In this exclusive feature from The Business Year: UAE 2026, Mohammad Abu Al-Rob, CEO of Procapita Group and Founder of Zenithr, reflects on the company’s evolution and its expanding role in the region. He discusses the growing importance of strategic HR, the rise of intelligent talent platforms through Zenithr, and how Procapita Group is supporting organizations in the UAE as they navigate workforce transformation.

Can you provide an overview of Procapita Group?

Procapita Group is a leading consulting firm specializing in comprehensive and strategic human resources solutions for governments and private sector organizations across diverse industries. Founded in Kuwait in 2013, and with an established office in Dubai, the Group has since expanded its presence and capabilities through its subsidiaries, including Sanad Business Solutions and Zenithr, the exclusive distributor of Thomas International in the MENA region.

Today, Procapita Group is proud to have a team of over 150 dedicated professionals whose collective expertise has enabled us to serve more than 2,000 clients. Our regional footprint spans the UAE, Kuwait, KSA, Jordan, and Egypt, supported by a network of resellers and strategic partners in Oman, Qatar, and Bahrain.

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What are the most significant HR and talent management trends in the UAE, and how is Procapita Group adapting its service offerings in response?

The UAE continues to lead in adopting progressive HR practices, particularly around digital transformation, artificial intelligence, data-driven talent management, and employee experience. We’re also seeing a strong focus on localization, leadership development, and agile workforce planning.

Through Zenithr, our technology arm established in Dubai, we’re embodying our commitment to advancing HR through innovative AI and analytics. We’ve integrated intelligent automations and machine learning into our solutions to help organizations anticipate workforce trends, optimize decision-making, and design future-ready people strategies. Through our AI-powered platforms, we’re enabling businesses to harness the power of data and technology to transform the way they attract, assess, and develop talent across the region.

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What challenges and opportunities have you observed in scaling HR solutions across a diverse and rapidly evolving market like the UAE?

The UAE market is incredibly diverse, both in terms of industries and workforce demographics, which makes scalability a double-edged sword. The challenge lies in balancing customization with efficiency. What works for a multinational in Dubai may differ significantly from a startup in Abu Dhabi or a government entity in Sharjah.

The opportunity, however, is immense. The UAE’s openness to innovation and its investment in digital transformation enable us to introduce scalable yet flexible HR models that can be adapted across sectors. Our approach is to combine global best practices with local insight, supported by our in-house technologies that allow for quick configuration and seamless implementation.

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How does the Emirati business environment enable Zenithr, part of the group, to foster innovation in human capital solutions?

The UAE provides an ideal ecosystem for innovation, from its digital infrastructure to its forward-thinking regulations and openness to AI-driven and technology-enabled HR solutions. This has empowered us to develop and deploy several of our most advanced tools in our solutions, including: Zenithr Employee Experience, a platform designed to enhance employee experience and workplace culture through employee feedback;Zenithr Assessments, which evaluates talent through measuring essential job technical related skills for pre and post hiring; and Zenithr Elevate, which centralizes leadership development, employee potential, and psychometric assessments. in one ecosystem.

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What is the rationale behind integrating AI into HR and talent management, and how do you plan to actively implement this?

Integrating AI into HR and talent management is no longer optional; it is a strategic necessity. The rationale lies in AI’s ability to transform how organizations understand, engage, and develop their people.

By leveraging AI, we can move from reactive HR processes to proactive and predictive talent strategies, helping organizations anticipate workforce needs, identify hidden potential, and enhance decision-making with greater precision and speed.

At Procapita Group, we are embedding AI across our technology ecosystem, particularly within our Zenithr solutions. Through AI-powered assessments, advanced analytics, and personalized development recommendations, we aim to provide HR leaders with real-time insights that support data-driven decisions.

We are also working on integrating machine learning models to predict attrition risks, optimize recruitment processes, and personalize employee experiences. Our approach ensures that AI acts as an enabler, augmenting human judgment rather than replacing it, to create smarter, fairer, and more agile HR practices for the future.