Image credits: Getty Images
A new study published by technology services provider Endava shows UAE business leaders and executives show unprecedented trust in artificial intelligence (AI). The findings show a drastic embrace of AI for decisions that directly affect employees’ careers, finances and well-being, as well as everyday tasks.
A large 79% of decision-makers in UAE businesses trust AI to allocate budgets across the organization. The same percentage expressed confidence in their ability to manage AI talent, including hiring, performance assessments, and redundancy planning. Additionally, 80% of respondents were pleased that AI oversees critical health and safety operations within the company.
Read-Ai is rising, but can I replace Majlis? GCC still runs based on relationships
This shows a major shift in thinking, not in a new era where AI is now considered a tool for back-office automation, but as trusted decision makers in high stakes regions.
Beyond Business: AI as a Life Advisor
Surprisingly, this trust in AI is far beyond the workplace. According to an Endava survey, four in five respondents said they trust a fully automated system to make personal career decisions, from promotional advice to suggesting salary trajectories and job changes.
The same percentage expressed trust in AI in their personal financial plans, including investment and retirement strategies. Even health recommendations, traditionally the realm of human experts, saw a similar level of trust.
David Boast, general manager of the UAE and KSA at Endava, believes this reflects more than just technical optimism. “Trust is a key enabler of AI strategies,” he said. “The United Arab Emirates’ clear national vision, youthful, tech-savvy population, and digital-first thinking are combined to provide organizations with unique opportunities to confidently innovate.”
Other regions remain cautious and often suffer from concerns about job evacuation and AI ethics, but UAE companies appear to be ready to move forward boldly.
Emotionally intelligent AI design
As trust in AI grows, experts say the next step is to make the system more emotionally respond, especially when dealing with sensitive or stressful situations.
“Ultimately, the path to trust is not to force AI into the foreground, but to design it and quietly empower consumers to increase their value.” “By embedding AI into service architectures in an invisible but influential way, UAE organizations can provide an emotionally intelligent experience that meets high expectations without sacrificing efficiency.”
Despite growing trust in AI, many consumers still long for human connections. Another ServiceNow study revealed that 68% of UAE consumers prefer to talk to real people because they value empathy and nuance rather than resistance to technology. This preference becomes especially strong when emotions rise, such as financial conflicts and service failures.
Hybrid Model: Best in both worlds
The survey reveals that customers want quick and efficient service, but also want peace of mind. Although 85% of UAE consumers say they prefer self-service options, their confidence in AI remains vulnerable when it comes to emotionally recharged or complex issues.
“The answer lies in embracing a hybrid model,” explained Constantinidis. “AI systems should not be part of the broader support ecosystem, rather than a standalone tool. For everyday tasks, automation can provide speed. However, in moments of high stress, there must be an intelligent pathway to human support.”
For example, AI should be able to detect distress signals not only through language but also through behavioral patterns such as repetitive actions and extended periods to resolution. If the customer is not getting results within two conversations, the system must seamlessly escalate the problem to a human agent.
“It’s not an AI failure, it’s a smart design,” Constantinidis said. “Many, businesses bolt AI to existing policies without rethinking their experience. True transformation means rethinking hybrid experiences that have built customer support from the ground up.”
