Each year at GITEX, our collaboration with e& becomes a new opportunity to experiment, explore, and tell stories in unexpected ways. It’s a partnership built on curiosity and a shared drive to always go further. This edition was no exception. The e& stand came alive through a series of interactive applications, immersive visuals, and engaging experiences designed to connect people with technology in meaningful ways.
Among the highlights, the Ports and Logistics app combined four holotubes with a sweeping LED wall, each interaction revealing key insights about e&’s partnerships.
The ADNOC x e& experience introduced a completely new installation where visitors placed metallic spheres into different slots on a circular table to trigger themed content, a simple yet captivating way to showcase their collaboration.
The AI Chef experience, inspired by Careem’s new grocery feature, turned everyday ingredients into something extraordinary. Visitors placed flour, sugar, or milk under a camera and watched as an AI-generated recipe appeared on screen, complete with suggestions for missing ingredients available on Careem Quik.
The AI Design app was a visitor favorite, transforming hand-drawn sketches into animated 3D artworks through AI. And for the first time at GITEX, AI Selfie brought smiles all around, letting guests choose a themed setting (from King Kong at the Burj Khalifa to dolphins in Hatta) before receiving their personalized AI-generated photo.
Beyond the applications, the stand was wrapped in mesmerizing screen environments that drew visitors into the e& universe. We created 3 distinct worlds: Stargate, a futuristic city filled with e& spacecraft and vibrant lights; Rube Goldberg Machine, a playful chain-reaction environment connecting e&’s ecosystem of products like Smiles, Careem, and WIO; and Factory, a sleek robotic space symbolizing precision and progress.
The WOW movie returned as a centerpiece, this year introducing the story of a young Emirati girl who became an astronaut — a nod to the UAE’s growing achievements in space exploration and e&’s role in enabling progress. Alongside it, 4 AI-generated themed videos on 5.5G, entertainment, healthcare, and business reflected e&’s vision of a connected future where technology enhances everyday life.
To complete the experience, we collaborated closely with the performance team, creating visuals and environments that synchronized perfectly with their live shows, amplifying the sense of energy and wonder throughout the stand.
Working with e& at GITEX is always a creative adventure — one that challenges us to imagine new forms of interaction and storytelling each year. Together, we continue to craft experiences that surprise, inspire, and celebrate how technology can bring people closer to what truly matters.
