Be yourself and be authentic; you don’t need to change your personality to be a good leader.

With Riyadh being positioned as a global events hub and the success of recent events like InFlavour Expo, how does Tahaluf plan to address the current limitations in exhibition space, and what are the future plans for expanding venue capacities in Riyadh to accommodate the growing scale of these large-scale events?

The Saudi landscape is constantly evolving, and this is mirrored in the cybersecurity field as well. To meet this expanding demand, we are constantly on the lookout for venues that can accommodate larger-scale events. The 2023 edition of BlackHat MEA was held at a smaller venue within the Riyadh Front Exhibition and Convention Centre. With the event’s significant growth, however, this year we have transitioned to the much larger Riyadh Exhibition and Convention Centre, Malham, which will provide the space needed for a truly successful event.

Following our announcement in 2023, Tahaluf is undergoing a significant expansion to solidify its position as the leading event organiser in Saudi Arabia. We plan to launch 20 new industry-specific trade and consumer events within the next 18 months, an expansion that is expected to generate substantial economic impact through increased foreign investment and tourism spending.

Annabelle, can you tell us about your professional background and your current role at Tahaluf. Also, tell us how Tahaluf differentiates itself from other companies in the same space?

 I am the Senior Vice President at Tahaluf, where my primary focus is on the development and expansion of our business, ensuring alignment with the Kingdom’s vision. Additionally, I am the custodian of the Food and Tech Portfolio, which has been making tremendous strides with historic events such as LEAP, Black Hat MEA, DeepFest, InFlavour, and our new launch, 24 Fintech. We are looking to expand further, and I am excited about the opportunities that lie ahead.

Tahaluf sets itself apart through strategic partnerships, a national focus, and its ability to generate economic impact. Our unique shareholder structure – involving Informa PLC and Saudi Government entities – grants us unparalleled resources and expertise. By aligning our events with Saudi Arabia’s Vision 2030, Tahaluf plays a crucial role in national development. The large-scale events, designed to attract foreign investment and foster collaboration, significantly contribute to economic growth, while the combination of Informa’s global reach and local Saudi knowledge enables us to offer events appealing to both international and domestic audiences. Tahaluf’s emphasis on economic impact,  strategic partnerships, and national development, which encompasses hiring exceptional talent and building an industry leading team, distinguishes us within the event organising sector.

Annabelle, given your leadership in spearheading the cybersecurity shows at Tahaluf, can you share your insights on the current cybersecurity landscape in the MENA region, particularly in Saudi Arabia? How do you see the region evolving in terms of cybersecurity threats and preparedness, and what role do events like Black Hat MEA play in addressing these challenges?

 KSA is in a unique position with its ambitious vision, strong focus on technology, global investments, and a thriving young population. The Kingdom currently boasts the highest CAGR growth rate in cybersecurity worldwide. Through Black Hat MEA as well as our tech events at Tahaluf such as LEAP, we aim to bring this ecosystem together, equipping them to operate seamlessly and enabling the region to reach its full potential.

We also aim to support the Kingdom’s Vision 2030 by attracting top brands and talent from around the world to the region. This allows for invaluable networking opportunities, helps safeguard giga-projects, and fosters growth, knowledge, and a community that stands as a testament to history in the making.

Also Read: ITDigest’s Interview With John Mitchell, Sr Global Marketing Operations and Analytics Manager at Minitab 

Can you discuss the specific cybersecurity threats that are most prevalent in the MENA region and how events like Black Hat MEA are addressing these issues?

Cybersecurity is evolving at an exponential rate, with new threats emerging every day. This makes it difficult to isolate a few specific attacks. However, at Black Hat MEA, we are addressing this by staying at the forefront of the field.

We bring together world-renowned CISOs to share tangible insights, strategies, and business cases on how they defend their organizations’ assets. Additionally, hackers discuss the latest threats and how to prevent them. On the briefing and arsenal stages, industry experts host demo sessions and share their latest tools and research papers to help combat these attacks.

Our commitment to being a leading platform for cybersecurity discussions ensures that we continue to address and mitigate the most prevalent threats in the MENA region.

 Tahaluf, inspired by Vision 2030, is a strategic alliance with a mission to set new benchmarks in the international events industry. Can you elaborate on how Tahaluf plans to accelerate economic diversification and attract international investment to Saudi Arabia through your events?

 Tahaluf typically launches brands in Saudi Arabia’s most strategic sectors that align with Vision 2030. This is evident from the current sectors we are operating in, such as tech, real estate, food and beverage, health, and more. We are also launching new brands in   and beyond.

As part of our strategy to launch in Saudi Arabia’s most strategic sectors, we target attendance from international hubs that are most relevant to the dedicated sectors. We aim to attract a global audience interested in doing business in Saudi Arabia, ranging from global CEOs of multinational companies to startups looking to either open business operations in the Kingdom or to scale their efforts across the Middle East.

We aim for our international attendees at our Riyadh events to number a minimum of 20 per cent of the overall attendance. With massively scaled operations and Tahaluf running events throughout Q1 and Q4, you can imagine the significant impact this has on business tourism and the economic impact on Riyadh.

 What advice would you give to other leaders which helped you personally?

 Be yourself and be authentic; you don’t need to change your personality to be a good leader. This advice has stuck with me until today. When I first stepped into a senior leadership position, I didn’t necessarily fit the mould in terms of what our industry might have expected at the time, and that was intimidating at first.

I quickly realised though that you can be empathetic and approachable; there doesn’t need to be a huge divide between people just starting out in their careers and management. It creates a culture of innovation as everybody feels empowered to come forward with ideas.

I would encourage people to be themselves, be kind, and have fun along the way. If you hire the right people and build the right team, they will lift you and everyone around them up.

The success at Tahaluf is an outcome of having the right team and the right culture.

 What is the biggest problem you or your team is solving this year?

This year, our biggest challenge is managing our rapid growth. We are scaling our events and team, while also building a brand-new office in Riyadh. The key is to keep up with this expansion while maintaining our team spirit and culture – while continuing to execute our events to the highest standards.

Thanks Annabelle!

Data hygiene. We have a great setup and data, but insights into any data source will be improved as the data is adequately cleaned and organised. So we continue to drive our belief of data management in our company – I am a true believer in eating the food we make!

How have you effectively utilized your expertise as a Communications & Digital Marketing Specialist in the computer software industry? Specifically, could you detail the strategies and tools you’ve found most impactful? Additionally, how do you incorporate automation and  marketing infrastructure into your digital campaigns, and what advantages have you noticed in terms of campaign efficiency and effectiveness?

If there is one tool I have found most useful for execution of Marketing campaign that would be HubSpot. It not only allows to deploy a range of assets and implement flexible automation but also allows for easy and in depth integrations with other tools that have been very effective in delivering content such as ON24 and OktoPost. With HubSpot in place we can launch campaigns nurture programs and convert leads with accurate insights into the reason for conversion and tracking engagements effectively. The CRM and custom events allow reporting to have a wealth of data at hand with easy build dashboards.

John, can you tell us about your professional background and your current role at Minitab. Also tell us how does Minitab differentiate itself from other companies in the same space?

Minitab is the leader in providing solutions to provide data analysis for companies in arrange of industries to gain insights to improve performance and deliver high quality products and services. My role within the Marketing team, as the Senior Marketing Operation and Analytics manager, is support their efforts to run campaigns with operational and analytical needs. This includes enhancing the customer journey, campaign specific support and implementing a range of tools and processes.

Could you tell us how software and technology companies can leverage structured problem solving approaches and data-driven solutions to enhance efficiency and innovation across their organizations, ultimately leading to faster product development, better understanding of customer needs, and improved overall performance?

Data driven problem-solving techniques deliver insights on the challenges and issues that are not instantly apparent. They enable rapid detection of the drivers/metrics that need to be addressed to improve efficiency, which delivers the  visibility on challenges need correcting and in what order to have the most significant impact

Also Read: ITDigest’s Interview With Andrew Weisselberg, VP of Marketing at SoundHound AI 

What specific features does Minitab’s marketing solutions offer to assist marketers in effectively planning, executing, and analyzing their campaigns amidst the overwhelming abundance of data and channels in today’s marketing landscape?

Marketers can leverage Minitab’s comprehensive suite of solutions to navigate the complex landscape of modern marketing with ease and precision:

• Minitab Workspace: Ideal for campaign strategy and planning, this tool helps marketers visualize processes, map out campaign flows, and identify opportunities for improvement, ensuring a well-structured approach to marketing initiatives.
• Minitab Statistical Software: Essential for A/B testing, it allows marketers to analyze the effectiveness of different campaign variations, providing data-driven insights to optimize performance and maximize ROI.
• Predictive Analytics: This feature empowers marketers to forecast campaign performance across various channels, enabling them to allocate resources efficiently and focus on strategies with the highest potential for success.
• Minitab Connect: A powerful tool for data integration, it collects and consolidates data from multiple sources, streamlining reporting and providing a holistic view of campaign metrics, which aids in making informed decisions.
• Minitab Engage: Perfect for campaign management, it facilitates brainstorming sessions, task assignments, and responsibility tracking, ensuring seamless collaboration and execution of marketing projects.

These tools collectively enable marketers to plan, execute, and analyze their campaigns more effectively, transforming data into actionable insights and driving successful marketing outcomes.

How does Minitab Model Ops streamline the transition from model creation to model deployment, offering a bridge between the two stages, and what features does it provide to simplify ML Ops for business analysts and engineers?

Minitab Model Ops makes it easy to move from model creation to deployment with a simple one-click feature, simplifying what is usually a difficult and time-consuming process. Seamless integration with Minitab Statistical Software provides users with a singular platform for building and deploying models. You can monitor performance metrics in real-time and get alerts for any issues you designate, allowing for proactive management.

Additionally, the platform helps to ensure compliance and security with features like audit logs and access control. By centralizing model storage and supporting REST API integration, Minitab Model Ops simplifies deployment, making the deployment process more efficient and painless for business analysts and engineers. Most importantly, Model Ops can help increase innovation and productivity from all members of your team.

What strategies can marketers employ to optimize the performance of their promotional emails, particularly in terms of open rate and click-through rate, and how does A/B testing play a crucial role in achieving this optimization?

Well, I would say experiment with A/B testing, rinse and repeat so glad you mentioned it. We explore A\B testing and run statistical analysis on the results to determine if there is statistical significance.

What advice do you have for other leaders who are looking to drive growth for their brand?

Buy Minitab, get trained up and start your journey to improved growth – our experts and solutions will support your organization every step of the way.

What is the biggest problem you or your team is solving this year?

Data hygiene. We have a great setup and data, but insights into any data source will be improved as the data is adequately cleaned and organised. So we continue to drive our belief of data management in our company – I am a true believer in eating the food we make!

Is there anything that you’re currently reading, or any favourite books, that you’d Recommend?

I always recommend Dale Carnegie’s “How to win friends an influence people” as it is a great read and can be helpful for personal and professional life. I have recently finished “The speed of trust” which is also a great way to approach work.

Thanks, John!

Building the right marketing infrastructure means finding the right people and the right tools, and avoiding the wrong ones. In high-growth environments like startups, you often need to build this infrastructure from the ground up.

How has your extensive experience in various marketing and advertising roles, from your recent position as VP of Marketing at SoundHound AI to your earlier work at advertising agencies and startups shaped your approach to building marketing strategies and driving demand generation in the tech industry?

Throughout 25 years in marketing and advertising, from my current role as VP of Marketing at SoundHound AI to previous positions at agencies, and various startups, I’ve gained a deep understanding of brand, marketing, and demand generation strategies. Working closely with Fortune 500 companies at Ogilvy and McCann taught me strategy and creativity, but when I transitioned to working with startups, I quickly realized that approaches used by large corporations and brands don’t always work for smaller, hyper-scaling companies. I learned the importance of having a tiered approach, building a highly capable team working with finite resources, and prioritizing activities that deliver quicker impact.

At SoundHound AI, we applied this approach by focusing on priority verticals like restaurants, automotive, and customer service. Instead of immediately investing in overtly complex digital campaign management tools, third-party data, and account-based marketing platforms, we concentrated on creating high-quality content such as webinars, eBooks, and white papers. From there, we worked with trade media companies, essentially serving as a shortcut to reach hard to find B2B audiences, complemented with LinkedIn advertising where we can do account-based targeting without the need for expensive third party platforms. This approach allowed us to generate more than three times the number of leads we had the previous year.

The point is, when you’re building a demand generation capability from the ground up, don’t focus on fancy tools and building out an elaborate infrastructure before your company is ready for it. Instead, find the right partners who can provide access to the necessary data, leverage the out-of-box targeting power of core advertising platforms like LinkedIn, Google and Meta, and focus on creating high-quality content that is hyper focused on what’s relevant to your target audience. This will provide your demand generation a foundation to build-out more sophisticated capability over time.

Andrew, can you tell us about your professional background and your current role at SoundHound AI. Also tell us how does SoundHound AI differentiate itself from other companies in the same space?

When I started my career at ad agencies in New York City, I focused on marketing strategy, creative development, research, and analytics. Over time, I worked across every discipline within marketing including B2B, B2C, e-commerce, demand generation, content marketing, public relations, even branded entertainment. Transitioning into the startup and technology world, I moved into customer experience and worked closely with the engineering, product and sales teams to launch products and e-commerce businesses, becoming directly responsible for driving revenue. That was a big shift in accountability, as I became fully enmeshed in all commercial aspects of the business.

At SoundHound AI, I lead our marketing capability across multiple verticals including restaurants, automotive, IoT, and smart devices. My primary focus is demand generation and hyper-scaling new AI businesses while establishing our brand’s credibility and educating industries on the benefits AI can provide.

SoundHound AI differentiates itself through its deep AI expertise, evidenced by over 200 technology patents. We also know what works for consumers, having deployed speech technology across various different industries. Unlike other available options, SoundHound’s customer service technology is based on complete end-to-end AI, and is not a human-assisted system. That means it relies entirely upon intelligent automation to deliver a fast, accurate, scalable, and consistent service right across locations and channels (including kiosk, phone, and other devices).

Also Read: ITDigest’s Interview With Abdallah Abu-Sheikh, Founder at Astra Tech 

How does SoundHound’s Independent Voice AI Platform utilize its advanced conversational AI technology to provide faster, more accurate, and highly customizable voice experiences?

At SoundHound, we believe speaking is the most natural way to interact with devices and services. Our independent voice AI platform – which has been developed over 20 years – is deployed across verticals including automotive, IoT devices, restaurants, and customer service to provide faster, more accurate voice experiences.

For automotive and device manufacturers, SoundHound provides fully-branded digital assistants for physical products like cars, TVs, and IoT devices. Our voice assistant offers seamless, conversational access to information and services from both real-time and generative AI domains to any device that carries even a small, inexpensive microphone. This helps manufacturers reinforce their brand and relationship with consumers, and even create opportunities for new revenue streams while maintaining control of critical customer data.

For the restaurant industry, our voice AI ordering technology revolutionizes customer service by enabling faster, more efficient, and personalized interactions. This addresses key industry challenges such as labor shortages, supply chain issues, and rising costs due to inflation. Our AI-powered solutions for phone and drive-thru ordering allow employees to focus on essential tasks, and also frees their burden from routine tasks to be able to provide more attentive service to dine-in customers. Additionally, our Employee Assist technology can deliver instant, hands-free answers to crucial questions via headsets or tablets – acting as a personalized coach to enhance employee training and efficiency. Ultimately, in a quick service restaurant setting, what many customers value most is getting their order quickly and accurately. Our AI enhances this experience, which has led to increasingly satisfied customers.

Wherever it is deployed, SoundHound’s advanced system uses patented voice AI that understands natural human speech, ensuring that customers never have to modify their language or interact awkwardly with the system. Our technology currently powers the voice experience in millions of products from leading global companies including Hyundai, Stellantis, White Castle, Snapchat, Jersey Mikes, VIZIO, KIA, and more. We have a total reach of over 2 billion consumers worldwide, and this year we had a run rate of over 4 billion queries.

How can businesses strike the right balance between the empathetic human touch and the efficiency of AI in call centers to enhance customer service, reduce employee burnout, and maintain cost-effectiveness?

Voice AI has made significant leaps and bounds in its capabilities over the past several years, but there is still a role for humans in business interactions. In this business, it is essential to strike the right balance between the empathetic human touch and the efficiency of AI to maintain the quality of customer experiences and satisfactions. This technology should be used to solve problems, such as handling routine inquiries that often burden employees. We want to create easy, natural interactions. But the technology should also provide options to transfer calls or take messages when needed, as some people still prefer to speak to humans.

Customer feedback is important in maintaining this balance, and it has been a critical asset for our marketing and sales teams here at SoundHound. That way, we can design products with the needs of our customers in mind.

How can businesses leverage advancements in Voice AI technology to enhance customer engagement and streamline operations, and what are the potential challenges and ethical considerations associated with its implementation?

Voice AI technology is now the best it has ever been, and this presents some great opportunities for businesses to enhance customer engagement and streamline operations. Voice assistants can automate routine tasks, offer faster, more efficient, and personalized service, train employees on the job, and provide increasingly meaningful, branded interactions. They can also drive profits and create new revenue streams through upselling and advertising.

However, as with any advanced technology, implementing voice AI comes with its own challenges and ethical considerations. With new developments in generative AI, many businesses think creating a customer experience is just a case of plugging into an API, but this isn’t the case – generative AI can be prone to hallucinations and other issues. But thanks to SoundHound’s long experience in the field of AI, we were able to build a proprietary approach that uses software engineering and machine learning to thoughtfully integrate this powerful new technology with our existing voice platform and help to manage these risks. We recommend that businesses work with a partner that has a true understanding of the technology, as well as the industry they operate in.

How do you stay updated with the latest developments and innovations in the marketing and advertising industry?

I learn on the job every day. In my current role, we touch every marketing discipline, building new capabilities, testing and learning against a multitude of channels, and frequently demoing and testing the latest marketing tools and platforms. So my day-to-day work is the primary way I stay on top. If there’s a particular topic I want to deep dive into, I typically go to YouTube where there’s tons of great content I wish was available to me earlier in my career. Continuous learning is a fundamental part of my job, and I expect I’ll never stop learning and growing.

What advice do you have for other leaders who are looking to drive growth for their brand?

For leaders looking to drive growth, it’s crucial to identify your goals and the capabilities needed to achieve them. Building the right marketing infrastructure means finding the right people and the right tools, and avoiding the wrong ones. In high-growth environments like startups, you often need to build this infrastructure from the ground up. Assess what kind of team you need – content marketers, performance marketers, digital strategists, etc. – and the tools required to support them. Once you have this capability in place, you can start investing on top of that to continue to drive strategies forward. Additionally, maintaining flexibility and agility in your marketing strategies is important to be able to adapt to new opportunities and priorities.

What is the biggest problem you or your team is solving this year?

The demand for AI products is incredible right now. One of the biggest challenges my team has faced this year is managing our marketing tactics against this period of high-demand. We sometimes need to reduce our marketing efforts to avoid overstretching our company’s capacity to meet customer demand. This requires opting for more flexible strategies and tactics to manage priorities effectively. Patience and discipline are also crucial. Being nimble and practicing agile marketing is essential to pivot quickly and accommodate fast-moving opportunities.

Is there anything that you’re currently reading, or any favorite books, that you’d recommend?

One of my favorite marketing books is “Positioning” by Al Ries and Jack Trout. Although it was published in the1970s, it remains one of the best and most enduring marketing strategies. It is a must-read for anyone in the industry.

 Thanks Andrew!

“We have a better view of how to make virtual, in-person, and hybrid events a more integrated experience — so that even if an event feels big it can also feel small, which is a powerful way to think about events.”

What strategies and approaches did you employ as the CEO of Tahaluf to achieve such remarkable success, including the substantial revenue growth from $2 million to over $125 million in just four years, and the recognition through multiple prestigious awards, such as the AEO Excellence Awards, Middle East Event Awards, Stevie® Awards, and Global IM Awards?

The most important structural reason for our initial successes was to employ some of the best people in the industry and empower them – give them near total decision making authority over their roles, and to encourage them to devolve that power to their team leaders. Like a startup, we are geared towards employing people with a Founder mentality, and by employing great talent, the positive results have so far greatly outweighed the negative ones. Conversely, I rarely make a decision about the business without firstly consulting all my senior managers, getting their input, and co-deciding on the way forward – this might make me sound like the least powerful CEO in the business, but sharing decision making this way allows for a more motivated and enfranchised senior team, whilst drawing upon a far deeper well of experience and knowledge.
Aside from that, a special strategy was to ensure the company was allied to powerful, relevant and motivated partners – this is why Tahaluf is a strategic joint venture between Informa PLC, the Saudi Federation for Cyber Security and Programming (SAFCSP), the Events Investment Fund, and imminently SELA. So it’s fair to say everything we have achieved so far, this remarkable success, is down to a combination of strategic initiatives involving each of these entities and all of it aligned with the Country’s Vision 2030 goals.
I think the awards we’ve won, and the revenue and profit growth we’ve achieved, is largely because of these strategies: talent, enfranchisement and alliances.
The final reason for our success is Saudi Arabia itself. There are few, if any, countries that are as large a market, with such a massive executive decision making authority on spend, than the Kingdom. Its obvious that if we were operating in another country, with the same people and level of political support, the events wouldn’t be impactful – the reforms made by Crown Prince Mohamed Bin Salman have ensured a red hot business environment, which is uniquely positioned for launching iconic, impactful and large-scale events.

What were LEAP’s key achievements in 2022, and how has it surpassed them in 2023, becoming the world’s largest tech event with 172K attendance? How does LEAP24’s move to a larger venue support Saudi Arabia’s digital transformation and align with Vision 2030?

In 2022, LEAP made significant achievements by setting new industry records during its debut. The event garnered unprecedented attention by attracting registrations from more than 100 countries, making it the largest debut of any technology event in history. The 2023 edition continued to break records by confirming 172,000 attendance, solidifying its position as the world’s largest technology event by attendance, investor funds size, and speaker quality and quantity.

LEAP 2023 demonstrated remarkable growth compared to its predecessor, with a 32 per cent year-on-year increase in on-event transactions, exceeding US$9 billion. The event played a crucial role in injecting fresh foreign direct investment into Saudi Arabia’s digital ecosystems and startup economy. Major announcements included significant infrastructure investments, new data centres, billion-dollar-plus public-private partnerships, and initiatives to foster local talent.

Also Read: ITDigest’s Interview With Abdallah Abu-Sheikh, Founder at Astra Tech 

The move to a larger venue for LEAP in 2024, with a doubled floor size of more than 125,000square-metres (1.345million Sq.ft), reflects the event’s commitment to accommodating more innovative technologies, digital entrepreneurs, tech startups, and high-profile speakers. This expansion aligns with Saudi Arabia’s Vision 2030, aiming to position the Kingdom as the largest digital market in the Middle East and North Africa. LEAP 2024, powered by Saudi Arabia’s Ministry of Communications and Information Technology (MCIT) and organised by Tahaluf, is poised to galvanise growth in the international technology arena, supporting the nation’s ambitious economic diversification strategy. The larger venue symbolises the continued momentum and ambition of LEAP in driving Saudi Arabia’s digital transformation.

Mike, can you tell us about your professional background and your current role at Tahaluf. Also tell us how does Tahaluf differentiate itself from other companies in the same space?

There’s several of the senior management that all share a long history of working in the events industry, and our approach to building a culture at Tahaluf has been based on (1) what we experienced that we liked, and knew worked well; (2) what we experienced that made for a negative work environment, and doing the opposite to that.
The first example is easy enough and I’m sure is shared by all leaders – to pick up best practice and emulate it in your future workplaces is what is sometimes called experience and knowledge transfer. I’ve been fortunate to work with many excellent leaders and practitioners, as have my colleagues, and so we bring to Tahaluf the things that worked well at previous places of work in order that we succeed as best we know how.
The second example is less common I’d expect. But my history of working in events has also been one of working in environments I’ve not felt are conducive to motivating people the best way, or creating an enjoyable workplace. My management team and I are determined not to have these factors replicated at Tahaluf. There’s several examples I can give:
Enfranchise and empower people. This way they feel they can manifest their creative ideas, feel ownership over the business, and a sense of purpose.
Never take credit for someone else’s work. Always celebrate others’ achievements.
Only employ people who display a degree of humility or kindness. This business is hard enough to also have to deal with bad attitudes.
Pay fairly, reward well, allow the opportunity that through success, people can get ahead and improve their lives and financial situation.
Don’t keep secrets from your team. The key to all relationships really – transparency and honesty can feel risky, especially if you’re admitting a mistake, but you’d be surprised how many people are rooting for you, and can help overcome a challenge if you’re just honest with them.
Of all these things, if there were any Golden Rules at Tahaluf they would be: to be transparent about all business decisions and the reason we are taking them; consult with the team before making a decision; be kind and generous; and aim big, take risks, just go for it without fear that failure will impact you negatively.

What notable investments were unveiled during the LEAP 2023 technology event in Riyadh, Saudi Arabia, and what impact do these investments have on advancing the Kingdom’s digital transformation, solidifying its standing as the foremost digital market in the Middle East and North Africa (MENA) region?

LEAP 2023 showcased several notable investments during its four-day run, reinforcing the Kingdom’s position as a leading digital market in the MENA region and contributing to its ongoing digital transformation under Vision 2030. The investments, totalling in excess of US$9 billion, were announced by His Excellency Engineer Abdullah bin Amer Alswaha, the Minister of Communications and Information Technology, during the opening day.

Key investments included Microsoft’s US$2.1 billion in a global super-scaler cloud within the Kingdom, Oracle’s US$1.5 billion to expand its MENA business with new cloud areas, Huawei’s US$400 million in cloud infrastructure, and the establishment of a Zoom cloud area in partnership with Aramco. These initiatives, backed by a total of US$4.5 billion in global and local assets, showcase substantial commitments from major players within the global technology sector.

The investments also underscored the support of His Royal Highness Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud and aligned with his vision to empower the technology sector, a pivotal aspect of growing Saudi Arabia’s digital economy. The infusion of funds into future technologies, digital entrepreneurship, and tech startups aims to accelerate the Kingdom’s digital transformation across sectors such as the Internet of Things, healthtech, space, fintech, and open source software.

LEAP 2023’s impact proved to extend beyond financial transactions, too, injecting fresh FDI into Saudi Arabia’s evolving digital ecosystems and startup economy. Major on-event announcements included infrastructure investments, multiple new data centres, and the launch of academies to foster local talent, further emphasising the event’s pivotal role in driving the Kingdom’s technological advancements.

The event’s success in attracting global tech experts and fostering unprecedented investments positions Saudi Arabia as a digital hub.

How do you leverage social media and digital channels to amplify your company’s presence before, during, and after tech events?

To leverage social media and digital channels effectively, the company adopts a comprehensive strategy before, during, and after the events we organise. Prior to the event, we employ targeted campaigns across platforms such as Twitter, LinkedIn, and Instagram, showcasing teaser content, engaging industry influencers, and utilising event-specific hashtags to build anticipation. This helps create a buzz and attracts attendees and stakeholders.

During the event, we maintain an active social media presence with live updates, real-time coverage of key announcements, and multimedia content like videos and infographics. We engage with the audience through interactive elements such as polls, Q&A sessions, and behind-the-scenes glimpses, fostering virtual participation for those unable to attend in person. Collaborating with event organisers and participating companies, we ensure cross-promotion to maximise reach.

Post-event, our strategy focuses on sustaining momentum. We share highlights, recap key moments, and express gratitude to attendees, exhibitors, and partners. Content includes interviews with thought leaders, in-depth analyses of major announcements, and user-generated content, all of which help foster a sense of community. Leveraging event-generated data, we tailor follow-up communications to nurture leads and maintain engagement, driving ongoing conversations about the industry’s future.

By integrating these strategies, we aim to amplify our company’s presence across social media and digital channels, extending the impact of tech events beyond their duration and solidifying our position as a key player in the ever-evolving technology landscape.

How can event organisers balance enhancing participant engagement through open digital ecosystems and innovative event services with implementing strong cybersecurity measures to protect sensitive information and maintain attendee trust in today’s interconnected world?

As event organisers, we are obligated to ensure that we navigate the delicate balance of fostering participant engagement through open digital ecosystems and innovative event services while implementing robust cybersecurity measures to safeguard sensitive information, thereby maintaining attendee trust in our interconnected world. To achieve this, we begin with a comprehensive risk assessment to identify and understand potential challenges specific to the event. We then prioritise the selection of secure event management platforms and collaborate with reputable vendors that adhere to industry best practices.
It is also vital that, as organisers, we educate participants about cybersecurity best practices, such as recognising phishing attempts, as it contributes to a more informed and secure event environment. Regular security audits and assessments of event platforms, along with prompt application of updates and patches, help mitigate emerging threats. Transparent communication with participants about the security measures in place, coupled with a well-defined incident response plan, builds trust and reassures our attendees of their safety during the event. By incorporating these strategies, we ensure to successfully manage the dual objectives of participant engagement and cybersecurity in our interconnected digital landscape.

In the rapidly evolving tech landscape, how do you stay ahead of trends and ensure that your company’s participation in events remains innovative and relevant?

Tahaluf employs a multifaceted approach to stay ahead of trends and ensure innovative and relevant participation in the events and exhibitions landscape. We conduct market surveys and generate industry-focused reports to gather insights into emerging technologies and shifting market demands. Engaging exhibitors on local, regional, and international scales allows us to stay abreast of diverse markets, fostering a comprehensive understanding of industry dynamics.

Furthermore, our commitment to innovation is reflected in our choice of world-renowned specialists as speakers at our events. By bringing thought leaders and experts to the forefront, we provide attendees with insights and facilitate discussions on the latest trends. This strategy ensures our participation remains at the forefront of technological advancements, creating a platform that not only responds to current industry needs, but also anticipates and shapes future developments.

What advice do you have for other leaders who are looking to drive growth for their brand?

My advice would be to, firstly, prioritise a strong market or market sector. We went with LEAP (Technology) sector as our first launch, because we knew it was one of the hottest markets. We did it in Saudi, because we knew Saudi was the strongest market in the region. Weather plays a major factor in the success of campaigns.

Then my advice is to not seek large profits from the outset. Growth in events is achieved by creating a better product than your competitors. Our overwhelming advantage is we have the appetite to reinvest profits into our events and create excellent products by doing so. The market can smell immediately when the value has been extracted. Big profits can come later on. You can’t grow by sucking out the value of the events at an early stage.

Cultivate relationships with sponsors, industry influencers, and renowned specialists to elevate the credibility and appeal of your exhibitions. Additionally, prioritise the attendee experience. Understand your audience’s needs and preferences, and tailor events to provide meaningful and immersive experiences. This includes curating engaging content, leveraging technology for interactive elements, and ensuring seamless logistics.

Lastly, always ensure to invest in marketing and brand visibility. Utilise both traditional and digital channels to promote your exhibitions and build a strong brand presence. Establish a compelling narrative that communicates the unique value proposition of your events.

By combining market forces, growth-first mindset, attendee-centric approaches, and effective marketing, leaders can drive sustained growth for their exhibition brands, solidifying their position in a competitive landscape.

What is the biggest problem you or your team is solving this year?

Dealing with the substantial growth and expansion that Tahaluf is currently undergoing is undeniably a challenge, though it’s a nice one to have. This year, our primary focus is addressing the monumental task posed by the announcement of the single biggest events expansion programme in Saudi history. Our strategic joint venture between Informa PLC, SAFCSP, and EIF has laid out plans to introduce 20 new sector-specific trade and consumer events in the Kingdom within the next couple of years via our partner Informa.
This ambitious expansion, including the debut of some of our renowned Informa brands such as CPHI and Cosmoprof in Saudi Arabia, is set to serve the global pharmaceutical and beauty industries. In addition to this, we aim to strengthen existing flagship brands such as Cityscape Global and introduce new titles and concepts aligning with the strategic objectives of Saudi Arabia’s Vision 2030. We are also launching several Saudi-made brands such as 24Fintech which we aim to be a global powerhouse in the fintech, finance and insurance sectors.
While navigating this extensive growth, Tahaluf is positioned to solidify its standing as the largest event organiser in Saudi Arabia, both in terms of square metres, revenue, and profit, and emerge as one of the largest across the Middle East.
As the CEO, I look forward to the scaling up of our successful portfolio as an unprecedented growth curve in the global events industry. It not only reinforces our leadership position, but also aligns with national ambitions, contributing to job creation, generating new business opportunities, supporting economic diversification, and delivering tangible economic impact. This comprehensive initiative is projected to contribute more than US$1.5 billion in economic impact to Riyadh, reflecting exhibitor and delegate spending on travel and hospitality.
While this growth brings with it a unique set of challenges, we approach it with enthusiasm and determination, recognising that it places us at the forefront of shaping the future of the events industry in the region.

Is there anything that you’re currently reading, or any favourite books, that you’d recommend?

I read a lot, but find its largely current affairs, or sports news about my favourite football team Nottingham Forest. However, when I think back on which books give me the most enjoyability, there are two authors: Roald Dahl, so that I can read his stories to my 7 year old daughter whilst putting on theatrical accents; and Evelyn Waugh, because there are few authors you can read that have such a masterful command of the English language than him – I really appreciate fine craftsmen like Waugh.

Thanks Michael !

As someone with a significant impact on the MENA region’s consumer technology sector, could you elaborate on the innovative features and services offered by the Ultra-platform under your leadership at Astra Tech, and how it addresses the challenge of platform fatigue?

Since the inception of Astra Tech, our vision was crystal clear; create a digital ecosystem aimed at simplifying people’s lives and revolutionizing the consumer technology sector in the MENA region, by addressing a prevalent issue in today’s world: the hundreds of thousands of apps that are flooding people’s phones and causing exhaustion from an excess amount of choices.

This led to the strategic acquisition of Botim,a VoIP app, along with PayBy, a fintech platform, and Rizek, an on-demand home services provider, all of which were seamlessly integrated and resulted in the transformation of Botim into the world’s first Ultra app.

The innovative features of the Ultra app play a pivotal role in redefining the user experience. One notable feature is the incorporation of Artificial Intelligence (AI) capabilities, such as BotimGPT, and the first executional Arabic LLM, our proprietary AI solution that is set to empower users to perform tasks using a simple text feature. Our commitment goes beyond mere innovation, as we create an inclusive platform accessible to individuals, regardless of income, age and financial backgrounds. This dedication to inclusivity is in every facet of our development process

Today, the Botim Ultra-App has over 150 million users globally, seamlessly integrating fintech, e-commerce, bill and fine payments and more.

Abdallah, in your journey of kick-starting groundbreaking innovations, could you share specific examples of projects or initiatives that showcase your focus on sustainability, mobility, and digitization in the digital marketplace and EV sector?

While my current focus isn’t exclusively on the electric vehicle (EV) sector with my latest venture, I do recognize its significance in the broader context of sustainability and the future of mobility and do believe that in today’s landscape, it is inevitable that sustainability, mobility, and digitization are  interconnected.

My first business was in Africa, where my late father’s aviation business had a strong presence, prompted by a conversation with the then President of The Gambia who asked me, “Can you build a renewable energy project?’ And I was like, “Sure, I can do this”, and that is how Lux started, amassing $700 million in assets within three years. This opened the door for my next venture Barq, the MENA’s pioneer in smart and sustainable mobility solutions, at the age of 25.

Through these experiences, I’ve realized my passion lies in creating impactful ventures. I constantly find myself asking the question, “How can I build something that changes people’s lives?”

Through Astra Tech, we are addressing the needs of untapped segments such as the underserved and underbanked, creating a cost-effective and self-sufficient ecosystem for consumers and businesses alike.

An example is our collaboration with the Abu Dhabi Agriculture and Food Safety Authority. Recognizing the potential for improved communication between farmers and buyers, we implemented a solution enabling farmers to utilize a familiar app. By facilitating direct connections between farmers and consumers through a familiar app, we eliminate intermediaries, supporting local farmers by digitally empowering on one side and providing Botim users access to fresh produce. In doing so, we not only digitally empower local farmers but also offer Botim users convenient access to fresh produce. This approach not only supports the agricultural community but also aligns with sustainability goals.

As we continue to evolve, we anticipate incorporating sustainability and mobility initiatives more prominently into our innovation roadmap, aligning with global trends and the growing importance of environmentally conscious practices.

How does Astra Tech’s Ultra Platform, as the first of its kind in the MEA region, aim to streamline and simplify the interaction, engagement, and transactions between users and businesses?

I have always embraced the philosophy that if something needs to change, one should not wait for someone else to take the initiative, and that is where my journey began to identify and address problems that others tend to overlook.

In my role as the Co-Founder and CEO of Astra Tech, I have had the privilege of contributing to the transformation of the technology landscape in the MENA region, striving to foster a culture that embraces change and innovation. Astra’s vision is both straightforward and groundbreaking: to simplify people’s lives by creating an Ultra app.

I am particularly passionate about facilitating conversations that bring people together for the shared goal of building a more inclusive and forward-thinking tech environment. My work has found a platform on forums like TEDx, London Tech Week, Singapore FinTech Summit, and , and I aspire to continue these contributions as part of a broader effort to drive meaningful change.

What distinguishes Astra Tech is our commitment to an integrated ecosystem, where users perform tasks seamlessly within the platform, eliminating the complexity of using multiple apps. Our vision is realized through the Botim Ultra app, offering a more intuitive user experience. Unlike super apps with service-based use cases and poor unit economics, our ultra app leverages existing communication patterns. This strategy fosters inclusivity, digital sovereignty, and addresses underserved markets, resulting in higher user stickiness and frequency without the need for adapting to new behaviors or interfaces.

We differentiate ourselves not just by what we offer but by how we envision the future of digital services—an interconnected, user-friendly, and inclusive ecosystem that empowers individuals and businesses alike.

In what ways do digital ecosystems transform traditional business models, and how can organizations strategically adapt to leverage the full potential of these interconnected networks for sustainable growth and competitive advantage?

Digital ecosystems have played a crucial role in transforming our traditional business models, reshaping operations, enhancing user interactions, and promoting sustainable growth with a competitive edge.

In our strategic approach to adaptation within interconnected networks through the Ultra app, we’ve fostered collaborative partnerships that go beyond conventional boundaries. The integration of BotimGPT within the Ultra app is another example of the potential these initiatives hold. It showcases the intersection of AI technologies and digital ecosystems, facilitating natural language interactions and offering personalized recommendations to bridge language barriers and enhance user engagement.

To adapt to interconnected networks, I advocate for a user-centric philosophy. Our success, reflected in an 80% market penetration in the UAE, stems from our understanding of user pain points and  our commitment to addressing them. This user-first approach is a key driver of sustainable growth within the digital ecosystem.

An adaptive strategy involves forming collaborative partnerships, customizing services for diverse markets, integrating AI technologies, and prioritizing user-centric design. Astra Tech’s Ultra app serves as a clear example of leveraging interconnected networks for sustainable growth and gaining a competitive advantage in the evolving digital landscape.

In what ways do you believe the ongoing advancements in technology are not only transforming traditional industries but also creating new opportunities for innovation, and how can businesses effectively leverage these changes to stay ahead in a rapidly evolving digital landscape?

Ongoing technological advancements are reshaping industries and fostering innovation, evident in the rise of digital platforms and e-commerce. Automation and AI offer significant potential for cost reduction and enhanced operations, but success also requires an agile business model, allowing businesses to remain adaptable in the face of the ever-evolving technological landscapes.

Additionally, the abundance of data available in today’s digital landscape presents valuable insights into customer behavior and market trends. To capitalize on the wealth of data, businesses should employ advanced analytics tools for informed decision-making, ultimately tailoring their strategies to meet the consumers’ changing demands and needs.

To effectively navigate and leverage these changes, businesses should Embrace a culture of innovation, across all departments. Astra Tech follows a Day 1 culture, encouraging experimentation and continuous learning, what we refer to as “Build, Break, Build again, ” a philosophy that led to the creation of the groundbreaking Ultra app, Botim. Employee upskilling is crucial for a workforce ready for the digital era.

Also Read: ITDigest’s Interview With Shahzad Ali, Vice President, Solutions Architecture, Aviatrix 

Strategic partnerships and collaborations with technology companies and governments also provide access to cutting-edge innovations and expands our digital footprint, consumer trust and offerings. A user-centric approach, fueled by data insights, enhances customer satisfaction and loyalty. Investment in research and development remains crucial for staying at the forefront of technological advancements. Ethical considerations, such as social responsibility, contribute to building stronger relationships with customers and stakeholders.

What advice do you have for other leaders who are looking to drive growth for their brand?

Have a clear understanding that success is not a gift but the result of hard work and patience, embrace that both learning and failure are part of the journey. keep an open mind to acquire new knowledge as you grow, this means that you need to leave your ego at home and be ready to get your hands dirty.  Leaders should never underestimate the importance of the network effect when building a business; it’s crucial to be surrounded by talent. It fosters an environment of innovation, collaboration, and continuous improvement, essential elements for long-term success in today’s dynamic business landscape.

It’s also crucial to shift your perspective on observing others in the industry from a stance of fear, but rather a willingness to capitalize on the shortcomings and challenge the status quo. At Astra Tech, our Day 1 culture advocates for a fearless approach – build, break, and build again. We encourage our teams to experiment and persist, and that’s where creativity lies.

From an entrepreneurial standpoint, the emphasis should revolve around presenting a profitable and sustainable business model to funders. On the operational front, companies, founders, and entrepreneurs should strive to run their businesses with profitability as a priority, avoiding unnecessary costs – thinking of how to make the most value of each $1 spent.

Thanks, Abdallah!

“In today’s world, where AI generates new content and ideas every second, the pace of innovation is incredibly fast. As a leader, it’s crucial that you embrace new and better technology even if you had to eliminate the old tech you championed earlier.”

Can you tell us about your professional background?

My passion lies in taking products and ideas from conception to market success. I am obsessed with helping customers overcome their business challenges by leveraging innovative ideas and cutting-edge technologies. This passion led me to join Cisco in 2002, where I spent nearly 13 years serving in diverse roles, including as a lead in Technical Marketing, Solutions Engineering, and Product Management teams. During my tenure at Cisco, I had the amazing opportunity to enhance the Cisco Certified Internetworking Engineer (CCIE) Routing and Switching track, which truly enriched my experience.

As the industry shifted from hardware-based networks to Software Defined Network (SDN), I pursued my obsession to support customers and joined the VMware SDN team. At VMware, I had the privilege of leading the Network and Security (NSX) Solutions Architecture team, where we designed and deployed networking and security solutions for some of the largest enterprises on the planet.

Understanding the gradual adoption process of new technologies like SDN, I realized the importance of bridging the skill gap and educating the community. In response, I played a pivotal role in creating the VCDX-NV (VMware Certified Design Expert for Network Virtualization) program at VMware. Additionally, I authored a book published by VMware Press that delves into the intricacies of SDN based Private Cloud Designs. View here.

Now, I am proud to be a part of Aviatrix, where we are witnessing the transformation of networking from on-premises to the public cloud. I am leading the team of Solutions Architects at Aviatrix, which allows me to continue pursuing my passion of tackling business challenges and making customers successful in their cloud adoption journey.

What does your role as Vice President of Solutions Architecture entail?  

As the VP of Solutions Architecture at Aviatrix, I am dedicated to ensuring the success of our customers as they design and deploy their cloud networking and security solutions. Our team works closely with our customers, building strong relationships and simplifying the adoption of secure cloud networking.

In my role, I provide guidance, expertise, and mentorship to our Solutions Architects (SAs), enabling them to stay ahead of the curve in public cloud networking. This technical leadership helps facilitate effective interactions with our customers. By actively participating in a customer’s cloud adoption journey, we ensure that they are well-informed and able to make strategic decisions.

Our team also works with our account managers and sales engineers to develop customized solutions that may involve third-party solutions. Our mission is clear – we aim to assist our customers without any bias towards specific technologies. As trusted partners and advocates for their success, we strive to meet and exceed their expectations.

Customer feedback is invaluable to us; and we foster a culture of continuous improvement. I take personal responsibility for communicating customer feedback to our marketing, product management and R&D leaders.

Soon after I joined Aviatrix, I immediately recognized the need to educate the masses about this new way of designing and implementing secure networking in the cloud. To address the industry-wide challenge, I played leading role in creating the Aviatrix Certified Engineer (ACE) program. Leveraging the expertise of our Solutions Architects, the ACE program bridges skill gap challenges by providing comprehensive education and guidance for navigating complex cloud networking. Our goal is to empower professionals to excel and drive organizational success.

We are leveraging extensive experience of our SAs in designing and deploying secure cloud networking solutions. This program successfully bridges the skill gap challenges faced by the entire industry. We understood the need to train and educate the existing talent pool, while also empowering a new generation of engineers and architects to adapt to the cloud-based networking paradigm. We’re proud of the program’s impact in bridging the skill gap and shaping the future of cloud networking talent.

How does Aviatrix differentiate itself from other companies in the same space?

Aviatrix stands out in the market as a game-changer, innovator, and leader in multicloud networking and security. Aviatrix has experienced market validation and continues to lead the way in creating solutions that meet the evolving needs od our customers.

Another differentiator is our commitment to customer satisfaction and support. Aviatrix’s top leadership emphasizes a culture of empathy and support for customers, going above and beyond to troubleshoot and resolve network issues – even those not directly caused by Aviatrix deployment. This customer-centric approach sets Aviatrix apart from its competitors and demonstrates its dedication to ensuring customer success.

One significant aspect is the Aviatrix ACE program. This is industry’s first certification program focusing on multilcoud networking and security technology. It provides training and education on cloud and multicloud networking, empowering engineers to implement secure networking across various public clouds. The foundation of this program lies in providing comprehensive enablement and education without any boundaries. By investing heavily in the ACE program, Aviatrix aims to address the industry-wide skill gap challenges and equip professionals with the knowledge and expertise needed to have a successful career and successful network design for mission critical business workloads.

Aviatrix also believes in giving back to the community. We provide an abundance of ACE trainings and other complementary programs such as the Altitude Podcast, Webinars, Cloud Networking Community, our newly launched Office Hours, are just some of the attributes truly set us apart in the industry. And last but not the least, Aviatrix firmly believe that empowering employees directly correlates with customer satisfaction. At Aviatrix, our focus is not solely on generating revenue and profit, but rather on cultivating a strong employee culture, customer success mindset and building exceptional solutions. Our core values are rooted in openness and inclusivity, and we have made significant investments in community development programs.

As security in the cloud spins up a lot of challenges for companies, especially if a company is using multiple clouds, how does Aviatrix help them proactively secure their cloud environments?

You’ve raised an important concern about cloud security, particularly when it comes to managing multiple cloud environments. At Aviatrix, we understand that security in the cloud can present significant challenges for companies. That’s why we have developed robust and distributed solutions to help organizations proactively secure their cloud environments with a zero-trust approach.

We provide a cloud-native network security platform that offers advanced features and capabilities to address the unique security requirements of multicloud environments. By leveraging Aviatrix, companies can simplify their security operations, regardless of the cloud provider they are using. Aviatrix enables organizations to establish a secure network architecture, implement granular security policies, and gain deep visibility into their cloud environments. With our solution, you can create secure connectivity between multiple clouds, on-premises infrastructure, and remote locations, allowing for secure data transfer and seamless communication across your entire network. In addition to network security, Aviatrix also offers built-in encryption and data protection features. By encrypting sensitive data at rest and in transit, you can ensure the confidentiality and integrity of your information. Our solution integrates with leading security technologies, enabling you to leverage best-of-breed solutions for threat detection and prevention.

Aviatrix’s vision is to make each day more secure, visible, and simple than the day before. This is no small feat, but it’s inspiring to see that Aviatrix is up for the challenge. Aviatrix’s focus on disruption and innovation is exactly what is needed to advance the future of cloud security. By listening to the needs of customers who are shaping the industry, Aviatrix is able to develop innovative solutions that address the unique challenges of today’s digital enterprises.

It’s clear that forward-looking companies using multiple clouds have unique security needs, and Aviatrix is dedicated to providing them with the solutions they need to succeed. By offering a technology that is cloud agnostic and distributed, Aviatrix provides a consistent and streamlined approach to security management, regardless of the network environment.

Customers are impressed by Aviatrix’s dedication to enhancing visibility and manageability across distributed cloud environments. By allowing customers to focus on delivering value-added services while ensuring the underlying network is secure and functioning properly, Aviatrix is enabling companies to reach new heights of success.

Overall, I believe that Aviatrix’s approach to innovation, disruption, and customer-focused solutions sets it apart from competitors in the cloud security space. To assist our customers with their cloud security journey, we provide comprehensive documentation, training, and support through our ACE program.

What key considerations should enterprises consider when transitioning to the cloud?

Transitioning to the cloud is a complex endeavor that varies from one customer to another. It entails not only migration and application modernization but encompasses the networking and security modernization as well. A well-defined strategy is crucial for a successful cloud transition. There’s no magic wand for this process, as it requires careful planning, investment from the organization and its leaders, and the motivation of individuals involved. It’s important to approach this transition properly, ensuring that all foundational blocks and architecture are in place. Architecture plays a crucial role with regards to consistency and visibility.

One of the key considerations in cloud transition is architecture. At Aviatrix, we recognized early on that the cloud presents a very flat environment, lacking boundaries and segmentation. To address this challenge, I, with the help of few Aviatrix professionals, developed the Multicloud Network Architecture (MCNA). MCNA is the industry’s first layered architecture for cloud designs.

Security is a critical aspect that should be built into the cloud journey from the start, not treated as an afterthought. While cloud providers operate under a shared responsibility model, it’s essential for organizations to take ownership of their security. However, extending the cloud operating model to on-premises locations, including data centers, colocation facilities, edge, and branch locations, is equally important considering the high stakes involved.

Visibility poses another challenge when transitioning to public cloud services. Cloud Service Providers (CSPs) manage shared infrastructures supporting countless customers, making it difficult for them to provide the level of visibility required by enterprises. Aviatrix steps in to bridge this gap, offering solutions that help organizations gain the necessary visibility and control over their cloud environments.

While SaaS for networking and security may be acceptable for small customers or projects, larger organizations typically prefer to maintain ownership of their data. Data is a valuable asset, and entrusting it to an untrusted SaaS provider, claiming to provide networking, is not a viable option for business-critical applications.

Education plays a critical role in supporting cloud adoption. Leading cloud providers like Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform invest heavily in training and educating users, covering a broad range of topics. Aviatrix differentiates itself by focusing on enabling and training networking and security professionals, engineers, and architects. This specialized approach gives Aviatrix an edge in providing comprehensive expertise in these areas.

For further insights into the skill gap shortage topic, I encourage you to watch our webinar on the subject: Webinar: Addressing the Skill Gap Shortage in Cloud Networking.

Undoubtedly, there is a need for a community dedicated to addressing cloud networking challenges. Considering all the points discussed, it is imperative to build a strategy that takes these considerations into account for a smooth and successful transition to the cloud. In this journey to the cloud, having a trusted partner like Aviatrix is invaluable. We have a proven track record of assisting numerous enterprises across various verticals and segments, including esteemed organizations such as Choice Hotels, Audi, Splunk, and Heineken.

How does Aviatrix address the challenge of bridging the gap caused by the shortage of qualified cloud networking professionals, including architects, engineers, and technical staff?

Aviatrix is a trailblazer in the industry, tirelessly addressing the challenge of bridging the gap for almost a decade. Our mission is clear: to empower our customers’ success by providing simplified products and solutions that navigate the complex landscape of cloud networking and security.

To fulfill this mission, Aviatrix offers a range of programs, with a strong emphasis on training and enablement through our ACE Program. This comprehensive program empowers both enterprises and individuals to understand and build expertise in cloud and multicloud networking technology. With this knowledge, they can design and implement future-proof cloud networking architectures and at the same time advance their careers by becoming cloud networking subject matter experts.

We recognize the increasing demand for skilled cloud networking professionals and the talent shortage in the industry. That’s why we offer training options specifically tailored to upskill and empower individuals in the realm of cloud networking.

But our efforts don’t stop at training alone. Aviatrix goes above and beyond, providing a plethora of additional programs such as our Altitude Podcast, Community Forum, Webinars, and Thought Leadership sessions. These initiatives are designed to accelerate learning and provide a platform for collaboration and knowledge sharing.

As responsible corporate citizens, we understand the industry’s need for skilled professionals. That’s why Aviatrix invests heavily in training the masses, offering our training and certification programs free of charge to the majority of participants. We even offer Aviatrix-agnostic training, where individuals can learn about cloud, multicloud, and edge networking and security concepts. This equips them with the necessary skills to excel and find new opportunities in the job market.

By harnessing the power of Aviatrix’s secure cloud networking products, solutions, networking community forum, and ACE training, organizations can effortlessly overcome the challenges created by the shortage of qualified professionals. This allows them to achieve successful implementation and efficient management of their cloud networking environments.

You’ve worked at very large networking companies, what are the advantages of working at a startup and at Aviatrix?

The desire to learn and innovate should always remain alive within us. It is this thirst for knowledge and passion to make an impact that propels us forward in our careers and personal lives.

Working in a startup environment, particularly at Aviatrix, has been a game-changer for my career. The opportunities for learning and professional development have been nothing short of extraordinary. In fact, I can confidently say that my career growth and skillset have grown exponentially during my time at Aviatrix.

There are so many advantages, but for brevity sake, here are a few:

• Impact and Influence: Individuals get the opportunity to make a significant impact and contribute to the industry’s growth and success from day one. With smaller teams and a flatter organizational structure, employees often have more opportunities to influence decisions and shape the future.
• Fast-Pace of Innovation: Startups are known for their fast-paced and dynamic environments, providing employees with ample opportunities to learn and grow their skill set. With diverse and challenging responsibilities, individuals can gain experience in various areas of the business and expand their expertise.
• Ownership and Diversity: Compared to large corporations, in my view, startups offer employees a greater sense of ownership and autonomy over their work. This entrepreneurial mindset allows for more creativity and innovation. The ability to take ownership of projects from ideation to execution is something you could never experience in a large corporate environment.
• Learning from Industry Leaders: You get a chance to work closely with top leaders in the field. This is an opportunity that cannot be bought. I’ve personally gained a unique perspective on decision-making processes, which has allowed me to develop a deep understanding of leadership from a different point of view.

Working in a startup could become your hallmark of success. It grants access to invaluable knowledge, expertise, and insights that contributes to personal growth and development as a leader.

Aviatrix appointed former Splunk CEO Doug Merritt last summer. What excites you most about having him at the helm?

Aviatrix appointing former Splunk CEO Doug Merritt was a significant move for the entire networking industry, not just Aviatrix. Merritt brings a wealth of experience and expertise, which is exciting for Aviatrix and the entire cloud networking segment growth and success. There are many aspects that excites me including his proven track record of high-class leadership, adopting cutting-edge innovation, and focus on customer success.

During his tenure at Splunk, he played a pivotal role in transforming the company into a market leader and driving its expansion into new markets and industries. His strategic vision and leadership skills will undoubtedly be instrumental in guiding Aviatrix through its next phase of growth.

His appointment as CEO also signals confidence in the company’s potential and its commitment to becoming a major player in the cloud networking space. Aviatrix has already established itself as a leader in secure cloud networking, and with him at the helm, there is a clear indication of the company’s ambition to further solidify its position and drive innovation in the industry.

It is also exciting to see his focus on making learning and training part of the overall customer success plan. While at Splunk, Merritt emphasized the importance of continuous learning and development for customers, partners, and employees. He recognized the value of well-trained professionals in driving customer success and advancing technologies. As head of the Solutions Architecture team, I am really excited that Merritt is focusing and scaling the ACE Program, demonstrating his passion to empowering individuals with the knowledge and skills they need to succeed.

What advice would you give someone who aspires to be a leader in secure cloud networking?

Embracing change and leading by example is key in the age we live in. I understand that change may seem easier said than done, but it is essential to become leader. Throughout your journey, it’s important to remember that you may encounter resistance from people and partners. It is natural to face challenges and carry a heavy workload, and at times, investments may not yield immediate returns.

In the secure cloud networking segment, legacy hardware vendors and channel partners may even try to hinder your progress. However, it’s crucial to stay steadfast in your belief in the disruptive ideas. If you know that these ideas benefit the community and industry, you can be confident that they will also benefit customers and enterprises.

I have witnessed numerous companies produce exceptional innovation only to become complacent afterward. Think beyond the confines of convention. Continuous innovation opens doors to success. In today’s world, where AI generates new content and ideas every second, the pace of innovation is incredibly fast. As a leader, it’s crucial that you embrace new and better technology even if you had to eliminate the old tech you championed earlier. Adopt a no technology religion policy, be willing to discard outdated innovations in favor of new and more impactful solutions. Additionally, invest in your employees because they are the backbone of your organization. By nurturing and empowering them, you set the stage for significant dividends in the future. By embodying these principles, you will not only be seen as a true leader but also drive your organization towards success in this ever-evolving business landscape.

Is there anything that you’re currently reading, or any favorite books, that you’d recommend?

I believe that true leadership stems from humility and empathy. Despite the belief that toughness and relentlessness are necessary for success, I hold the belief that caring for those under your charge is crucial for effective leadership. I make it a priority to improve myself and my leadership abilities each day. To aid in this pursuit, I have developed a habit of reading books that focus on these principles. One book that has resonated with me is “Leaders Eat Last” by Simon Sinek. In addition to reading books, I also try to stay up to date by reading articles on websites such as Harvard Business Review (HBR). I find value in exploring topics such as leadership, decision making, problem solving, customer experience, and innovation. By continually educating myself through observation, books, and articles, I strive to become a better leader and person overall.

 “I want my team to reflect a variety of backgrounds, opinions, experiences and perspectives to foster creative thinking and ideation. When everyone has the same perspective, you lose the ability to foster exciting, outside-the-box ideas.”

Anne, can you tell us about your professional background and your current role at Keeper Security, Inc.

I’m proud of the fact that I’ve taken an unusual career path, because my diverse experiences have shaped who I am as a communicator today.  I began my professional career in the small town of Casper, Wyoming as the evening news anchor of the NBC affiliate.  I had dreamed of being a news anchor and reporter since childhood, which brought me to markets in Casper, Reno, New Orleans and ultimately, Washington, D.C.  As my family grew, I finally decided that waking up at 1:30 am for the morning show was too much for a mom of two and switched careers to communications!  I worked with the Department of Homeland Security as a media strategist for the Science and Technology Directorate as well as the Cybersecurity and Infrastructure Security Agency, where I fell in love with cybersecurity.  That led me to the private sector, where today I work as the Global Director of Communications for Keeper Security.  At Keeper, I oversee all aspects of corporate communications, including media and PR, social media, analyst relations and internal communications.

What does Keeper Security do, and how does it differentiate itself from other companies in the same space?

Keeper Security is transforming cybersecurity for people and organizations around the world with affordable and easy-to-use solutions built on a foundation of zero-trust and zero-knowledge security to protect every user on every device. Our next-generation privileged access management solution deploys in minutes and seamlessly integrates with any tech stack to prevent breaches, reduce help desk costs and ensure compliance. Trusted by millions of individuals and thousands of organizations, Keeper is the leader for best-in-class password and passkey management, secrets management, privileged access, secure remote access and encrypted messaging.

Keeper differentiates itself through its top-notch security model and customer-driven product roadmap.  Our security is second-to-none, while our products still maintain a sleek and simple user interface that ensures a smooth user experience for everyone from individual consumers to large, multinational enterprises.

Having worked for the Cybersecurity and Infrastructure Security Agency (CISA), I understand the critical national and international implications of cyberattacks to our way of life.  Cybersecurity is national security and should be prioritized as such. When crafting content, I always think about the tangible impacts of cybersecurity to better connect with my audience.  For example, a cyberattack on critical infrastructure could result in everyday Americans losing access to clean drinking water, suffer power outages or lose the ability to reach critical services like 911.  When technical content is conveyed in language that anyone can understand with impacts that anyone can relate to, people are more likely to engage and connect with it.

Also Read: ITDigest’s Interview With Ahmed Ibrahim, Director, Global Business Development at Intel Corporation 

What is the concept of zero-trust in the context of Enterprise Password Management, and how does Keeper’s enterprise security approach help in preventing cyber threats?

Zero trust is a framework that assumes all users and devices could potentially be compromised, which is why everyone, human and machine, must be verified before accessing the network. Instead of relying on where users are, zero-trust makes them prove who they are. Once users are authenticated into the network, least-privilege access ensures that they can only access the network resources they need to perform their jobs, and no more.

Implemented properly, zero-trust provides IT administrators with full visibility into all users, systems, and devices. People, apps, and services can communicate securely, even across network environments. Keeper’s enterprise password management platform provides organizations the visibility and control over employee password practices that they need to successfully implement a zero trust security model. IT administrators can monitor and control password use across the entire organization and enforce security policies and controls, such as MFA, RBAC and least-privilege access.

How does Keeper’s password generator feature work, and what measures does it take to create strong, unique passwords for users? Also tell more about how Keeper Security ensures the highest level of security for users’ passwords and sensitive data?

Keeper’s password generator creates strong and unique passwords to your exact length specifications, so you can choose however many characters long you would like them to be. It’s integrated right into the vault, which is available on desktop, mobile and through your web browser, so it’s readily available and seamless to use. People have a natural tendency to create passwords that are easy to remember. Unfortunately, this strategy results in users practicing poor password hygiene. Keeper ensures that users have strong and unique passwords for every account that are nearly impossible to crack.

Keeper uses a zero-trust and zero-knowledge architecture with encryption at the record level to ensure the user’s vault contents are secure. Keeper also enables multiple forms of MFA, that can be integrated right into the record and auto-filled on the account’s website. Keeper is a cybersecurity technology that simplifies the user experience, while also increasing security at the same time.

In the constantly evolving world of cybersecurity, how do you ensure that your global communications strategy stays relevant and adaptable to new threats and technologies?

Although the cybersecurity landscape is constantly changing, my strategy remains the same; to meet people where they are. New platforms and mediums are always emerging and it’s important to stay abreast of how and where people are consuming information.  While print newspapers and evening television news dominated the media landscape in the 1970’s, people are increasingly turning to social media for their information today.  This is why any effective strategy must be forward thinking and multi-faceted.

In the same vein, I also seek to convey information in a format that connects with the particular audience I’m trying to reach.  For mainstream, consumer news, I may share information in a short and engaging TikTok video, whereas a c-suite audience of decision makers may be best reached through a thought leadership article in a business-focused online publication.

What advice would you give to other leaders which helped you personally?

There are two matras that I try to live by as a leader: never be the smartest person in the room and seek out different viewpoints. CISA Director Jen Easterly is one of the most intelligent leaders I’ve ever worked with, but she never flaunted that.  In fact, she did quite the opposite, always asking questions of others to ensure she fully grasped every intricacy of the topic at hand. I try to follow her lead in my own career.

As a communications leader with an atypical background, I also place great value on the power of diversity.  I want my team to reflect a variety of backgrounds, opinions, experiences and perspectives to foster creative thinking and ideation.  When everyone has the same perspective, you lose the ability to foster exciting, outside-the-box ideas.

What is the biggest problem you or your team is solving this year?

The biggest challenge our team is facing this year is also our biggest opportunity.  In May 2023, Keeper opened our APAC headquarters in Tokyo, Japan.  We’re thrilled about the global expansion, market opportunity and ability to share our cybersecurity solutions to help protect an entire region of the world that we previously had little exposure to.  However, with that fantastic opportunity comes the challenge of raising our brand awareness in the region and educating APAC markets about the benefits Keeper can provide to both consumers and organizations. We’re already seeing great progress in our SEO efforts, content creation, marketing and public relations, but there’s still plenty of work ahead!

Is there anything that you’re currently reading, or any favorite books, that you’d recommend?

I’m currently reading High-Velocity Digital Marketing: Silicon Valley Secrets to Create Breakthrough Revenue in Record Time by Steve Kahan.  Steve has successfully helped grow seven startup companies from early stage to going public or being sold, resulting in $5 billion in shareholder value. He now serves as a marketing expert with Insight Partners, which made a significant growth-equity investment in Keeper in August 2020. Our marketing team at Keeper has implemented many of his best practices.

Thanks, Anne!

Ahmed, can you tell us about your professional background and your current role at Intel Corporation.

Having over two decades of experience in the telecom, communications, and IT industries, I joined Intel in 2015 with a mission to accelerate the adoption of emerging technologies within cloud and communication service providers. The focus was on network transformation, new emerging technologies, 5G and artificial intelligence. Having spent the last eight years at Intel, I have seen the company grow rapidly, truly spearheading technological change across the globe.

Prior to working with Intel, I spent the previous decade working within various multinational companies that specialized in the telecommunications industry.

How has the ICT industry evolved over the past 25 years since you joined Intel Corporation, and what major changes you have observed in terms of technology, market trends, and industry landscape?

As we enter the fourth industrial revolution, which is marked by a fusion of technologies that blur the lines between our digital, physical, and biological worlds, technological transformation continues to impact everything from healthcare to manufacturing. The semiconductor industry offers an early glimpse of how the ongoing industrial revolution will bring life-changing products into the world, demonstrating the potential to improve everyone’s quality of life.

As technology and corporate citizenship converge, I believe the key to maximizing opportunity is to connect people, technology, and purpose, with particular attention to engaging the members of our workforce in developing their unique talents to solve the shared challenges of our time. In this way, we will foster a more talented and motivated workforce and, more importantly, achieve our goal of high social impact.

In addition, the digitization of everything – fuelled by the five technology superpowers of ubiquitous computing, cloud-to-edge infrastructure, pervasive connectivity, sensing and artificial intelligence — is driving a new era of innovation across every industry.

As AI is paramount to rapid technological innovation, what is the current state of the skills gap in the field of AI, and how does it impact technological advancements?

The field of artificial intelligence is constantly evolving, and the skills required to work in the field is changing rapidly. Due to the ongoing skills gap in the field, this has posed as a major challenge for organisations looking to hire professionals for the development of AI technologies.

In my opinion, one of the primary reasons for the skills gap is the rapid pace of technological innovation in the field of AI. AI has led to new techniques, tools and technologies that are consistently emerging, which makes it extremely difficult for individuals to keep up with the ongoing advancements.

The skills gap in AI can pose significant impacts on technological advancements. Companies may struggle to develop and implement AI technologies due to the lack of skilled professionals. This can not only delay the pace of innovation but also make it harder for firms to compete in the ever-evolving marketplace.

To mitigate the impacts of the skills gap in AI, Intel has heavily invested in education and training programs to develop the next generation of AI professionals. Additionally, Intel has continued to partner with universities and research institutions to help advance AI research and development.

How can emerging technologies, such as virtual and augmented reality, ML, and IOT, help to address the skills gap in fields such as AI and other technology-related areas?

Emerging technologies such as virtual and augmented reality, machine learning (ML) and internet of things (IoT), often play a significant role in addressing the skills gap in AI and other technology-related areas.

Firstly, emerging technologies can be used to provide immersive and interactive training experiences for individuals to learn the skills required to work in these fields. For example, Intel can use virtual and augmented reality to provide more effective and engaging training experiences for its employees. This helps develop the skills required to work in such fields and continues to upskill employees.

Secondly, machine learning and IoT can be used to automate repetitive tasks, buying back time from skilled professionals that can be used for more complex undertakings. This often helps organisations to operate more effectively while reducing the demand for skilled individuals to perform mundane tasks, reducing the burden on the skilled workforce.

Thirdly, emerging technologies facilitate collaboration and communication between skilled employees across different locations and time zones. This helps improve the sharing of knowledge and expertise, which is extremely crucial in AI and other technology-related fields.

Lastly, machine learning and IoT can be used to analyse large amounts of data quickly and accurately, enabling organisations to make better decisions and identify patterns and trends that might not be caught by humans. Firms such as Intel can gain insight into areas where skills gaps may exist and take proactive steps to address them. These types of initiatives help organisations identify areas where skills gaps exist and take proactive steps to address the issues.

Overall, emerging technologies continue to provide new and innovative ways to address the skills gap. By leveraging these technologies, businesses continue to develop the next generation of skilled professionals, positioning themselves for success in a rapidly changing technology world.

What strategies can companies employ to ensure their workforce is continuously upskilled to keep up with the rapidly evolving technological landscape?

In order for companies to ensure their workforce is continuously upskilled, it is essential to develop a culture of continuous learning. This can be executed in a variety of methods, including providing employees with the right professional development and training opportunities, providing on-the-job training empowering employees to learn new skills and technologies that can be used in a practical setting, encouraging peer-to-peer learning by creating communities of practice which facilitates a platform for knowledge sharing, and offer career development opportunities which provide the skilled workforce with progress in their careers.

Also, companies can partner with educational institutions to provide their employees with access to specialized courses and training programs.

Encouraging and providing skilled professionals with the right tools will help individuals keep up with the rapidly evolving technological landscape.

Do organizations require a new business model, new ways of working, and a flexible culture that fosters the development of critical new skills?

It’s important for organisations to adapt and evolve to remain competitive as new technologies continue to emerge and disrupt traditional business models. Firms need to embrace a shift in mindset and a willingness to accept change, innovation, and continuous learning. This requires organisations to embody new business models, new ways of working and a flexible culture that fosters the development of critical new skills.

In today’s world, organisations need to be agile and flexible, enabling them to pivot quickly in response to the ever-changing marketplace. In the past, failure was often looked down upon, but now, failure needs to be viewed as an opportunity for learning and growth.

Fostering a culture of continuous learning where employee development is the highest priority is key for firms to empower their workforce, which in turn will result in success for the business.

Organisations need to encourage collaboration and teamwork, breaking down silos and advancing cross-functional communication and collaboration. This requires a culture of openness and transparency, where ideas are shared, and constructive feedback is encouraged.

Lastly, as the technology world continues to change at an unimaginable pace, organisations need to embrace emerging technologies to remain competitive and drive innovation.

What is your view on competition in the tech industry, and how does Intel can remain successful?

Competition in the technology industry is fierce, with many companies consistently vying for market share and customer loyalty. The industry is rapidly changing, with new technologies constantly emerging and existing ones quickly becoming obsolete. In order to remain successful, it is imperative for companies to continue to innovate, stay agile, and adapt to the evolving market conditions.

Intel is primarily focused on the semiconductor industry, and we continue to remain successful by investing in research and development to enhance and further expand our product line. This includes not only enhancing our existing products, such as microprocessors, but also developing new products and technologies that continue to break barriers.

Additionally, Intel places high value on the strong relationships developed with our customers and partners, aiding us to stay successful in the industry. We work closely with OEMs to ensure our products are integrated seamlessly into their systems and are continuing to develop connections with software developers to ensure our products are optimised for their applications.

Overall, the key to remaining successful in the tech industry is to remain agile, innovative, and customer-focused, and to be willing to adapt to changing market conditions. By doing so, companies such as Intel can continue to thrive in an ever-changing and highly competitive industry.

What is the biggest problem you or your team solving this year?

Intel is working on various initiatives to give the company a competitive edge. We are improving our manufacturing processes, introducing new products and technologies, and strengthening our partnerships with other companies.

Additionally, with the growing demand for AI and machine learning, Intel is investing in developing solutions that can address the computing needs of these technologies. Another area of focus for Intel is the Internet of Things (IoT), where we are looking to provide edge computing solutions to enable connected devices and smart infrastructure.

As we work heavily in the semiconductor industry, we are tackling the global semiconductor shortage by increasing our production capacities and investing in new manufacturing facilities.

As sustainability is a large focus for us, Intel is taking significant steps to reduce its environmental impact, promote responsible sourcing, and support employees and communities. Intel has identified a goal to achieve net positive water use, 100 per cent green power, carbon-neutral manufacturing, reduce greenhouse gas emissions, and reduce Scope 1 and 2 emissions by 90 per cent by 2030, and is working tirelessly to ensure the firm is on the right track. We are also committed to responsible sourcing of materials and have implemented programs to promote transparency and human rights in our supply chain.

Is there anything that you’re currently reading, or any favourite books, that you’d recommend?

Recently, I have been reading books recommended by entrepreneurs and experts in the startup community, which provide valuable insights for individuals looking to understand, start or grow a business.

I would highly recommend ‘The Lean Startup’ by Eric Ries, as the book provides insights on how to build and grow successful companies by applying lean start-up principles.

Also, ‘The Hard Thing About Hard Things’ by Ben Horowitz, offers practical advice and insights from the experiences of a successful startup CEO, and covers topics such as managing difficult situations, making tough decisions, and building strong company culture.

Thanks, Ahmed Ibrahim!

“Things that happen 35% of the time, happen ALL the time”

Hi, Shaun, can you give us a background of your professional journey, how has it been so far? 

My professional journey started right between high school and university when I had a two-week holiday job. Someone handed me two printed lists of numbers, and asked me to work out which numbers on list A were not on list B. I started with a pen, asked for the files on a computer, worked out how to automate that task in Excel, and never looked back! My academic background is in political science and my PhD from University of Michigan joined together my subject matter interest, and my data skills. I finished that work just in time to catch the data science “wave” and monetise those hard-earned skills in consulting in New Zealand, then in London since 2016, as a data scientist and later a data team leader in the automotive industry. In 2021 I joined Dataiku as an AI Evangelist.

Tell us about your role at Dataiku. 

I now lead a team of AI Evangelists and Strategists for the EMEA region of Dataiku. We are data, digital and AI practitioners and leaders by background, who have been in the shoes of users of our platform, and those leading and funding such teams. This helps us join up the story of how Dataiku will transform individuals, teams and organisations, across the many different personas who need to get on board with Data & AI to make it a value driver for business. Each path to that goal will be slightly different, so we listen carefully to what our customers are saying (and not saying) and help them understand the full opportunity of applying AI to their data, what pitfalls they need to plan for, and how Dataiku helps them win.

What sets Dataiku apart from the competition? 

The most distinctive thing about Dataiku is that we truly enable people of many different skill levels to become builders of AI, not just consumers. Many promise that today, but it was our founding assumption in 2013. It might seem obvious that a set of technologies with such power could only reach its full potential (and safely), if it loses its connotation of white lab coats, killer robots and heroic writers of complex code. But public perception is still stuck there, and sadly many in business are stuck in “magical thinking” about what AI is good for, how much it costs, and who should build it. When I see users with no prior experience working with AI, use Dataiku to answer a question that has vexed them, in a single afternoon…well that is magical.

Also Read: IT Digest Interview With Marcus Merrell, VP of Technology Strategy, Sauce Labs

How would you describe AI’s evolution and its importance in today’s time?

AI has a long way still to evolve, it is really still in its teenage years. After initial flurries of progress in the mid-20th century, it took the 21st-century explosion of data, and the means to process it more cheaply, to get out of the lab and in to business. I say “teenage years” because now AI is so much more capable in its potential impact, but does not yet understand the world, nor the impact it could have, both positively and negatively. For it to grow up, AI needs to find ways of fitting in to society, business, and our everyday lives that make all those things more valuable. And just like human teenagers growing up, that involves becoming a bit boring, just another set of technologies to solve human, societal, even environmental problems.

After the COVID-19 pandemic businesses are speeding up their digital transformations. In digital transformation what is the role of Data and AI?

It’s a great question, because in many organizations these things exist in separate siloes. There might be many different data teams, doing everything from architecting data flows, building the pipelines, turning that data into something useful for the business. But only a subset of those might be applying AI to generate new kinds of value, and they may not even work closely with the rest of the data teams! And then a digital transformation programme may exist entirely separately, perhaps trying to deeply change the very processes that data teams are also trying on to improve…but not communicating with each other.

The positive story here is that each makes the other better, in symbiosis: digital transformations often fail because the data they are supposed to leverage and generate, is not fit for purpose (but data teams can solve this) and likewise, many things data and AI teams build fail to make impact because a dashboard, an API are very easy to ignore (wheres digital transformation puts these insights in to action at scale)

Can AI help in changing customer interactions? What does the future with AI for customer engagement look like?

Some of our most successful customers have used AI precisely to change customer interactions in transformative ways. They do that by building towards a broad ambition (e.g. making the customer feel appreciated and understood, as if the data they exchange builds a better experience) but deliver that vision through many small innovations.

For example, multinational insurance company Aviva, uses Dataiku as the foundation of ADA, it’s “Algorithm Decision Agent” which is not one monolithic chat-bot, but a collection of AI-powered data products operating around the customer lifecycle to increase personalization. Leaders like Aviva moved quickly beyond the “chatbots for everything” phase of AI for customer interactions (although these are still relevant!) and use AI broadly but you don’t have to be a giant. Another customer MandM Direct is an online retailer with a five-person data team using Dataiku to deliver recommendations, discounts, improving customer service, and anticipating shipping delays.

How does an effective AI strategy ensure that the information growth adds to the business value and growth?

Too much data is still being collected with the mindset “surely someone will find something to do with this later” and this doesn’t only create regulatory risk, it can simply be a colossal waste of time and money. While the cost of capturing, storing and processing data has dropped exponentially thanks to cloud computing, that technological justification is not enough to automatically generate business value. At its worst, this mindset leads to a constant, rolling decision to “just get a little more data” and “just make it a little better quality” before building anything that creates impact and value.

Nobody can afford that approach in the long run, especially not in recessionary times. Our message is that every business can create new value from data they already have, and if that data is valuable, the business case to collect, store and process more writes itself. In short, the most effective AI strategy is the one that gets you building fastest, to learn what is valuable, discard what is not, and iterate.

We are soon to enter 2023, according to you, what will be the biggest data science trends in 2023?

I’m excited how much the tone of discussion with customers has changed, about the need to get more people involved in AI initiatives. Even 18 months ago when I joined Dataiku, the idea that there is a huge untapped data work force out there in every organisation, who can really benefit from access to new techniques and possibilities, was still a bit radical. I think economic conditions are forcing every body to find tomorrow’s data & AI champions within their own ranks, and invest in making that happen, not just the underlying technology like Dataiku but the training, support, and reward that motivates people to upskill on the job.

As you are a data geek, what is your favourite “Data” quote? Or do you have your own quote?

Now you’ve given me permission to quote myself, how could I resist? Back in 2018, long before working here, I was interviewed for a Dataiku film called “Data Science Pioneers”. In it I coined the phrase “things that happen 35% of the time, happen ALL the time”. I was responding to the question: why did nobody predict Trump’s victory in 2016? In fact, the models that got closest gave him about a 35% probability of winning, which is hard for us to interpret for an event with only one winner. But we see similar predictions often (weather, markets) and so should not be surprised when roughly 35% of the time, those things come true!

What would you like to advise all the data geeks out there who wish to have a career in data science? 

Build, build, build. When I was hiring data scientists and data analyst in my previous role, it was so hard to find people who could actually demonstrate what they had built. Some blamed it on working in a confidential setting, so they could not share what they had built. To those candidates, I recommended they take a question they care about (any question), gather some appropriate data, and build something that gives any kind of defensible answer. When you are applying to roles, simply having something you built, which you can show and explain who and why you built it, immediately makes you stand out.

Thanks, Shaun!