Gamechangers: Ombori's Andreas Hassellöf

As the founder and CEO of Ombori, a global group of companies that deploys artificial intelligence (AI) to streamline business operations across retail, hospitality, transportation, and public services, Andreas Hassellöf is of the firm belief that AI belongs in the physical world. This is best exemplified by Phygrid, Ombori’s Edge AI infrastructure platform that is redefining how physical spaces in the GCC and beyond operate and engage with customers through a combination of AI, internet of things (IoT), and user-centric design.

“At Ombori, we see AI innovation not as a feature, but as a new layer of infrastructure for the physical world,” Hassellöf says. “While much of the world focuses on online hyperpersonalization or AI productivity tools for knowledge workers, the GCC is uniquely positioned to lead the third wave of AI: embedding intelligence directly into the real world. This is the hardest frontier—one that’s been historically underserved due to the complexity of integrating hardware, software, connectivity, and real-world constraints. We built Phygrid to change that.”

“Phygrid is a developer-first, edge-native platform that empowers organizations to transform physical environments into intelligent, responsive systems,” Hassellöf continues. “It brings AI from the cloud to the ground—whether that’s in malls, airports, hospitals, or transit systems. Through smart kiosks, biometric systems, and real-time behavioral analytics, we’re helping GCC clients move from pilot projects to scalable deployments, with measurable improvements in efficiency, sustainability, and customer satisfaction.”

Hassellöf reveals that his company today supports more than half a billion smart interactions each month, with solutions deployed for companies like Etihad, Reliance, IKEA, and Al-Futtaim, in addition to managing foot traffic and security queues at airports, as well as unlocking data for smart cities.

But the company’s key differentiator, says Hassellöf, is that it builds locally relevant solutions, adapting to the operational, cultural, and infrastructural context of each deployment, which has been especially significant for the success it has seen in the MENA region.

“The MENA region, particularly the Gulf, is not just investing in AI; it’s rewriting the global playbook,” Hassellöf adds. “Unlike other regions bogged down in regulatory indecision, the UAE and Saudi Arabia are moving with intent, clarity, and speed. The UAE’s appointment of the world’s first Minister of AI, along with its national AI strategy, signals more than ambition; it shows resolve to lead ethically and structurally. As the region transitions from resource-based to knowledge-based economies, AI will be a cornerstone of that transformation. GCC countries are not simply importing technologies, they are designing frameworks, infrastructure, and talent ecosystems that will influence global standards. We believe that the MENA will be the first to operationalize AI in the physical world at scale, and Phygrid is proud to be enabling that shift by making AI integration seamless, repeatable, and profitable across public and private sectors.”

Hassellöf is clear that AI should be deployed with the aim of facilitating a better human experience in the real world—and that’s just what Phygrid does. His vision for the platform: for it to become “the Azure of the physical world,” allowing developers to “build once, deploy anywhere, and scale with ease.”

And that ties into what Hassellöf believes is the road ahead for AI as well.

“We believe the future of AI lies not on your screen, but in your surroundings—and the GCC will lead this transformation,” Hassellöf says. “From Dubai to Riyadh, the region is investing in intelligent infrastructure, not just software. This opens the door for what we call phygital ecosystems: environments that blend human behavior, sensor data, and AI prediction into seamless, adaptive experiences. What excites us is not just technical innovation, but human outcomes: less friction, more accessibility, better service, and higher quality of life.”

Pictured in the lead image is the founder and CEO of Ombori Andreas Hassellöf. Image courtesy Ombori.

This article first appeared in the April/May 2025 issue of Inc. Arabia magazine. To read the full issue online, click here.