At GITEX Global 2025, the scale of ambition across the Middle East was unmistakable and Amazon Web Services (AWS) was present to utilise this opportunity. With major investments in regional infrastructure, AI innovation, and digital skills development, AWS is positioning itself at the heart of the region’s technological transformation.
In a conversation with Arabian Business, Tanuja Randery, Managing Director and Vice President of AWS for Europe, Middle East and Africa (EMEA), shares how the company is working backwards from customer needs, enabling public and private sector modernisation, and helping to unlock what could soon be a $12 billion cloud market in the UAE alone.
Building customer led partnerships
AWS continues to strengthen its presence in the Middle East through a partnership model that is guided by customer needs rather than internal agendas. Randery explained that the approach starts with understanding what customers are looking for – whether it’s industry-specific expertise, managed services, or advanced data capabilities.
“For us, it isn’t about what AWS wants to do,” said Randery. “We start with what our customers require. If they need specialised services, we bring in partners like Deloitte, McKinsey or Bespin Global. We also value local insights, which is why we work with regional firms like Ian and SCC.”
She emphasised that certification and training are critical, particularly as AWS deals with enterprise-grade infrastructure. “When our partners invest in training, it drives growth for them and improves delivery for our clients,” she noted.
Expanding cloud infrastructure and enabling AI adoption
AWS has been expanding its infrastructure across the region, with a UAE cloud region launched in 2022 and a Saudi region expected next year. These investments have enabled regional companies such as Aramex, Virgin Mobile, and First Abu Dhabi Bank to store and process data locally, ensuring compliance with regulatory frameworks.
“Cloud is now a $4 billion market in the UAE alone and projected to reach $11 to $12 billion by 2033,” explained Randery. “We’re seeing rapid growth, driven in part by public sector adoption. When governments embrace cloud and AI, private businesses follow.”
This shift is about modernisation, scalability, and security rather than just focusing on removing legacy systems. Aramex, for instance, is migrating its global IT infrastructure to AWS and working closely with the company to co-develop next-generation logistics and supply chain solutions.
As generative AI gains momentum, Randery stressed that cloud infrastructure becomes indispensable. “AI requires scale, modern energy infrastructure and advanced chips. You simply can’t build or sustain that on traditional systems.”
Overcoming regional challenges
While adoption is growing rapidly, Randery acknowledged several challenges that need to be addressed for long-term success. Chief among them is the shortage of digital skills. In a recent AWS survey, 46% of companies across the region reported difficulties in finding the necessary talent.
To address this, AWS has launched a wide range of training initiatives, including a new partnership aimed at upskilling 30,000 individuals in AI, cybersecurity, and cloud fundamentals. Other programmes focus on young women in tech, university collaborations, and online certifications in cloud and machine learning.
She also highlighted the importance of continued public sector leadership, particularly in areas such as healthcare, immigration and education. “The more digital-first governments become, the faster the private sector can innovate,” she said.
Another key consideration is the regulatory environment. While necessary, high compliance costs can stifle innovation – especially for start-ups. Randery believes regulatory frameworks must continue to evolve to support experimentation while ensuring robust data protection.
Digitising Arabic culture and the future
Beyond infrastructure and AI, AWS is also supporting the region’s cultural priorities. One such initiative is the launch of the Digital Arabic Library, which will digitise 100,000 Arabic-language books, making them globally accessible on Amazon’s platform.
“This initiative began with a conversation between His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, and Andrew R. Jassy, Amazon President and CEO, when both of them recognised the importance of preserving and promoting the Arabic language,” Randery shared. “Books are where Amazon started, and this project reflects our commitment to culture as well as technology.”
Looking ahead, AWS is set to launch an AI Zone in Saudi Arabia in partnership with HUMAIN, where a full suite of AWS AI services will be hosted in a locally operated data centre. This, Randery believes, is only the beginning.
“There’s so much ambition in this region and a real desire to leapfrog into the future. We’re only just getting started.”
