A recent study conducted by Endava shows the extent to which AI has integrated into business and daily life in the UAE. Close to 79% of the respondents in the report stated that they would be comfortable with AI making decisions regarding hiring, performance management, budget allocations and even redundancy recommendations.
The responses from over 300 UAE business decision-makers indicate that the region is now experiencing a significant tipping point in terms of trust. However, what is striking is the scope of this trust: it extends far beyond the office.
Middle East on the podium
Nearly half (46%) of the UAE leaders surveyed believe the country is already ahead of the global curve when it comes to AI adoption, with the Middle East region overall ranking third in perceived global leadership – behind only the US and China.
That confidence is backed by action. Approximately 30% of organisations surveyed plan to increase their AI investments in 2025. And it’s not just about experimentation; nearly 71% said AI has already improved company profitability, while 75% believed it’s boosting job satisfaction.
Four in five respondents said they would allow an AI system to guide their careers, suggesting optimal salary progressions, the right time to change jobs, or when to seek promotions. An equal number would trust AI with investment advice and health recommendations, signalling a broader cultural comfort with intelligent systems playing the role of life coach.
David Boast, General Manager – UAE & KSA at Endava, sees this as a defining regional advantage. “Trust is the critical enabler of any AI strategy. The UAE’s clear national vision, its youthful and tech-savvy demographic, and its digital-first mindset are combining to give organisations a unique opportunity to innovate with confidence,” he said.
New job titles, new mindsets
In another telling trend, nearly three-quarters of UAE businesses have created or plan to create dedicated AI roles, such as “Head of AI”—a move that suggests organisations are institutionalising their AI ambitions.
Still, there’s a gap between aspiration and execution. Only 25% of business leaders believed their current infrastructure, encompassing data systems, analytics, and cloud readiness, is truly prepared for enterprise-grade AI deployment.
Boast warns against assuming that enthusiasm alone is enough. “It’s not just about pouring money into AI. It’s about building the right foundation—modernising core systems, using pre-built AI accelerators, and ensuring that implementation complements human potential rather than replaces it,” he said.
The risks of running too fast
With all this optimism, the findings also underscored the urgency for infrastructure readiness. Over half the respondents believe their company could begin losing market share within two years if it fails to make meaningful progress on AI adoption.
That urgency may explain the current AI gold rush, but Endava’s research makes it clear that success will depend not only on speed but on strategy.
As the UAE sets its sights on becoming a global benchmark for responsible AI, this moment may represent more than just a national milestone – it could be a preview of how AI will reshape leadership, labour, and life in other rapidly digitising regions.
