Business & Investments

Why UAE businesses must think like tech companies to stay competitive

As digital experiences increasingly define customer expectations, businesses across the UAE are being urged to rethink how they operate, invest and compete — not by spending more on technology, but by using it more strategically to create real customer value.

From food delivery apps to heavy equipment logistics, software now underpins nearly every interaction between businesses and their customers. When a food order shows an estimated delivery time, a network of systems is already managing inventory, payments, logistics and routing in real time. This same principle now applies across industries, from construction and hospitality to healthcare and manufacturing.

Technology, once confined to back-office functions, has moved to the core of business strategy, shaping products, pricing, service delivery and brand reputation. While companies do not need to become technology startups, they do need to adopt a technology-driven mindset to remain competitive.

A changing competitive landscape

Recent developments highlight how central technology has become to the UAE’s economic future. The UAE President’s engagement with global AI leaders, Abu Dhabi’s expansion of advanced data centre infrastructure, and forecasts projecting billions of dollars in growth for the country’s technology services market all signal a broader transformation.

These shifts are not limited to the technology sector. Customers now compare every service they use to the best digital experience on their smartphones. Seamless onboarding, real-time updates and transparent processes are no longer differentiators — they are expectations. Businesses that fail to meet them risk losing customers without warning.

At the same time, internal operations are increasingly driven by data, automation and analytics, influencing everything from forecasting and inventory management to workforce scheduling and customer service. Companies that delay this transition face growing pressure on speed, efficiency and margins.

Three shifts shaping modern enterprises

Organisations adapting successfully are focusing on three areas: how they work, how they invest, and how they protect customer trust.

First, technology is becoming embedded in everyday workflows. Teams are increasingly connected through integrated digital ecosystems that link employees, partners, customers and manufacturers. This approach prioritises customer journeys, simplifies processes and enables real-time collaboration.

Second, investment strategies are shifting away from chasing trends and towards measurable outcomes. Rather than adopting tools for their novelty, companies are aligning technology decisions with clear business objectives, such as improved customer engagement, faster time to market or lower operating costs. Cloud-native systems, unified customer data platforms and API-first architectures are enabling flexibility and scalability without unnecessary complexity.

Third, as businesses digitise, trust has emerged as a core feature, not an afterthought. Cybersecurity, data privacy and transparency are now integral to customer relationships. Zero-trust security models, clear consent mechanisms and strong identity controls are becoming essential to protecting both operations and reputation.

The role of artificial intelligence

Artificial intelligence is increasingly seen as a powerful accelerator, but only when applied thoughtfully. Automating flawed processes can amplify inefficiencies rather than solve them. Businesses seeing the strongest results are deploying AI in focused, high-impact use cases, supported by clean data, clear metrics and transparent governance.

When used effectively, AI can enhance personalisation, speed up service delivery and identify risks earlier. However, it remains a tool for leverage rather than a substitute for sound strategy.

The bottom line

In today’s economy, technology is no longer a standalone function — it is the way business is done. For UAE companies seeking to stay competitive, the priorities are clear: place the customer at the centre, invest in strong digital foundations, deliver continuous improvements, and treat speed, trust and relevance as strategic assets.

Whether operating in consumer services or large-scale infrastructure, thinking like a tech company is no longer optional. It is increasingly the difference between keeping pace and falling behind.