, transparency, and human connection remain critical differentiators. For regions like the Middle East, where personal relationships and high-touch experiences are part of the commercial fabric, the stakes are even higher.

In this conversation, Sharif Kotb, VP Middle East, Africa and Turkey at Braze, breaks down how brands can move beyond surface-level AI adoption to build meaningful, trust-led engagement, and why the real opportunity lies not in automation alone, but in combining machine intelligence with human nuance.

According to your report, UAE leaders seem split, with 47 per cent fearing AI misuse will overwhelm customers while 65 per cent believe it will actually augment originality. How should Middle Eastern brands navigate this “trust tension” to ensure they don’t paralyse their innovation in the process?

Middle Eastern brands should view AI as a tool to amplify human creativity rather than a risk to avoid. While 47 per cent of UAE leaders fear that AI misuse could overwhelm customers, a significant 65 per cent believe the technology will actually augment originality.

Successful innovation requires combining this technical scale with human oversight and cultural awareness.

While 45 per cent of UAE marketers use AI for operational efficiency, only 35 per cent are using it to predict customer needs for “frictionless journeys.” Are regional brands missing a major opportunity to move from back-office automation to front-end customer loyalty?

There is currently a gap between operational efficiency and true customer engagement. While 45 per cent of UAE marketers use AI for back-office tasks, only 35 per cent are leveraging it to predict customer needs for frictionless journeys.

The next competitive advantage belongs to brands that use real-time behavioural monitoring to move beyond simple automation toward predictive, relational engagement.

What does a “responsible AI” framework look like for a Dubai-based enterprise that wants to be bold without losing public trust?

Responsible AI must be a core operating principle that integrates ethics and privacy at every stage of the customer journey. In the Middle East, preserving a personal touch is vital because customers expect a high level of human connection.

Transparency demonstrates that AI is a partner in the experience rather than a replacement for it.

Your data shows that 44 per cent of regional leaders view AI’s best use as increasing efficiency without increasing headcount. In a region known for its high-touch, luxury service standards, how do we prevent AI from making customer engagement feel “hollow” or purely transactional?

AI should act as an emotional multiplier that enhances the high-touch service standards the region is known for. Real-time orchestration ensures that digital experiences feel alive and meaningful rather than transactional. When used correctly, AI elevates human-led processes to ensure every interaction remains contextually aware and premium.

Only 26 per cent of UAE respondents currently insist on “humans in the loop” to ensure responsible AI. Given the cultural importance of personal relationships in MEA business, is this a surprisingly low number, or does it signal a high level of confidence in the tech?

While confidence in technology is high, regional brands must respect the cultural importance of personal relationships. The most successful strategies layer human oversight into sensitive interactions to maintain trust.

We see a significant opportunity for brands to align AI-assisted decisions with established regional trust norms.

How will the rise of “agentic commerce”, where AI agents act as intermediaries between brands and consumers, specifically impact the Middle East’s digital economy and the way residents here shop and engage?

Agentic commerce represents a shift where AI acts as an intermediary, yet the value of a direct brand connection remains. Brands must strategically embrace AI agents to turn simple convenience into deep, meaningful consumer discovery.

Maintaining direct relationships through curated experiences and loyalty perks will be critical as AI agents become more prevalent.

Dubai property values are falling, with rents under pressure

Dubai’s residential market has recorded its first monthly price decline since the pandemic boom, according to market watchers

Nida Sohail
Nida Sohail

27 April, 2026

Dubai property values are falling, with rents under pressure

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Dubai’s property market is beginning to cool, with early signs now pointing to easing rents, according to the latest ValuStrat Price Index (VPI).

ValuStrat, a UAE-based real estate consultancy, tracks residential values using a data-led index built on comparable sales, asking prices, and agent-led market intelligence across more than 70 locations in Dubai. Its VPI is widely used as a benchmark for capital value movements across the emirate.

Read more: Property experts weigh in as Dubai scraps Dhs750k visa threshold

And for the first time since the post-pandemic recovery began, the index recorded a monthly decline, marking a potential turning point for the market.

The VPI fell to 229.2 points in March 2026, representing a 5.9 per cent monthly drop, although values remain 8.9 per cent higher year-on-year. The correction was broad-based, with villa values down 5.8 per cent and apartments falling 6.3 per cent over the same period.

The downturn is already visible across key communities. Among villas, Arabian Ranches Phase 2 (-11.5 per cent) and Dubai Hills Estate (-10.8 per cent) recorded the steepest monthly declines . Prime areas were not immune, with Emirates Hills (-1.7 per cent), District One (-1.9 per cent), and Palm Jumeirah (-8.4 per cent) all posting losses.

Apartments followed a similar pattern. Jumeirah Village Circle (-10.3 per cent), Burj Khalifa (-10.2 per cent), and Jumeirah Beach Residence (-9.9 per cent) saw the sharpest drops, while areas such as Meydan One (-1.1 per cent) and Al Kifaf (-1.2 per cent) recorded more modest declines . The breadth of the correction suggests the shift is extending across both mid-market and prime segments.

The slowdown is being driven by a combination of external and seasonal factors. ValuStrat points to regional geopolitical tensions, Ramadan and Eid timing, increased remote working, and adverse weather as key contributors to softer activity levels .

That softer sentiment is also reflected in transaction data. Off-plan registrations declined 9.3 per cent month-on-month, while ready home sales dropped 37.8 per cent, although off-plan still accounted for 78 per cent of transactions . At the top end, just 21 ready-property deals above Dhs30m were recorded, including five above Dhs50m.

Lower rentals?

The shift might become significant for tenants. Rental movements typically lag capital values, meaning the current decline could feed through into leasing prices in the coming months. With prices softening, landlords are starting to lose some of the pricing power that has defined the market over the past two years.

Separate data from Property Finder, shared with Gulf Business sister publication What’s On, suggests the rental adjustment is already underway, albeit gradually. Average rents across the UAE declined 5.4 per cent between January–February and April 2026, with Dubai recording a 6.7 per cent drop over the same period.

Cherif Sleiman, chief revenue officer at Property Finder, told What’s On that the shift reflects a “measured phase” rather than a sharp downturn. “What this reflects is a natural rebalancing within a market that continues to operate from a position of grit and buoyancy,” he said.

Notably, some of Dubai’s most sought-after neighbourhoods — including Downtown Dubai, Palm Jumeirah and Jumeirah Lake Towers — have already seen rental declines of around 15 per cent, pointing to a broader adjustment even in prime locations.

For now, the correction remains early. But taken together, the ValuStrat data and Property Finder insights point to a market transitioning away from rapid price growth towards a more balanced phase: one where tenants may increasingly benefit, and landlords may need to adjust expectations.

Read more-Insights: How long can the Dubai real estate market hold?

Shipping traffic through Hormuz remains muted with no US-Iran deal in sight

The US Central Command has redirected 37 vessels since a blockade was imposed on Iran on April 13, the military said on April 25.

Reuters
Reuters

27 April, 2026

Shipping traffic through Hormuz remains muted with no US-Iran deal in sight

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At least seven ships, mainly dry bulk vessels, have crossed the Strait of Hormuz in the past 24 hours, in line with muted activity in recent days, shipping data showed on Monday, while talks between Iran and the US have stalled.

The vessels included ships leaving from Iraqi ports and one dry bulk vessel from an Iranian port, according to ship tracking data from Kpler and separate satellite analysis from data analytics specialists SynMax.

Shipping traffic passing through the crucial ‌waterway at the entrance to the Gulf during an uneasy ceasefire between Washington and Tehran represents a fraction of the average 140 daily passages before the Iran war began on February 28.

Read more-Strait talk: What the Hormuz crisis means for GCC markets in Q2 2026

The US Central Command has redirected 37 vessels since a blockade was imposed on Iran on April 13, the military said on April 25.

Six Iranian tankers returned to Iranian ports and sailed back through Hormuz in recent days with some 10.5 million barrels of oil, according to satellite analysis from TankerTrackers.com.

Around four million barrels of Iranian oil onboard tankers sailed through the U.S. blockade on April 24, according to separate satellite analysis from TankerTrackers.com.

Etihad Rail completes first transport of passenger vehicles for dealership

The development signals Etihad Rail Freight’s expansion beyond bulk commodities into diversified cargo, while highlighting the integration of rail into end-to-end supply chains

Rajiv Pillai
Rajiv Pillai

27 April, 2026

Etihad Rail completes first transport of passenger vehicles for dealership
Image: Etihad Rail website

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Al Masaood Automobiles and Etihad Rail Freight, a subsidiary of Etihad Rail responsible for freight services, have completed the UAE’s first rail transport of finished passenger vehicles for an automotive dealership, marking a milestone in the country’s logistics sector.

The shipment saw Nissan vehicles transported from ports on the Eastern Coast in Fujairah to the dry port at the Industrial City of Abu Dhabi (ICAD), demonstrating a new approach to moving high-value goods across the UAE.

Al Masaood Automobiles, the authorised distributor for Nissan, INFINITI, and Renault in Abu Dhabi, Al Ain Region, and Al Dhafra region, partnered with Etihad Rail Freight for the movement, becoming the first automotive dealer in the country to utilise rail for finished vehicle transport.

The development signals Etihad Rail Freight’s expansion beyond bulk commodities into diversified cargo, while highlighting the integration of rail into end-to-end supply chains. The move is expected to improve efficiency, predictability, and delivery timelines for automotive logistics.

Omar Alsebeyi, chief executive officer of Etihad Rail Freight, said, “This milestone demonstrates exactly what rail freight is designed to do: offer a reliable, predictable, and scalable solution that integrates seamlessly into existing supply chains. The UAE’s national rail network was built to strengthen the resilience and efficiency of the country’s logistics sector, and today we are seeing that ambition translate into real-world impact. We look forward to building on this partnership and enabling more businesses across the UAE to benefit from rail.”

Irfan Tansel, chief executive officer of Al Masaood Automobiles, said, “Every part of the customer journey matters, including how reliably and efficiently a vehicle reaches its owner. This initiative reflects the steps we are taking behind the scenes to strengthen that experience. We are proud to be the first automotive dealer in the UAE to work with Etihad Rail Freight on transporting finished vehicles. It is a strong example of what can be achieved when national infrastructure and private sector capabilities come together with a shared focus on progress and long-term value.”

Beyond operational benefits, the shift to rail transport also supports sustainability goals. Rail offers a lower-emission alternative to road freight, aligning with the UAE Net Zero by 2050 Strategic Initiative and broader efforts to decarbonise the logistics and automotive sectors.

The milestone underscores the growing role of integrated infrastructure in enabling efficient, sustainable logistics solutions, as the UAE continues to strengthen its position as a regional trade and transport hub.

Read more: Etihad Rail operates passenger trial on Saudi-UAE route

Dubai cracks down on e-scooter, bicycle violations

RTA has urged users of personal mobility devices to familiarise themselves with riding rules, obligations and the list of violations available on its official website

Rajiv Pillai
Rajiv Pillai

27 April, 2026

Dubai cracks down on e-scooter, bicycle violations
Image: Dubai Media Office

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Dubai’s Roads and Transport Authority (RTA) and Dubai Police have launched a new Personal Mobility Monitoring Unit to regulate the use of bicycles and electric scooters, with operations set to begin on May 1, 2026.

The joint initiative will oversee compliance across cycling tracks, main roads and soft mobility zones, targeting unsafe behaviours and strengthening enforcement of traffic regulations for personal mobility users.

The unit will monitor adherence to designated tracks, helmet and protective gear requirements, speed limits, and safe riding practices. It will also enforce rules against reckless riding and tandem use of electric scooters. Violations will be issued, with non-compliant mobility devices subject to impoundment in coordination with Emirates Auction LLC.

The rollout aligns with Executive Council Resolution No. (13) of 2022 Regulating the Use of Cycles in the Emirate of Dubai, which covers bicycles, electric scooters and electric bicycles.

Operations will span key locations across the city, including Jumeirah Beach Track, Mohammed bin Rashid Boulevard, Dubai Water Canal, Business Bay, Dubai Marina, and residential areas such as Al Mankhool, Al Karama, Al Hamriya, Al Raffa and Al Muraqqabat.

Hussain Al Banna, chief executive officer of Traffic and Roads Agency, Roads and Transport Authority (RTA), said: “The launch of the joint unit builds on the strategic partnership between RTA and Dubai Police, within an integrated framework that supports Dubai’s future vision for transport, safety and innovation. It also reaffirms RTA’s commitment to promoting traffic safety awareness among users of personal mobility means and encouraging compliance with traffic regulations. This is supported by a network of safe, dedicated tracks for riders, equipped with signage outlining riding requirements, alongside continued monitoring of reckless behaviours to ensure public safety and position Dubai as a leading city in adopting smart and safe mobility systems.”

He added: “The joint unit reflects RTA’s commitment to integrating infrastructure plans with safe operational requirements, contributing to stronger traffic safety awareness across all segments of society and providing a smart, sustainable mobility environment. It also marks a further qualitative step in enhancing safety within Dubai’s integrated transport system, serving residents and visitors, while keeping pace with Dubai’s global leadership in sustainable and smart mobility.”

Major General Saif Muhair Al Mazrouei, Assistant Commander-in-Chief for Operations Affairs at Dubai Police, said: “The launch of this unit forms part of the ongoing cooperation between Dubai Police and RTA to enhance traffic safety for road users, particularly users of personal mobility means. The unit will support efforts to achieve the highest levels of traffic safety by helping curb unsafe behaviours, strengthen traffic discipline and reinforce the responsibility of personal mobility users to comply with traffic laws and regulations.”

Dubai Police highlighted that the initiative builds on ongoing collaboration with RTA to implement joint traffic safety programmes, improve service delivery, and adopt international best practices aimed at enhancing public safety and overall quality of life.

RTA has urged users of personal mobility devices to familiarise themselves with riding rules, obligations and the list of violations available on its official website.

Free Starlink Wi-Fi is now available on Emirates A380 flights

The upgraded connectivity will allow passengers across all cabin classes to stream content, browse, work and game seamlessly on personal devices

Rajiv Pillai
Rajiv Pillai

27 April, 2026

Free Starlink Wi-Fi is now available on Emirates A380 flights
Image: Dubai Media Office

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Emirates has completed the first installation of next-generation Starlink Wi-Fi on its flagship Airbus A380, marking a significant upgrade in onboard connectivity for passengers.

The Dubai-based airline has fitted three Starlink antennas on the A380, boosting total aircraft bandwidth from less than 1 Mbps in earlier systems to more than 2 Gbps, enabling what it describes as a “better than at home” connectivity experience at 40,000 feet.

The first retrofitted aircraft has returned to Dubai following installation and certification in Newquay, UK. Emirates plans to accelerate the rollout across its A380 fleet throughout 2026, with installations also set to take place at Emirates Engineering facilities in Dubai.

The upgraded connectivity will allow passengers across all cabin classes to stream content, browse, work and game seamlessly on personal devices. The service will be offered free of charge, with future enhancements including live TV streaming initially on personal devices and later integrated into seatback screens.

The A380, the world’s largest passenger aircraft, presents unique technical challenges due to its double-decker layout and high passenger capacity. Emirates’ Starlink configuration has been specifically designed to address these complexities, incorporating additional wireless access points and a third antenna to ensure consistent connectivity across both decks.

Compared to the airline’s Boeing 777 fleet, the A380 setup is optimised for higher passenger volumes, with improved inter-deck integration to deliver a seamless Wi-Fi experience throughout the cabin.

The move builds on Emirates’ broader connectivity strategy, with 25 Boeing 777-300ER aircraft already equipped with Starlink. More than 650,000 passengers have flown on Starlink-enabled flights to date, according to the airline.

The Starlink rollout is part of Emirates’ wider investment in customer experience, which includes a multi-billion-dollar retrofit programme. So far, 93 aircraft have been refurbished, introducing Premium Economy cabins, upgraded Business Class and First Class products, refreshed interiors, and enhanced inflight entertainment systems offering more than 6,500 channels.

In addition to hardware upgrades, Emirates has also invested in service training, including the launch of its $8 million Centre of Hospitality Excellence in 2025 to train its 25,000 cabin crew.

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