At Expand North Star Dubai, hosted by the Dubai Chamber of Digital Economy, executives from WHOOP, Google, Careem, and the Dubai Chamber of Digital Economy discussed how AI is shaping personalisation across industries, from health and wellness to transport and public services.
In the health and wellness space, users today expect more from wearables than basic tracking features. Stephan Muller, Director of GCC at wearable manufacturer WHOOP, said AI plays a key role in translating physiological data into personalised insights on recovery, performance, and overall health.
“AI should solve a real problem, and it should add value, and that real value for WHOOP is turning data into personal insights. For us, AI isn’t just a headline. It’s really ingrained in our business to provide personalised solutions and coaching for our members now and moving forward,” he said.
Solutions, not hype
With AI evolving rapidly, WHOOP has introduced its Advanced Labs feature, developed with physicians and healthcare professionals, to expand how users interact with their health data.
“You’ll be able to upload blood work onto the app, connect with new health tests, and view this data alongside sleep, recovery, and strength. Those are our main features at the moment,” Muller shared.
Generative AI has enabled this shift from data tracking to active wellness coaching, said Sidd Mantri, VP of Product for Dubai-based super app Careem.
“That transformation, from consuming passive data to having a digital coach at your disposal, wasn’t possible six or seven years ago,” he noted.
For Careem, personalisation drives how it applies AI across its services for 75 million users in 70 cities across 10 countries.
“We see convenience as our north star, whether it’s predicting your next ride or enabling one-click checkout on the Careem app. Frequent users will notice shortcuts such as ‘ride to home’ or ‘ride to work,’ which save around a minute per trip. Beyond saving time, generative AI also helps us design what we call ‘power moments’ that improve the overall experience,” Mantri said.
He added that the company also uses AI to simplify shopping. When customers order groceries through Careem, they can take a picture of their handwritten list, which the app automatically converts into a basket. According to the company’s research, this feature saves users around 10 minutes when shopping online, while online grocery orders themselves save an additional 30 to 45 minutes compared with shopping in person.
Mantri said that every product or service developed at Careem follows the CRISP principle: contextual, relevant, intelligent, seamless, and personalised.
Before embarking on an AI project, he added, organisations should apply what he called the “3S” rule.
“Is it solving speed? Is it solving safety? Is it making someone smarter than they were before? If none of these three boxes are being checked, then there’s a good chance you’re putting the cart before the horse,” he remarked.
Pitfalls to avoid
Beneath the growing attention on AI, many organisations struggle to scale their projects, often because of limited user feedback.
“Building fast and breaking things enables you to test if your end goal is right. It lets you pivot and keep moving. What I would say is, do user research. Take your product to users as early and as often as possible,” said Abdulla AlGaoud, Director of Digital Operations, Dubai Chamber of Digital Economy.
Another factor to consider when building an AI project is adapting to local markets. For WHOOP, this approach has been central to its international expansion, particularly in the MENA region.
“Localisation for WHOOP as a brand has been incredibly important, especially with the arrival of AI. This is why the region is now the fastest growing for us globally,” Muller said.
Mantri likewise encouraged companies to “build in the region, but also build for the region.”
“The UAE’s multilingual environment makes hyperlocalisation critical. It also brings together people from around the world, which means that if an AI product scales in the UAE, there’s a strong chance it can scale elsewhere. That’s why I say build in the UAE, but build for the region,” he said.
AI for good
Google is also applying AI research to mental health. Its Verily Life Sciences division is exploring how AI can help understand and address mental health conditions, with findings open-sourced for researchers worldwide, shared Ramesh Chander, Head of Developer Relations — MENA, Google.
Meanwhile, Mantri cited Careem’s partnership with Dubai’s Roads and Transport Authority to introduce e-bikes, a project that helped reduce carbon monoxide emissions by more than six million kilograms.
“The UAE’s regulatory environment is progressive and supports collaborations that use AI to address real-world challenges,” he said.
In closing, AlGaoud highlighted the Dubai Chamber of Digital Economy’s support for innovators seeking to expand their AI projects beyond the region.
“It’s a good opportunity to test your idea and see if it gains market traction through the competition. We provide support services for setting up and expanding beyond the UAE and Dubai. We currently have 35 offices worldwide that can help with expansion plans,” he said.
