Artificial intelligence is becoming an integral part of working life in the UAE, with 85 percent of employees using the technology, even as 67 percent fear it could cost them their jobs, according to new research by the Oliver Wyman Forum.
The findings, published in its 300,000 Voices – UAE Edition report, reveal a workforce balancing technological optimism with concerns about job security, career progression and workplace fulfillment. More than half of employees surveyed said AI had improved their productivity (56 percent) and work-life balance (54 percent).
However, organizational readiness appears to be lagging behind employee adoption. Only 26 percent of executives and 6 percent of frontline employees said their companies had articulated a clear AI vision and kept employees informed about progress.
The report examines changing attitudes and behaviors across six areas: values and identity, workforce and skills, artificial intelligence and technology, healthcare and well-being, money and finance, and consumer behavior.
Drawing on responses from 5,285 people in the UAE across multiple survey waves, the research forms part of a five-year international programme covering nearly 300,000 respondents across 20 markets. Most of the findings highlighted in the report come from 2025 survey waves, with individual results reflecting the dates and respondent groups of the relevant surveys.
Job satisfaction does not guarantee fulfillment
The research reveals a gap between job satisfaction and deeper workplace fulfillment. While 75 percent of UAE employees said they were satisfied with their jobs, compared with 66 percent globally, only 25 percent reported feeling fulfilled at work.
Career ambitions are particularly pronounced among younger employees. Sixty percent of Gen Z respondents said accelerating their careers and achieving financial freedom were worth prioritizing over work-life balance. Meanwhile, 73 percent expressed confidence in the future of their companies.
Younger workers also place greater importance on face-to-face access to managers and senior leaders, reflecting expectations of regular feedback, mentorship and visible career progression.
Entrepreneurial ambitions are equally strong. Fifty-four percent of UAE respondents said they wanted to own a business, almost twice the global proportion of 28 percent.
AI adoption extends beyond workplaces
AI adoption is also spreading into healthcare and personal decision-making. Eighty percent of UAE respondents said they had used AI for healthcare-related purposes, compared with 65 percent globally.
The findings point to growing interest in using technology to access health information and support healthcare decisions. However, the report also identifies differences in preventive health behavior across income groups. Sixty-six percent of higher-income respondents said they exercised regularly, compared with 49 percent of those on lower incomes.
Financial decision-making is another area where AI is gaining traction. Among UAE respondents, 64 percent of lower-income and 65 percent of higher-income participants said they used AI to guide investment decisions.
Financial ambition crosses income groups
The report highlights relatively high participation in stock market investing among lower-income respondents in the UAE. Forty-eight percent said they invested in the stock market, compared with 28 percent globally.
However, financial success also carries considerable pressure. Forty percent of UAE respondents said they felt compelled to make money to feel successful, compared with 33 percent globally.
The findings suggest that financial independence and wealth creation are important priorities across income groups, while technology is increasingly influencing how people approach investment decisions.
Consumers increasingly willing to switch brands
Businesses face growing expectations from consumers who are less inclined to remain loyal to brands that fail to deliver satisfactory experiences.
Only 35 percent of UAE consumers said they would continue buying from a brand over the long term, compared with 47 percent globally. Meanwhile, 65 percent said they would switch brands following a single poor experience.
Personalization is another important expectation. Seventy-one percent of respondents said they expected brands to remember their preferences and previous purchases, while 78 percent had used AI to discover and purchase products.
The findings point to a consumer market in which reliable service, personalized interactions and consistent experiences are increasingly important to retaining customers.
Security and achievement shape UAE priorities
Beyond technology and business, the research identifies a strong emphasis on personal security and achievement among UAE residents.
Seventy percent said feeling safe and protected was important to them, compared with 57 percent globally. Meanwhile, 59 percent prioritized achievement and success, against 40 percent globally.
Commenting on the findings, Dr Mona Hammami, Partner and Head of the UAE at Oliver Wyman, said employers needed to make career progression clearer and explain how AI would affect jobs, the skills employees would require and the support available to them.
She said high AI adoption alone did not resolve concerns about job security, while consumer willingness to switch brands meant businesses had to earn loyalty through reliable service and consistent experiences.
The report provides a snapshot of changing expectations among UAE residents, highlighting the challenges facing employers, businesses and institutions as technological adoption, financial ambitions and consumer behavior evolve.
