Dubai-based Mohammed Omar Bin Haider (MOBH) Holding Group has formally integrated AI systems into its organisational structure as designated employees, positioning itself among the first companies in the UAE to establish a dual human-AI workforce model with defined roles, job titles, and graded positions within an internal framework.
The group has moved beyond deploying AI as a productivity tool, instead treating AI-driven entities as structured members of its workforce operating in parallel with human staff. Current applications include social media management — covering content planning, optimisation, and audience engagement — as well as HR coordination, operational support, and cross-company strategy execution. Within its security subsidiary, First Guard Security Services, the group is also exploring AI-powered supervisory solutions for monitoring and coordination functions.
Rashed Mohammed Omar Bin Haider, Deputy Chairman of MOBH Holding Group, framed the initiative as a shift toward structured human-AI collaboration rather than displacement. “AI is becoming a workforce layer,” he said, adding that the company intends to be at the forefront of the UAE’s AI transformation ambitions, particularly as Dubai and Abu Dhabi accelerate their positioning as global AI hubs.
The group’s internal AI adoption framework covers problem definition, data collection, system design, and deployment, with human employees evolving into roles focused on managing and collaborating with AI systems.
Editor’s Note: The “AI as employee” framing is largely symbolic at this stage — no independent verification of scale or outcomes is offered — but the structural intent is notable. As UAE enterprises race to align with the country’s national AI agenda, MOBH’s approach of formalising AI within HR frameworks rather than treating it as back-office tooling is a model likely to attract imitation across the Gulf’s family conglomerate sector.
