رئيس مجلس الإدارة
سعيد اسماعيل
رئيس التحرير
مروة أبو زاهر

رئيس مجلس الإدارة
سعيد اسماعيل

رئيس التحرير
مروة أبو زاهر

Microsoft Appoints Mirna Arif as General Manager for Growth Markets in Middle East & Africa

Microsoft today announced the promotion of Mirna Arif, General Manager of Microsoft

Egypt since 2020, to the role of General Manager for Growth Markets in

the Middle East and Africa (MEA) region.

Expanded Regional Leadership Role

In her new capacity, Mirna Arif will lead Microsoft’s operations across key emerging

markets, including Egypt, Oman, Bahrain, Kenya, Morocco, and Nigeria, among others.

Her focus will be on accelerating digital transformation, enabling innovation, and driving

inclusive economic growth in these strategically important regions.

Over Two Decades of Cross-Regional Experience

Mirna brings more than 20 years of experience across Europe, the Middle East, and Africa.

During her tenure at Microsoft Egypt, she played a pivotal role in driving the country’s digital

agenda from advancing cloud adoption to launching nationwide digital skilling programs and

strengthening public-private partnerships.

Empowering Emerging Markets

“It has been a privilege to witness and contribute to Egypt’s remarkable digital journey,

” said Mirna Arif.

“I am excited to carry these learnings forward to support governments and organizations

across emerging markets as they embrace cloud and AI to achieve sustainable economic

and social advancement.”

Egypt Remains a Strategic Focus

Microsoft reaffirmed that Egypt continues to be a strategic market, with growing demand

for cloud computing, AI, and digital technologies across both public and private sectors.

The company remains committed to supporting Egypt’s digital transformation and empowering

its people and businesses to innovate and grow.

Leadership Transition Underway in Egypt

Microsoft is currently in the process of appointing a new General Manager for Microsoft Egypt.

The company will continue its close collaboration with local stakeholders to maintain momentum

and support Egypt’s vision for a knowledge driven digital economy.

Tactful AI Invests EGP 250 Million to Lead Customer Experience Transformation

Egyptian AI Leader Launches Region’s First End-to-End Customer Experience Platform

Tactful AI, Egypt’s leading innovator in artificial intelligence for customer experience,

has unveiled the Middle East’s first fully integrated, AI-powered customer experience platform

developed entirely in Egypt.

The achievement follows over EGP 250 million in strategic

investments made over the past three years.

Expanding into Europe and the Middle East

The company’s AI solutions spanning conversational commerce and intelligent customer

service are now deployed across markets in the Middle East, UK, and wider Europe.

Tactful AI’s flagship platform is considered Egypt’s first global grade AI solution, currently

being exported to key European markets.

Driving Digital Revenue Growth by Up to 35%

Tactful AI’s intelligent platform manages 100% of customer interactions across digital

channels in real time, boosting team productivity and streamlining service operations.

Businesses using Tactful AI have reported 15–35% digital revenue growth within the

first few months of deployment.

Serving Multiple Sectors with Scalable AI Tools

With over a decade of expertise, Tactful AI delivers agile AI technologies to telecom,

government, hospitality, and e-commerce sectors.

Its intuitive interface combines technical robustness with user friendliness,

making it a go to solution for businesses seeking advanced digital customer engagement.

Ambitious Expansion Plans in MENA and Europe

Headquartered in Egypt with a secondary base in the UK, Tactful AI is eyeing expansion

in Saudi Arabia and the UAE.

Plans include opening local support centers and forming strategic partnerships

across the UK and Western Europe.

CEO: “We Are Exporting AI from Egypt to the World”

“We’re proud of launching the region’s first AI-native customer experience platform,

” said Mohamed El-Masry, Co-Founder and CEO of Tactful AI.

“Our next phase includes scaling globally and doubling down on investment to meet rising demand.”

Positioning Egypt as a Global AI Hub

El-Masry emphasized that Tactful AI’s success shows Egypt’s potential as a global exporter

of AI technologies, powered by skilled local talent. “We’re not just offering software,” he added.

“We’re redefining the future of customer experience proving that world-class innovation

can be built in the Middle East and tailored to its markets.”

Women’s empowerment in the tech sector in line with KSA Vision 2030

In line with Vision 2030, Saudi Arabia has implemented multiple enabling policies in recent years, and the impact on gender equity is already evident. The latest World Bank data shows that women’s overall representation in the Saudi work force increased from 17.4% in 2017 to 34.5% in 2023.

The tech sector is a prime example of the Kingdom’s growing diversity and inclusion. According to the Ministry of Communications and Information, women’s participation in the Saudi tech industry stood at 28 percent in 2021 – higher than the European average of 19 percent, based on European Parliament data.

At Ericsson, we have had a presence in Saudi Arabia for over four decades, and we are committed to helping the ambitious nation advance its digital transformation and position itself as a global technology leader.

Together with our customers and partners across the Kingdom, we work to equip local female talent with the knowledge and skills to contribute to digital innovation that supports the objectives of Vision 2030.

LEAP 2025 provided us with an ideal platform to reinforce the message that diversity and inclusion are essential for driving performance and creating greater business value, in addition to fostering better working environments.

During the third edition of one of the world’s most attended tech events that take place annually in the Saudi capital Riyadh, we hosted two sessions dedicated to women’s leadership.

We brought together high-level female executives from the Kingdom’s ICT sector to share their personal experience as women in tech and explore ways of making the industry more inclusive.

In collaboration with our partners, we also organized the Girls in ICT event.

We invited young female talents to visit our stands to learn all about the latest technologies and attend an informative session that aimed to encourage them to discover the world of STEM and consider pursuing careers in this field.

Education is the key to inspire and empower the new generation of women to become future leaders. I always believed that ‘The future belongs to learners’, and we all have a responsibility to play in in upskilling young female talents through graduate, internship and mentorship programs.

At Ericsson, we introduced the Gen-E Graduate Engineer Program, tailored for Market Area Middle East and Africa (MMEA).

Gen-E, short for Generation Ericsson, has been designed to hone the technical skills of engineering graduates through comprehensive training on our technology, solutions and delivery methods, alongside the knowhow of our processes, tools and methodologies.

Our teams have collaborated with Saudi universities to provide young talent with world-class learning and career development opportunities.

A prime example is the graduate scheme we launched at our 5G Innovation Hub in Riyadh, joined by 100 local fresh graduates from the nation’s leading universities, including 50 women.

This promising cohort is now helping us blaze new trails in the industry by developing a wide range of 5G use cases across diverse sectors.

We also offer students on-the-job training and mentorship through our senior specialists, in addition to access to Ericsson Educate, our digital learning portal that aims to strengthen ICT skills and increase readiness for jobs in our industry.

Furthermore, initiatives such as our Flash Forward Hackathon, run in partnership with stc, Vonage and King Saud University, enable young talent to actively participate in achieving the goals of Vision 2030.

The competition brings together qualified mentors with the brightest minds from across Saudi Arabia to explore the future of technology in the Kingdom and give their innovations the space to shine.

On a global level, we are supporting girls’ tech education through our flagship program Connect to Learn. To date, we have provided access to digital learning and skills development courses for 485,000 children and young adults in 43 countries.

By contributing to build women’s representation in Saudi Arabia’s ecosystem of innovators and creators, we are empowering female talent to make a significant contribution to shaping a sustainable, connected and inclusive future for the Kingdom.