As artificial intelligence moves from experimental initiatives to core business infrastructure, enterprise leaders are facing critical decisions about how to build, secure, and scale their AI systems. For organisations in the Middle East, a region rapidly positioning itself as a knowledge-economy powerhouse — the stakes are especially high.
We spoke with Jeff Jacob, regional business team lead for ASUS‘s Infrastructure Solutions Business Group in Middle East and Africa, about the enterprise technology shifts reshaping the region, why infrastructure must come first in AI deployments, and how Gulf markets are pioneering a sovereign approach to artificial intelligence that balances speed with security, data protection, and sustainability.
Having showcased the brand’s latest AI solutions at Computex 2026, Jacob shares why the Middle East represents one of the company’s most important growth markets, and what regional enterprises need to prioritize as they transform.

ASUS was at Computex earlier this month. What were the most important enterprise technology shifts you witnessed there, and how is the Middle East responding differently to those trends?
The biggest shift we are seeing globally is how deeply AI has become part of everyday business operations. It is no longer something companies are experimenting with on the side. It is becoming part of how they run their core systems, from infrastructure right down to the device on an employee’s desk. From the edge to the cloud, so to speak. Businesses today are using technology to help them make decisions and work faster.
At Computex 2026, that is exactly what ASUS showcased. Our theme this year was “Ubiquitous AI, Incredible Possibilities”, and it reflected where the market is heading. We presented a full range of solutions, from our enterprise AI platforms to intelligent edge compute systems and AI-enabled workplace devices, all designed to make AI practical and usable across the organisation.
The Middle East, particularly the UAE and Saudi Arabia, have been building modern infrastructure for years now and national initiatives such as UAE’s AI Strategy 2031 and Saudi Vision 2030 which have clearly transformed these Oil economies to evolve into knowledge-based economies. This strategy has given the region a real head start.
The Middle East digital transformation market is projected to grow at over 23 per cent annually through 2031, and that is not a number that surprises anyone on the ground here.
For ASUS, this region is one of our most important growth markets, and Computex is where we showed how our roadmap lines up with that ambition. We had some of our premier end customers organisations from the region visiting Computex this year.
We also arranged a tour for these key sovereign end users to our state-of-art ASUS AI Lab to give them view of ASUS developed AI Infrastructure Solutions offerings.
AI is rapidly becoming embedded in enterprise systems. From your perspective, what should businesses in the region prioritise first when building AI-powered ecosystems, infrastructure, data readiness or workforce capability?
When building AI ecosystems, there is a temptation for organisations to focus immediately on available AI software applications. However, infrastructure must be the absolute first priority. One simply cannot run advanced, agentic AI on legacy systems. Because without the right foundation you cannot do much else. You need systems that can actually handle AI workloads today and scale as your needs grow.
At ASUS, our enterprise AI platforms, including our AI POD systems, are built exactly for this ,giving businesses the compute capacity to support serious AI workloads, not just small pilots.
A lot of AI initiatives run out of steam when organisations realise that they were thinking about Infrastructure as an after thought. The next two priorities should be organising the vast amounts of Data being generated across the board, and lastly the workforce should be trained to adopt and use AI as an everyday tool for improving overall productivity for organisations.
Edge computing is often described as the next layer of enterprise transformation. Where are you seeing the strongest real-world adoption today, and which industries in the Middle East are leading that shift?
Edge computing is very much real and happening now. A year or two ago, a lot of conversations were still theoretical. Today, businesses are asking how quickly they can get it deployed. That shift in the conversation tells you a lot about where adoption is. When you need a system to react in real time, or when you are dealing with sensitive data that cannot easily leave a facility, processing it locally at the edge makes much more sense. That logic applies across a wide range of industries.
For the region specifically, I believe oil and gas is definitely where we see major adoptions, Next would be in the renewable energy infrastructure where real time compute is critical to monitor these systems which are sometimes remotely located. And this would create latency for data processing to move between the critical problem area to the data center and back. Lastly and most importantly, in the defence of the country.
With the recent geopolitical situation we saw how advanced defence systems kept the general population safe and protected our way of life. This is all thanks to the visionary leadership of the region who adopted these advanced technologies in time.
As organisations accelerate digital transformation, how are they balancing speed of innovation with cybersecurity, data sovereignty, and sustainability pressures, especially in Gulf markets?
Deploying sovereign AI applications on hyperscaler infrastructure is definitely not the ideal way to go for organisations. This is where ASUS, as a builder of robust systems like the ASUS AI POD incorporating advanced NVIDIA architectures, enables organisations to train massive foundational models entirely behind their own firewalls.
This ensures proprietary data never crosses national borders. AI POD deployments with huge compute power bring intense sustainability pressures in the Middle East’s demanding climate. You cannot build the AI infrastructure of the future using the cooling technologies of the past.
ASUS is pioneering “Sustainable AI” with advanced liquid-cooled data centre solutions that drastically reduce power consumption, enabling Gulf enterprises to achieve high-performance computing while responsibly advancing their national net zero goals. To deliver a complete, one-stop solution for Sovereign AI deployments, ASUS has united the best in the industry.
By pairing ASUS compute power with cooling infrastructure from Schneider and Vertiv, and high-performance storage from ecosystem partners like VAST, DDN, and WEKA, we provide end-customers with a fully integrated, turnkey architecture.