TRACCS and Ainigma Partner to Accelerate Generative AI Adoption Across the Middle East
TRACCS, the MENA region’s largest independent, homegrown communications consultancy, has partnered with Ainigma, a London-based boutique AI consultancy, to advance human-centric innovation and accelerate the adoption of Generative AI (GenAI) across the Middle East.
Announced on the sidelines of Athar – Saudi Festival of Creativity, the partnership aims to empower organizations to harness AI responsibly and strategically—driving transformation through creativity, efficiency, and ethical innovation. By combining TRACCS’ deep communications expertise with Ainigma’s adoption-first AI frameworks, the collaboration will enable businesses to unlock growth opportunities and enhance how they communicate, innovate, and engage.
AI continues to play a pivotal role in reshaping economies worldwide. According to McKinsey, GenAI could add between USD 2.6 trillion and USD 4.4 trillion annually to the global economy. In the Middle East, PwC projects AI will contribute up to USD 320 billion by 2030, while Google’s 2024 Economic Impact Report estimates GenAI could boost Saudi Arabia’s economy by USD 193 billion and the UAE’s by over USD 80 billion.
“An AI-driven future is inevitable, and the world has already begun to reap its benefits,” said Mohamed Al Ayed, CEO of TRACCS. “With AI adoption accelerating rapidly across the MENA region, our partnership with Ainigma couldn’t have come at a better time. By bringing GenAI into the mix, we’re equipping organizations with the tools to tell powerful stories, connect with audiences, and support the national strategies shaping the region’s future.”
Arne Mosselman, CEO of Ainigma, emphasized the partnership’s human-centered ethos:
“We believe technology should always serve people. Our partnership with TRACCS ensures that GenAI adoption prioritizes a people-first approach—enabling upskilling, fostering innovation, and driving meaningful transformation. The goal is not only to deliver smarter solutions but to empower individuals and teams to thrive in an AI-enabled future.”
The TRACCS-Ainigma alliance will help organizations overcome barriers such as talent readiness, workplace culture, and infrastructure gaps through tailored frameworks that promote strategic, inclusive AI adoption. The collaboration focuses on building clear strategies, setting governance policies, offering targeted training, and developing high-impact GenAI use cases.
