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'AI doesn't judge': Why UAE residents turn to bots for love, friendship
الحج في زمن التكنولوجيا الذكية - Hajj in the age of smart technology.
30,000 jobs, AI growth: What Disneyland Abu Dhabi means for the UAE
“Experiential destinations today are designed to be immersive, responsive and seamless, which means they’re increasingly powered by real-time technology behind the scenes,” said Andreas Hassellöf, CEO of Ombori and Phygrid. “While there is clear growth in frontline roles, what's really accelerating is the demand for AI-enabled infrastructure and the talent to build, monitor, and adapt it.”
He said this will create demand for a “new class” of positions that “haven’t traditionally existed” in theme parks. “We’re talking about professionals who keep AI systems running behind the scenes, technicians who manage on-the-ground technology in real time, and specialists who design how systems respond to visitor behaviour,” he said. “There’s also growing interest in emerging roles like prompt engineers, who shape how AI communicates with people, and experience designers, who connect technology, space, and behaviour to create more immersive, memorable experiences.”
He added that this automation will not replacing human roles. “Humans enjoy interacting with other humans, especially in leisure settings like amusement parks,” he said. “Friendly staff will always be a cornerstone of the experience, but now they can be empowered with smart tools that help them deliver more personalised, meaningful service.”
Andreas Hassellöf Named to Inc. Arabia’s 2025 Gamechangers List for AI Leadership in MENA
Phygrid CEO Andreas Hassellöf Joins Industry Leaders at Thomson Reuters Panel on AI and Strategic Innovation
Phygrid CEO Andreas Hassellöf Joins Industry Leaders at Thomson Reuters Panel on AI and Strategic Innovation
Dubai, UAE — 22nd May, 2025 — Phygrid is pleased to share highlights from an impactful panel hosted by Thomson Reuters, bringing together global leaders to discuss how innovation and artificial intelligence are redefining the business landscape.
The session featured a distinguished lineup, including:
- Maha El Dahan, Gulf Bureau Chief, Reuters
- Saeed Al Falasi, Executive Director – Future Design & Projects, Dubai Future Foundation
- Andreas Hassellöf, Chief Executive Officer, Phygrid & Ombori
As global regulations, technologies, and economic trends evolve, the panelists explored how leaders are proactively navigating change, driving growth, and shaping the future through bold innovation.
A key theme emerged: AI is not just a tool—it’s a transformative mindset.
“Embracing AI requires more than investment in technology,” said Andreas Hassellöf. “It’s about cultivating a culture of learning and agility, preparing people to work with intelligence systems—not just beside them.”
The conversation also emphasized the need for education, cross-sector collaboration, and ethical frameworks to ensure AI is implemented at scale and for good.
Live on Dubai Eye 103.8 – The Business Breakfast
Ombori CEO Andreas Hassellöf Featured on Dubai Eye 103.8’s The Business Breakfast Dubai, UAE – May 23 – Andreas Hassellöf, CEO of Ombori, joined Richard Dean, Brandy Scott, and Tom Urquhart live on The Business Breakfast on Dubai Eye 103.8, where he shared insights on the recent NVIDIA–OpenAI announcement. During the segment, Hassellöf explored what this groundbreaking development could mean for Dubai’s tech and innovation landscape, and how global AI advancements are reshaping local ecosystems. Missed the broadcast? Stay tuned for the replay link or follow us for highlights from the conversation.
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