Technology adoption and change management for results

UAE

Widad Haddad, vice-president and managing director for the UAE, Oman, Yemen and Lebanon at Emerson, talks to The Energy Year about collaborating with end users and contractors across the UAE to incorporate advanced automation solutions and industrial software into project design and throughout the operational phases of industrial operations. Emerson is a global provider of technology, software and engineering products and services for industrial companies.

How is Emerson catering to the UAE’s digitalisation needs?
In the UAE energy industry, priorities such as AI, digitalisation, sustainability and efficiency are dominating the agenda. However, balancing them with cost management and competitiveness is a significant operational challenge. Emerson works with customers to tailor technology deployments, avoiding a one-size-fits-all approach and focusing on impactful features rather than wasting resources on underutilised tools.
Emerson’s Boundless Automation breaks data silos in IT and OT [operational technology] systems, enabling enterprise-wide decision making by seamlessly integrating intelligent devices and software solutions. With Boundless Automation, enterprise customers are empowered to optimise their facilities across multiple domains, effectively balancing production goals with reliability and sustainability.
With a software-defined architecture, this approach ensures seamless connection, management and integration of data, facilitating secure migration to the cloud for comprehensive analysis, trending and forecasting.
To ensure success, we emphasise change management alongside technology adoption. Advanced solutions such as AI and machine learning require employee readiness, and failing to address the human aspect can hinder results. In capital-intensive projects, the challenge grows when EPC contractors seek to cut costs, potentially excluding essential technologies from the initial design.
We advocate for foundational infrastructure being in place from the start to enable the future integration of advanced tools and long-term efficiency gains, in line with our vision for Boundless Automation. We work with our customers to ensure that the right automation architecture – which can save millions of dollars over the years – is implemented from day one.

How do you encourage EPC companies to incorporate advanced technologies into their designs?
In a project contracting environment, our focus is to engage with project stakeholders – end users and contractors alike – early in the design phase, where we can work with them on value-driven engineering approaches. Our customers can leverage technologies such as front-end digital twin technology and cloud engineering to improve efficiency by simulating designs, reducing change orders and saving time and money during the build. Smart commissioning shortens plant commissioning schedules, while electronic marshalling drastically reduces cabling, footprint, weight and logistics, creating a ripple effect of cost and time savings across engineering.
Our approach is to partner with contractors early, often during the bidding stage, and integrate cost-saving technologies. This not only increases their chances of winning projects but also helps them deliver greater value to end users who seek long-term savings. Balancing the project delivery needs of contractors with the need for long-term value over the lifetime of plant operations for end users ensures benefits for all stakeholders.

Who do you partner with in the UAE for energy projects?
We act as a technology partner to contracting companies and domestic and international industrial companies, navigating a complex network of stakeholders where collaboration is essential. Partnerships with contractors and technology vendors are fundamental to providing comprehensive and speedy solutions.
We are increasingly consulting with energy companies to accelerate technology adoption across critical developments. For example, ADNOC is increasingly seeking technology companies to ideate and develop solutions, especially given the UAE’s ambitious project pipeline, particularly in LNG.
We work with oil companies such as ADNOC, SNOC [Sharjah National Oil Company], and Dubai Petroleum in the UAE, as well as NOCs across the Middle East and Africa. Our collaborations span many world regions. It is common for our global teams to work on UAE projects, supporting the activities of global contractors and ensuring a seamless integration of expertise.

Can you comment on some of your current work for ADNOC?
We are working with ADNOC on automation across various projects, including fully advanced autonomous operations. Automation plays a crucial role in cost, efficiency and accuracy considerations while also ensuring the stability of the critical assets that the country depends on.
Covid-19 highlighted the need to reduce reliance on individuals being physically present on sites. As a partner, Emerson is playing a key role in ADNOC’s optimisation efforts by offering remote insights and enabling operators to monitor equipment from handheld devices rather than control rooms.
However, any technology adoption requires a focus on change management. Technology must not be seen as a threat but as an opportunity to focus human efforts on more value-adding tasks while automating routine tasks, optimising both workforce time and operational efficiency.

What would you say are some of Emerson’s competitive advantages?
Emerson has transformed into an industrial technology company that is focused on automation technology and industrial software. Over the past three years, we have reorganised our business portfolio, divesting certain components and acquiring companies such as AspenTech. This evolution has enabled Emerson to streamline its offerings and support our customers with a more cohesive technology stack.
A broad array of technologies, strategic acquisitions and a refined focus on automation under our CEO’s leadership have made Emerson unique in the market. Customers welcome our in-house capabilities for product development and our dedicated engineering teams that integrate technologies into their operations.

What would you highlight among Emerson’s contributions to the UAE’s energy sector?
Emerson is dedicated to enabling the UAE’s vision by supporting key goals such as increased production, global LNG leadership, green energy initiatives and localisation. With years of contributions to the region, Emerson’s 2025 roadmap prioritises strengthening the manufacturing capabilities of our Jebel Ali campus, enhancing operational support and building infrastructure to sustain the UAE’s growth.
While not the largest market by volume, the UAE is strategically important for Emerson. Its ambitious project pipeline is expected to deliver growth of 8-10% per year. Known for turning ambitious plans into reality, the UAE is on a mission, and Emerson is fully prepared to support its rapid advancements.

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