How does a Dubai-based digital transformation leader best drive AI-powered innovation, cybersecurity resilience, and advisory-led digital strategies across multiple industries? At GITEX 2025, Veronica Martin spoke to Eljo J P, Chief Business Officer and Director, Finesse, to discover the answers and understand the raft of effective strategies.
What products or solutions will you be exhibiting during GITEX?
“Finesse is a Dubai-based company with nearly 15 years’ experience in the industry. Over this time, we’ve grown to serve more than 350 clients and employ over 450 professionals across multiple offices in the UAE, India, and other countries. Our organisation is built on three core pillars:
- OneCXO – This division focuses on consulting and expert advisory services, helping clients address their strategic and operational needs at the leadership level.
- AI and Digital Transformation (A&D) – Under this pillar, we have around 10 specialised practices covering solutions such as chatbots, contact centres, analytics, robotic process automation (RPA), and CRM systems.
- Finesse Cyberhub – As organisations advance on their AI and digital transformation journeys, securing that journey becomes equally critical. Finesse Cyberhub was established to protect and strengthen our clients’ digital ecosystems through robust cybersecurity solutions.
“Together, these pillars form a comprehensive ecosystem of services that enable, transform, and protect our clients’ digital ambitions. At GITEX 2025, we are showcasing this complete portfolio alongside some of our key technology partners, including Progress, Site, and other AI innovators.”
As AI is the theme for GITEX this year, what kind of AI solutions are you offering/showcasing?
“At Finesse, we operate through three well-integrated tiers, each playing a vital role in our AI and digital transformation journey.
“We begin with the advisory stage under our OneCXO Consulting division. Here, we conduct a comprehensive AI readiness assessment to understand each client’s current landscape and specific requirements. Based on this, we develop a customised transformation roadmap, supported by data privacy assessments and consulting to ensure compliance and governance from the very beginning.
“Once the strategy is defined, we move into the implementation phase, where we deploy tailored AI-driven solutions aligned with client needs. These include chatbots, contact centre solutions, predictive analytics, robotic process automation, and other intelligent business applications designed to optimise operations and enhance customer experience.
“The third pillar focuses on cybersecurity and data protection through our Finesse Cyberhub. As organisations adopt AI-based solutions, new risks and exposures can emerge. Our cybersecurity framework ensures robust protection across every layer – from data governance and access control to firewall protection and guardrail implementation. We secure our clients’ digital transformation journeys using a combination of advanced AI-driven security solutions and best-in-class technologies.
“Together, these pillars form a comprehensive and secure AI transformation framework, enabling our clients to innovate confidently and sustainably.”
The cybersecurity threat landscape continues to evolve in parallel with advances in AI and cloud adoption. How are you strengthening your solutions to ensure resilience and trust in this new digital era?
“Protection and governance solutions play a crucial role in any AI or digital transformation journey. With increasing automation and connectivity, the risk of overexposure and security vulnerabilities also rises. To address this, we provide comprehensive governance frameworks and guardrail mechanisms that ensure responsible AI usage and data protection.
“Our solutions are designed to safeguard organisations from potential exposure, implementing advanced firewalls, access controls, and AI-driven security protocols. In essence, we help clients establish a secure foundation where innovation can thrive without compromising trust, compliance, or data integrity.”
Looking ahead, what’s next for Finesse in terms of technological innovation?
“If you look at the market today, there’s a lot of buzz around AI – and for good reason. We’re also taking a major leap into AI, working closely with our customers to help them enhance operational efficiency, improve ROI, and deliver better experiences to their end users.
“Our focus is not only on enabling AI but also on ensuring it’s implemented responsibly and securely. AI has tremendous potential, but like any powerful technology, it can be both used and misused. That’s why we’re committed to helping our customers leverage AI in a way that drives innovation while maintaining the right level of protection and governance.
“We see enormous potential in AI, and we’re excited about how it’s transforming the way businesses operate and connect with their customers.”
Image Credit: Finesse
