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Sharjah Economic Development Department and Sharjah Digital Department have introduced an AI-powered Trade Name Issuance Service at GITEX Global 2025 that can cut name issuance time by as much as 98 per cent. The initiative, built into the DS Assistant tool on the Digital Sharjah platform, analyses business activity data and generates compliant trade name suggestions without human intervention.

The system assesses a company’s industry, preferred naming style and regulations, then offers tailored naming options. By automating the approval workflow, it dramatically reduces processing delays and human error. Officials say this service marks the world’s first fully AI-based trade name issuance mechanism.

Hamad Ali Abdallah Al Mahmoud, Chairman of SEDD and member of the Sharjah Executive Council, said the move underscores the emirate’s goal to streamline business setup and reinforce its position as a regional innovation hub. He noted that SEDD is deepening collaboration with other government entities to expand digital transformation across regulatory and business services.

The service dovetails with broader efforts at the Sharjah Government Pavilion to showcase human-centred digital governance. Among other highlights at GITEX, the Hamriyah Free Zone Authority unveiled a Remote Company Formation project using a Vision LLM to validate identities and documents via live video calls. SDD’s pavilion also featured infrastructure systems for energy management, smart building monitoring and citizen-oriented digital welfare platforms.

Across the UAE, government agencies at GITEX are unveiling AI systems to modernise public services. Dubai Customs launched its “Voice of Customer” platform, which ingests feedback from multiple channels, applies sentiment analysis, and converts insights into action points to improve operations. The platform supports strategic decision-making by flagging emerging client concerns in real time.

Meanwhile, the broader GITEX 2025 agenda focused heavily on sovereign AI, data sovereignty and smart city ecosystems. The event drew over 6,800 exhibitors, 2,000 startups and delegates from 180 countries. Tech firms rolled out next-generation AI, quantum computing and biotechnology solutions aimed at accelerating public sector transformation.

Analysts view Sharjah’s trade name issuance system as filling a niche in the process of company formation—one that has typically remained manual and fragmented in many jurisdictions. By embedding naming rules, business-activity semantics and regulatory checks into algorithmic logic, the system could reduce friction for entrepreneurs. Yet its success will depend on the AI’s ability to interpret diverse naming preferences, local culture, language nuance and prevent politically or culturally sensitive outputs.

Apparel Group and Arabian Alesaar Group have struck a retail alliance to introduce 24 international brands across more than 9,000 sqm at the forthcoming Al Shubaily Grand Mall in Saudi Arabia. The agreement positions the partners to capture demand in one of the region’s fastest-growing markets and expands Apparel Group’s strategic footprint in the Kingdom.

Under the partnership, Apparel Group will bring a mix of fashion, lifestyle, beauty and F&B brands including Calvin Klein, Tommy Hilfiger, Birkenstock, Skechers, Crocs, Levi’s, Charles & Keith, Rituals, Tim Hortons, and Cold Stone Creamery among others. The range spans apparel, footwear, beauty and food & beverage, combining merchandise that appeals across categories. The deal is intended to dovetail with Saudi Arabia’s retail and tourism ambitions.

Apparel Group already has a significant presence in the Kingdom. It recently opened three new R&B outlets in Dhahran, Riyadh Gallery and Nakheel Mall — bringing the total number of R&B stores to 165 across the Middle East and India. The Nakheel location covers 2,500 sqm, making it one of the largest in Riyadh. The R&B concept covers men’s, women’s and children’s wear, footwear, accessories and home products. The expansion underscores the group’s goal of penetrating deeper into the Saudi market.

Chief Executive Officer Neeraj Teckchandani commented that the tie-up with Arabian Alesaar represents a strategic milestone in the group’s Saudi journey and will enable customers to engage with brands that combine global appeal with local relevance. He reiterated that Apparel Group is prioritising experiential retail, mall partnerships and omnichannel integration in its growth plan.

Market watchers see the deal as aligned with the accelerating growth of Saudi retail infrastructure. Analysts note that more than 30 new malls are in development across the Kingdom over the next few years, creating opportunities for global retail brands and investors. Apparel Group has earlier signed MoUs with mall developers such as Point and Mall of Dhahran to secure anchoring positions in new properties.

The partnership also reflects Apparel Group’s broader regional expansion strategy. The group now operates over 2,300 stores across 14 countries, representing more than 85 brands. It has been actively signing new labels in fashion, beauty, home and F&B segments to diversify its portfolio and diminish reliance on any single category.

The Ajman Department of Finance unveiled a suite of smart payment services at GITEX Global 2025, signalling its bid to position the emirate at the forefront of digital government finance solutions. The offerings include integration of the UAE’s national payment card “Jaywan”, a buy-now-pay-later option via its AjmanPay portal, and a unified financial management platform dubbed “Estidama system”.

Marwan Ahmed Al Ali, Director General of the Department of Finance in Ajman, said the new services aim to provide “flexible payment options” tailored to “all segments of society” and boost the emirate’s digital transformation agenda. The launch was attended by senior government and private-sector officials during the event.

The Jaywan card—launched by the Central Bank of the UAE to reduce reliance on global card networks—has now been linked with AjmanPay, allowing users to make payments via ATMs, e-commerce platforms and point-of-sale terminals. The Department also launched a zero-interest instalment option to facilitate fee payments and transactions in instalments or deferred payments.

The Estidama system is presented as a next-generation cloud-based platform comprising four interconnected modules that manage budgeting, initiative planning, financial execution and reporting. It promises to unify financial operations across the Ajman government, enhancing transparency and control over public spending.

Officials emphasised that these steps align with broader national efforts to digitise financial infrastructure. By integrating Jaywan into Ajman’s government payments, the emirate is tapping into the UAE’s goal of financial sovereignty and reducing dependence on foreign card networks.

Partnership with First Abu Dhabi Bank underpins the linking of Jaywan with AjmanPay, showcasing public–private collaboration in driving fintech infrastructure. The Department described the move as a qualitative addition to its digital ecosystem, reflecting its commitment to “innovation in government payment systems”.

During GITEX, Ajman’s government platform is also showcasing AI, data analytics, and other advanced technologies in financial resource management. The participation underscores the emirate’s aim to benchmark itself in the regional competition over smart city and digital government credentials.

Dubai’s Roads and Transport Authority inked three major Memoranda of Understanding this week at GITEX Global 2025, forming strategic partnerships with KHDA, Parkin PJSC, and PayPal to deepen integration of the nol card ecosystem.

Under the agreement, RTA and the Knowledge and Human Development Authority, in partnership with GTS Alive Middle East, will roll out the “Study in Dubai – nol ISIC” card, enabling students to use nol across campus services and lifestyle benefits. The nod with Parkin aligns its digital parking operations with the nol payment interface, while the PayPal deal aims to embed nol into broader digital commerce and point-of-sale systems.

Mohammed Al Mudharreb, Chief Executive Officer of RTA’s Corporate Technology Support Services Sector, led the signings on behalf of RTA. On the KHDA side, Dr Saeed Mubarak bin Kharbash and Michal Lezo signed for KHDA and GTS Alive Middle East respectively; Parkin’s participation was endorsed by Mohamed Abdulla Al Ali, and PayPal was represented by Otto Williams, SVP and General Manager for PayPal Middle East and Africa.

According to RTA, the thrust of the MoUs is to position nol as more than a public transport card — it aims to transition nol into a multifunctional payment instrument across retail outlets, restaurants, parking, entertainment venues, events, and institutional services. The authority hopes that expanding acceptance will drive convenience, reduce cash reliance, and support Dubai’s smart city ambitions.

KHDA emphasized the student-centric angle: the “Study in Dubai – nol ISIC” card is expected to be accepted across higher education institutions in the emirate, granting students access to discounts, campus services, and lifestyle perks under a unified payment mechanism. Officials stated it will enhance the student experience and streamline campus operations.

From Parkin’s standpoint, the collaboration enables interoperability between its parking systems and the nol platform — motorists may use nol directly for parking payments, potentially eliminating the need for separate digital wallets or parking apps. Meanwhile, PayPal’s role is to act as a bridge for merchants and service providers to adopt nol-based transactions, especially in digital and brick-and-mortar payment contexts.

These moves come amid a broader push by Dubai authorities to accelerate digital payment adoption and integrate city services under unified ecosystems. The expansion from transit to wider commerce mirrors trends in other global cities, where transport payment cards or mobile passes are becoming de facto urban wallets.

A challenge will lie in merchant adoption and technological integration. To be effective, retail outlets, parking operators, education institutions, and event venues must invest in infrastructure to accept nol-based payments, whether via terminals or backend systems tied to PayPal’s network. RTA has framed these partnerships as a pathway to co-developing nol-linked products and value-added services, creating new revenue streams and customer experiences.

Customer satisfaction is a recurring pillar in RTA’s narrative: by enabling one card to handle multiple daily transactions, the authority expects to reduce friction and improve uptake. Sustainability is also a stated goal — shifting transactions away from paper tickets and cash is presented as an environmental benefit.

Notably, Dubai is also spotlighting innovations in mobility at GITEX: the Trackless Tram, an AI-driven, driverless tram solution, is among projects on display. The new MoUs dovetail with such transport-led technology investments, reinforcing Dubai’s intent to integrate mobility and payments as part of its future city blueprint.

Within the education sector, KHDA’s endorsement of nol for student services signals a bridging of infrastructure between municipal systems and institutions — a model that, if successful, could serve as a template for other smart city programmes. The partnership with PayPal is particularly significant, since its global payments reach gives nol a pathway into cross-border and e-commerce transactions, beyond typical fare or local merchant payments.

Mohammed Bin Rashid Housing Establishment is spotlighting a suite of digital housing solutions at GITEX Global 2025, announcing strategic tie-ups aimed at advancing smart infrastructure and inclusive living. The initiative underscores Dubai’s push to fuse technology with urban development amid intensifying global competition in digital transformation.

MBRHE is presenting new digital services engineered to optimise housing operations, energy efficiency and resident experience. At GITEX, the entity finalised a partnership with Emirates Islamic Bank to develop financing and digital payment tools tailored for homeowners, and earlier inked an agreement with AI Smart to retrofit housing units with assistive technologies for People of Determination. The latter includes deploying smart systems in five identified residences to enhance mobility and independence. These deals complement an existing MoU with Emirates Gas to supply next-generation LPG composite cylinders across MBRHE communities, complete with annual maintenance services.

As part of Dubai’s government ecosystem at GITEX, MBRHE is listed among Gold Partners in the Digital Dubai pavilion, joining over 50 public and private entities promoting the emirate’s City-as-a-Service model. This placement gives MBRHE visibility amid hundreds of technology players from more than 180 countries. The pavilion is intended to demonstrate cross-sector digital synergies across health, energy, mobility and governance spheres.

MBRHE officials emphasise a multipronged strategy. The partnership with Emirates Islamic is geared toward embedding embedded financial tools into housing services. The AI Smart alliance is positioned as a step toward inclusive smart homes. Meanwhile, the collaboration with Emirates Gas addresses energy reliability and safety in residential zones under MBRHE’s purview. In announcing the AI Smart engagement, MBRHE described it as aligning with UAE leadership’s agenda to empower all segments of society, especially People of Determination.

The move follows MBRHE’s earlier commitment with GFS Developments to launch the Smart Housing Forum 2025, a platform to convene global experts on sustainable housing innovation. That partnership, formalised in late September, frames GITEX as a conduit for showcasing outcomes and inviting further collaboration.

Industry analysts say MBRHE’s integration of housing, finance, energy and assistive technology is representative of a wider trend in the Gulf: public agencies are no longer viewing infrastructure in isolation but as an integrated service ecosystem. State-linked housing bodies are increasingly collaborating with fintech, cleantech, proptech and social inclusion tech firms to convert static assets into responsive, data-enabled platforms.

Critics caution that the true test lies in execution, particularly in integrating legacy systems, ensuring cybersecurity across interconnected modules, and managing equitable access across lower-income beneficiary groups. For instance, retrofitting older housing stock with IoT or assistive systems often requires structural upgrades, which carry cost and logistical burdens.

At GITEX, MBRHE is expected to demonstrate live pilot models of smart home systems, energy monitoring dashboards, and resident apps that tie into real estate finance. These demos will act as proof points to entice further private sector engagement and scaling. MBRHE’s role as both regulator and operator gives it leverage but also raises accountability for outcomes.