Nearly every resident in the UAE now uses artificial intelligence in their daily lives, placing the nation at the forefront of AI adoption in the Middle East, according to KPMG’s Trust in Artificial Intelligence Insights report.
The study, conducted with the University of Melbourne, found that 97% of respondents in the UAE engage with AI in some capacity—whether for work, school, or personal use. The UAE also recorded higher acceptance levels compared to the global average, with 89% of participants expressing a positive view of AI, versus 83% globally.
More than half of those surveyed (53%) believe AI’s advantages outweigh its potential risks, while 57% emphasize the importance of regulations to ensure safety and reliability. Additionally, 84% said they would trust AI systems more if given assurance that the technology is used responsibly.
“AI is rapidly changing the way we live and work. Our research reinforces an overwhelming acceptance of AI in the UAE. Still, there is also strong public support for appropriate AI regulation,” said Matin Jouzdani, Partner for Data, Analytics and AI at KPMG Lower Gulf. He added that organizations must prioritize transparency, accountability, and ethical oversight as they expand AI use.
Jouzdani noted that balancing innovation with governance is essential, stressing that combining AI literacy with responsible frameworks allows organizations to “capture the benefits of AI in a way that doesn’t slow down innovation.”
The survey also revealed that 68% of UAE respondents believe existing laws are sufficient for safe AI usage—significantly higher than the 43% global average. However, 73% still express caution toward online content, suspecting AI manipulation, while 36% admit they cannot always tell AI-generated misinformation from authentic material.
In the finance sector, 49% of UAE teams have integrated AI tools, though only 37% have seen measurable returns on investment, compared to 66% globally.
KPMG’s findings align with the UAE’s continued pursuit of AI leadership under the UAE Strategy for Artificial Intelligence launched in 2017, designed to integrate AI across public and private institutions.
