Middle East organizations are embracing AI, but excution gabs persist – Report

Middle East businesses are rapidly accelerating their adoption of artificial intelligence, but many continue to face challenges in execution, measurement, and integration, according to new research released by Adobe at the Adobe AI Forum in Riyadh. 

Adobe’s research highlights strong momentum behind digital transformation across the Middle East, driven by sustained investment in artificial intelligence, cloud infrastructure, and customer experience technologies. The findings are based on a survey of 200 senior leaders at large enterprises across the region, each with annual revenues exceeding $500 million. 

While AI adoption is widespread, with nearly nine in ten organisations either experimenting with or deploying the technology, the research indicates that many businesses are struggling to translate investment into tangible impact. Execution gaps remain evident, particularly in measuring outcomes and integrating systems across the organisation.

Data from “The Middle East Digital Shift: From Vision to Execution” report by Adobe

Customer experience remains a key growth driver, yet operational challenges persist. According to the research, 42% of respondents cited organisational silos as a barrier to effective personalisation, while a majority reported difficulty in linking CX improvements to measurable business returns. 

The report also points to a shift in strategic priorities. While digital transformation remains the top five-year focus for 24% of leaders, Adobe notes that long-term value increasingly depends on strengthening digital foundations, broadening ownership beyond IT teams, and integrating AI into day-to-day execution.

Key findings from the report:

• 88% of organizations in the region are already experimenting with or deploying AI.
• 61% describe their cloud infrastructure as very mature.
• 85% rate their customer experience capabilities as ‘good’ or ‘excellent’.
• 59% struggle to measure the return on investment of CX improvements.
• Only 15% believe AI is currently delivering the greatest impact on profitability and growth.

Commenting on the findings, Wael Fakharany, Director of Middle East and Africa at Adobe, said: “Together, these actions highlight a significant shift that is now underway across the Middle East. Digital ambition and investment are well established, but sustained impact will increasingly rely on execution, integration, and shared ownership across the business. By bringing data, AI, content, and customer journeys together in a single environment.”