EY Launches Studio+ to Transform Customer Experience Across MENA with AI

Mohammed Fathy

Last updated 28-01-2026

3 min

EY has launched Studio+ across MENA to help organisations rethink customer experience in an AI-driven economy.

The Riyadh launch positions Studio+ as a regional hub with “global capabilities and local insight”.

More than 200 specialists are involved, with plans to grow the team by 500% by 2030.

EY also signed an MoU with STC, signalling a push for partnership-led innovation in Saudi Arabia.

Leaders say Studio+ focuses on “delivering real impact”, not strategy alone, through data, design and AI.

EY has rolled out Studio+ in the Middle East and North Africa, positioning it as a new, region-focused push to help organisations rethink how they serve customers in an economy increasingly shaped by AI. The launch happened at the firm’s regional headquarters in Riyadh’s King Abdullah Financial District, with senior figures from government and various industries milling about — the sort of room where big ideas are meant to move fast, not gather dust.

Studio+ brings together more than 200 specialists across MENA, covering design, marketing, sales and customer experience, with a direct line into EY’s wider global bench of over 7,000 professionals. The ambition doesn’t stop there. By 2030, the firm expects the regional Studio+ team to expand by 500%, a bold target that mirrors the region’s own growth plans. Believe it or not, that kind of scale-up is becoming almost normal across the Gulf, though it’s definately not easy to pull off.

Commenting on the launch, EY Mena Chairman and CEO Abdulaziz Al-Sowailim said governments and organisations in the region are moving at “unprecedented speed” to hit economic priorities and reshape how they serve citizens and customers. From digital government platforms to revamped banking and energy services, expectations are higher than ever. He described Studio+ as a turning point, combining EY’s global capabilities with local insight to help organisations move with more confidence.

There was also a symbolic shake of hands on the day. At the KAFD event, EY signed a memorandum of understanding with Saudi telecoms giant STC, underlining its intent to lean into partnerships and ecosystem-led innovation in the Kingdom. That said, these agreements only matter if something tangible follows — I reckon execution will be the real acid test here.

Omar Odeh, EY Mena Consulting Leader, leaned into that point, noting that customer experience has become a key competitive edge, whether you’re a bank, an energy provider or a public-sector body. Studio+, he said, supports clients from shaping the experience all the way through to delivery using data and technology, “not about strategy alone but delivering real impact.” Serkan Memisoglu, who leads EY Studio+ in MENA, added that blending human-centred design with AI and commercial insight helps turn bold ideas into measurable results — moving people and markets forward, as he put it.

On a more personal note, I’ve spent years watching startups across MENA wrestle with customer experience — some nail it, others make a bit of a faff of it. Around Arageek’s community, founders often say the same thing: tools and strategy are spot on, but stitching everything together is the hard part. If Studio+ can genuinely bridge that gap for corporates and public institutions alike, it might just prove a game-changer. Or, at the very least, a solid step in the right direction… you know?

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