The Middle East and North Africa (MENA) region stands at the forefront of a digital revolution. With bold national visions—such as Saudi Arabia’s Vision 2030—governments and enterprises are rapidly embracing digitalization to diversify economies, enhance citizen experiences, and position the region as a global leader in innovation. At the heart of this transformation is the integration of artificial intelligence (AI) into every facet of business and society. Publicis Sapient, a global leader in digital business transformation, is uniquely positioned to help MENA organizations realize the full potential of AI-driven, human-centered experience transformation.
Publicis Sapient’s commitment to the MENA region is underscored by strategic leadership appointments and a growing local presence. The recent appointment of Ashwaq Al Shathri as Country Managing Director for Saudi Arabia reflects a deep investment in the Kingdom’s digital future. Ashwaq leads teams in Riyadh, leveraging Publicis Sapient’s SPEED—Strategy, Product, Experience, Engineering, and Data & AI—capabilities to deliver transformative outcomes for government, business, and society. This local leadership is complemented by the appointment of Oliver Reppel and Rohit Mathew as Co-Heads of Financial Services for MENA, based in Dubai, who bring decades of experience in banking, technology, and regional transformation.
These appointments are more than symbolic—they represent a hands-on commitment to supporting the region’s ambitious digital agendas. Publicis Sapient’s teams are already partnering with leading organizations in the Middle East, including Omantel, Diriyah Gate, Miral, and consulting on smart city initiatives in Saudi Arabia, to deliver AI-powered solutions that drive measurable impact.
At the core of Publicis Sapient’s approach is the SPEED model, which integrates Strategy, Product, Experience, Engineering, and Data & AI into a unified framework for digital business transformation. In MENA, this model is being applied to:
Publicis Sapient’s human-centered philosophy ensures that AI is not just about automation, but about enhancing the quality of every interaction. By keeping people in the loop, the company designs solutions that foster trust, inclusion, and long-term value.
The MENA region presents a distinctive set of opportunities and challenges:
Publicis Sapient’s deep industry knowledge, global delivery capabilities, and local leadership enable it to address these challenges head-on. The company’s work in the region includes modernizing banking platforms, supporting digital health initiatives, and consulting on large-scale smart city projects—all powered by AI and designed for real-world impact.
Publicis Sapient’s global partnerships with technology leaders such as Google Cloud and Amazon Web Services (AWS) bring world-class AI and cloud capabilities to the region. Through dedicated business units and Centers of Excellence, Publicis Sapient helps MENA clients harness generative AI, data analytics, and cloud modernization to accelerate their digital journeys. For example, the company’s collaboration with AWS has enabled Saudi Arabia’s national carrier, Saudia, to leverage generative AI for exceptional guest experiences, supporting the Kingdom’s tourism objectives under Vision 2030.
Publicis Sapient’s leadership in AI-driven experience transformation is recognized by industry analysts and clients alike. The company has been named a Market Leader in Generative Enterprise Services by HFS Research, with clients praising its professionalism, AI expertise, and ability to deliver consistent excellence. Proprietary platforms such as Sapient Slingshot and Bodhi accelerate software development and AI adoption, while the SPEED model ensures end-to-end execution and measurable business value.
As MENA continues its rapid digital ascent, the need for trusted partners who can deliver AI-powered, human-centered transformation has never been greater. Publicis Sapient stands ready to help governments, financial institutions, and enterprises across the region move from imagination to realization—building future-ready organizations that are efficient, relevant, and emotionally connected to the people they serve.
Ready to accelerate your digital transformation journey in MENA? Connect with Publicis Sapient’s regional experts to discover how AI-driven experience transformation can unlock new value for your organization.
For more information, visit publicissapient.com.