Dubai Panel: AI & MarTech Drive Business Growth

Dubai, UAE, January 30, 2026:

Industry leaders from marketing, technology, and enterprise gathered in Dubai for She Innovates, a flagship panel discussion series hosted by the Dubai Technology Entrepreneur Campus, to explore how Marketing Technology (MarTech) is shaping business growth.

The session featured Larisa Tseng, Regional CEO and Director for VECOW in MENA and Türkiye, who contributed a C-level perspective on the intersection of AI, data, and scalable infrastructure.

Tseng participated in the panel titled “MarTech That Matters: How Leaders Drive Growth”, which brought together senior UAE-based leaders from retail, FMCG, sustainability, and enterprise industries to discuss how Marketing Technology is evolving across the Middle East.

During the session, Tseng shared insights on how brands can unlock real value from MarTech by focusing on the intersection of marketing, technology, data, and AI, rather than chasing surface-level trends. She emphasized the importance of scalable infrastructure, real-time data processing, and AI-ready systems as the foundation for effective marketing strategies in today’s fast-moving markets. "There is a growing perception that AI is automatic and therefore low cost, but the reality is that production-grade AI requires significant investment in infrastructure, computing power, and data management. In Dubai we see incredible innovation, but behind every successful AI deployment there is serious capital investment and long-term planning," said Tseng.

The conversation highlighted that as data volumes and AI adoption grow, corporates across the UAE must rethink their technology foundations, adopting scalable hardware and computing infrastructure that ensures data can be transformed into actionable insights in real time.

According to Tseng: "In places like Dubai, when organizations talk about smart cities or large-scale IoT deployments, the conversation often starts with applications. In reality, it should start with computing power, data architecture, and systems that can operate reliably in real-world environments, which will truly determine where we see our future."

The event attracted a curated audience of professionals, policymakers, founders, and decision-makers, exploring key themes including:

• Smart Commerce

• Design and Lifestyle Innovation

• Digital-First Strategies

• Smart Spaces

• Innovation in Finance

• Data-Driven Leadership

• Smart Experiences

• Capital and Growth Trends

Attendees left with practical insights on how to align innovation strategy with real-world execution.

The She Innovates platform is designed to facilitate high-quality, experience-driven conversations around innovation and business leadership. While the series highlights women leaders, its core focus remains firmly on innovation, technology, and strategy, creating space for diverse voices to exchange perspectives that matter.

Tseng’s contribution brought a C-level technology and infrastructure lens to the discussion, aligning with Dubai’s broader push toward scalable AI deployment and enterprise-ready digital systems that support sustainable growth across industries.

She further highlighted: "If AI is expected to make instant decisions, then data must be collected and processed in real time."processed in real time. From an infrastructure perspective, organizations must invest in the hardware and computing environments that ensure data is always current, because even small delays can compromise decision accuracy."