A glimpse of SAS Executive Connect, META 2022 from my perspective

How can we move forward while contributing to the wellbeing of society and the world? This is a pressing question for our rapidly changing world, and we at SAS, raised it while welcoming the guests of “SAS Executive Connect 2022 – Building the Future with Sustainable AI” held on June 13th at Dubai’s spectacular Museum of the Future. We brought together leaders across Middle East, Turkiye, and Africa to explore how technology, analytics, and AI can support sustainability efforts. We had three panels where discussion was around how businesses can stay resilient, underlining the vital role of technology in doing so. I just would like to share my learnings and observations which made me believe further in the potential of this region.

My first observation is that sustainability is no longer a hype word but a strategic topic of discussion and action in the region. Our guests agreed on the importance of environmental, social and governance (ESG) initiatives, as their impact on business performance has already proven positive. Not only in the keynotes and panels but also in conversations during the coffee break and lunch, we heard many of our guests’ exchanging ideas with each other. Increasing regulatory pressure and consumer awareness seem to be the catalysts for acting on ESG initiatives. So, SAS is working and will continue to work closely with authorities to provide local ESG content for enterprises and government institutions to handle their future financial and non-financial risks.

As a small contribution to the environment, we didn't use any printed branding or gifts. Instead we partnered with My Farm Dubai whose mission is to spread the knowledge about growing plants using 100% sustainable methods and techniques and gave our attendees something special – the gift which will grow and make an impact to the future: They had opportunity to plant a tree of their choice. As you can imagine it is extremely hot in Dubai these days so we will be planting the trees later in the year – hopefully with the owners of the trees and their kids so that we all become role models for next generations.

Our second topic was addressing the sustainability of businesses from people perspective.? Addressing the talent gap and more specifically, the data scientist’s shortage, we offered intriguing information about a new project that is scheduled to roll out in Middle East towards the end of the year. I’m so excited about it! And there is a good reason for it too - the Ministry of State for Artificial Intelligence in the UAE has set the goal to become one of the world leaders in AI by 2031, and KSA aims to achieve 40% of the total workforce trained on basic and data literacy by 2030. Data scientist is among the top 10 highest demand jobs in the UAE. To support the national strategy of workforce transformation with a steady local supply of data and AI empowered talents, we will introduce Data Science programs into universities and assist companies in connecting with the best talent in the market. We are already running the program under the name of Digital Technology Developers in Turkiye and I am really thrilled to see it coming to the rest of the region as well.

What I also enjoyed was the panel I had the pleasure of moderating: Connected Customer & Great Convergence of Industries. We addressed the new business models that arise due to ever changing consumer demand. My fellow Board member MMA MENA , Asma Shabab from Accenture, contributed to the discussion with her insights on how Metaverse will unlock the opportunities for businesses. I think it was a lightening moment for everyone when she said 25% of the global population will be working at least one hour in the Metaverse by 2026. And those who think Metaverse is for young gamers, let me tell you this is not the case: The average age on Metaverse is 27 and it keeps on increasing every month. Metaverse is certainly something we will talk about a lot in the months to come, and with its potential to create persistent and continuous customer experience, I expect marketers to be on the frontline of adoption. We already see great examples from some pioneer brands: Nikeland is Nike’s purpose-built Metaverse space that uses the Roblox platform to allow its fans to meet, socialize, take part in promotions and engage with a whole range of brand experiences. Zara, in a first-of-its-kind release, debuted a “Metacollection” called Lime Glam, and it’s filled with eight designs perfect for spring dressing in reality or Zepeto’s virtual playground which allowed the stylish inhabitants to add to their 3-D closets pieces from Zara.

So, stay tuned, we will soon have more content online from this memorable event!