AI-Driven Digital Feature Integration in Large-Scale Technology Conglomerates: Case Studies on AI Utilization in Job Portals in The MENA (Middle East and North Africa) Region.

This paper explores the boom of AI-based applications and features in the Middle East/North Africa (MENA) region, especially focusing on how artificial intelligence synthesizes product-led growth and drives the development and integration of innovative features in various product domains. Available evidence represents that the boom of AI-led technology development has both led to the creation of several AI startups and has facilitated the construction of digital platforms that are better at adapting to market trends, personalizing content for consumers, and anticipating consumer behavior. We focus on Bayt.com, the largest job portal in MENA, to demonstrate the increasing integration of AI tools and features in large-scale, complex systems, analyzing how this impacts user perception, user behaviors, and other KPIs, such as retention and growth factors. There is sufficient research around AI applications and the types of features that are being incorporated. However, there exist academic gaps in mapping out how exactly AI features are powering applications in regions with different cultural, social, ethical, and business practices, such as MENA and APAC.