More than 80 percent of survey respondents in the MENA region are experiencing changes within their organizations due to Generative AI, which is impacting strategy, businesses, and people, according to a report launched on Monday.

Data and digital consulting leader Artefact MENA has released a white paper on Generative AI based on a comprehensive survey and interviews with executives in various industries in the MENA region. The study aims to understand the current status of Generative AI in regional organizations, its key applications, challenges, and prospects.

The white paper reveals that nearly 50 percent of survey respondents have already begun exploring the capabilities of Gen AI through the implementation of proof of concepts (POCs) or industrialized use cases. Testing the technology and gaining hands-on experience have been particularly prominent in the region.

Additionally, governments in the Middle East have been advocating for the adoption of Gen AI in organizations, especially in the public sector. Investments are being made at various stages of the life cycle, from applications to foundational models to infrastructure, including investments in Graphics Processing Units (GPUs). Several countries in the GCC have launched AI strategies and initiatives with a specific focus on generative AI.

According to the Artefact white paper, organizations primarily see the applications of Generative AI in customer service, sales & marketing, and operations. However, to implement these use cases, organizations must address technical considerations related to data protection, security, and data quality. It is also crucial to build the necessary capabilities and skills for Generative AI and implement change management programs. While 33 percent of organizations claim their employees are ready to embrace the change, 58 percent may accept it but still require change management efforts.

CEO and Managing Partner of Artefact MENA, Rahul Arya, stated, “Today, in the Middle East, we are beyond the hype: the region is rapidly catching up and is ready to explore every opportunity. To unlock the potential of AI, organizations need to have a holistic view of their vision and roadmap for AI, and they need to put the right enablers in place, including technology, people, and governance. Gen AI can redefine business operations across diverse sectors, and Artefact has been a driving force in enabling organizations to explore and implement its use cases across different domains.”

Partner at Artefact MENA, Christelle Salame, added, “Generative AI technology is evolving rapidly and is witnessing a very fast adoption rate in the region. Such technology has the potential to disrupt the ways of working across industries, and most organizations have started exploring such opportunities to further identify the impact of Generative AI. Like any new technology, Generative AI comes with some challenges, which are being progressively addressed as the technology and applications evolve.”