THIS ARTICLE IS POWERED BY
B Swaminathan
European-based tech companies demonstrated significant excellence at GITEX Global 2025 in Dubai, primarily by showcasing deep tech, AI, and digital health innovations and engaging in high-level policy discussions.
A key highlight was the presence of major European players demonstrating their global edge in combining Artificial Intelligence with domain expertise for transforming critical systems in smart factories, buildings, and energy grids. Furthermore, European deep-tech ambitions were prominent in the Quantum Computing tracks.
Beyond major enterprises, European involvement was underscored by the participation of senior officials from the European Union, who joined ministers from other regions to debate the critical issues of AI governance, ethical deployment, and data sovereignty. This engagement reinforced Europe’s role as a co-architect of the global digital future, moving beyond simply adopting technology to actively shaping its regulatory framework. The collective European presence fostered international collaboration and helped cement Dubai’s status as a nexus for global tech innovation and investment.
Here are some of the feedbacks and expectations from companies from various European countries.
Boštjan Petelin and Vladimir Djurdjic, Actual I.T Group, Slovenia
The strategy is focused on attracting new prospects and partners by supplying end customers with robust local support and local partners capable of integrating these critical solutions. Recognizing the importance of the maritime sector as critical infrastructure, their approach ensures reliable deployment and support.
Recent discussions in Gitex 2025 have highlighted a diverse, global customer interest that extends well beyond the immediate region, attracting companies from India, Africa, the Middle East, and Europe. Engagements span from port operators directly to technology solution providers looking for integration opportunities to expand their own business.
The key discussions during the event were around AI-powered tools that drastically improves efficiency, planning ship berthing in just 10 minutes—a task that previously took half a day. More importantly, it can dynamically adapt to real-time changes in parameters like weather, workforce availability, cargo type, and priority. This tangible, real-life application of AI is highly valued by customers because it demonstrates utility and measurable business benefits, shifting the conversation away from basic AI concepts.
Looking ahead, the prediction for the next year is a period of AI disillusionment—a slight “downfall” in public perception. This is viewed as a natural phase in the technological cycle, mainly due to inflated expectations that currently outpace realistic capabilities. Despite this anticipated correction, the underlying message is clear: AI remains one of the biggest technological changes in the last 20-plus years. Therefore, the coming year is expected to be a mixed environment of short-term disillusionment combined with the emergence of the first solid examples of long-term, sustained business benefits.
Mark Bugeja, Chairman, Tech.Mt, Malta
The Malta government brought nine companies to the stand, and all reported ‘extremely good business’ a rare outcome for most conferences. The only logistical issue is that next year’s GITEX is scheduled for December 2026, which is a ‘really bad time’ due to the Christmas holiday period, meaning Malta will have to skip attending and will attend other events like one in Saudi Arabia instead.
The Maltese government views the tech industry as the “biggest industry that could exist in our lifetime.” The commitment is strong, driven by a young Minister (around 40 years old) who has an “open mind.” The government is actively “rolling out the red carpet” for tech companies wanting to invest in Malta.
Key advantages include:
EU Membership: Malta is part of the European Union.
Fiscal Incentives: The country offers various incentives for setting up a tech company.
Language: Malta is one of only two countries in Europe (the other being Ireland) where English is spoken, but Malta offers the advantage of “beautiful weather.” This makes it a highly attractive place for tech companies looking to open a European office.
While the Tech Industry is the current biggest emerging sector, it follows the success of another major industry:
Online Gambling/Gaming: 10 to 15 years ago, this was the emerging industry. Malta now has one of the world’s largest gaming jurisdictions, with many of the biggest global players already operating there.
New Tech Focus: Following gaming, the new focus is on the wider tech industry, including a strong push into eSports and attracting developers to establish and transport their businesses to Malta.
Nemanja Jelisavac, Algotech, Serbia
The Gitex 2025 event was highly valuable for Algotech, a company based in Serbia that specializes in implementing and maintaining contact center solutions for over 30 years. The company was exhibiting as part of the Serbian pavilion, organized by the Governmental Organization, Serbia’s Chamber of Industry and Commerce. The sheer number of attendees and the constant flow of new technologies made the event a significant success.
Algotech’s core offering focuses on enhancing their existing contact center solutions with AI technology. Beyond this, they are also proficient in networking (wireless routing, switching, security, and cyber security), digital signage, paperless technology, and digital queue management.
The major expectation for the event was high-quality business interaction, and the company has already had over 100 engagements, with a specific aim to secure at least 35 valid business opportunities, though they anticipate even more.
The key expectations and questions from customers centered entirely around Artificial Intelligence. Visitors were primarily interested in how Algotech’s AI solutions could be deployed to enhance their organizational productivity. Algotech’s goal is to demonstrate the power of AI to add significant value to a business, particularly by automating repetitive tasks and actions. This is framed not as replacing humans in a negative sense, but as using AI and robots to handle routine work, freeing up human staff.
Looking ahead, the company recognizes that global trends will dictate the future direction of AI, which Serbia, as a developed country, will follow. For the coming year, the clear technology prediction is that investment will heavily flow into AI and all the various technologies to which AI is applicable, indicating a continued surge in AI-driven solutions across the market.
Milena Milovic Blagojevic, Khaoticen, Serbia
Attending Gitex 2025, Milena Milovic Blagojevic of Khaoticen, a Serbian company, observed that attendees were primarily interested in niche, focused products from exhibitors, favoring a “one product story” over a broad suite of services. This specialization seemed to make positioning easier at a large event. Khaoticen, which has a strong focus on energy tech, experienced significant traction in that area.
The maximum number of questions from visitors revolved around a few key technological areas and potential partnerships: Technology Stack: Visitors wanted to know the specific technology powering Khaoticen’s solutions. Inquiries focused on the company’s industry partners for areas such as cybersecurity, network infrastructure, data centers, storage, DevOps, and cloud services. Attendees were keen to understand the company’s size (number of employees) and the potential for a business partnership.
Overall, the Gitex experience was described as “huge and overwhelming,” but also “very well organized.” Being part of the Serbian national pavilion was beneficial, as it streamlined networking with other country pavilions through pre-established connections and scheduled meetings with interested partners. When asked about future technology predictions, the immediate and overwhelming consensus was Artificial Intelligence (AI), which, as the speaker noted, “is everything and everywhere,” signifying its continued dominance across the sector.
