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In a recent interview, Tanuja Randery, Vice President and Managing Director for EMEA at Amazon Web Services (AWS), reveals the company’s evolving strategy for one of the world’s most dynamic regions. Speaking with the editor of Gulf Business, Neesha Salian, during the AWS Summit in Dubai last month, Randery elaborates on AWS’s commitment to the Middle East. She outlines major investments in cloud infrastructure, artificial intelligence advancements, and talent development that are fostering economic growth throughout the UAE, Saudi Arabia, and more.
Randery also highlights AWS’s extensive global presence, including the innovative European Sovereign Cloud, and discusses important partnerships, such as the collaboration with Saudi Arabia’s AI leader, HUMAIN.
Covering topics from navigating regulatory landscapes to developing startup ecosystems, and emphasizing sustainability and personal leadership principles, this dialogue offers a deep insight into how AWS is empowering organizations and countries to fast-track their digital evolution.
Let’s kick things off. How has your vision for the regions you oversee evolved since you took the helm about four years ago?
The area I am privileged to manage across EMEA stands out as one of the most vibrant and diverse I have ever experienced, even globally. Despite the complex challenges we face, such as energy transitions and geopolitical tensions, what truly impresses me about this region is its remarkable ability to continuously progress.
I spend considerable time in the Middle East. It’s an extraordinary region characterized by proactive governments, ambitious commitments, and a clear vision. We often state that transformation requires strong top-down support, and this region exemplifies that principle. Additionally, it’s about aligning that support with investments in technology, infrastructure, sustainability, and human capital. I observe these trends not only in the Middle East but also in Sub-Saharan Africa and the more developed markets of the UK, Germany, and France.
Since my arrival, the focus has not shifted significantly; rather, it is about empowering our customers to leverage technology swiftly and effectively—emphasizing that technology should serve to achieve tangible business results, not exist for its own sake.
Following that thought, how has your presence grown, and do you anticipate further expansion in the coming years?
Absolutely. From the perspectives of both Amazon and AWS, we are consistently expanding and enhancing AI and data centre infrastructure globally. We regard it as a significant privilege to assist our customers in building together with us. Some of the world’s essential infrastructures, such as defense, finance, and public services, are operated on AWS. Therefore, it’s crucial that we remain attentive to market demands and invest accordingly.
In the Middle East, we’ve taken bold initiatives. We established our first region in Bahrain in 2017 and then introduced our UAE region in 2022, with infrastructure in Abu Dhabi and Dubai—an investment exceeding $5 billion, resulting in 6,000 jobs and an almost doubled economic impact.
Recently, we announced the development of a new region in Saudi Arabia, which is expected to launch in 2026. Additionally, just last week, we shared further plans focused on AI and cloud functionalities. So, yes, we are closely observing the market and making long-term commitments.
Beyond just infrastructure, we are also heavily invested in training and upskilling. To date, we’ve already trained 150,000 individuals across the Middle East, and this is merely the beginning.
That’s quite impressive. How is AWS supporting customers in the Middle East to emerge as global competitors?
What’s particularly exciting is how our global infrastructure aligns with the Middle East’s aspirations to become a global player. Our customers here aren’t merely seeking local capabilities—they aim to scale internationally with uniformity. We facilitate this by providing the same core quality of AWS services worldwide: consistent security, scalability, and microservices, regardless of location.
For instance, UAE’s e& recently acquired a Czech-based company (PPF Telecom) and intends to leverage AWS for operational support there.
Note: AWS, e& inked over a $1 billion agreement to enhance cloud and AI development in the region.
We are making substantial investments throughout my region: £8 billion in the UK, nearly £16 billion in Spain, and another £8 billion dedicated to the European sovereign cloud. These are long-term commitments that extend beyond technology—they focus on job creation and generating economic value.
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Job creation is evidently important to you. Can you elaborate on how AWS is backing talent and smaller enterprises?
Job creation is tremendously significant for us. However, beyond mere numbers, we are genuinely committed to uplifting startups and small-to-medium enterprises (SMEs)—the foundation of innovation and economic resilience.
Our investments and training programs are tailored to empower this ecosystem. We aim to provide SMEs with access to the same powerful tools and infrastructure as larger corporations, enabling them to grow and scale using AWS. This dynamic keeps the sector exciting and thriving.
Can you provide examples of companies you are collaborating with both globally and regionally, particularly among large enterprises and startups?
Certainly. Consider CAFU as an example. They have developed their entire mobile application, data warehouse, and infrastructure on AWS. By utilizing the cloud, they avoided the need for upfront capital for infrastructure and experienced rapid scaling, fundamentally transforming fuel delivery—no more visits to gas stations.
Next, there’s Property Finder, a more established digital player. While their website’s design is visually appealing, what’s remarkable is their backend utilization of AI and Machine Learning—particularly for fraud detection and intelligent chatbots. These technologies provide consumer assurance by ensuring that listings are vetted and reliable.
Another enterprise example is BT, which is employing Amazon QDeveloper to enhance coding efficiency, eliminating up to 12 percent of mundane tasks and streamlining their development teams’ effectiveness.
Which sectors are at the forefront of cloud and Gen AI adoption, particularly in your region?
Essentially, no sector can afford to overlook Gen AI today. It’s revolutionizing customer experience across various industries.
In the retail sector, it’s used daily—Amazon itself leverages AI in services like “Just Walk Out” technology in Amazon Go. In media, it is reshaping content creation and research. Financial services are seeing significant adoption, exemplified by First Abu Dhabi Bank, which employs both our outposts and cloud technology to accelerate product time-to-market and enhance productivity by up to 60 percent.
Sports are another compelling area. We’re engaged in initiatives with F1, processing 1.1 million telemetry data points per second. This capability allows us to deliver fan insights in real-time regarding speed, tire performance, pit strategies, and more.
We have also partnered with Bundesliga on the “My Dream Pitch” project, utilizing AI to allow fans to design their own virtual stadiums.
Can you share details about your new partnership with HUMAIN in Saudi Arabia? What distinguishes it?
I’m genuinely enthusiastic about this initiative. HUMAIN, the national AI champion of Saudi Arabia, and our collaboration will establish an AI zone within a HUMAIN-developed data centre, alongside our AWS region launching in 2026.
We aim to deliver Amazon Bedrock services, Amazon Q, Amazon Connect, and a comprehensive suite of microservices. A unique aspect is that customers will be able to access various models (like Claude, Mistral, DeepSeek) securely within a virtual private cloud, without the hassle of managing multiple sign-ups or concerns about data security.
Recently, we also introduced Tranium and Inferentia chips, providing cost-effective and sustainable solutions, especially pertinent as the Middle East transitions to a knowledge-based economy.
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You’ve mentioned public cloud and cybersecurity. Could you elaborate on your collaboration with e& and the UAE Sovereign Launchpad?
Our infrastructure has always been designed with sovereignty in mind, unlike others that treat it as an additional feature. For example, AWS Nitro integrates security into every layer.
With our partnership with e& and the endorsement from the UAE Cybersecurity Council, we’ve enhanced our offerings to cater to workloads that require higher levels of sovereignty. It’s crucial to note that data only moves when the customer decides to make that move.
Combining e&’s cybersecurity expertise with AWS’s cloud and security services enables us to better support highly regulated industries. Dr. Mohamed Al-Kuwaiti’s (the head of Cyber Security for the UAE Government) endorsement signifies the trust we’ve cultivated in the region.
Having discussed e& and HUMAIN, what other strategic partnerships exist in the Middle East?
Definitely. One significant partnership is our strategic framework agreement with Aramco in Saudi Arabia, aimed at enhancing operational efficiency and sustainability through cloud, AI, and Machine Learning.
Furthermore, we collaborate closely with leading consulting firms like Deloitte, Accenture, and McKinsey, as part of what we refer to as the Power of Three:
- AWS provides the essential cloud and AI/ML infrastructure
- Business consultants assist customers in aligning technology with broader strategies
- System integrators ensure large-scale execution
This cooperative model guarantees that we effectively support customers in their transformation endeavors.
Regarding cloud adoption in the region, what challenges do you see companies facing?
That’s a pertinent question. With significant investments flowing into the region, including our own, and the anticipated impact of cloud and AI projected at around $733 billion for the Middle East alone, the challenge lies in realizing that full potential.
Three primary challenges stand out:
Regulatory environment: We are fortunate to operate in a region where governments are supportive of innovation. However, it is essential to maintain a regulatory environment conducive to experimentation while safeguarding security and citizens’ rights. Compliance can create considerable costs for businesses.
Skills shortage: This is something we are deeply committed to addressing. Our research indicates that 43 percent of businesses in the region struggle with a lack of access to digital skills. Transformation cannot be achieved without a digitally proficient workforce. Consequently, we are heavily investing in education; we’ve trained 150,000 people in the MENA region and 31 million globally. We also run tailored programs for women, including a 12-week course with Coda Tech to train Emirati women.
Access to funding: For startups to scale internationally from this region, accessibility to venture and public funding is crucial. I am optimistic, considering the number of investment funds present in the region, but it’s a collective effort that must be nurtured.
My suggestion is simple: Start now. Begin small. Scale quickly. Ignoring this technology is no longer an option.
Could you explain the European Sovereign Cloud that AWS has launched?
The European Sovereign Cloud is an initiative we launched in conjunction with the German government. Our initial deployment will be in Brandenburg this year. Its uniqueness lies in delivering the full array of AWS services while operating under European (specifically German) law.
It will be managed entirely by EU citizens with its own management board, ensuring operational sovereignty without sacrificing innovation—a necessary step in today’s regulatory environment.
Finally, let’s touch on sustainability. What are the key initiatives being pursued by AWS, especially amidst rising concerns about AI and energy usage?
Sustainability is fundamental to our operations. Amazon is the largest corporate buyer of power purchase agreements (PPAs) globally, and we are commissioning numerous solar and wind energy projects—28 in the region, if my memory serves me right. Our collaborations with energy providers and governments are essential in making this happen.
Beyond renewable energies, we emphasize efficiency. Our data centres are up to 4.5 times more energy-efficient than the average European data centres, according to research from Accenture. Additionally, our chips—Graviton, Trainium, Inferentia—are crafted with sustainability in mind.
Amazon also established the Climate Pledge, committing itself and fellow signatories to achieve net-zero carbon emissions by 2040. Thus, it’s not about merely increasing energy consumption, but rather utilizing it in a smarter and more efficient manner.
On a personal note, what are three values that guide you as a leader?
The first value is ownership. I firmly believe that leaders must take responsibility for customer issues, solutions, employee experiences, and everything in between. That sense of accountability is essential and is a core principle of Amazon’s leadership.
The second value is inclusion—not only diversity but genuine inclusion, fostering environments where different perspectives are acknowledged. At Amazon, we hold the belief that “leaders are often correct,” which means they actively seek opinions that challenge their own views. For instance, we draft documents that allow anyone within the organization, including the most junior members, to contribute feedback. Leaders also make it a point to listen first in meetings to encourage open discourse.
The third value is vision and boldness. It’s crucial to have a guiding principle and the courage to take calculated risks. Equally important is the ability to inspire your team and create an environment where they feel involved in the journey.