At GITEX 2025, Samih Moussly, Senior Director, Global Partners and Channels, EMEA South, ServiceNow, explains how ServiceNow is evolving its channel and go-to-market strategy in the Middle East. Moussly explains how ServiceNow is working with partners in the region to co-develop solutions tailored to local industries and government priorities; and what steps ServiceNow is taking to help its channel partners strengthen AI capabilities and deliver new value to customers. Moussly also describes how the role of partners is changing, and what will define a successful ServiceNow partner in the next 2 to 3 years.
GITEX GLOBAL, the world’s largest tech and AI event, celebrates its 45th edition in 2025. Organised by Dubai World Trade Centre, the landmark event takes place from 13-17 October at DWTC, featuring over 6,800 exhibitors, including 2,000 startups from 180 countries, alongside 1,200 investors with a combined US$1.1 trillion in assets under management and more than 40 unicorns. Running in parallel is GITEX GLOBAL’s startup showcase, Expand North Star, organised by DWTC and hosted by the Dubai Chamber of Digital Economy, from 12-15 October 2025 at Dubai Harbour.
Converging one of the largest cohorts of growth and late-stage startups, scaleups, venture capitalists, corporate investors and startup ecosystem operators, the show positioned as the world’s largest startup and investor connector event. In 2026, GITEX GLOBAL and Expand North Star reunite in a new home at the Dubai Exhibition Centre – Expo City Dubai, with a new format that begins on 7 December with the GITEX Scale Summit, followed by an immersive Exhibition from 8-11 December. Recognised as the world’s largest technology and AI event brand, GITEX now spans 14 cities across multiple continents.
