DAVOS: Technological innovation and its potential to reshape economies is inspiring growing optimism among business leaders despite a global backdrop of geopolitical tension, economic uncertainty, and the urgent challenges of climate change, the CEO of Publicis Sapient told Arab News.
Nigel Vaz, speaking at the annual meeting of the World Economic Forum in Davos, said he sees a moment of both caution and opportunity for businesses worldwide.
“In many ways, businesses thrive on certainty,” Vaz said. “After years of unpredictability, there’s now a sense of optimism about what lies ahead. Investments in technology, particularly in AI, are helping unlock new economic opportunities, from reducing costs to driving transformational growth.”
While acknowledging lingering concerns over inflation and the impact of macroeconomic policies such as tariffs, Vaz believes the focus is shifting toward pro-growth initiatives, including government-led reforms to alleviate pressure on businesses.
“Governments are increasingly exploring tax reforms and other measures to create a more favorable environment for growth,” he said. “And alongside that, investments in AI and digital innovation are starting to deliver real results, moving from proof-of-concept to large-scale implementation.”
With artificial intelligence the hot topic of the day, Vaz said enthusiasm around AI is no longer solely about its potential but also its measurable impact on businesses.
“Last year, AI was something everyone was interested in. This year, they’re seeing the economic benefits of it,” he said.
Vaz pointed to several ways Publicis Sapient is leveraging AI to accelerate transformation, with one significant area in marketing, where AI-driven platforms are enabling businesses to personalize their messages and reach audiences more efficiently.
Publicis Sapient has partnered with its parent company, Publicis Groupe, to invest $300 million in advanced marketing technologies.
“It’s not just about content generation anymore,” Vaz said. “AI is helping with everything from content audits to ensuring the right message gets to the right person at the right time. The ability to connect identity and tailor communication is driving incredible acceleration.”
AI’s influence is also being felt in operational areas traditionally weighed down by inefficiencies.
Publicis Sapient’s work includes modernizing mainframe systems — once seen as expensive and slow — through AI-driven solutions.
“We’ve taken what used to be 10-year migration projects involving millions of lines of code and compressed them into just three years,” Vaz said. “This is digital red-tape removal in action, and it’s allowing businesses to innovate far more quickly than they ever thought possible.”
Vaz also highlighted the Middle East as a critical player in the future of AI and digital transformation. He pointed to countries such as Saudi Arabia and the UAE, where governments are making significant infrastructure investments to foster innovation.
“The Middle East is laying the groundwork for a truly transformational moment,” Vaz said. “If you think of AI as the electricity of the 21st century, the investments being made here are akin to building the power grids of the industrial revolution. It’s about creating an environment where businesses can innovate and thrive.”
He also praised the region’s commitment to developing local talent to drive these initiatives.
“I was speaking with a minister (this week), and he stressed that while they’re putting the infrastructure in place, it’s Saudi talent that’s building and leading these projects. That’s a powerful message about the long-term vision here.”
Looking ahead, Vaz urged business leaders to abandon a “wait-and-see” approach to AI and instead embrace the transformative potential of the technology.
He said that 2025 will be a pivotal year, adding that “the gap between those who adopt AI and those who don’t is going to widen dramatically. Businesses need to act now to ensure they don’t get left behind.”
Vaz added that leaders should move beyond treating AI as a technical tool and instead reimagine their entire business models. “This is not just about technology — it’s about fundamentally rethinking how your business operates and delivers value.”
As Publicis Sapient continues to expand its footprint in key regions such as the Middle East, Vaz is clear about his priorities for the future. “Our focus is on enabling businesses to learn and iterate in real-world applications,” he said. “Whether it’s in travel, financial services, or retail, we’re seeing tremendous benefits from these transformations. The key now is to keep moving forward.”
In a world still grappling with uncertainty, leaders such as Vaz see the promise of AI and digital transformation as a beacon of opportunity. “The future is here — it’s just a matter of who seizes it first,” he said.
