TRACCS and Ainigma Forge Alliance to Propel Human-Centric AI Across MENA

Editorial Team

Last updated 23-10-2025

3 min

TRACCS and Ainigma partner to enhance AI use in Middle Eastern organisations.

Their goal is to guide companies towards responsible, people-first AI transformation.

Saudi Arabia could experience a $190 billion economic boost from generative AI.

The partnership focuses on designing human-centred AI frameworks and training.

The initiative blends culture with technology, aiming for sustainable innovation.

TRACCS, one of the longest-standing independent communications consultancies in the MENA region, has teamed up with Ainigma, a boutique consultancy based in London that specialises in generative AI. The two have struck a partnership aimed at helping organisations in the Middle East make smarter, more sustainable use of emerging AI tools — the kind that promise efficiency gains without sacrificing the human touch.

The announcement came during the Athar – Saudi Festival of Creativity in Riyadh, an event that’s increasingly becoming a launch pad for innovation stories across the region. The plan is simple on paper but rather ambitious in scope: blend TRACCS’ communications depth with Ainigma’s adoption-focused AI methodology to guide companies towards responsible, people-first transformation. Sounds spot on, doesn’t it?

AI, of course, is no longer just a buzzword. McKinsey thinks generative AI alone could add more than $4 trillion a year to the world economy, while PwC expects up to $320 billion of that boost could land in the Middle East by 2030. According to Google’s latest report, Saudi Arabia could bag an economic lift worth over $190 billion from GenAI, with the UAE following close behind. I reckon that kind of upside is hard to ignore, even for the most sceptical boardroom.

Mohamed Al Ayed, who leads TRACCS, described AI as “inevitable” and said the partnership would help organisations strengthen how they tell stories and connect with audiences—naturally in line with national ambitions shaping the region’s next economic phase. Arne Mosselman from Ainigma emphasised that the point isn’t just to push tech for tech’s sake but to help people acquire skills, foster innovation and build cultures ready for the AI shift. That said, ensuring AI remains human-centred is easier said than done; a bit of a faff if companies don’t have the right mindset from the start.

Together the two consultancies aim to design frameworks that feel more organic than engineering-heavy — think tailored policies, training sessions, and pilot use cases that inspire rather than intimidate. And believe it or not, both sides see the initiative as much about culture as code. From where we sit at Arageek, that’s the kind of thinking that might just separate sustainable innovation from the hype machines we’ve all seen before.

TRACCS, headquartered in Jeddah and boasting more than 200 professionals across 12 offices, remains a leading storytelling force in the region. Ainigma, for its part, brings experience from London and Amsterdam, guiding firms through their first (and sometimes messy) encounters with generative AI. Their combined expertise may well turn out to be a timely nudge for regional industries learning to dance with the machines. Personally, I’m chuffed to bits seeing MENA companies step into this next chapter—though, well… I mean, keeping AI ethical will definately test their nerves.

🚀 Got exciting news to share?

If you're a startup founder, VC, or PR agency with big updates—funding rounds, product launches 📢, or company milestones 🎉 — AraGeek English wants to hear from you!