Discover how to assess and advance your API strategy through a structured API maturity framework. This session will guide you through key evaluation criteria and best practices. Live demos at the booth will showcase practical tools to measure and improve API maturity.

Wynand Voster, Presales Manager EMEA, Appythings

This session unveils the latest data innovations and tools from the Google Maps Platform. We'll provide a concise overview of our newest datasets and API features designed to help you build smarter and more efficient applications.

Discover key updates across:

Mobility & Logistics: Power on-demand services and optimize fleets with Fleet Engine and the Navigation SDK.

Core APIs: Major enhancements to Routes, Places, and Maps.

Traffic Intelligence: Advanced real-time and historical traffic analysis.

Environmental Data: Leverage our new Air Quality and Solar APIs.

Learn how to harness Google's latest geospatial tools to innovate, optimize, and build what’s next.

Gianluca Olivieri, Head of Maps Platform - Emerging Markets

Join the fireside chat with Aster DM and Searce to explore the critical need for a Process-First AI approach in digital transformation.

Shady Ramadan, Chief Product Officer, Aster DM

Subodh Deshpande, Director Solutions Consulting, Searce

This marks our 16th edition of M-Trends. Each year, we uncover new highlights and data points that reshape how we understand the current threat landscape. This edition is based over 450K hours of incident response engagements our team conducted this past year, giving us unique insights into the challenges faced by organizations.

In this edition, we'll be covering a range of critical areas. We'll delve into initial infection vectors, detection sources and more. Underpinning all of these insights are Mandiant recommendations to help you better secure your organizations.

Calvin Francis, Senior Intelligence Delivery Consultant

Learn how Global IT can help your organization embrace the future of work and enhance efficiency. Gain insights into success stories across cloud infrastructure, data, AI, and digital workplace to unlock new growth opportunities.

Burak Akusta, Executive Vice President, Global IT

Productive meetings are vital for the success of any business. In this session you will learn about the Google Meet and Google Meet Hardware Vision and get insights into the latest hardware in the market from our partners. Next to this you will learn how AI features are being integrated into Google Meet to deliver optimal meeting experiences for users and the organisational benefits that result.

Mark Grady, Head of Channel & Sales - EMEA Google Meet Hardware & Google Voice Programs

Join us to explore how organizations can streamline operations by connecting legacy systems with modern applications through Apigee.

The session highlights best practices, real-world use cases, and strategies to unlock agility, scalability, and innovation.

Haider Imran, Apigee Head iSolutions

Ready to build complex agent workflow? This session is your guide to building and scaling AI agents on Google's infrastructure. We’ll show you how to use ADK, A2A and AP2 and a suite of powerful tools to design, deploy, and manage agents that can handle real-world traffic. Discover the architectural patterns and best practices needed to turn your agent idea into a scalable, high-performing service.

Louay Shaat, Customer Engineer, App Modernisation, MENA

Dive into the journey behind Google Beam, a groundbreaking AI-first 3D video communication platform revolutionizing remote interactions. This session explores strategic decisions leading to Beam’s development, highlighting its potential to transform virtual meetings. Discover how Google measures technology’s impact on user engagement and business benefits, delivering value to future customers worldwide.

Brett Highley, Business Development, Google Beam

Join us for an overview of Deloitte’s SOC and Cyber Threat Intelligence services, demonstrating how the integration with Google Threat Intelligence delivers proactive, precise, and highly effective cybersecurity solutions.

Camille Bigot, Senior Manager Deloitte

This session highlights how Google Maps empowers the tourism and mobility sectors with real-time insights, seamless travel, and smarter visitor experiences to drive growth and innovation.

Janeit Khreis Amado, Google Maps Global Team Leader

SoftwareOne

Join the session to learn how to reimagine Customer Experiences (CX) with Generative AI, exploring the shift to AI-powered interfaces that reduce customer friction and drive significant business value.

Masoud Safari, VP Commercial & Data Consulting

Valtech

Find out how leading customers have successfully done large-scale VMware migrations to Google Cloud. Join us in this exciting customer panel to learn directly from Google Cloud VMware Engine customers about how they’ve successfully completed their VMware transformation journeys.

Javeed Shaik, Customer Engineer Infrastructure Modernization

Learn how Google Cloud is transforming data and AI governance with the latest governance and catalog innovations built directly into BigQuery. Unify metadata across platforms, boost discoverability, and accelerate insights with robust governance and security features. Discover how AI-powered insights, centralized governance, and integrated policy management can help improve data quality, track lineage, and manage access control, fostering trust and transparency in your data and AI initiatives.

Yousaf Mirza, Customer Engineer, Data Analytics, MENA

This session explores how higher education organizations are leveraging AI to transform education, research, and student outcomes. Leaders from public sector and higher education institutions will share strategies for harnessing AI to educate the next generation of leaders.

Mazen Abdallah, Head of Google for Education, MENA

As organizations increasingly adopt cloud technologies, threat actors have adapted their tactics to exploit vulnerabilities within cloud environments. This threat briefing explores the methods employed by malicious actors to compromise cloud services, including the exploitation of misconfigurations, weaknesses in identity and access management, and shared resources. Attendees will learn how the threat landscape is shifting and how to be more proactive by understanding how the tactics, techniques, and procedures are evolving.

Quentin GAUMER, Cybersecurity and Compliance Specialist

This session explores how Google Cloud databases are integral to semantic search and LLM design patterns.

It details the shift to Gen AI, leveraging pre-trained models and prompt engineering with data from Google Cloud.

The content highlights using embeddings for unstructured data and Retrieval Augmented Generation (RAG) with Google Cloud databases.

Key design patterns showcase how Google Cloud databases power enterprise Gen AI applications for improved accuracy and real-time context.

Practical scenarios illustrate Google Cloud database-backed solutions for support engineers, enhancing bug triaging and customer interactions.

Harsha Yadlapudi, EMEA Cloud SQL Lead

Discover how Deloitte leverages Google Cloud to help organizations become AI-native. This session will highlight how GCP powers

Deloitte’s AI framework—driving readiness, acceleration, and advantage through real-world use cases in GenAI, automation, and responsible AI.

Beslan Atabaev, Senior Manager Deloitte

Explore the capabilities of Google Threat Intelligence that provides unmatched visibility into threats enabling us to deliver detailed and timely threat intelligence to security teams around the world. By defending billions of users, seeing millions of phishing attacks, and spending hundreds of thousands of hours investigating incidents we have the visibility to see across the threat landscape to keep the most important organizations protected, yours.

Mahmoud AbdelWahab, Customer Engineer - Public Sector & CyberShield

Join us to explore how KPMG and Google Cloud enable digital transformation and AI innovation through secure cloud adoption.

Learn how this trusted collaboration helps organizations improve governance, reduce risk, and run secure, cost-efficient cloud operations.

Dimitrious Petropoulos, CyberSecurity Partner KPMG

AI Hypercomputer is a revolutionary system designed to make implementing AI at scale easier and more efficient. In this session, we’ll explore the key benefits of AI Hypercomputer and how it simplifies complex AI infrastructure environments. Then, learn firsthand from industry leaders Shopify, Technology Innovation Institute, Moloco, and LG AI Research on how they leverage Google Cloud’s AI solutions to drive innovation and transform their businesses.

Hesham Burawi, Customer Engineer

Businesses are moving from experimentation to building real-world AI applications. AI models require access to high-quality, real-time data from databases. Databases are a primary component of agentic workflows and Gen AI apps. Google Cloud databases offer faster development, built-in AI, and lower costs. We will also showcase how the MCP Toolbox simplifies connecting AI agents to enterprise databases.

Harsha Yadlapudi, EMEA Cloud SQL Lead

This session addresses how to navigate the essential shift from legacy systems to agile, cloud-native environments on Google Cloud to accelerate business growth.Join us for practical strategies and a real-world case study

Eyad Marei, Regional Presales Engineer Kartaca

Routine tasks such as data wrangling and pipeline maintenance often inhibit data teams from doing higher-value analysis and insights-led decision-making. This session showcases how intelligent data agents in BigQuery can help automate complex data engineering tasks. You’ll learn how to use natural language prompts to streamline data engineering tasks from ingestion and transformation, such as data cleaning, formatting, and loading results into BigQuery tables that accelerate the time to build and validate data pipelines.

Fabrice Aubert, Customer Engineer, Smart Analytics

Cloud is revolutionizing the startup landscape, unlocking new possibilities for innovation, efficiency, and growth. Join us and go through the product offering from Google Cloud and a deep dive into the GPU and TPU updates in the industry to help you harness Infra AI for your business in 2025 and beyond.

Cansu Akkol, Pricing Associate Principal, Google Cloud

A lot of innovations have been tailored around the broad stack of Google Cloud databases making it the premier choice for developers & enterprises across the globe. A power pacxked presentation highlighting the same.

Harsha Yadlapudi, EMEA Cloud SQL Lead

Agentic AI is transforming the SOC, enabling intelligent automation of routine tasks, augmenting human decision-making, and streamlining workflows. Now more than ever it's crucial to empower security professionals to focus on complex investigations and strategic initiatives, ultimately driving superior security outcomes and operational efficiency.

Ben Collier, Field CTO, UAE

Unleash the power of Gemini on Android, delivering groundbreaking AI experiences designed to elevate your every interaction. We're constantly innovating, pushing the boundaries of quality, efficiency, multimodality, and intelligent reasoning. Gemini seamlessly integrates across your Android devices and beyond mobile, offering proactive assistance that anticipates your needs. Get ready for expanded multimodal context and intuitive system controls, all powered by the next generation of Gemini.

Mariam Abdullahi, Android Partnerships Director

Join me for a presentation on how Google Cloud is uniquely positioned to help public sector organizations transform and innovate. We will explore how advanced cloud capabilities, combined with the power of Google's wider ecosystem like Maps and Earth Engine, are solving real-world challenges. This session will highlight practical use cases in transportation, urban planning, and sustainability, and delve into the transformative potential of AI in creating more efficient, secure, and citizen-centric government services.

Ahmed Abujoda, Customer Engineer

Discover the transformative power of Gemini in BigQuery, revolutionizing data analytics. Showcases capabilities enhancing workflows: streamlining data prep/migrations, advanced code gen, conversational exploration, intelligent workload optimization.

Usman Ali, Solution Lead, Data Analytics

To improve how people work, AI needs to be intuitive, save time and help people get more done. AI in Google Workspace helps teams throughout the work day, by organizing and analyzing information, drafting and polishing content, improving the quality of meetings, and lightening the admin load.

Businesses of all sizes are finding new ways to do better work, faster with Workspace. Join us to hear from customers transforming the way they collaborate, work, and innovate. Learn about our latest product news, and hear our vision for what’s next.

Walaa Ajjawi, Territory Manager, Google Workspace (Middle East & Turkey)

Modernize business processes and ignite innovation. Google Cloud infrastructure uniquely offers unmatched performance, scalability, and reliability for your mission-critical SAP workloads, especially for RISE with SAP. Learn how enterprises are future-proofing their SAP landscapes with Google Cloud, unlocking data and accelerating business outcomes. Discover best practices to transform your SAP deployments into a foundation for innovation. Don’t miss these real-world customer success stories.

Seda Baykal, Customer Engineer, Google Cloud

Intella is spesialized Arabic-first AI models to cater to the nuanced needs of enterprise contact centers in the MENA region. The company’s suite of models, including its dialectal ASR engine and the conversational AI agent, provides the foundational technology for enterprises to analyze their customer conversations and build next-generation customer experiences

Marc Elgohary, VP of Growth and Customer Success, Intella

Oracle and Google Cloud partner to modernize and AI-enable enterprises. This partnership unlocks data insights and accelerates innovation.

The goal is to be the best place for Oracle workloads.

Javeed Shaik, Customer Engineer Infrastructure Modernization

Modern business is increasingly centered on technology – technology that is evolving as quickly as the expectations of end users. Get a sneek Peak into the Modern ChromeOS world and listen to real life examples from the industry

Mazen Abdallah, Head of Google for Education, MENA

Global initiatives Google for Education creates and engages in with national stakeholders to achieve nation-wide adoption of Chromebooks and GWS for students, with focus on developing countries and underpriviliged societies.

Mazen Abdallah, Head of Google for Education, MENA