We are entering a new era defined by intelligent connectivity – the convergence of 5G, artificial intelligence (AI), smart platforms, and the Internet of Things (IoT). This goes beyond technological progress – it marks the foundation of a fourth industrial revolution, where hyper-connected, AI-driven systems autonomously optimise industries, reshape economies, and redefine how societies function.
At the core of this transformation lies a new generation of networks – ones that transcend merely connecting devices to adapting, learning, and responding in real time. In manufacturing, AI and IoT enable flexible production systems that adjust automatically based on real-time data, predicting failures before they happen and minimising downtime. In logistics, fleets of autonomous drones and electric vehicles powered by 5G-enabled cloud connectivity will streamline last-mile delivery, optimising routes through AI-driven navigation and reducing operational inefficiencies.
Underpinning this revolution is advanced infrastructure. Edge computing combined with 5G network slicing allows telecom operators to allocate bandwidth dynamically, prioritising essential services like emergency healthcare communications or industrial automation. These networks are not only faster but also intelligent, allocating resources based on live demand and specific needs across industries. As connectivity becomes increasingly autonomous, security will take centre stage. Advanced authentication protocols and real-time threat detection systems will safeguard critical environments – from airports and power plants to financial systems – ensuring safe and reliable operations for both public and private sectors.
Against this backdrop, e& UAE stands as a leader in transforming traditional connectivity into an enabler of AI-powered ecosystems. Under the leadership of Masood M. Sharif Mahmood, the company is shifting from its legacy role as a telecom provider to a techco – a driving force behind the UAE’s ambition to lead the global digital economy.
The nation’s Digital Economy Strategy aims to double the digital economy’s contribution to the nation’s GDP from 9.7 percent to 19.4 percent by 2032. In addition, its National Strategy for AI 2031 lays the groundwork for the country to ascend as a global leader in AI. As one of the first nations to appoint a Minister of AI, the UAE has consistently demonstrated its commitment to leveraging technology to drive economic growth and enhance quality of life.
e& UAE is turning this vision into reality – building the infrastructure to support AI-driven industries, enabling autonomous networks that learn and adapt in real-time, and fostering inclusivity by ensuring that no one is left behind in this digital revolution. From intelligent healthcare solutions to sustainable energy innovations, e& UAE is connecting the nation and reshaping the very fabric of the UAE’s digital future.
Building intelligent infrastructure
As the flagship telecommunications arm of e&, e& UAE’s legacy began as Etisalat – a name synonymous with connectivity excellence across the country and the region for decades. “From establishing the UAE’s first fixed-line telephone network to becoming the first nation globally to achieve the fastest 5G speeds, e& UAE’s journey has been deeply intertwined with the UAE’s growth and the evolving definition of connectivity in a digitally empowered world,” says Masood.
In the last five years, e& UAE has increased its mobile network download speed fivefold, breaking its own record from 109 Mbps in 2020 to an unprecedented 546 Mbps in 2024. Further, e& UAE is first globally in 5G download speeds, with 5G reaching a remarkable 836 Mbps. Yet, speed alone is no longer the sole benchmark for progress. “Telecom operators are evolving into tech-driven entities – TechCos – adapting to the digital needs of businesses, governments, and individuals,” Masood explains. This shift requires networks to deliver high performance and differentiated services, ensuring quality, reliability, coverage, and security for diverse use cases.
With connectivity’s evolving definition, telecom operators are now orchestrators of digital ecosystems, powering AI-driven services, enabling cloud-based innovations, and supporting industries that demand low latency and high-performance networks.
“Being online today means more than speed – it’s about intelligence, resilience, and adaptability. Networks must anticipate and respond in real time, delivering seamless digital experiences that shape the way we work, communicate, and live,” Masood adds. This requires moving beyond legacy infrastructure to build adaptive, intuitive networks capable of delivering superior intelligent connectivity.
To meet these demands, e& UAE is investing hundreds of millons to enable cutting-edge AI applications. This includes expanding its fibre optic footprint with thousands of kilometres of high-capacity cables for faster, more reliable, low-latency connections. The company is also enhancing its cloud capabilities with GPUs and integrating sovereign cloud computing to ensure sensitive data remains secure while providing scalable, high-speed access for AI inferencing and high-capacity training workloads.
Enabling industry transformation
e& UAE has been at the forefront of driving AI adoption, enhancing operational efficiency by deploying AI-driven customer support tools that have reduced calls to its contact centre by 30 percent and technician visits by 35 percent. This proactive approach aligns with global trends as recent research by McKinsey & Company confirms the surge in generative AI adoption, with 65 percent of organisations now using these technologies regularly, a figure that has doubled in just 10 months.
“At e& UAE, superior intelligent connectivity goes beyond infrastructure – it’s shaping a digital-first future where AI, automation, and real-time intelligence converge,” says Masood. “The future of connectivity isn’t just about meeting demand, but about creating ecosystems that power industries, accelerate innovation, and transform everyday experiences.”
This vision is reinforced through e& UAE’s role in the Global Telco AI Alliance, where it actively contributes to the development of multilingual Large Language Models (Telco LLMs). These capabilities are set to enhance smart city initiatives, drive automation, and optimise public services, making AI a cornerstone of the UAE’s broader digital transformation strategy. Through strategic partnerships with Microsoft and Amazon Web Services (AWS), e& UAE is driving AI-powered transformation at scale, seamlessly integrating cloud, AI, and connectivity to enable businesses to innovate, scale, and redefine customer engagement across the UAE and beyond.
The company’s efforts are already delivering tangible results across critical sectors. In the energy sector, e& UAE has deployed the world’s largest private 5G network for ADNOC, enabling ultra-low latency, real-time monitoring, predictive maintenance, and significantly improving operational efficiency. In manufacturing, its partnership with EMSTEEL extends private 5G virtual networks to industrial operations, facilitating automation, machine-to-machine communication, and enhancing worker safety. In healthcare, its Smart Ambulance initiative with the Ministry of Health leverages AI-powered networks to optimise emergency responses, improve decision-making, and enhance patient care.
Furthermore, in partnership with Open Innovation AI, e& UAE has also launched the AI Lab to accelerate AI adoption across the nation. By combining e& UAE’s advanced infrastructure with Open Innovation AI’s expertise, the lab develops customised solutions for businesses and government entities. This initiative supports the UAE’s ambition of becoming a global AI leader by 2031, fostering innovation across healthcare, finance, and government services.
Connectivity for inclusivity
“True digital progress is not measured by how advanced technology becomes, but by how many lives it transforms,” says Masood. “Connectivity should be an equaliser, ensuring that no one is left behind in an increasingly digital world.”
Despite the rapid digital transformation, over 2.6 billion people worldwide are still deprived of connectivity, limiting access to essential services, education and digital tools that can contribute to socioeconomic progress. “Closing the digital divide is more than widening network coverage – it’s about ensuring connectivity becomes a catalyst for meaningful change, empowering individuals and communities with simple yet effective tools to thrive,” Masood emphasises.
“From providing children in remote areas with access to quality education and small businesses with cost-efficient digital tools to compete with their larger counterparts to enabling digital-first healthcare and financial services in underserved areas, connectivity holds the key to unlocking opportunities and driving inclusive growth.”
Turning this vision into action requires innovative solutions. One such initiative is Wider Web, an AI-powered browser extension that makes digital experiences more accessible for people of determination, reinforcing e& UAE’s belief that inclusion should be built into technology, not added as an afterthought. With more than 99 percent of the UAE’s population connected and social media penetration exceeding 112 percent, the challenge is no longer about access alone; it’s about ensuring that connectivity creates equal opportunities for individuals, businesses, and entire communities.
“We believe connectivity is not just a privilege but a necessity, especially in a time where ease and accessibility shape how we live and work. Our goal is to ensure that everyone, regardless of where they are or who they are, can access the tools and opportunities needed to thrive in an increasingly digital world,” adds Masood.
CX is at the core
In an economy where experience defines value, 73 percent of consumers regard it as a key factor in their purchasing decisions – ranking it after price and product quality, according to PwC. “Today’s consumers know exactly what they want – they demand convenience, personalisation, and value without compromise,” adds Masood.
At e& UAE, this philosophy is at the core of every customer interaction. The company doesn’t only drive transformation through technology, it also leverages it to empower, connect, and enrich customer experiences (CX). By integrating AI-driven hyper-personalisation, e& UAE ensures that both individuals and businesses experience seamless, intuitive, and meaningful digital interactions. Introducing human-digital avatars is a testament to this vision – offering consistent, AI-powered service that anticipates needs, handles complex conversations, and proactively recommends tailored solutions.
The launch of ‘EASE’ (e& Autonomous Store Experience), the world’s first autonomous telecom store powered by AI is a great example of AI powered automation. The autonomous store is a combination of AI, machine learning, facial recognition, smart gates, robotics, smart-shelves and smart dispensing machines. This has redefined the future of retail and customer experience with the innovative integration of technology revolutionising the way connectivity services and smart devices are bought and simplifying the everyday for our customers.
Another testament to our focus on customer interactions is our commitment to enhancing digital engagement. Smiles – e& UAE’s SuperApp – has redefined customer engagement, “With close to 1 million monthly active users evolving from a rewards platform into a comprehensive digital ecosystem, designed to offer convenience, cost-efficiency, and a better digital experience at every interaction,” Masood says.
AI and automation are redefining customer engagement, creating a distinct divide between businesses that embrace innovation and those that don’t. Zendesk research reveals that 70 percent of consumers already see this gap forming, while 59 percent of CX professionals are ready to fully embrace AI to break away from legacy practices.
At e& UAE, the results speak for themselves. “Our focus on customer-centric solutions is evident – our call centre volume has dropped by 30 percent, while our Net Promoter Score (NPS) has increased by around 20 percent,” says Masood. “Today, 90 percent of our services are available digitally, and we aim to increase this further over time.”
“We believe connectivity is not just a privilege but a necessity, especially in a time where ease and accessibility shape how we live and work”
Driving sustainability
The telecommunications industry, as a consumer-facing and highly regulated sector, today more than ever needs to align with global sustainability goals. Embedding sustainability is no longer just about regulatory compliance or reputation – it’s about creating tangible benefits for businesses, customers, and the planet. According to Deloitte, telcos are projected to reduce their carbon footprint by two percent, or 12 million tonnes of carbon emissions in both 2024 and 2025, highlighting the critical role of sustainability in driving profitability and customer loyalty.
“While global targets push for lower emissions, the true challenge is embedding sustainability into the core of technological advancement,” says Masood. “At e& UAE, we have already integrated AI to optimise energy use, reduce emissions, and drive intelligent, sustainable solutions. Our focus now is on scaling these innovations to ensure that every step forward in digital transformation also moves us closer to a greener, more responsible future.”
e& also unveiled its Climate Transition Plan (CTP) last year, a six-year roadmap designed to achieve net zero operations in the UAE for Scope 1 and 2 by 2030, while reducing Scope 1 and 2 emissions across the entire group by 43 percent from a 2022 baseline. Titled “Ambition to Action,” the plan underscores e&’s commitment to aligning innovation with environmental responsibility.
Focused on energy efficiency, renewable energy adoption, and advanced cooling technologies, the CTP outlines a clear pathway for tackling climate change. “The future lies at the intersection of technology and responsibility,” says Masood. “AI isn’t just about transforming industries – it’s a tool that allows us to redefine sustainability, creating solutions that benefit both the planet and the people we serve.”
More broadly, intelligent connectivity is one of the key building blocks of a sustainable future. By capturing a wealth of realtime data, 5G will enable people to manage resources far better than has been possible in the past, while making transport both safer and more efficient. Scientists will use the data collected by 5G networks to create the smart systems and new technologies humanity will need to address some of its most pressing challenges, including climate change, an aging population and the spread of both chronic and infectious diseases.
Until the next crossroads
As the telecom sector undergoes one of its most significant shifts, operators are being forced to rethink their role in the broader digital economy. Connectivity alone is no longer a competitive differentiator – success is now defined by the ability to create intelligent, integrated digital ecosystems that drive tangible business outcomes.
This shift demands telcos to recalibrate their strategies. The macroeconomic landscape, evolving customer expectations, and rapid advancements in AI and digital technologies have reshaped the industry, requiring telcos to think past traditional infrastructure and position themselves as orchestrators of digital ecosystems.
The role of telcos has never been more crucial. They have evolved from enablers of connectivity to architects of an AI-driven future where technology creates seamless, intelligent, and high-impact experiences across industries.
For e& UAE, this transition is about keeping pace with technological advancements while about positioning itself at the centre of AI-driven transformation. The company has already fully embraced this future through its techco strategy, delivering ground-breaking intelligent connectivity solutions that are redefining how people and businesses engage with technology.
“We go beyond enabling transformation – we drive meaningful, value-driven progress,” says Masood. “Our investment in AI, automation, and digital capabilities is guided by a clear purpose: to create tangible, lasting impact in the markets and industries we serve.”
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