At Gitex Global 2024, Lenovo’s Chief Technology Officer for the Middle East, Turkey, and Africa, Ashley Woodbridge, provided a clear vision of how businesses in the region are adapting to artificial intelligence (AI) and what they need to focus on to stay competitive. From AI trends to industry-specific use cases, Woodbridge emphasized the importance of early adoption, data sovereignty, and sustainable infrastructure.
“We are witnessing a shift in how enterprises view their data,” said Woodbridge. “The insights and power lie in the data, and more companies are realizing that giving it away to public providers reduces the value they can generate. What we’re seeing now is a trend where businesses, particularly in sectors like financial services and manufacturing, want full control of their AI models.” Woodbridge further explained that enterprises are moving from being buyers of AI services to becoming builders of their own private AI infrastructure, using open-source tools such as Meta’s LLaMA 3.
According to Woodbridge, this shift allows companies to maintain control over their data and intellectual property while building more tailored AI solutions. This shift, he noted, is driven by the increasing demand for data sovereignty and the need to protect competitive advantages. “These organizations understand that their data is their most valuable asset, and they don’t want to compromise it by allowing other entities to learn from it,” he added.
One of the key trends Woodbridge highlighted is the growing importance of sustainable AI infrastructure. AI’s energy demands are considerable, and businesses are under pressure to adopt greener solutions. “AI is tremendously energy-consuming, so companies need to think about sustainability early on. Having those conversations now, rather than after AI systems are in place, will allow organizations to implement AI in a more energy-efficient and scalable manner,” he advised.
Woodbridge also pointed out several innovative AI use cases in the region. One example is the use of computer vision technology in the entertainment sector. “We’re working with cinema operators to optimize layout and pathing for a better customer experience. This kind of computer vision analysis is turning what used to be visual data into actionable insights,” he explained.
In the healthcare sector, Woodbridge discussed Lenovo’s involvement in advancing AI for diagnosing rare diseases. He cited a particular use case for sickle cell anemia, a genetic blood disorder prevalent in the Middle East. “Globally, there’s limited data on this condition, but with AI and genetic research, we are helping to uncover new treatments and potential cures,” Woodbridge remarked.
Woodbridge urged companies to act now rather than wait for AI use cases to emerge. “The time is now, and you need a strategy now,” he said. “By the time a business requests AI implementation, it’s often too late to create a well-governed and thought-out infrastructure. Start building the right governance and security controls early, and you’ll be able to scale AI efficiently across multiple use cases.”
According to Woodbridge, companies best positioned to leverage AI effectively will be those that control their data, adopt sustainable practices, and act proactively to set up scalable infrastructure. For businesses in the Middle East, he stressed, AI is not a future consideration — it’s a present necessity.
