At Adobe AI Forum in Riyadh, Adobe today shared new research highlighting how organisations across the region are rapidly accelerating their role in the Middle Easts digital economy, driven by strong digital transformation investment across Artificial Intelligence AI, cloud infrastructure and customer experience CX. The research also reveals that gaps in execution, measurement and integration continue to limit the ability of many to translate digital investment into tangible impact.
Based on a survey of 200 senior leaders at large enterprises from across the region, The Middle East Digital Shift: From Vision to Execution report from Adobe, reveals strong momentum, with nearly nine in 10 88 organisations already experimenting with or deploying AI, while 61 say their cloud infrastructure is very mature. Customer experience is widely recognised as a primary driver of growth, with 85 of brands rating their CX capabilities as either good or excellent.
However, 59 are struggling to measure the return on investment of CX improvements with 42 citing organisational silos as a barrier to effective personalisation, and only 15 believing AI is currently delivering the greatest impact on profitability and growth.
