WHITEPAPER 2024

Unleashing the
Power of AI
How e& UAE is Shaping the Future of AI in Telecommunications and Beyond
Unleashing the Power of AI | How e& UAE is Shaping the Future of AI in Telecommunications and Beyond | 2024

Contents

01 AI Evolution 5

02 Decoding the AI Tapestry 7

03 e& UAE: AI Adoption 12

04 e& UAE: AI Journey 13

05 e& UAE: AI-driven Transformation 15

06 e& UAE: AI Use Cases 19

07 GenAI Evolution 21

08 e& UAE: AI Enablement 23

09 Conclusion 26
Unleashing the Power of AI | How e& UAE is Shaping the Future of AI in Telecommunications and Beyond | 2024

Introduction
This whitepaper delves into the AI journey of e& UAE.

In an era defined by rapid technological evolution, e& UAE emerges as a pioneering force, strategically
navigating the dynamic landscape of Artificial Intelligence (AI) and Generative AI (GenAI) within the United
Arab Emirates (UAE). This whitepaper delves into e& UAE's comprehensive journey, unveiling its pivotal role
in shaping the trajectory of AI adoption in the country.

From deploying advanced analytics and machine learning to fostering partnerships that enhance cloud and
AI capabilities, the organisation is committed to continuous innovation. The document delves into the
strategic advantage gained by e& UAE through the adoption of GenAI. It demonstrates the organisation's
holistic approach beyond mere upgrades to position it as a strategic enabler, ensuring future readiness and
sustainability. By weaving AI seamlessly into various operational domains, from sales and customer
experience to telco networks and corporate functions, e& UAE exemplifies a forward-thinking stance in
embracing transformative technologies and shaping the digital future of the UAE.

This whitepaper specifically focuses on e& UAE, the group's telecommunications arm in the country. It does
not cover the AI initiatives, use cases, and innovations across other e& companies such as e& life and e&
enterprise or other geographies outside the UAE.

This document is a testament to e& UAE's commitment to excellence, innovation,

knowledge sharing, and responsible AI adoption.

"I am thrilled to guide e& UAE on a "We are in one of the most pivotal moments in
transformative journey at the forefront of human history. AI has the potential to transform
Artificial Intelligence (AI) and Generative AI the world and create a real positive impact.
(GenAI). This whitepaper encapsulates our Solving some of our biggest challenges, from
commitment to pioneering innovation, sustainability to healthcare and ensuring we
strategic partnerships, and the responsible deploy it responsibly, is critical. I see AI as a
integration of cutting-edge technologies. force for progress, empowering societies and
economies globally.
As we shape the future of technology in the
UAE, our focus on AI-driven excellence This whitepaper demonstrates the thoughtful
positions us as catalysts for sustainable approach, guiding principles, and unique use
growth and unparalleled customer cases within e& UAE. Whether adopting AI to
experiences. Join us on this dynamic journey improve customer experiences, scale
as we unlock the full potential of AI, driving productivity, or reduce costs, the possibilities
innovation that transcends boundaries and are endless. Within the e& ecosystem, both in
propels the UAE into a digital era of the UAE and across our global footprint, the
unparalleled possibilities." exponential adoption of AI is not merely a
technological upgrade but a strategic enabler
in an ever-evolving digital landscape."

Khalid Murshed Dena Almansoori

Chief Technology and Information Officer, e& UAE Group Chief AI and Data Officer, e&
Unleashing the Power of AI | How e& UAE is Shaping the Future of AI in Telecommunications and Beyond | 2024

AI-generated image

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01 AI Evolution
The story of AI is one of remarkable progress punctuated by
challenges and breakthroughs.

AI's story is one of remarkable progress punctuated Today, AI's evolution shows
by challenges and breakthroughs. It started with
visionary ideas like Alan Turing's test for machine
no signs of slowing down.
intelligence and the practical problem-solving
expertise of early "expert systems." However, Recent developments like OpenAI's ChatGPT, with
progress could have been smoother. Periods of its improved conversational abilities, and Google's
limited funding and unrealistic expectations, dubbed Gemini (formerly Bard), focused on comprehensive
"AI winters," hampered research in the 60s and 70s. and informative information processing, highlight
the ongoing diversification of AI applications. Tools
AI rose again in the 80s with the revolutionary like Microsoft Copilot are also transforming coding
backpropagation algorithm, which supercharged the by assisting developers, while the quest for
training of complex neural networks. This paved the explainable AI (XAI) promises to make AI models
way for the rise of convolutional neural networks more transparent and trustworthy.
(CNNs), the driving force behind breakthroughs like
Deep Blue's stunning victory over chess champion The future of AI seems boundless. Advancements in
Garry Kasparov in 1997 and IBM Watson's diffusion models, foundation models, and natural
domination of Jeopardy! in 2011. These milestones language inference hold immense potential, while
showcased the immense potential of AI, not just in the burgeoning field of robotics stands poised to
games but in tackling real-world challenges like transform our world. This journey, from early ideas to
natural language processing (NLP). cutting-edge applications, is a testament to the
ingenuity and perseverance of researchers pushing
The 2010s saw the dawn of deep learning, ushered the boundaries of what machines can achieve.
in by the triumph of the AlexNet model in image
recognition. Advancements like ResNet addressed As we navigate the ethical considerations and
the complexities of training deeper networks, paving challenges that come with this powerful
the way for even more powerful models like BERT, technology, one thing is certain: AI's evolution is an
which revolutionised NLP by understanding the ongoing story with some of the most captivating
context in both directions. GPT-3, with its massive chapters yet to be written.
parameter count, showcased the incredible feats of
text generation. At the same time, tools like DALL-E
pushed the boundaries of image creation by crafting
diverse and realistic visuals from mere text
descriptions.

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01. AI Evolution

Summary of AI evolution milestones:

1943 • Neuron Model First artificial neuron

1950 • Turing Test Turing Test proposal for assessing machine intelligence

1956 • Dartmouth Workshops Birth of AI as a field

1957 • Perceptron Introduction of a simple neural network model

EARLY MILESTONES

1961 • Unimate First industrial robot

Pioneering expert system demonstrating the potential of rule-

1967 • Dendral based AI

1970s • Expert Systems AI focused on specific domains and tasks using knowledge rules

1986 • Backpropogation Algorithm enabling efficient training of deep neural networks

Framework revolutionising image recognition and computer

1989 • Image recognition vision
Statistical Machine Rise of probabilistic models and algorithms like Support Vector
1990s • Learning Machines
Deep Blue vs. Garry
1997 • Kasparov AI system defeats the world chess champion

2000 • Kismet and ASIM Robots that recognise and simulate emotions, and able to walk
MAJOR BREAKTHROUGHS

2011 • IBM Watson on Jeopardy! Showcase of natural language processing capabilities

Deep learning model won the ImageNet competition for image

2012 • AlexNet classification
Generative Adversarial
2014 • Network (GAN) Framework for generating realistic synthetic data

Neural network architecture addressing challenges in training

2015 • ResNet very deep networks
AI system defeating a world champion Go player through
2016 • AlphaGo reinforcement learning
Geoffrey Hinton's approach addressing hierarchical relationships
2017 • Capsule Network in neural networks
Model revolutionising natural language processing with
2018 • BERT by Google bidirectional context understanding
Language model showcasing advanced text generation
2019 • OpenAI GPT-2 capabilities
AI system solving the protein folding problem in computational
2020 • AlphaFold biology
RECENT ADVANCEMENTS

Large language model with 175 billion parameters, showcasing

• OpenAI GPT-3 large-scale transformer capabilities
Model generating diverse and high-quality images from textual
2021 • DALL-E descriptions
Conversational AI model based on the GPT
• ChatGPT architecture, improving language understanding
AI pair programmer from Microsoft assisting developers in writing
2022 • Copilot code
Large language model from Google AI focusing on
2023 • Bard comprehensive and informative information processing
Diffusion Models, Foundation Models, Natural Language
2024 • New Models Inference, Small language models, Robotics
advancements, Explainable AI (XAI)
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02 Decoding the AI Tapestry

AI is a vast term often likened to an umbrella term
encompassing various subfields.

Unveiling classifications and applications

AI is continuously reshaping how we interact with and perceive the world. Its transformative influence spans
industries, revolutionising healthcare, finance, communication, and beyond. With AI advancing at an
unprecedented pace, comprehending its diverse classifications is paramount.

This section explores the intricacies of the AI ecosystem, examining key classifications ranging from
foundational Machine Learning (ML) to the creative domains of Generative AI (GenAI) and the capabilities of
Large Language Models (LLMs).

AI is a dynamic and expansive landscape, often likened to an umbrella term encompassing various specialised
subfields. Each subfield possesses unique strengths within this intricate ecosystem, enabling various
applications and collectively driving AI forward.

Key classifications:
Machine Learning (ML) Foundation Models
As the foundational technology, ML algorithms form These extensive, pre-trained AI models are cultivated
the bedrock for intelligence development. These on vast text, voice, and image datasets. Notable
algorithms learn from data, enabling them to discern examples include LaMDA from Google AI, Jurassic-1
patterns, make predictions, and enhance their Jumbo from AI21 Labs, and versatile models like the
performance iteratively. This domain encompasses GPT (Generative Pre-trained Transformer) series,
prominent techniques, including supervised, including GPT-3 from OpenAI. These models serve
unsupervised, and reinforcement learning. as foundational pillars for a wide range of
applications. They allow fine-tuning for specific tasks,
such as answering a question, translating, creating
Deep Learning (DL) creative content, and more, showcasing the diverse
Operating as a subfield inspired by the intricate and multimodal capabilities within the field of AI.
structure and functionality of the human brain, DL
leverages artificial neural networks with multiple
layers to process complex data. This approach has Large Language Models (LLMs)
led to groundbreaking advancements in image LLMs are a specialised category of foundation
recognition, natural language processing, and models tailored for language processing. They
speech recognition. demonstrate the ability to comprehend and generate
human-like text. Applications include language
translation and creative content generation.
Generative AI (GenAI)
Reflecting its name, GenAI encompasses systems
proficient in generating new content across various Use Cases
domains such as text, images, music, and code. This This encompasses the diverse methods through
includes techniques like Generative Adversarial which humans interact with AI systems. Examples
Networks (GANs) and Transformers, which power include chatbots, voice assistants, and virtual reality
applications like creative writing tools and interfaces designed to facilitate seamless
image/code generation. interactions with AI applications.

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02. Decoding the AI Tapestry

AI learning models classification: AI learning approach classification:

Recognising that these categories often overlap is Supervised Learning
crucial in fostering a symbiotic relationship that
Trains models with labelled data (inputs with
contributes to advancing the AI field and
corresponding outputs) to make predictions for new,
ecosystem. As we navigate this space,
unseen data. This is useful for tasks such as
understanding these classifications enhances our
classification and regression.
appreciation for the vast potential of AI
technology and its profound impact on various
facets of our lives. Unsupervised Learning
Analyses unlabelled data to discover patterns and
In the rapidly evolving telecommunications sector,
relationships within it. This is used for tasks like
the strategic integration of AI and ML has
clustering and dimensionality reduction.
emerged as a transformative imperative.

Artificial Intelligence
Reinforcement Learning
Machine Learning
Trains a model through trial and error by providing
rewards for desired actions, allowing a model to
Deep Learning
learn and optimise its behaviour over time. This
Generative AI
approach is useful in tasks like robot control and
Foundation Models gameplay.
Large Language
Models
Generative AI
Use Cases
(ChatGPT, Gemini,
Copilot, etc)
Creates entirely new data, such as images, text, or
music, by learning from existing data and patterns.
Its practical applications include creative content
AI classifications and the intricate layers that define the generation, data augmentation, and language
diverse landscape of AI translation.

Classification of Machine Learning techniques and their applications:

Customer
Meaningful Retention
Compression Image
Classification Diagnostics
Big Data Structure
Visualisation Discovery
Dimensionality Classification
Customer Reduction Fraud Advertising
Segmentation Feature Detection Weather
Popularity Forecasting
Elicitation Prediction
Targeted Market
Marketing Forecasting
Clustering
Regression
Recommendation Unsupervised Supervised Estimating Life
Engines Learning Learning Expectancy

Image Population Growth

Generation Prediction
Gamified AI
Text
Generation Skill
Acquisition
Generative AI Reinforcement
Learning Learning
Voice
Generation Tasks

Code
Machine Robot
Navigation
Generation
Video
Learning Real-time
Decisions
Generation

In the rapidly evolving telecommunications landscape, the strategic integration of AI and ML has emerged as
a transformative imperative. This section delves into the core functionalities of machine learning algorithms,
each meticulously designed to address specific challenges and capitalise on emerging opportunities within
the telecom sector.
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02. Decoding the AI Tapestry

Classification of Machine Learning techniques:

These algorithms are at the core of innovation, from predicting signal strength and optimising network
coverage to fortifying security measures and proactively refining customer retention strategies. Telecom
leaders like e& UAE have embraced this technological revolution, adopting AI and ML to enhance
operational efficiency, deliver superior user experiences, and proactively meet evolving network demands.

The table below provides a comprehensive reference detailing the algorithms, descriptions, and diverse
applications in the telecommunications sector.

ALGORITHM DESCRIPTION GENERAL USE CASES TELCO USE CASES

Ensemble method Predictive modeling, Signal strength
Random Forest using multiple decision feature importance prediction, network
trees analysis coverage optimisation
Classifies data into Customer churn Churn prediction,
Logistic Regression binary outcomes prediction, spam network security (fraud
based on predictors detection detection)
Constructs a tree-like Credit scoring, risk Network fault
Decision Trees model for decision- assessment detection,
making infrastructure planning
Divides data into Customer Geographical
K-Means Clustering clusters based on segmentation, clustering, capacity
similarity anomaly detection planning
Mimics the structure Image recognition, Predictive
and functioning of the natural language maintenance and
Neural Networks human brain processing network performance
optimisation
Builds a series of weak Predictive modeling, Call drop rate
Gradient Boosting
models for a strong ranking algorithms prediction, network
Machines predictive model optimisation
Optimised and Structured data Network congestion
XGBoost scalable version of analysis, regression prediction, data
gradient boosting tasks transfer rate
optimisation
Designed for Natural language Network traffic pattern
Recurrent Neural sequence data, processing, time prediction,
Networks processes information series prediction optimisation
over time
A type of RNN with Speech recognition, User mobility pattern
Long Short-Term
memory cells for sentiment analysis prediction, handover
Memory learning dependencies optimisation
Finds hyperplanes for Image classification, Network traffic
Support Vector
data classification sentiment analysis classification, security
Machines threat detection
Anomaly detection Unusual network Network anomaly
Isolation Forest algorithm based on behaviour detection, detection, security
isolation of outliers anomaly detection threat identification
Represents a mixture Network traffic pattern User behaviour
Gaussian Mixture
of multiple Gaussian analysis, fraud analysis, security
Model distributions detection threat detection
Clustering algorithm Identifying call density Infrastructure planning,
DBSCAN based on data density clusters, spatial data network optimisation
clustering
Probabilistic algorithm Spam filtering, network Spam filtering for
naïve Bayes based on Bayes' event classification messages and emails,
theorem event categorisation
Boosting algorithm Improved network fault Enhanced anomaly
AdaBoost that combines weak detection, face detection, video call
classifiers recognition in video quality optimisation
calls
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02. Decoding the AI Tapestry

Generative AI
GenAI, the latest innovation in AI, has opened up a world of possibilities. This section explores GenAI's diverse
range of applications across various domains. From content creation to product optimisation, GenAI
showcases transformative capabilities. Given its profound impact on shaping the future across different
industries, it's worth examining specific examples of GenAI use cases.

Creative Content Entertainment and Media

Art and Design Video Game Design

Generating unique paintings, sculptures, and Creating realistic and immersive game
graphic designs in various styles. Platforms like environments and characters. Generative models
DALL-E 2, Leap AI, Segmind and Midjourney can populate gaming with unique details and
allow users to create art with text prompts. infinite options.

Music Composition Voice Acting and Dubbing

Producing original musical pieces in genres like Synthesising realistic voices for characters in
classical, pop, or electronic. Tools like Amper movies, games, and audiobooks. Tools like
Music, Songburst and Jukebox create music Resemble AI and Murf create expressive voices
based on user preferences. based on text prompts.

Creative Writing Personalised News and Social Media

Feeds
Generating poems, scripts, stories, and other
forms of creative text content. Platforms like Tailoring news articles and social media content
LaMDA, Jasper, and Hemingway, can write to individual preferences, generating summaries
different types of creative content. or different writing styles. Platforms like Outwrite
and Quill offer personalised content generation.

Product Development Other applications

Data Augmentation Drug Discovery

Expanding existing datasets with synthetic data Designing new molecules at an accelerated pace
to improve the performance of machine learning with desired properties for drug development.
models. This is crucial for tasks like medical Tools like Generative TensorFlow and AlphaFold
diagnosis and self-driving cars. are used for this purpose.

Code Generation Material Science

Suggesting or auto-completing code for Discovering new materials with specific
programmers through platforms like GitHub properties for applications like battery technology
Copilot or Tabnine, improving efficiency and or solar panels. Generative models can explore
automation in software development. vast chemical spaces for potential
breakthroughs.
Language Translation
Translating languages more fluently and Fashion Design
creatively, going beyond literal translations to Generating new clothing designs and patterns
capture nuances and context. Tools like Google based on trends and user preferences. AI
Translate and DeepL are constantly evolving with applications, like WOMBO Dream, help create
Generative AI techniques. unique fashion designs.

These are just a few examples, and GenAI's possibilities are constantly evolving. As the technology develops,
we can expect even more innovative and impactful applications to emerge in various fields.

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AI-generated image

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03 e& UAE: AI Adoption

e& UAE has proactively taken a stance toward AI and data-
driven adoption.
In the digital era, e& UAE takes a proactive stance toward AI and data-driven adoption, positioning itself as a
leading service provider committed to embracing new technologies for long-term growth and success.

This AI strategy encompasses several pivotal initiatives:

AI-Powered Business Optimisation Diverse AI Applications
e& UAE effectively leveraged AI to streamline and e& UAE showcases AI's versatility by deploying it
automate business processes, align talent with across diverse domains beyond
future market needs, and cultivate advanced telecommunications. Innovations like facial
analytics capabilities. This strategic move resulted in recognition, voice biometrics, Optical Character
a significant reduction in operational costs and Recognition (OCR), and chatbots transform
improved agility and data-driven decision-making customer experiences by enabling highly
capabilities. personalised and engaging interactions.

Sustainable AI Integration Fostering Talent and Culture

Recognising the interplay between digitalisation and Embracing cutting-edge technologies and
sustainability, e& UAE infused sustainable practices innovative approaches, e& UAE fosters a culture of
into its AI initiatives. This ensures responsible growth continuous learning and experimentation by
while contributing to the company's ambitious cultivating new mindsets and exploring untapped
environmental goals. potential.

Extensive AI Deployment Strategic Capital Allocation

e& UAE implements more than 160 machine e& UAE accelerates its growth through a strategic
learning models in various functions, from customer capital allocation approach incorporating targeted
segmentation and autonomous networking to fraud investments, alliances and partnerships. This
detection, which resulted in a significant decrease in strategy ensures access to leading technologies
fraudulent activities. These implementations and expertise, expediting the company's AI journey.
optimise operations, protect customers, and drive
substantial revenue growth through Customer Value
Management (CVM).

To summarise, e& UAE's AI journey is characterised by strategic initiatives aimed at optimising business
processes, streamlining customer experiences, ensuring sustainability, deploying extensive AI models,
exploring diverse applications, fostering innovation, and strategically allocating capital.

By adopting a holistic approach to AI integration and digitalisation, e& UAE solidifies its
leadership in the evolving telecommunications landscape. The company plans to
leverage AI for even greater personalisation, network optimisation, and service
innovation, cementing its position as a future-proof and customer-centric organisation.

These efforts collectively position e& UAE as a dominant player in telecommunications, setting the stage for
future innovations and breakthroughs. As we delve further into this whitepaper, we will explore specific case
studies and examples that highlight the real-world impact of these initiatives, providing deeper insights into the
transformative power of AI at e& UAE.

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04 e& UAE: AI Journey

Marked by strategic milestones that underscore e& UAE’s
commitment to harnessing the power of AI.

Amidst rapid technological disruption and innovation, e& UAE has charted a bold course on its transformative
AI journey. This path is paved with strategic milestones underscoring the company's commitment to unlocking
the full power of AI. Over the years, e& UAE has steadily progressed toward intelligent operations. It began in
2016 with dedicated teams focusing on data analytics, followed by the establishment of the Robotic Process
Automation (RPA) Team and the subsequent formation of the Machine Learning and Advanced Analytics Team.
Each milestone represents a deliberate step toward infusing intelligence into operational frameworks.
Creating the AI Cognitive Team and collaborating with esteemed partners in the AI Centre of Excellence (AICoE)
exemplifies e& UAE's dedication beyond adopting cutting-edge technologies to pioneering them. Initiatives
such as the AI Graduate Programme rolled out in 2021, alliances with industry leaders like Microsoft and Oracle
and the introduction of the Internal AI-First Programme underscore a holistic approach, emphasising talent
development, strategic partnerships, and the seamless integration of AI into every facet of our operations.
These milestones collectively reflect e& UAE's relentless pursuit of innovation, positioning the organisation at
the forefront of AI in the UAE and beyond.

Below is a summary of e& UAE's AI milestones:

2016 OBJECTIVE
The creation of the Advanced
KEY ACTIVITIES
The team initiated the
Inception of the Analytics Team marked e& UAE's implementation of basic data
Advanced strategic move to harness analytics analytics tools, laying the
for valuable data-driven business foundation for more informed
Analytics Team insights, setting the stage for data-driven decision-making
subsequent advancements in processes.
leveraging analytics for operational
enhancements and predictive
modelling.

2017 OBJECTIVE
To enhance operational efficiency,
KEY ACTIVITIES
RPA solutions were deployed
Establishment of increase productivity and accuracy, across various departments,
the Robotic and reduce substantial costs, the leading to a significant reduction
Robotic Process Automation (RPA) in manual processing. The team
Process Team was established, with the also formulated a Governance
Automation (RPA) concurrent formation of the Model for RPA implementation.
Team Robotics Centre of Excellence
(COE).

2018 OBJECTIVE
e& UAE advanced its AI journey by
KEY ACTIVITIES
The team actively developed and
Formation of the forming the Machine Learning and implemented machine learning
Machine Learning Advanced Analytics Team, focusing models for predictive analytics,
on integrating more sophisticated resulting in improved forecasting
and Advanced AI techniques into its business capabilities and personalised
Analytics Team processes, optimising strategic customer experiences.
decision-making and customer
services.

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04. e& UAE: AI Journey

2019 OBJECTIVE
In partnership with Emirates ICT
KEY ACTIVITIES
The Implementation of AI systems
Inception of the AI Innovation Centre (EBTIC), Khalifa capable of simulating human
Cognitive Team University (KU), and Microsoft, the AI thought processes, resulting in
Centre of Excellence was launched the deployment of chatbots and
to drive AI research and AI-driven customer service tools.
development efforts and bolster
innovation.

2020 OBJECTIVE
Consolidation of AI research and
KEY ACTIVITIES
Joint projects with partner entities
Establishment of development efforts to bolster focused on AI innovation and
the AI Centre of innovation. application in
telecommunications.
Excellence (COE)

OBJECTIVE KEY ACTIVITIES

2021 To nurture internal talent and ensure Offering intensive training and
all new hire graduates have the development programmes in AI
Launch of AI
capabilities to drive AI initiatives and and related fields for graduates.
Graduate develop skills aligned with the future Empowering them with the
Programme of work, e& UAE introduced the AI technical and non-technical
Graduate Programme. capabilities needed for AI-driven
initiatives and becoming
successful future leaders.

OBJECTIVE KEY ACTIVITIES

2022 Collaboration with several Cloud and Joint efforts focused on
AI organisations, like Microsoft, to integrating advanced cloud and AI
Industry
enhance cloud and AI capabilities technologies, driving
Collaboration and substantially improve service advancements in cloud
quality and operational efficiency. infrastructure and AI applications.

OBJECTIVE KEY ACTIVITIES

2023 To consistently embed AI across all Prioritising AI solutions in all
internal operations, e& UAE business processes and
Introduction of the
launched the Internal AI-First decision-making to foster a
Internal AI-First Programme, which integrates AI into culture of innovation and
Programme its core operations for sustained efficiency.
innovation and efficiency.

OBJECTIVE KEY ACTIVITIES

2024 To elevate cloud and AI capabilities, The collaboration involved
e& UAE entered a strategic deploying cutting-edge NVIDIA
Deployment of
collaboration with Oracle H100 GPU units within Oracle
GPU Farm Corporation. The partnership Cloud Infrastructure, enhancing AI
significantly bolstered e& UAE's AI processing capabilities. Utilising
capabilities and processing Oracle's robust cloud platform, AI
efficiency by deploying advanced services were seamlessly
NVIDIA GPUs and developing and integrated into e& UAE's business
integrating sophisticated AI services applications, providing access to
to meet evolving market demands. high-performance, flexible
computing resources for the rapid
and scalable development of AI
services.

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05 e& UAE: AI-driven

Transformation
e& UAE embraces AI and data-driven transformation to
thrive in the digital era.

AI takes centre stage as e& UAE moves beyond conventional boundaries, embarking on a transformative
journey across diverse streams. e& UAE's evolution spans strategic initiatives that reimagine product offerings,
redefine sales and marketing strategies, revolutionise customer experiences, optimise tech networks, and
empower corporate functions.
This narrative reveals a forward-thinking approach in which AI is a catalyst to propel technology disruption and
corporate innovation. This next section explores the complex aspects of this progressive journey, where e&
UAE emerges as a trailblazer at the intersection of technology and telecommunications, setting new
benchmarks for the company's and industry's future.

Product Transformation that each interaction is hyper-personalised and

tailored to the individual's preferences. Consistency
e& UAE has seamlessly integrated AI-powered
in real-time experiences synchronised across all
products into its comprehensive telecoms portfolio.
channels underscores the organisation's
This strategic move enhances the quality of
commitment to delivering exceptional and
offerings and contributes to scaled-up revenue from
seamless customer experiences.
enterprise and government (Ent/Gov) sectors and
small and medium businesses (SMBs).
Furthermore, the organisation has successfully
Telco Network Advancements
diversified its revenue streams through monetising Implementing an end-to-end AI-driven autonomous
external use cases, demonstrating the versatility of network characterises e& UAE's telco network
AI in generating revenue beyond traditional transformation. This innovation ensures optimal
telecommunications services. performance and efficiency throughout the
network's lifecycle. The organisation has embraced
Full MLOps (Machine Learning Operations),
Sales & Marketing Innovation enabling the comprehensive management of AI
e& UAE has redefined its sales and marketing models from end to end. Additionally, stringent
approach through an AI-centric lens. Establishing measures have been put in place to ensure full
autonomous, fully digital stores has revolutionised compliance with data security regulations,
the customer interaction process, ensuring a safeguard customer information, and maintain the
streamlined and efficient experience. Gamification integrity of the network.
techniques have been incorporated to enhance up-
selling and cross-selling efforts, leveraging AI-
Corporate Function Evolution
driven sentiment analysis for a more targeted and
personalised approach to customer engagement. In terms of corporate functions, e& UAE has
achieved significant automation in business
processes, optimising efficiency and productivity
Customer Experience Revolution and reducing manual intervention. Scaling up
When it comes to customer experience excellence, 'citizen data scientist' capabilities empowers non-
technical staff to engage with and actively
e& UAE has also achieved significant milestones.
contribute to AI use cases. The organisation's
AI-powered virtual assistants inch closer to human
commitment to continuously upskilling and reskilling
parity, encompassing chat and voice interactions
and supporting multiple languages. The all employees on AI principles and applications
commitment to providing a fully personalised further reinforces a culture of inclusivity and
experience across all customer journeys ensures innovation.

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05. e& UAE: AI-driven Transformation

In short, e& UAE's AI-driven transformation spans diverse streams, from

enhancing product portfolios and sales strategies to revolutionising
customer experience, telco network advancements, and corporate functions.
This multifaceted approach further solidifies the organisation's position at the forefront of AI adoption and
reinforces its commitment to driving and infusing innovation across all areas of its operations.

Encapsulating the key milestones and strategic shifts that underscore the organisation's commitment to
harnessing the power of artificial intelligence for a digital future.

Product Sales & Market CX

AI-empowered products Autonomous stores that VAs inch closer to human parity
integrated as part of the total are fully digital covering chat and voice - also
communications portfolio multilingual
Gamification for
Scaled-up CVM revenue from up/cross-selling Fully personalised experience
Ent/Gov/SMB across all journeys
AI-driven semantics
Scaled-up external analysis Consistent real-time experience
monetisation revenue synced across all channels
streams/use cases

Corporate Functions Network

Fully automated business AI-driven autonomous network

processes end-to-end

Scaled-up 'citizen data scientists' Full MLOps, i.e. E2E lifecycle

capabilities management of models

Non-technical staff trained in AI Full data security/

and engaged in AI use cases regulation compliance

Enterprise HR/ Working

Processes IT/Security Data Buildings Partners
Employees Capital

e& UAE has strategically positioned itself as a frontrunner in AI adoption, aligning with best practices for
successful GenAI integration. This strategic alignment reflects the organisation's foresight and commitment to
harnessing the transformative power of AI across crucial dimensions such as technology infrastructure, data
governance and management, skills and talent development, business alignment, ethical and regulatory
considerations, and community and ecosystem engagement.

Let's examine in detail how e& UAE excels in each of these

dimensions:
Technology Infrastructure
e& UAE has invested significantly in building a robust and scalable technology infrastructure. This includes
advanced computing capabilities, data storage solutions, and networking frameworks that form the backbone
for seamless GenAI integration. The organisation's foresight in technological investments positions it for agility
and efficiency in deploying AI solutions.

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05. e& UAE: AI-driven Transformation

Data Governance and Management

Recognising the importance of data in AI initiatives, e& UAE has implemented robust data governance and
management practices. This involves ensuring data quality, privacy, and security throughout its lifecycle. The
organisation's commitment to responsible data handling ensures trust and reliability in AI-driven solutions.

Skills and Talent

e& UAE prioritises cultivating AI skills and talent within its workforce. By investing in training programmes and
workshops and fostering a culture of continuous learning, the organisation ensures that its teams have the
expertise needed to navigate the complexities of AI adoption. This commitment to skills development
contributes to the organisation's agility in leveraging AI technologies.

Business Alignment
Successful AI adoption requires strategic alignment with business goals. e& UAE continuously integrates AI
initiatives with its overarching business objectives. The organisation's AI strategies are purpose-driven,
addressing specific business challenges and enhancing operational efficiency, customer experiences, and
overall innovation.

Ethical and Regulatory Considerations

e& UAE is acutely aware of the ethical and regulatory landscape surrounding AI. The organisation has
implemented measures to ensure responsible AI practices, addressing ethical considerations and compliance
with regulations. This proactive approach safeguards against potential pitfalls and ensures e& UAE is a
responsible player in the AI ecosystem.

Community and Ecosystem

In recognition of the collaborative nature of AI ecosystems, e& UAE actively engages with the broader
community and industry ecosystem. Through partnerships, collaborations, and participation in AI-focused
initiatives, the organisation contributes to and benefits from the collective knowledge and advancements within
the AI community.

In essence, e& UAE's strategic positioning across these six critical dimensions
underscores its commitment to adopting AI in a technologically sound and
ethically responsible manner and in alignment with its business objectives.

This comprehensive approach sets the stage for the organisation to fully leverage the potential of GenAI,
drive innovation and stay ahead of technological advancements.

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AI-generated image

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06 e& UAE: AI Use Cases

Driven by its commitment to technological excellence,
e& UAE emerges as a trailblazer in AI.
e& UAE has achieved noteworthy milestones through diverse AI-driven projects, demonstrating a steadfast
commitment to innovation. From implementing machine learning models to establishing a unified data
management system, these initiatives underscore the organisation's evolution into an AI-driven powerhouse.
Each milestone showcases e& UAE's dedication to harnessing the transformative potential of AI, going beyond
enhancing customer experiences to optimising operational efficiency, maximising productivity, and fostering
groundbreaking business innovation.

Below is a summary of e& UAE's AI use case journey:

2016 AI takes centre stage with customer value segmentation

Going beyond data analysis, this strategic move marked e& UAE's entrance into AI. By using ML, the
company segmented customers based on needs and behaviours, enabling targeted marketing and
personalised offers. This laid the foundation for future AI-powered customer experiences.

2017 RPA transforms customer registration

RPA was a game-changer in streamlining administrative tasks by eliminating long queues and
cumbersome paperwork. Robotic automation took over routine aspects of customer registration,
speeding up the process and allowing employees to focus on more complex and value-added
interactions.

2018 Building a strong data foundation

The Customer 360
This was more than a data lake; it was a treasure trove of customer insights. e& UAE's Customer
360 combined traditional data with predictive models, AI-powered vision and language processing,
and even economic factors. This empowered the team to anticipate customer needs and create
hyper-personalised experiences.

2019 AI revolutionises customer service

Virtual Agent 181 and beyond
Steering away from having customers listen to music on hold or robotic prompts, Virtual Agent 181
ushered in a new era of customer service. Chatbots, voice analytics, and AI-driven
recommendations transformed interactions, offering 24/7 support and making every customer feel
valued and recognised.

2020 AI reimagines the customer journey

Facial Recognition, AI Factory, and more
e& UAE implemented facial recognition technology in stores for instant customer recognition,
enabling personalised greetings and targeted offers. The AI digital factory churned out new
solutions while predictive models optimised sales processes and pricing.

2021 AI meets social media and deep learning

Virtual agents expanded to WhatsApp, extending reach and convenience to customers. Social
media channels became AI-powered, delivering relevant content and responding to customer
queries swiftly. Predictive models eliminated bill shocks, and deep learning unlocked even deeper
customer insights.

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06. e& UAE: AI Use Cases

2022 Unified Data and Self-Service RPA

Empowering both customers and employees
Unified data management was launched to provide customers with a seamless experience,
enabling access to all data needs in one place. Meanwhile, self-service RPA puts the power of
automation in the hands of employees, boosting efficiency and productivity.

2023 Collaboration and innovation

Joining forces and prioritising AI
The AI-First Programme ensured all initiatives prioritised AI integration, while GenAI and Data Robot
capabilities broadened their AI arsenal. From fraud prevention to debt analysis, AI allowed the
company to tackle new challenges and solve problems.

2024 On-Prem GPU Farm Deployment

The deployment of an on-prem Oracle Cloud Infrastructure Dedicated Region (OCIDR) integrated
with Nvidia GPU clusters represents a pivotal use case in e& UAE's AI journey. By bringing cloud
capabilities directly to its premises, the organisation gains control over its computing resources,
ensuring reduced latency and enhanced data privacy.
Leveraging the dedicated cloud region from Oracle, e& UAE tailors its environment to specific
needs, optimising performance for AI workloads. Incorporating Nvidia GPU clusters further
accelerates AI adoption by providing high-performance computing capabilities, facilitating efficient
model training, and supporting computationally intensive tasks. This strategic initiative enhances
current AI applications and positions e& UAE for future innovation, reflecting a commitment to
secure, efficient, and cutting-edge AI integration.

This is just a glimpse into e& UAE's AI journey. Each milestone reflects the company's commitment to
innovation, customers, and vision for a future optimised by intelligent technology.

e& UAE recent AI use cases:

Enterprise Disruptive Use Cases

ChatGPT Adoption e& enterprise Assistant AI Photo Validation

ChatGPT as an assistant for GenAI ChatBot that streamlines HR Uses computer vision to automate
employees on MS Teams, and as interactions and starts to human effort to validate e& staff
content generator for CVM on accumulate use cases for photos as part of rebranding
GoChat mobile app enterprises

Customer Experience

Autonomous Stores AI Voice Authentication Bill Review

Stores that utilise AI, IoT and Authenticate operations across Automated bill validation by resolving
computer vision to offer a seamless, channels by enabling customers to discrepancies in advance
self-service shopping experience use their voice print

Technology Disruptive Use Cases Revenue Generation

Op System Patching Field Smiles CVM:

Automation Force Personalisation B2C & B2B
Empowered IT Deep Learning AI to Profile-based personalisation Machine learning CVM use
infrastructure team by automate Service which uses machine learning cases focusing on both core
automating server Installation Auditing, to recommend offers, food and non-core telco services
patching Quality Assurance etc. and products

The story continues, and as AI evolves, so will e& UAE's journey, pushing the boundaries of what's possible
and shaping the future of telecommunications and beyond.
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07 GenAI Evolution
Empowering the telecommunications industry, GenAI fuels
transformation, elevating innovation, productivity and
efficiency to new heights.

In the telecommunications sector, GenAI emerges as a catalyst for transformation, elevating the industry to
new heights. GenAI represents a sophisticated class of AI systems with a human-like capacity to comprehend,
learn, and apply knowledge across diverse tasks. Beyond conventional AI systems, GenAI can generate novel
content, be it text, images, music, or code, making it a versatile and powerful tool. With its adaptability and
innovative problem-solving capabilities, GenAI is leading the way in technological innovation, offering a
paradigm shift of unlimited possibilities for the telecommunications sector.

The diverse range of capabilities and applications achievable with

GenAI and its transformative possibilities:

Enhanced Customer Experience

Personalisation Support
Enables hyper-personalised experiences by Round-the-clock AI-driven customer service with
analysing customer data and predicting needs, natural language processing for seamless
leading to increased satisfaction and loyalty. interactions, reducing wait times and improving
resolution rates.

Operational Efficiency

Automation Predictive Maintenance

Automate routine tasks, from network Use AI to predict and prevent network outages or
management to billing inquiries, freeing up equipment failures, ensuring uninterrupted
employees to address more complex issues. service and reducing maintenance costs.

Innovative Services and Products

New Offerings Competitive Edge

Leverage GenAI to develop cutting-edge Stay ahead of the curve by using AI to quickly
services like smart home solutions, enhanced adapt to market changes and proactively meet
security features, and tailored data plans. customer demands.

Cost Reduction

Savings Scalability
Reduce operational costs through automation Scale solutions up or down based on demand
and improved efficiency, allowing for competitive without significant additional costs, thanks to the
pricing and better capital allocation. flexibility of AI systems.

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07. GenAI Evolution

GenAI is a critical strategic enabler, bolstering e& UAE’s prominence within the telecommunications industry.
This transformative force equips the organisation with a strategic advantage, empowering it to navigate the
digital era with unparalleled prowess. By embracing GenAI, e& UAE ensures it is future-proofed, surpassing
mere current relevance. The integration of GenAI into its framework and operations equips e& UAE to
effectively tackle the challenges and embrace the opportunities that lie ahead.

This strategic foresight positions the organisation to meet the demands of the
future with agility, excellence, and a competitive edge.

The evolving landscape of GenAI holds transformative potential, reshaping approaches to work, creativity, and
innovation. However, navigating AI's sometimes uncharted waters requires a strategic approach.

This roadmap is your comprehensive resource for effectively implementing

GenAI in any project or product.

Step 1 Embark on your GenAI journey with a clear vision. Identify the specific user
Clarify Your needs or business challenges GenAI will address. Whether crafting
Purpose personalised content experiences, generating groundbreaking ideas, or
optimising workflows, a defined purpose and specific problem that needs
to be solved ensures alignment with overarching goals.

Step 2 GenAI thrives on high-quality, relevant data. Evaluate existing data,

Establish a Robust identify gaps and explore augmentation techniques or external sources.
Data Foundation Clean, unbiased data is paramount for accurate and valuable outcomes.

Step 3 With vast options, from pre-trained models to open-source libraries,

Select Your choose a tool that fits the project's unique needs, considering budget,
GenAI Toolbox technical expertise, and desired functionalities.

Step 4 Begin with small-scale experimentation. Create quick prototypes to test

Prototype and GenAI implementation, gather user feedback, refine the approach, and
Iterate iterate rapidly. Embrace this learning journey, understanding that
perfection is not the immediate goal.

Step 5 Strive for seamless integration into existing workflows and tools through
Seamless API connections, custom interfaces, or automated pipelines. Make GenAI
Integration/Avoid feel like an organic, natural extension of your current operations.
Siloing GenAI

Step 6 GenAI models are dynamic systems. Regularly monitor performance

Continuous metrics, analyse user feedback, and be prepared to adapt. Retrain data,
Monitoring and fine-tune models or adjust parameters as necessary to maintain peak
performance.
Adaptation

Step 7 Finally, prioritising ethical considerations, such as deploying AI

Ethical responsibly, is paramount. Ensure all projects adhere to ethical principles,
Considerations and addressing potential biases or unintended consequences. By employing
Responsible AI GenAI responsibly, you build trust and unlock its full potential for positive
impact.

By following this roadmap, embracing experimentation and letting GenAI become your formidable partner in
innovation, the future is yours to shape.

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08 e& UAE: AI Enablement

With a strong vision for innovation, e& UAE consistently
invests in and advances key elements that form the bedrock
of our AI ecosystem.

These essential components, categorised as AI Enablers, encompass a triad of fundamental elements:

AI Platforms, Data Enablers, and the supporting Data Infrastructure.

Three essential AI enablers:

AI Platforms Data Enablers Data Infrastructure

At the core of our strategy Central to the success of our The backbone supporting
lies the development and AI endeavours are our state- our AI initiatives ensures our
refinement of Platforms of-the-art AI Data Enablers AI ecosystem thrives

These platforms serve as digital These encompass a suite of This involves deploying and
playgrounds where intricate tools, methodologies, and maintaining scalable, secure,
algorithms, machine learning processes designed to unlock and high-performance data
models, and advanced analytics the value embedded within our architectures, including GPU
converge. Through continuous vast data reservoirs. From cluster deployment on both on-
enhancement, we empower our efficient data collection and premises and cloud
teams to harness AI's full cleansing to sophisticated environments. These
potential, facilitating swift preprocessing and feature infrastructural enhancements
development, testing, and engineering, our Data Enablers facilitate the seamless flow of
deployment of intelligent ensure that the raw material for AI information, ensuring that our AI
solutions. applications is not just models can access, process,
voluminous but also refined, and derive meaningful insights
accurate, and ready for insightful from data with unparalleled
analysis. speed and efficiency.

AI enablement initiatives undertaken by e& UAE highlight the organisation's strategic

efforts to harness AI for transformative impact.

AI Platforms Data Enablers Data Infrastructure

Data Marketplace BI Solutions

Data Warehouse Data Integration Tools

Big Data Data Robot Implementation

Data Mesh Implementation Logical Data Fabric

On-prem LLM Orchestrator

Data Layer enhanced in terms of

AI platforms put in place capability, coverage across business Adding GPUs on e& UAE cloud
lines and data points

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08. e& UAE: AI Enablement

By continually refining and fortifying these AI Enablers, including deploying GPU clusters in both on-premises
and cloud environments, e& UAE aims to outpace the ever-evolving digital arena and spearhead
advancements in AI.

Through the synergy of cutting-edge platforms, refined data, and robust

infrastructure, we are well-positioned to shape the future of AI, driving
innovation and unlocking new realms of possibility.

On-Prem GenAI Platform

The deployment of the On-Prem GenAI End-to-End
Data Source
(E2E) Platform marks a significant stride in the
Docs Sheets Databases Videos Pictures
capabilities and benefits harnessed by e& UAE.
This strategic initiative unlocks major capabilities, Data Sources

DRCC to support GPUs (Super Computing)

empowering even non-technical individuals as
Citizen GenAI Experts. The platform seamlessly Orchestrator
integrates with any open-source Large Language Document Spreadsheet Database API Sources
Manager Manager Manager
Model (LLM) and facilitates the fine-tuning of our

Application Layer
data, all within the secure and controlled
environment of on-premise infrastructure. Robust Upload
Service
Vectorisation
Engine
Vector
Matching
Persistence

governance controls, ensuring security and

responsible AI practices, form a foundational aspect Few Shot
Context
Optimiser Persona
Intelligence
Engine
of this platform.
The integration is extended further, reaching across LLM Integrator

data and application layers through APIs,

Governance
establishing a harmonious connection that enhances
overall operational efficiency. This provision enables Open Source LLM
next-level use cases and accelerates time to market,
Bloom Cohere Llama 2 Falcon JAIS
positioning e& UAE at the helm of AI innovation in the
telecommunications domain.

Building the first GenAI Orchestrator

As part of our forward-looking initiatives in 2024, e& UAE aims to establish the first GenAI Orchestrator. This
pivotal development is designed to streamline and enhance the management of various GenAI components,
ensuring cohesive and efficient deployment of AI capabilities across our ecosystem.

Key components and features:

Orchestration Capabilities Responsible AI Framework Integration

The GenAI Orchestrator will serve as a central hub A distinctive feature of the GenAI Orchestrator is its
for coordinating and managing diverse GenAI integration with a Responsible AI framework. This
modules and applications. It facilitates seamless ensures that ethical considerations, fairness, and
integration, allowing different AI components to work transparency are inherent in the deployment and
cohesively and efficiently. functioning of our AI systems.

Scalability and Flexibility Real-time Monitoring and Optimisation

One of the primary objectives is to ensure that the The Orchestrator will provide real-time monitoring of
Orchestrator is scalable and adaptable to the GenAI applications, enabling proactive identification
evolving demands of our AI ecosystem. It will of potential issues or bottlenecks. This will allow for
support the integration of new models, technologies, timely optimisation, ensuring optimal performance
and functionalities, fostering innovation within our AI across different AI use cases.
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08. e& UAE: AI Enablement

GenAI Open-Source Lightweight LLM Models

In response to the growing demand for accessible and adaptable AI technologies, the evolution of GenAI
involves creating and disseminating open-source lightweight LLM Models. This signifies a shift towards
democratising AI, making advanced language models more widely available for developers, researchers, and
businesses.
Open-source lightweight LLM Models provide a foundation for developers to explore and integrate AI
capabilities into diverse applications. The emphasis is on accessibility, allowing a broader community to benefit
from advanced language processing functionalities.

The open-source nature of the LLM also further fosters collaboration within the AI
community.
Developers can contribute to improving and refining these models, ensuring continuous enhancements, and
incorporating diverse perspectives. These lightweight models cater to various applications, from creative
writing tools and chatbots to code generation. Their versatility encourages innovation across various domains,
contributing to the broader scope of AI applications.

GenAI roadmap by e& UAE

e& UAE strategically leverages diverse GenAI models, demonstrating its versatility across various dimensions.

The organisation's roadmap encompasses the following methodologies:

BUILD FROM SCRATCH

PRE-TUNING
Build your
Train pre-built own model
FINE-TUNING
PROMPTING models
In instances where off-the-shelf
Fine-tuning a pre- solutions may not fully capture the
e& UAE strategically
Leverage pre-built trained model complexity of e& UAE's needs, the
emphasises pre-training
models models, extending the
organisation takes a proactive
Recognising the nuances of its approach by building its own
functionality of pre-built
e& UAE leverages the unique requirements, e& UAE models. This involves designing,
frameworks by infusing them
efficiency of out-of-the-box engages in fine-tuning pre- building, and training new
with extensive data and
trained models. This approach foundation models using deep
solutions and pre-built knowledge. This involves
models by adopting a involves adjusting the learning architectures. This
training models on large
parameters of a model approach allows e& UAE to craft
prompting strategy. This datasets specific to the
involves formulating specific previously trained on a large bespoke solutions tailored to its
organisation's domain, ensuring
instructions or queries to dataset to cater to specific tasks specific use cases, ensuring a
that the models are well-versed
prompt the AI model to or domains relevant to the highly customised and optimised
in e& UAE's unique challenges
generate desired outputs. By organisation. Fine-tuning allows AI framework.
and requirements. This
consuming readily available e& UAE to tailor pre-existing comprehensive pre-training
pre-built models, the models, enhancing approach boosts the
organisation accelerates the performance and relevance to adaptability and contextual
integration of AI into its specific use cases. awareness of the AI models.
operations, tapping into
established frameworks that
align with its use cases.
Use Tune Build

Cost $ $ $ $ Cost $ $ $ $ Cost $ $ $ $ Cost $ $ $ $

Customisation + + + + Customisation + + + + Customisation + + + + Customisation + + + +

Increasing Compute Requirements

In summary, e& UAE's adoption of GenAI models is characterised by a strategic mix of out-of-the-box
consumption, fine-tuning for specific requirements, pre-training for contextual relevance, Open Source Models,
Telco LLMs and, when needed, the proactive creation of proprietary models.
This comprehensive approach underscores the organisation's commitment to leveraging the full spectrum of
GenAI methodologies, ensuring that each model adoption aligns seamlessly with its unique business
objectives and challenges.
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09 Conclusion
Leading by example, e& UAE is setting the benchmark for
innovation and responsible AI adoption in the UAE and
beyond.

The organisation's incredible journey is characterised by key milestones, starting with the creation of
specialised teams in 2016, advancing through to the establishment of Robotic Process Automation (RPA), AI
Cognitive and Machine Learning (ML) teams, and culminating in the integration of advanced AI technologies
and partnerships.
As the AI and technology landscape evolves, e& UAE recognises the need to proactively shape its future.
Setting the benchmark for innovation and responsible technology adoption is paramount, as well as continuing
to stay at the forefront of emerging and disruptive technologies.
Advances in fields such as artificial general intelligence (AGI), which could revolutionise what is possible by
creating systems that can learn and adapt like humans, have many implications. While AGI remains a long-term
prospect, we are already laying the necessary foundations to ensure responsible progress in this field.
Continuing to forge strategic partnerships and alliances, both regionally and globally, is key to sharing cutting-
edge research and addressing socioeconomic challenges and opportunities together.

While incredible groundwork has been laid, this is just the beginning – we
intend to remain at the forefront of shaping AI’s limitless potential.

A broader vision

While this whitepaper has focused on outlining e& UAE's AI journey and achievements, it is important to
recognise that these efforts firmly align with and contribute to the parent company, e& group's AI vision at large.
Whether through our core business verticals, e& UAE, e& international, e& life, e& enterprise, and e& capital, or
throughout our global footprint, e& is driving excellence by pioneering next-generation technologies and
championing inclusive digital capabilities across every work stream, business, and geography.

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WHITEPAPER 2024

Unleashing the Power of AI

eand.com