As discussions around artificial intelligence (AI) gain momentum across various sectors, Globant is advocating for a shift from trial and error to actionable implementation. At GITEX GLOBAL 2025, Federico Pienovi, CEO of New Markets at Globant, will emphasize the company’s commitment to integrating intelligence into products, operations, and customer experiences to achieve tangible business results.
Globant has made significant strides in transforming fan engagement in sports like Formula 1 through AI-enhanced experiences and collaborating with enterprises across the Middle East to develop digital ecosystems. Their perspective is clear: the organizations that view AI as a transformative force, rather than just a tool, will lead the future.
Globant has become a leader in digital transformation across various sectors, including sports like Formula 1. What key message do you wish to convey at GITEX GLOBAL this year
At GITEX GLOBAL, we aim to move the dialogue about AI beyond buzzwords to focus on actual business results.
Many organizations are inundated with numerous models and tools, but few manage to extract real value from them. At Globant, we assist businesses in transitioning from digital initiatives to AI-driven strategies by incorporating intelligence into products, operations, and customer journeys. Whether it involves multi-agent systems for automated decision-making or AI copilots for enhancing creativity, we demonstrate that the genuine ROI of AI comes from transformation rather than mere automation.
In rapidly evolving markets like the Middle East, this approach distinguishes digital pioneers from those lagging behind.
Can you elaborate on how Globant’s partnership with Formula 1 highlights its expertise in utilizing AI, data, and immersive technologies to boost performance and engage fans
In Formula 1, even fractions of a second can change history. Modern cars generate more than 1 million data points every second during races, with each vehicle producing around 400GB of data per race—equivalent to the computing requirements of a small business over a weekend.
Our collaboration with F1 redefines the integration of data, AI, and immersive technology to enhance both athletic performance and fan involvement.
Utilizing edge computing and predictive analytics, we empower teams to analyze vast amounts of race-day data in real time, turning each lap into a stream of actionable insights. Our Pitwall experience translates this intelligence into an engaging interface that brings the excitement of live racing to every screen.
Whether in Formula 1, FIFA, or the LA Clippers’ Intuit Dome, Globant is at the forefront of merging AI, data, and design to create more intelligent, rapid, and interconnected human experiences.
What specific technologies or experiences will Globant showcase at GITEX GLOBAL, and how do they build on your work with global partners like F1
Globant will present its Connected Experiences at GITEX GLOBAL—powered by Salesforce and developed by our team—which are revolutionizing how brands, venues, and communities interact with audiences. We are paving the way for a new age of fan engagement that integrates data, design, and AI to deliver personalized, intelligent experiences on a large scale.
These experiences extend beyond mere transactions; they evoke emotions. We create moments that feel seamless and tailored across all touchpoints—from screens to stadiums.
For example, we leverage Salesforce Agentforce and Data Cloud in Formula 1 to customize fan journeys for millions globally, merging over 100 data sources into a cohesive, intelligent engagement framework. At Intuit Dome, we have transformed live sports by introducing frictionless design and AI-powered interactions—from parking facilities to concessions—to ensure every fan enjoys a magical experience.
How do you foresee the impact of AI, data analytics, and real-time insights on industries beyond sports, particularly in finance, mobility, or government sectors in the Middle East
Across different sectors—including finance and government—the primary challenge is not simply adopting AI; it’s about integrating it effectively into operations. Many enterprises are swamped with models yet see disappointing outcomes.
Globant addresses this issue through an AI-centric delivery model that converts theoretical concepts into practical applications. By embedding AI, automation, and analytics into fundamental business processes, we assist organizations in progressing from pilot programs to genuine performance improvements.
In collaboration with OpenAI, we’re co-creating APIs that empower businesses to develop specialized solutions with access to the latest models, ensuring every investment in AI yields quantifiable returns. This capability is already driving transformation throughout the Middle East—from enhancing financial inclusion and smart mobility to mega-projects that are redefining urban living.
The Middle East is becoming a hub for advanced technologies and digital economies. How is Globant collaborating with regional partners to expedite this digital transformation
The Middle East is not just embracing cutting-edge technologies; it is crafting the framework for the digital economies of the future.
At Globant, we are forming partnerships with regional pioneers and global tech organizations to create AI-driven, scalable ecosystems that support mega-projects and national digital initiatives.
Our presence at the Salesforce booth during GITEX GLOBAL highlights how our joint innovations—like the AI-enhanced fan engagement platform for Formula 1—are reshaping global experiences for local audiences.
As the region accelerates its transformation journey, Globant is poised to be the preferred partner for AI-focused innovation.
Looking to the future, how does Globant envision integrating creativity, technology, and sustainability in its upcoming initiatives, and what role will collaborations like the one with Formula 1 play in this vision
Formula 1 epitomizes what we strive for—an amalgamation of speed, precision, and intelligence. Each race generates approximately 1.5 terabytes of data per car, underscoring that the most astute, rather than merely the fastest, team prevails.
This synergy between human insight and machine intelligence reflects Globant’s approach. Whether in sports, smart cities, or digital governance, we enable organizations to leverage data and AI to develop sustainable systems—where performance aligns with purpose.
Partnerships such as the one with F1 serve not only as showcases of technology but also as evidence of how creativity, engineering, and AI can work in harmony to advance industries and improve humanity.