GISEC Global 2026: Cybersecurity Meets The Quantum Era
Organised by inD, a joint venture between Dubai World Trade Centre and Informa, and supported by the UAE Cyber Security Council, the Dubai Electronic Security Center (DESC), the Ministry of Interior and Dubai Police, GISEC Global 2026 was expected to bring together more than 25,000 professionals, 750 exhibiting brands and 350 speakers from over 180 countries.
Two programmes put quantum computing at the centre of the conversation. The Quantum Security Summit, hosted with the Technology Innovation Institute, focused on preparing organisations for post-quantum security. The Global Quantum Drill replaced the former Global Cyber Drill and was presented as the largest quantum-readiness exercise of its kind.
Why AI Dominated The Conversation
AI was everywhere at GISEC, from AI-driven defence to AI geopolitics and digital sovereignty. The numbers explain why: according to the World Economic Forum’s Global Cybersecurity Outlook 2026, cited by the organisers, 94% of organisations expect AI to be the biggest driver of change in cybersecurity, and 87% see AI-related vulnerabilities as the fastest-growing risk.
The AI And Marketing Trends B2B Companies Should Act On
What This Means For Marketing In The Middle East
The UAE is investing heavily in AI and cybersecurity, and GISEC’s alignment with the Dubai Cyber Security Strategy and the D33 economic agenda shows how central digital trust has become. For B2B companies selling in the region, that creates an opportunity: combine AI-powered marketing with visible security and compliance, and you stand out from competitors who only talk about features.
Selling software in the region? Read our guide to SaaS marketing in Dubai and the UAE, or our B2B SaaS marketing strategy for the United States.
About Mónica Mejli And CBA
Mónica Mejli is the Managing Consultant at CBA, where she leads business and marketing strategy, client relationships and delivery across the US, the UAE and Europe. CBA is a B2B marketing agency built on business consulting: we fix the business behind your marketing, then run the marketing that grows your sales. Meet the team.
Frequently Asked Questions
How is AI changing B2B marketing in 2026?
AI is changing how buyers research (AI assistants and AI search answers), how marketing teams create and personalise content, and how companies analyse pipeline. At the same time, it raises the bar for data governance, brand security and trust.
How should cybersecurity companies market to buyers in the Middle East?
Lead with trust: regional proof, clear compliance and data residency answers, educational content for CISOs and boards, and presence at events such as GISEC Global and GITEX Global, combined with LinkedIn and account-based marketing.
Can CBA help my company prepare its marketing for AI search?
Yes. CBA audits how your brand appears in search and AI answers, then builds the content, structured data and authority signals that help AI assistants understand and recommend your company.
