Middle East Leads in GenAI Adoption and Confidence, BCG Study Finds

The Middle East is emerging as a global leader in AI and GenAI adoption, with a new study from Boston Consulting Group (BCG) revealing that 51% of respondents in the region express strong confidence in Generative AI (GenAI), one of the highest positive sentiment rates in the Global South. The “AI at Work Friend and Foe” study, conducted by BCG X, BCG’s tech build and design division, includes data from executives and frontline employees across the Middle East, showcasing a shift in attitudes towards GenAI as companies progress from pilots to full integration of the technology into their operations.

The Middle East is showing a proactive approach to digital transformation, with businesses actively embedding GenAI into their processes. According to Robert Xu, Managing Director and Partner at BCG X, the region’s confidence in GenAI aligns with its strategic goals of fostering a knowledge-based economy. “Middle Eastern organizations are setting benchmarks for other regions with their bold adoption of GenAI,” Xu said.

The study highlights impressive adoption rates, with 80% of frontline employees in the Middle East using GenAI regularly at work—one of the highest global rates. Additionally, 87% of these employees report that GenAI has saved them time, demonstrating the technology’s positive impact on workplace efficiency and productivity.

Perceptions around AI’s impact on jobs in the Middle East are also evolving. The percentage of workers who fear that AI will eliminate their jobs has dropped from 60% last year to 36% this year. Furthermore, 79% of respondents are optimistic that AI will transform their jobs over the next decade, indicating a shift towards a more positive outlook on AI’s potential.

Training and workforce development are also priorities in the Middle East, with 46% of frontline employees and 41% of leaders reporting that they have received training on how GenAI will impact their roles. This commitment to workforce readiness highlights the region’s focus on maximizing the benefits of GenAI while ensuring that employees are prepared for the future of work.

The rapid adoption of GenAI presents both opportunities and challenges, particularly in terms of change management. Dr. Lars Littig, Managing Director and Partner at BCG Middle East, emphasizes that while GenAI offers immense productivity benefits, leaders must invest in both technology and human resources to make the transformation sustainable.

BCG’s study also provides five key recommendations for organizations in the Middle East as they continue to integrate GenAI:

1. Establish a transformation-first mindset.

2. Manage transformations holistically.

3. Build scalable training capabilities.

4. Focus on how GenAI can enhance value creation and employee satisfaction.

5. Anticipate the evolution of roles, skills, data, and governance.

As the Middle East continues to lead in GenAI adoption, Rami Mourtada, Partner & Director of Digital Transformation at BCG, emphasizes that while significant progress has been made, the real challenge lies in managing the change that accompanies such rapid technological shifts. “Organizations must commit to the transformative journey of GenAI, ensuring both technological and human readiness to unlock its full potential,” he said.

With businesses in the Middle East setting a global example for GenAI adoption, the region is poised to lead the way in balancing technological innovation with effective change management, driving productivity and fostering a future-ready workforce in an ever-evolving digital landscape.