Merissa Khurma, Founder and CEO at Amena Strategies
Across the Middle East and North Africa region, technology has become the organizing principle of the startup economy rather than a mere sector within it. Whether a company is solving a finance problem, selling goods or property or helping people get better services, the business model almost always runs on a digital platform, and increasingly so on artificial intelligence (AI).
Investment flows show this clearly. MENA startups raised a record $7.5 billion in 2025 and akin to the U.S. economy, AI is where the momentum is building fastest. According to MAGNiTT, AI now makes up 29 percent of all venture deals in the region. As a budding Arab American entrepreneur, who's been following these trends in the region for the past decade, I can attest to the speed at which AI is taking over.
However, while AI agents are already replacing many administrative and other technical tasks for many of the start-ups and bigger companies, ask any investor (as I did recently at Viaka’s DC Chapter launch), or any entrepreneur whether in the United States or MENA, what is the most essential ingredient in the recipe for a successful enterprise and the response is almost always: it’s the team, it’s the people.
And in the AI age, this is great news. It means that, as founders and leaders, we need to invest not only in technology but also in our people and our communities, honing the skills that are critical for the present and the future: adaptability, communication, team building, and, most importantly, critical thinking. AI can give people options and answers, but people need to work together, build relationships, and establish trust to make decisions and ensure that information is accurate, ethical, and impactful. People are also the principal implementers of ideas, so these skills enable them to innovate, create, and advance the human experience.
Investing in people is also about leading by handing over the wheel and tapping into the diversity of the team. At AMENA Strategies, as founder, I convene the team for every pitch, every proposal- that makes our projects more competitive in the market. Research shows a positive correlation between diversity and inclusion and financial profitability. Further, encouraging the team to take the lead to bring business home is also essential; it gives each team member ownership and skin in the game. It’s a win-win scenario for all!