Nicolas Blixell on how Ericsson is fostering AI-driven innovation in the GCC

Q. What innovative technologies is Ericsson showcasing at GITEX this year? How do you see these advancements impacting the future of the energy sector?

The first thing to understand is that every AI-driven use case you see – whether it’s drones flying, connected cars, or wireless applications – relies on a solid network foundation. That foundation is a 5G network, where Ericsson holds a leadership position in technology.

The starting point is rolling out the network, which brings higher speeds. For example, Fixed Wireless Access (FWA) offers speeds comparable to fibre networks without needing physical cables. This phase has already progressed well, and we are entering the next stage: private networks.

To simplify, a private network offers greater security, lower latency, and better adaptability for AI use cases. This is where Ericsson plays a key role – we provide the foundation that allows others to develop their use cases on top of our technology.

Ericsson integrates its AI-powered use cases into the system. For instance, in energy management, our network can automatically shut down sites during off-peak hours to optimise efficiency. We also use an AI-driven uplink booster. Imagine you are video calling your family, and the image quality drops – our AI will adjust the network in real time based on your subscription, ensuring better image quality.

While we provide the network infrastructure, other players develop use cases such as drone monitoring, agriculture solutions, and water conservation. This highlights the importance of an ecosystem—no single player can do everything. Collaboration across different sectors is essential for success.

 Q. How does Ericsson envision its role in shaping the future of technology, particularly in the Middle East and North Africa region?

Given the GCC region’s tech advancements, we need to align with National Visions, such as the UAE’s Vision 2031 and Saudi Arabia’s Vision 2030. The ambitions we have seen across the region are mind-blowing—they are far ahead, and we must keep up.

Currently, our discussions with regional authorities focus on how we can access the industries/ sectors that the government is targeting and engage with technology partners through our private networks. However, it’s not about building all use cases ourselves – that’s not the point. Our role is to lay the foundation, generate ideas, and practice self-leadership, but ultimately, this must happen within an ecosystem where we work together.

We partnered with Vodafone in May to explore potential collaborations on corporate social responsibility initiatives in Oman. Similarly, we upgraded the company’s core network applications and cloud infrastructure to enable the deployment of 5G standalone and 5G services.

Ericsson extended its MoU with Zain Group to boost the joint sustainability initiatives aimed at building more energy-efficient networks.

The challenge we foresee in the coming year is ensuring greater collaboration. So far, many stakeholders have been working independently, but true success requires seamless connectivity across vendors, networks, and system integrators. With these pieces working together, deploying AI use cases in the network will be effective.

Our focus now is on fostering robust collaboration. In our meetings, we are exploring how to align the entire ecosystem to operate in cadence, ensuring that all parts – technology, networks, and partners – work harmoniously to drive forward the vision we aim to achieve.

Q. How is Ericsson integrating AI into its products and services to enhance customer experiences and drive business value?

Following the core upgrade in Oman, we’re seeing the next wave of investments across the UAE, Oman, and Bahrain. This reflects the continued trust customers have in AI, and we are beginning to witness real momentum.

Initially, the focus was on enhanced mobile broadband and FWA. Now, we are moving toward private networks, and once these are fully implemented, all the possibilities we’ve discussed will become reality.

The pace of change is accelerating. When we compare this year to the previous one, it feels like two completely different landscapes. Things are evolving quickly, and the future is unfolding faster than we ever have.

Q. What are Ericsson’s predictions for the future of the IT industry, and how is the company positioning itself to capitalise on these trends? 

Ericsson is heavily investing in R&D, AI, the Internet of Things, and enterprise solutions to ensure that we have the network, products, and service portfolio ready to support the visions of the GCC countries.

From there, imagination becomes the only limit. I wouldn’t want to speculate too much on the future, as the ambitions are vast, but we are excited to be here as a company.

This is an incredible opportunity. The UAE is a highly ambitious country, investing significantly in 5G and expanding spectrum to meet growing demand. As the country continues to develop, they are leveraging AI, automation, and enterprise solutions to drive progress, and we are proud to play a role in that journey.

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