Story 03: Seamless Middle East 2026

Seamless Middle East took us center stage of tech at Dubai World Trade Centre: fintech, payments, digital commerce, artificial intelligence, automation and the systems behind modern customer experiences.

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Story 03 · The market at scale

Seamless Middle East 2026, Dubai World Trade Centre

Tariq Malik, Founder & CEO of Markeltree, on the Seamless Middle East 2026 expo floor in Dubai

Then it was a different ball game. Seamless Middle East took us center stage of tech, big time at Dubai World Trade Centre: fintech, payments, digital commerce, artificial intelligence, automation and the systems that enable a modern customer experience without a moment's notice.

Could have been just a tour of new products. But we were looking for the signal below: what technologies are actually being used by businesses, and what business problems are being solved.

A demo is a demonstration of what can be achieved. The needs of a buyer's interest are revealed. It was in between that useful software is built; that's where we spent our time.

We learned the potential for a new generation of payments, commerce, and automation, and how much is shown at a retail stand and how much is deployed in a business.

Previous storyETCIO EMEA Annual Tech SummitNext story 24six9 Dubai Chapter: Pitch Roast
One Week, Four Pictures

What Dubai Reinforced About How Markeltree Builds

One room, 4 pictures. The AI forum introduced us to the frontiers. The lesson that we were taught at the enterprise summit was the harsh reality check. Seamless showed us the market at scale. And the Pitch Roast drew us back to the beginning, to the founder level, where all things begin.

They combined to validate our thinking about our work. The technology is secondary to the value it brings to the business and the users when we are developing an AI product, a custom software platform, workflow automation, a mobile application, or an integration.

Our mission remains the same: be near the issues we are meant to address, learn from the people we are surrounded by, and convert good ideas into working software in the real world, from Miami to Dubai.

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