Press
Andreas Hassellöf speaks at AIMA Middle East Forum 2026
Andreas Hassellöf speaks about "AI and the future of fashion" at the Dubai Mall Festival of Fashion
Is the AI productivity paradox really a human problem? - Andreas featured in Fast Company Middle East
Experts say the technology is advancing faster than organizations can adapt, and that human behavior–not AI itself–is the real bottleneck to measurable productivity gains.
Artificial intelligence (AI) is advancing rapidly, but its ultimate impact remains uncertain. The World Economic Forum (WEF) contends that AI’s effects are defined less by technological inevitability and more by how competing forces—across jobs, productivity, energy, and generational engagement—will shape its role. The forum points out that the future of AI will depend on human choices, organizational strategies, and global politics, not just on new technology or market shifts.
Not everyone thinks AI’s productivity puzzle is really a paradox. Andreas Hassellöf, CEO of Ombori, believes the issue isn’t the technology itself but how organizations decide to use it. “The so-called AI productivity paradox is not a paradox at all. The technology works. What fails is how organizations adopt it,” Hassellöf says. “Many companies buy AI licenses, announce they are investing in the future, then wonder why nothing changes. That is like buying gym equipment and expecting to get fit without changing behavior.”
From his vantage point across enterprise deployments, Hassellöf sees a recurring pattern: Early experimentation, shallow use, and premature disappointment. “People tried AI tools early, got mediocre results because they did not know how to use them well, and dismissed the entire wave as overhyped,” he says. “Meanwhile, technology has evolved faster in the past two months than in the year and a half before that. Mental models are completely out of sync with reality.”
Where many analysts focus on skills gaps or learning curves, Hassellöf places the emphasis squarely on human resistance. “The real blockers are human. Fear, ego, and bureaucracy play a much bigger role than the tools themselves,” he says, pointing to professional identity as a critical friction point. “Developers, for example, often resist AI even though it directly affects their work. When tools shift their role from writing code to specifying and reviewing, it challenges how they define their value.”
This discomfort, he argues, mirrors earlier technological transitions. “This shift mirrors what happened in photography. Digital cameras did not reduce the value of a photographer’s eye or storytelling ability. They amplified it,” Hassellöf adds. “AI is creating the same transition away from execution and toward judgment, taste, and meaning.”
Ironically, enterprise controls designed to reduce risk may be slowing transformation even further. “Security and governance reduce AI to copy-and-paste workflows,” he warns. “That is expensive autocomplete, not transformation.”
For Hassellöf, the stakes are no longer theoretical. “When AI enables one person to do the work of ten, leadership choices determine whether that leverage delivers 10x economic growth or results in massive layoffs,” he says. “The technology has already moved forward. Humanity needs to catch up.”
Andreas wins Technology Leader of the Year at Gulf Business Awards 2025
Andreas Hassellöf Speaks at In-Tech Circle 2025 on Hybrid Cloud Strategy, Powered by The Integrator Media
The panel discussion, titled “The Rise of Hybrid Cloud: Preparing Your Business for the Journey Ahead,” featured insights from a distinguished group of speakers:
Andreas Hassellöf - CEO of Ombori & Phygrid
Adrian Pickering, Regional GM MENA, RedHat
Fernando Cea, VP Technology MENA & APAC, Globant
Parvez Khan, Director Consulting, Oracle
Zaid Ghattas, GM META Region, AMD
Moderator: Srijith KN, Senior Editor, Integrator Media
The conversation focused on key aspects of hybrid cloud adoption, including performance, scalability, security, and long-term infrastructure resilience. The speakers shared perspectives on how organizations can navigate the complexity of hybrid environments while building for agility and growth.
In-Tech Circle is a closed-door event designed to facilitate meaningful dialogue among technology executives, spotlighting current trends and actionable strategies shaping enterprise innovation in the region.
AI at the Edge: The Future of Smart Cities and How Entrepreneurs Can Get Involved
'AI doesn't judge': Why UAE residents turn to bots for love, friendship
الحج في زمن التكنولوجيا الذكية - Hajj in the age of smart technology.
30,000 jobs, AI growth: What Disneyland Abu Dhabi means for the UAE
“Experiential destinations today are designed to be immersive, responsive and seamless, which means they’re increasingly powered by real-time technology behind the scenes,” said Andreas Hassellöf, CEO of Ombori and Phygrid. “While there is clear growth in frontline roles, what's really accelerating is the demand for AI-enabled infrastructure and the talent to build, monitor, and adapt it.”
He said this will create demand for a “new class” of positions that “haven’t traditionally existed” in theme parks. “We’re talking about professionals who keep AI systems running behind the scenes, technicians who manage on-the-ground technology in real time, and specialists who design how systems respond to visitor behaviour,” he said. “There’s also growing interest in emerging roles like prompt engineers, who shape how AI communicates with people, and experience designers, who connect technology, space, and behaviour to create more immersive, memorable experiences.”
He added that this automation will not replacing human roles. “Humans enjoy interacting with other humans, especially in leisure settings like amusement parks,” he said. “Friendly staff will always be a cornerstone of the experience, but now they can be empowered with smart tools that help them deliver more personalised, meaningful service.”
Andreas Hassellöf Named to Inc. Arabia’s 2025 Gamechangers List for AI Leadership in MENA
