Editor’s Exclusive – Leading the AI Revolution in the Middle East: Fadi Kanafani on SoftServe’s Game-Changing Strategy

In an era where technology is transforming every aspect of business, SoftServe stands out as a driving force in helping organizations adapt and thrive. The company is redefining digital transformation in the region through its client-centric approach to innovation. With Fadi Kanafani, General Manager for the Middle East at the helm of the SoftServe’s regional operations, the company is focused on leveraging cutting-edge advancements in Generative AI, big data, and partnerships with industry giants like AWS, Google Cloud, and NVIDIA. SoftServe supports clients across sectors from healthcare to manufacturing. By focusing on tailored solutions, collaborative development, and impactful industry-specific expertise, SoftServe empowers companies to elevate customer experiences, optimise operational efficiency, and stay competitive in fast-evolving landscapes. In this interview, Kanafani sheds light on how SoftServe’s unique solutions and strategic partnerships are shaping the future of industries across the region.

How does SoftServe’s approach to Generative AI support organizations in staying competitive, particularly in fast-evolving sectors like healthcare and finance?

SoftServe’s fundamental approach is being “client-centric.” With this focus, we work collaboratively with clients to develop solutions that align seamlessly with their digital strategies. After we establish a shared vision through ideation and solution-building, we transition with clients into the piloting stage, allowing for thorough testing and validation. Upon success, we move to full-scale production. Supported by an industry-focused Center of Excellence (CoE), SoftServe’s GenAI helps clients improve customer satisfaction, deliver more efficient services, and enable informed decision-making with advanced intelligence.

In what ways does SoftServe enhance customer experience through its big data and analytics services, and how does this impact client retention?

Today’s decision-makers are continuously evaluating the quality and impact of services, making retention a natural outcome of differentiated, high-quality solutions. Softserve’s has more than 11,000 subject matter experts in data science, DevOps, machine learning, analytics, cloud, app modernization, and more, to empower clients to reach their data-driven goals.

What differentiates SoftServe’s solutions in digital transformation for traditional industries like manufacturing and energy?

Softserve’s solutions address many of our client’s challenges in manufacturing and energy by tackling issues like limited production visibility and outdated energy infrastructures. For example, we enable automated data capture for overall equipment effectiveness (OEE) and data-driven energy management, offering clients real-time visibility into production’s past and current states. This access overcomes challenges tied to unreliable manual data collection and high personnel costs. We integrate ERP and database systems with protocols for scheduling, quality control, and manufacturing execution, providing holistic access to plant operations.

Our energy management solutions help customers define cost-optimal settings at each stage of the optimization journey, enabling effective responses to fluctuating energy markets, boosting renewable energy use, and addressing climate challenges.

At SoftServe, we support clients in building the “factory of the future.” Our R&D team has developed tools like digital twins, which allow real-time visualization of factory data, enhancing decision-making, efficiency, and innovation across manufacturing. Our other offerings include AI-driven solutions like automated corrosion detection, industrial co-pilots, and inspection control, helping companies regain their competitive edge.

How does SoftServe’s partnership with AWS, Google Cloud, and NVIDIA drive unique benefits for clients’ digital innovation?

Partnerships at Softserve are the DNA of the organization. We hold the highest recognitions from major cloud providers for our deep specialization and expertise in cloud adoption, migration, and building multi- and hybrid-cloud architectures. In 2024, Google honored us as their Cloud Partner of the Year.

With NVIDIA, we achieved Elite Partner of the Year status, recognizing our expertise with the Omniverse platform. This platform drives innovation across VR and extended-reality (xVR) platforms and supports Generative AI and LLM integration. We recently launched the NVIDIA NIM™ Agent Blueprints, a comprehensive toolkit offering customizable AI workflows for enterprise developers. This catalog supports essential applications like customer service avatars, retrieval-augmented generation, and virtual drug discovery, empowering organizations to accelerate AI-powered innovation.

How does SoftServe tailor its cybersecurity services to meet the specific needs of diverse industries, including automotive and retail?

SoftServe takes a comprehensive approach to digital security, backed by a certified and highly skilled team that holds top recognition from leading authorities like Cisco, PCI, ISO 27001, GDPR, cloud security experts, and ethical hackers. We help clients navigate complex security challenges by conducting remediation maturity assessments and optimizing vulnerability management services.

Instead of trying to fix every vulnerability at once, which can be costly, we focus on addressing the issues with the most significant business impact.We guide clients to avoid common mistakes, such as managing risk in silos, chasing trends, isolating security from business processes, and hesitating to embrace automation.

Editor’s Note:

As SoftServe continues to push the boundaries of digital transformation, Fadi Kanafani and his team remain committed to empowering organizations across the Middle East to thrive in a rapidly changing technological landscape. With a client-centric approach, cutting-edge expertise in Generative AI, and deep industry partnerships with leading tech giants, SoftServe is redefining what’s possible for sectors as diverse as healthcare, manufacturing, and retail. By delivering tailored, impactful solutions in data science, cybersecurity, and energy management, SoftServe not only supports businesses in achieving their goals but also helps them unlock new avenues for growth, resilience, and innovation. The future of digital transformation is here, and SoftServe is leading the charge, one partnership at a time.