TRACCS and Ainigma Team Up to Accelerate GenAI in MENA

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TRACCS, the MENA region’s largest independent communications consultancy, has partnered with London-based boutique AI consultancy Ainigma to accelerate the adoption of Generative AI (GenAI) across the Middle East. The collaboration, unveiled at Athar – Saudi Festival of Creativity, focuses on advancing human-centric innovation and responsible AI integration across businesses and institutions.

AI has emerged as a powerful driver of the global economy, with McKinsey estimating that GenAI alone could add between USD 2.6 trillion and USD 4.4 trillion annually.

By 2030, PwC estimates that AI will add up to USD 320 billion to the Middle East’s economy, whereas Google’s 2024 Economic Impact Reports forecast that GenAI could boost Saudi Arabia’s economy by more than USD 193 billion and the UAE’s by over USD 80 billion.

The TRACCS–Ainigma alliance aims to help organizations not only harness the technology but do so with purpose—strengthening efficiency, communication, and creativity in measurable, human-first ways.

“An AI-driven future is inevitable, and the world is already reaping 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. The region, and Saudi Arabia in particular, is undergoing an unprecedented transformation, and the game-changing communication industry is powering this progress, with TRACCS at the forefront. By bringing GenAI into the mix, we are equipping organizations with tools that will enhance their ability to craft and tell powerful stories, connect with audiences, and support the ambitious national strategies shaping the future of various MENA economies.”

For Ainigma CEO Arne Mosselman, the goal is to ensure that technology serves people—not the other way around. “We want AI adoption to empower teams, enhance creativity, and drive meaningful transformation. A people-first approach ensures growth that’s strategic, responsible, and inclusive,” he said.

The partnership will deliver bespoke AI adoption frameworks tailored to each organization’s culture and readiness level. Beyond implementation, the collaboration tackles structural barriers—talent, culture, and policy—by providing training programs, clear governance models, and innovation roadmaps that make AI practical and scalable across sectors.