How AI And Analytics Are Redefining The MEA Business Landscape

Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I’ve spent the last two decades shaping how organizations adopt and grow with enterprise technology. Today, I lead the Customer Success Unit at PROART Consulting, a Microsoft Solutions Partner operating across the Middle East and Africa.

My expertise is anchored in Microsoft Business Applications—Dynamics 365 Finance & Operations, Supply Chain, and Customer Engagement—as well as Power Platform and the Copilot ecosystem. Before PROART, I held leadership and consulting roles with Microsoft and other global partners, giving me a 360° view of product engineering, partner enablement, and large-scale customer transformation.

Over time, I’ve become particularly passionate about building customer success as a growth engine, not just a support function—designing scalable frameworks like SuccessPRO that turn technology adoption into measurable business outcomes.

Q2. What are the emerging customer experience trends and technology capabilities shaping digital transformation success in your region?

Across the region, customer experience is now the real battleground. Organizations are moving from simply digitizing processes to creating connected, data-driven journeys—blending ERP, CRM, and industry apps with low-code automation. Three capabilities stand out:

Generative AI and Copilot-style assistants

It…