At the Agentforce World Tour held at Madinat Jumeirah, Dubai, Salesforce showcased the transformative potential of AI-enabled digital labour for organisations across the Middle East. The event gathered over 3,000 delegates, including customers and partners, highlighting growing demand for AI solutions like Agentforce, Data Cloud, and Customer 360 to drive efficiency and digital transformation across sectors such as retail, real estate, travel, automotive, and manufacturing.
Keynote speakers from Salesforce, including Marco Hernansanz, Mohammed Alkhotani, and Maha Alaoui, shared insights on the company’s AI innovations and strategies. Presentations from regional customers, including National Bank of Kuwait, Aldar Education, and Engie, demonstrated real-world successes in leveraging AI and automation to improve business performance, digitize services, and enhance customer engagement.
The event emphasized AI’s role in enabling organisations to boost productivity, improve customer experiences, and support national visions. Salesforce’s partnership with Chalhoub in Dubai was spotlighted, where over 60 women graduated from a leadership program focused on AI, data, cloud, and innovation, empowering female talent in the tech sector.
With the recent opening of a UAE office and a $500 million investment pledge in Saudi Arabia, Salesforce is positioned to support digital transformation across the region. However, Salesforce’s reports reveal challenges remain around trusted data, ethical AI use, and the gap in AI adoption—highlighting the need for effective AI deployment to liberate human workers from repetitive tasks and enhance productivity.
