R/GA Establishes Abu Dhabi Hub to Expand AI and Digital Work

R/GA has formally established a new operation in Abu Dhabi to expand its AI and digital capabilities across the MENA region. The Abu Dhabi hub will serve clients across the MENA region, with Bertrand Morin appointed as the executive director for MENA. R/GA plans to grow its local team and regional capabilities, aligning with the increasing demand for digital services in the fintech sector.

Expansion of R/GA’s Operations

R/GA has launched a new hub in Abu Dhabi, positioning the UAE as a strategic base for its regional expansion. The operation will focus on delivering AI-driven solutions and digital services tailored to the MENA market. Bertrand Morin, appointed as executive director for MENA, will oversee the hub’s initiatives. The company has not disclosed specific timelines for team expansion or client onboarding. This move underscores R/GA’s commitment to addressing the growing need for AI integration in financial services across the region, particularly in areas such as payment infrastructure, open banking, and embedded finance.

Implications for Local Fintech Startups

The Abu Dhabi hub could create opportunities for collaboration between R/GA and local fintech startups. By leveraging R/GA’s expertise in AI and digital services, startups may gain access to advanced tools for product development, customer engagement, and operational efficiency. However, the announcement did not specify how startups would engage with the hub or what support mechanisms are in place. Potential partnerships could involve co-development of AI-powered platforms, joint research initiatives, or advisory services to help startups scale their operations in alignment with regional regulatory frameworks.

Market Context and Future Outlook

The establishment of the Abu Dhabi hub aligns with the broader trend of digital transformation in the MENA fintech ecosystem. As GCC countries prioritize innovation in financial services, R/GA’s presence may accelerate the adoption of AI and automation in areas such as payment infrastructure, open banking, and embedded finance. The company has stated plans to grow its local team but has not provided details on hiring targets or regional expansion beyond the UAE. This development reflects the UAE’s role as a regional innovation hub, attracting global firms seeking to tap into the MENA market’s evolving digital landscape.

Significance: For the MENA fintech ecosystem, R/GA’s Abu Dhabi hub signals growing international interest in the region’s digital infrastructure. The move could influence how global agencies partner with local firms to address regional challenges in AI integration and digital service delivery. For market participants, the practical question is whether R/GA’s capabilities will translate into scalable solutions that meet the specific needs of MENA financial institutions and startups.

The announcement did not disclose investment size, regulatory approvals, named banking partners, or launch timelines. It also did not confirm when the first services would be available to clients.