As global competition around artificial intelligence intensifies, Gulf economies are racing to convert AI ambition into measurable business impact. In the UAE, an early mover in national AI strategy, the focus is now shifting from experimentation and pilot programs to enterprise-wide scaling.

That’s according to a new report by Roland Berger Middle East, AI across the Gulf: From ambition to scalable impact, which provides one of the most comprehensive enterprise-level assessments of AI adoption across the GCC, with a deep dive into the UAE market.

Drawing on insights from senior decision-makers, the report finds that nearly 80% of organizations have embedded AI into their strategic plans, marking its transition from an innovation topic to a core business priority. Across the GCC, 85% of organizations expect AI budgets to increase in 2026, with the UAE among the most active markets driving this growth.

Generative AI has emerged as the leading technology focus, cited by 35% of respondents, reflecting demand for use cases that can deliver visible, near-term returns. In the UAE, improving customer and citizen experience ranks as the top AI priority at 46%, signaling a shift toward frontline transformation.

The country also leads the region in governance maturity. Thirty percent of organizations operate dedicated AI ethics or compliance boards, while 39% rely on embedded governance review processes. More than two-thirds use centralized or hybrid AI operating models.

Yet the report identifies cultural and behavioral challenges as the main barriers to scaling. Resistance to change at 42%, cross-functional silos at 40%, and weak performance management at 39% continue to slow enterprise-wide adoption.

“The UAE has built strong momentum in AI adoption, supported by early national leadership and enterprise investment. The next challenge is behavioral: strengthening adoption, collaboration, and accountability to fully unlock the value that existing structures already enable,” said Nizar Hneini, Managing Director and Head of Digital and Services, Roland Berger Middle East.