Empowering innovation, building future-ready skills, and fostering sustainable growth through a human-centred approach
TRACCS, the MENA region’s largest independent communications consultancy, has announced a strategic partnership with London-based boutique AI consultancy Ainigma. The collaboration aims to accelerate the responsible and creative adoption of Generative AI (GenAI) technologies across the Middle East, transforming how organisations innovate and communicate.
The partnership, unveiled during Athar – Saudi Festival of Creativity, the Kingdom’s premier event for the creative and marketing industries, brings together TRACCS’ extensive communications expertise and Ainigma’s adoption-first methodology. Together, they will support businesses in boosting efficiency, driving innovation, and achieving measurable, ethical AI integration that prioritises people and progress.
With AI rapidly reshaping the global economy, McKinsey estimates that GenAI alone could contribute between USD 2.6 trillion and USD 4.4 trillion annually. Closer to home, PwC projects that AI could add as much as USD 320 billion to the Middle East’s GDP by 2030, while Google’s 2024 Economic Impact Report anticipates that GenAI could increase Saudi Arabia’s economy by over USD 193 billion and the UAE’s by more than USD 80 billion.
Mohamed Al Ayed, CEO of TRACCS, commented, “An AI-driven future is inevitable, and the world has already begun to reap its benefits. With AI adoption accelerating rapidly across the MENA Region, our partnership with Ainigma couldn’t have come at a better time. The region, and Saudi Arabia in particular, is undergoing an unprecedented transformation, and the game-changing communication industry is powering this progress, with TRACCS at the forefront. By bringing GenAI into the mix, we are equipping organizations with tools that will enhance their ability to craft and tell powerful stories, connect with audiences, and support the ambitious national strategies shaping the future of various MENA economies.”
Arne Mosselman, CEO of Ainigma, added, “We believe that technology should always serve people. Our partnership with TRACCS ensures that GenAI is adopted in a way that prioritizes a people-first approach, enabling upskilling, fostering a culture of innovation, and driving meaningful transformation within organizations. The collaboration underscores the commitment of both companies to shape a future where AI adoption is strategic, responsible, and inclusive, paving the way for sustainable growth and competitiveness in the Middle East. The goal is not only to deliver smarter solutions but to empower individuals and teams to thrive in an AI-enabled future.”
The TRACCS-Ainigma alliance empowers organizations to unlock the full potential of Generative AI through bespoke, culture-driven frameworks. By addressing barriers like talent readiness, culture, and infrastructure throughout their transformation journey, the partnership accelerates AI adoption and drives innovation within organizations by building clear strategies, setting robust policies, providing targeted training, and developing impactful use cases.