As businesses across the UAE race to embrace artificial intelligence, Shaffra is leading the charge with fully autonomous AI employees. Alfred Manasseh, COO and Co-Founder of Shaffra, shares how AI-powered workforces are reshaping operations, elevating human roles and helping regional businesses stay agile in an increasingly competitive market.
With Shaffra pioneering the use of fully autonomous digital employees, what kind of impact are you seeing across businesses in the region that have adopted these AI workers?
With the UAE set to gain US$96 billion from AI by 2030, the introduction of fully autonomous AI employees is transforming the very DNA of how businesses operate across the region. Companies adopting Shaffra’s AI workforce aren’t merely automating tasks — they’re redefining roles, streamlining decision-making, and unlocking entirely new ways of working.
We’re seeing teams evolve from being execution-focused to strategy-driven, as AI takes over repetitive and administrative burdens. The impact extends beyond efficiency; it’s cultural. Employees feel empowered to focus on creative problem-solving, collaboration, and high-value initiatives, while leadership gains the agility to scale operations more effectively. Across industries — from real estate to logistics — we’re witnessing a fundamental mindset shift, where AI is viewed not as a tool, but as an integral team member. The organisations embracing this change are proving more adaptive, more resilient, and far better prepared for the future of work.
There’s a lot of concern around AI replacing human jobs — what’s your take on this, and how should business owners approach this shift without panic?
The fear of AI replacing human jobs is understandable, but the reality is far more nuanced — and considerably more positive. Our experience shows that AI doesn’t eliminate jobs; it elevates them. AI employees take on repetitive, time-consuming tasks — such as data entry, reporting, and handling customer queries — freeing human talent to concentrate on innovation, relationship-building, and strategy.
This transition not only boosts morale but also drives stronger business outcomes. In fact, clients frequently report a 40% increase in output alongside heightened employee satisfaction. We encourage business leaders to reframe AI not as a threat, but as a catalyst for operational excellence and human creativity. It’s about forging a productive partnership between people and technology — and those embracing this approach are already seeing tangible, measurable benefits.
As the UAE continues to lead in entrepreneurship, how do you see the role of AI evolving in supporting startups and scaling businesses in the coming years?
AI is fast becoming the ultimate co-founder. For early-stage startups and fast-growing businesses, every second counts — and AI provides the capability to move at exponential speed without exponential cost. We’re seeing startups deploy AI employees to manage critical functions such as customer onboarding, investor communications, sales coordination, compliance tracking, and data management.
These AI employees aren’t simply task executors; they’re intelligent collaborators operating across channels like email, WhatsApp, and even joining virtual meetings. This enables lean teams to perform at the level of far larger organisations. In a nation like the UAE, where entrepreneurship is both encouraged and fiercely competitive, AI empowers founders to remain agile, efficient, and growth-focused. Over the coming years, we fully expect AI-powered workforces to become essential infrastructure for every ambitious startup.
How receptive have regional businesses been to integrating AI-powered workforces, and are there specific industries leading the way?
The response has been remarkably strong, with 82% of UAE business leaders reporting that AI already influences their organisation’s achievements, as companies across the GCC actively explore its potential. Shaffra has supported organisations in finance, logistics, real estate, government, and education in deploying AI employees across a variety of workflows.
Our clients value that AI employees can be fully customised via our AI Workforce Trainer to reflect their internal systems, processes, and corporate culture. Because these AI employees integrate seamlessly into existing tools such as CRMs and ERPs, adoption is both rapid and frictionless — in some cases, organisations were operational within 72 hours. Industries managing high-volume tasks or complex customer interactions are leading the charge and are reporting significant cost reductions and productivity gains. The appetite for AI here is no longer theoretical — it’s active, growing, and accelerating.
