Tourism, sport and the agentic shift: Globant’s Federico Pienovi at LEAP 2026
At LEAP 2026, Globant unveiled what it calls the world’s first live agent-to-agent tourism corridor — an AI network linking Red Sea Global and AlUla so two destinations can plan a single visitor journey between them. Federico Pienovi, the company’s CBO and CEO for MENA and APAC, talks about the initiative and why Globant is bringing systems already running in production rather than concepts to the show
03 September, 2026
TT
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Three years after entering the Middle East, Globant is using LEAP 2026 to make a pointed statement: what it is bringing to Riyadh is “deliberately not a showcase of concepts” but systems already running in production. The technology company, whose regional headquarters now operates as a centre of excellence for AI, creativity and digital solutions, is arriving with live demonstrations rather than slideware — from the content-delivery platform it built for Formula 1, which powers all ten teams and feeds the official F1 app, to Glob.ai, its new AI-native services model delivered through specialised ‘AI Pods’.
Its headline announcement, though, is in tourism. Unveiled on LEAP’s World Tech Stage, the Agentic Tourism Corridor is what Globant describes as the world’s first live agent-to-agent tourism network — connecting the sovereign AI destination agents of Red Sea Global and AlUla so they can communicate directly and coordinate a guest’s journey across both, while each destination keeps full control of its own data. Built with AWS and TOURISE, it marks a shift from tourism technology that responds to a query to destination agents that actively coordinate to deliver one continuous visitor experience — infrastructure, Globant argues, built to scale alongside the kingdom’s tourism ambitions under Vision 2030.
Here, Federico Pienovi, Globant’s CBO and CEO for MENA and APAC, talks to Gulf Business about the corridor and why it matters, the company’s newly announced FIFA partnership to build a year-round fan-experience ecosystem powered by AI Pods, and how the same agentic thinking is reshaping sport, media and entertainment across the region.
Can you provide an overview of Globant’s presence and activities at LEAP 2026?
LEAP 2026 marks three years since we entered the Middle East, and our Riyadh headquarters now operates as a Centre of Excellence for AI, creativity and digital solutions. What we are bringing to LEAP is deliberately not a showcase of concepts — it is systems already running in production. We will run a live demonstration of the team content delivery system we built for Formula 1, which today powers all 10 teams with a synchronised video and data platform that gives every pit wall a unified, real-time view of more than 30 feeds and eight radio channels simultaneously, and, through the official F1 App, gives fans the tools to design their own race weekend.
We are also presenting Glob.ai, our recently launched AI-native services model, which changes how technology is delivered, priced and executed; enterprises access those services through the platform, with AI Pods as the specialised delivery units that operate on it. Alongside that, our teams will work through what agentic AI is producing in the sectors that matter most to this region: financial services, real estate, gaming, retail and entertainment, with daily sessions with our partners AWS, Salesforce, Adobe, Infobip and Sitecore.
In tourism, our headline announcement is the Agentic Tourism Corridor, unveiled on the World Tech Stage. We believe it is the world’s first live agent-to-agent tourism network, connecting sovereign AI destination agents across Red Sea Global and AlUla. Built with AWS and TOURISE, it allows the AI agents of two of the kingdom’s most ambitious destinations to communicate directly and plan a guest’s journey across both, while each destination retains full control of its own data. That is a structural shift: from tourism technology that responds to a query, to destination agents that actively coordinate to deliver one continuous visitor journey.
We are applying the same logic in sport, presenting the operating system for sport’s next era on the Sports Hub Stage with partners including LALIGA.
Globant is launching the Agentic Tourism Corridor with TOURISE at LEAP. What exactly is this initiative, and why is it significant for the tourism sector?
The Agentic Tourism Corridor represents a genuine world-first in tourism technology; it’s the first live Agent-to-Agent tourism corridor, connecting sovereign AI destination agents between Red Sea Global and AlUla. What makes this groundbreaking is the shift from traditional tourism technology, where systems simply respond to queries, to an agentic model where AI destination agents actively communicate with each other to create seamless, personalised visitor journeys across multiple destinations.
Built in partnership with AWS, Red Sea Global, AlUla, and TOURISE, this corridor demonstrates how AI can transform the entire tourism ecosystem rather than just individual touchpoints.
For the kingdom, which is investing heavily in becoming a global tourism destination, this represents infrastructure that can scale across future destinations and create connected experiences that simply weren’t possible before. We’re demonstrating this live at LEAP 2026, showing how two of Saudi Arabia’s most ambitious tourism developments can work together through intelligent AI agents to deliver unified experiences for visitors.
How does this tourism initiative fit into Globant’s broader work in the travel and hospitality sector in the region?
Globant has been working to help organisations build frictionless, personalised guest journeys — whether that’s cruise lines, theme parks, or hotels — by blending AI-enabled services, analytics, and what we call ‘phygital’ experiences that merge physical and digital touchpoints. The Agentic Tourism Corridor with Red Sea Global, AlUla, and TOURISE is the most visible expression of this work, but it sits within a broader portfolio of tourism partnerships across the region. What distinguishes our approach is that we’re not simply digitising existing processes; we’re reimagining how destinations can operate as connected ecosystems rather than isolated experiences.
The region’s tourism ambitions under Vision 2030 require technology that can match the scale and sophistication of developments like Red Sea Global and AlUla, and agentic AI provides the foundation for experiences that adapt in real-time to visitor preferences, local conditions, and cross-destination opportunities. This is tourism infrastructure designed for destinations that don’t yet exist at full scale, built to grow alongside the kingdom’s ambitions.
FIFA recently selected Globant to build its fan experience ecosystem using AI Pods by Glob.ai. Can you explain what this partnership involves and what it signals about the future of sports technology?
In August 2026, FIFA selected Globant to build a continuous, year-round fan experience ecosystem for billions of football fans worldwide, powered by our AI Pods through Glob.ai. This engagement spans three core platforms: FIFA ID, which serves as the connective tissue recognising fans across every digital touchpoint; FIFA.com, which is evolving into a personalised content hub; and the FIFA Tournament App, which unifies schedules, real-time content, and host-city insights. What makes this partnership particularly significant is that FIFA explicitly embraced an AI-native, consumption-based model, moving away from traditional technology services toward outcomes-based delivery.
Initial pilots have already demonstrated a 20 per cent efficiency increase in throughput generation while maintaining or improving quality. Critically, all institutional knowledge generated through this engagement is secured in a proprietary token vault, ensuring FIFA maintains full ownership of its data. This partnership validates Glob.ai as a production-ready infrastructure for the world’s largest sporting organisation. For the Middle East, this has direct relevance as the region prepares for major sporting events, including the 2034 World Cup ambitions, where the same connected fan experience principles will be essential.
How is AI transforming industries beyond sports, particularly in the media and entertainment sector?
AI is fundamentally changing how media and entertainment organisations create, distribute, and monetise content. Globant works across the entire content lifecycle, from AI-enhanced archival content that can breathe new life into historical footage, to real-time, large-scale event streaming that adapts to viewer preferences and technical conditions. The shift we’re seeing is from AI as an efficiency tool to AI as a creative and operational foundation.
Media organisations can now build premium video and content experiences across every consumer device while integrating technology, data, and creativity in ways that weren’t previously possible. In the region, we work with organisations applying these capabilities to help media companies grow their audiences and create differentiated experiences. What’s particularly relevant for the Middle East is how AI enables media organisations to scale premium content production and distribution to match the region’s growing entertainment ambitions — from sports broadcasting to streaming platforms to live events.
The combination of our Media & Entertainment AI Studio with capabilities from Globant GUT, our creative network recognised as the most creative independent advertising network at Cannes Lions 2023, allows us to deliver full-funnel brand and content experiences that integrate technology and creativity rather than treating them as separate disciplines.





















