Globant’s Federico Pienovi on its GITEX GLOBAL showcase, F1, AI driven solutions

As AI continues to dominate conversations across industries, Globant is cutting through the noise with a message that’s refreshingly pragmatic — it’s time to move from experimentation to execution. At GITEX GLOBAL 2025, Federico Pienovi, CEO of New Markets at Globant, will spotlight how the company is embedding intelligence into products, operations, and customer journeys to unlock real business outcomes.

From revolutionising Formula 1’s fan engagement with AI-powered experiences to partnering with Middle Eastern enterprises on digital ecosystems, Globant’s vision is clear: the future belongs to organisations that treat AI not as a tool, but as an engine for reinvention.

Globant has become synonymous with digital reinvention, from sports like Formula 1 to enterprise transformation. What’s the main message you want to bring to GITEX GLOBAL this year?

For us, GITEX GLOBAL is about moving the AI conversation from hype to real business outcomes.

Every organisation today is flooded with models and tools, but very few are turning them into value. At Globant, we help companies move from digital to AI-driven — embedding intelligence into products, operations, and customer journeys. Whether through multi-agent systems that automate decision-making or AI copilots that elevate creativity, we’re proving that the true ROI of AI lies in reinvention, not replacement.

In fast-moving markets like the Middle East, that mindset is what separates digital leaders from digital laggards.

Can you walk us through how Globant’s collaboration with Formula 1 showcases the company’s capabilities in using AI, data, and immersive technologies to enhance performance and fan engagement?

Formula 1 is a sport where milliseconds define history. Cars today produce over 1 million data points per second during races. Each Formula 1 car churns out 400GB of data per race — virtually enough to outpace the computing demands of an entire small business in a weekend.

Our partnership with F1 reimagines how data, AI, and immersive technology fuse to redefine both performance and fandom.

Through edge computing and predictive analytics, we’re enabling teams to process terabytes of race-day data in real time — transforming every lap into a stream of actionable insights. For fans, our Pitwall experience translates that same intelligence into a living, breathing interface that brings the thrill of the track to every screen.

Whether in F1, FIFA, or the LA Clippers’ Intuit Dome, Globant is pioneering how AI, data, and design merge to make human experiences smarter, faster, and infinitely more connected.

At GITEX GLOBAL, what specific technologies or experiences will Globant be highlighting, and how do they build on what you’ve done with global partners like F1?

At GITEX GLOBAL, Globant is showcasing how Connected Experiences — powered by Salesforce and crafted by Globant — are transforming how brands, venues, and communities connect with people. We are shaping the next era of fan connection – blending data, design and AI to deliver seamless, personalised, intelligent experiences at scale.

These experiences are not about transactions; they’re about emotions. We engineer moments that feel intuitive, personalised, and seamless across every touchpoint — from the screen to the stadium.

For instance, we’re using Salesforce Agentforce and Data Cloud in Formula 1 to personalise fan journeys for millions of followers worldwide, integrating more than 100 data sources into one unified, intelligent engagement layer. At Intuit Dome, we’ve reinvented live sports with frictionless design and AI-driven interactions — from parking to concessions — to make every fan experience magical.

How do you see AI, data analytics, and real-time insights transforming industries beyond sports — for instance, in finance, mobility, or government sectors across the Middle East?

Across industries — from finance to government — the challenge isn’t adopting AI; it’s operationalising it. Enterprises are overwhelmed by models but underwhelmed by results.

Globant bridges this gap with an AI-first delivery model that turns experimentation into execution. By embedding AI, automation, and analytics into the core of business processes, we help organisations move from pilots to performance.

Through our recent collaboration with OpenAI, we’re co-creating APIs that allow businesses to build domain-specific solutions with access to the latest models, ensuring every AI investment translates into measurable value. This capability is already fueling transformation across the Middle East — from financial inclusion and smart mobility to giga-projects that are shaping the next generation of urban living.

The Middle East is emerging as a testbed for advanced technologies and digital economies. How is Globant engaging with regional partners to accelerate this digital shift?

The Middle East is not just adopting advanced technologies — it’s designing the blueprint for the digital economies of tomorrow.

At Globant, we’re partnering with regional innovators and global tech leaders to build AI-driven, scalable ecosystems that power giga-projects and national digital agendas.

Our presence at the Salesforce booth during GITEX GLOBAL highlights how our joint solutions — like Formula 1’s AI-powered fan engagement engine — are already reshaping how global experiences connect with local audiences.

And as the region accelerates its transformation journey, Globant stands ready as the partner of choice for AI-first innovation.

Looking ahead, how does Globant plan to blend creativity, technology, and sustainability in its upcoming projects, and what role will partnerships like the one with Formula 1 play in shaping that vision?

Formula 1 has always been the perfect metaphor for what we do: a harmony of speed, precision, and intelligence. Every race produces 1.5 terabytes of data per car — and the smartest, not just the fastest, team wins.

This fusion of human intuition and machine intelligence mirrors Globant’s philosophy. Whether in sports, smart cities, or digital government, we’re helping organisations harness data and AI to build sustainable systems — where performance meets purpose.

Partnerships like the one with F1 are not just technological showcases; they’re proof of how creativity, engineering, and AI can co-exist to push industries — and humanity — forward.