E-commerce and trade

Cairo Forum examines MENA’s path in the AI era

The Second Cairo Forum brought together experts to assess how AI, global shifts, and economic pressures are shaping MENA. Speakers said the region faces a critical moment as new technologies accelerate. The discussion asked whether MENA will help shape AI or simply adopt it.

Participants highlighted global divides, warning that data misuse and concentrated control remain major risks. They argued that middle-income countries can collaborate to build shared standards. Several speakers urged innovation-friendly regulation supported by clear safety rules.

Officials from Egypt outlined national efforts to embed AI across health, agriculture, and justice. They described progress through applied projects and new governance structures. Limited data access and talent retention were identified as continuing obstacles.

Industry voices stressed that trust, transparency, and skills must underpin the use of AI. They emphasised co-creation that fits regional languages and contexts. Training and governance frameworks were seen as essential for responsible deployment.

Closing remarks warned that rapid advances demand urgent decisions. Speakers said safety investment lags behind development, and global competition is intensifying. They agreed that today’s choices will shape the region’s AI future.

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Meta criticised for AI-generated adverts scams

Meta has faced criticism after numerous consumers reported being misled by companies using AI-generated adverts on Facebook and Instagram. The firms posed as UK businesses while shipping cheap goods from Asia, prompting claims that scams were ‘running rampant’ on the platforms.

Victims were persuaded by realistic adverts and AI-generated images but received poorly made clothing and jewellery. Several companies, including C’est La Vie, Mabel & Daisy, Harrison & Hayes, and Chester & Clare, were removed after investigations revealed fabricated backstories and fake shopfronts.

Consumer guides recommend vigilance, advising shoppers to check company websites, reviews, and use Trustpilot to verify legitimacy. Experts warn that overly perfect images, including AI-generated shopfronts or models, may signal fraudulent adverts.

Platforms such as Facebook and Instagram are urged to enforce stricter measures to prevent scams.

Meta stated it works with Stop Scams UK and encourages users to report suspicious adverts, while the Advertising Standards Authority continues to crack down on misleading online promotions.

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Spar Switzerland expands crypto payments across its mobile app

Spar Switzerland has advanced retail crypto adoption by adding Bitcoin and over 100 digital assets to its mobile app. On-chain QR payments now replace third-party processors, following earlier pilots with the Lightning Network and Binance Pay.

Supportive national regulations continue to make Switzerland one of the most active retail environments for crypto payments. Merchants across the country have increasingly embraced digital assets, encouraged by clear legal frameworks and a population already familiar with fintech services.

The update follows previous pilots involving the Lightning Network and Binance Pay that began in 2025. Lessons from those trials helped shape Spar’s shift towards a fully integrated on-chain payment system.

Industry analysts view the expansion as a strong signal of growing consumer demand for flexible payment options. Broader access in major retail chains often accelerates mainstream adoption and encourages users and businesses to engage more confidently with the crypto economy.

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Mixx and MVola services grow under Axian’s partnership with Mastercard

Axian Group has entered a strategic partnership with Mastercard to expand digital payment services across its mobile network markets. The collaboration covers virtual and physical cards under the Mixx and MVola brands. Both companies say the tools will enable safer, faster cross-border payments.

Consumers will activate and top up virtual cards via the Mixx and MVola apps in markets such as Madagascar and the Comoros. Axian says real-time monitoring features will simplify international transactions. The rollout is designed to broaden financial access through mobile channels.

Axian’s fintech lead, Erwan Gelebart, says the initiative will help SMEs and entrepreneurs in Senegal and Togo adopt secure mobile-payment tools. He argues the partnership strengthens local digital ecosystems. Mastercard sees the cooperation as part of wider financial-inclusion efforts.

Mastercard executive Mete Guney says the collaboration will expand secure digital-payment infrastructure in Tanzania and neighbouring regions. He says new services aim to improve how people pay and get paid. The companies plan phased deployment as demand grows.

Axian rebranded its mobile units to Yas in 2024 across Madagascar, Comoros, Senegal, Togo and Tanzania. Its financial services arms now operate as Mixx by Yas. The new merchant and card tools build on this unified-market strategy.

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South Korea retailer admits worst-ever data leak

Coupang disclosed a major data breach on 30 November 2025 that exposed 33.7 million customer accounts. The leaked data includes names, email addresses, phone numbers, shipping addresses and some order history but excludes payment or login credentials.

The company said it first detected unauthorised access on 18 November. Subsequent investigations revealed that attacks likely began on 24 June through overseas servers and may involve a former employee’s still-active authentication key.

South Korean authorities launched an emergency probe to determine if Coupang violated data-protection laws. The government warned customers to stay alert to phishing and fraud attempts using the leaked information.

Cybersecurity experts say the breach may be one of the worst personal-data leaks in Korean history. Critics claim the incident underlines deep structural weaknesses in corporate cybersecurity practices.

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Fraud and scam cases push FIDReC workloads to new highs

FIDReC recorded 4,355 claims in FY2024/2025, marking its highest volume in twenty years and a sharp rise from the previous year. Scam activity and broader dispute growth across financial institutions contributed to the increase. Greater public awareness of the centre’s role also drove more filings.

Fraud and scam disputes climbed to 1,285 cases, up more than 50% and accounting for nearly half of all claims. FIDReC accepted 2,646 claims for handling, with early resolution procedures reducing formal caseload growth. The phased approach encourages direct negotiation between consumers and providers.

Chief Executive Eunice Chua said rising claim volumes reflect fast-evolving financial risks and increasingly complex products. National indicators show similar pressures, with Singapore ranked second globally for payment card scams. Insurance fraud reports also continued to grow during the year.

Compromised credentials accounted for most scam-related cases, often involving unauthorised withdrawals or card charges. Consumers reported incidents without knowing how their details were obtained. The share of such complaints rose markedly compared with the previous year.

Banks added safeguards on large digital withdrawals as part of wider anti-scam measures. Regulators introduced cooling-off periods, stronger information sharing and closer monitoring of suspicious activity. Authorities say the goal is to limit exposure to scams and reinforce public confidence.

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ByteDance launches AI voice assistant for phones

ByteDance unveiled a new AI voice assistant that will debut on ZTE’s Nubia M153 smartphone. The tool uses the Doubao large language model to handle spoken tasks such as content searches and ticket bookings.

ZTE’s shares jumped after the announcement, helped by strong interest in the device and recent 5G contract wins in Vietnam. The prototype handset is priced at 3,499 yuan and can be pre-ordered in limited quantities.

ByteDance confirmed discussions with multiple manufacturers to integrate the assistant into future smartphones. The firm stated it has no intention of developing its own hardware.

The assistant enters a competitive market led by Huawei and Xiaomi, while Apple has yet to introduce Apple Intelligence in China. Doubao remains China’s most popular consumer AI app, with 159 million monthly active users.

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EU-South Korea digital partnership enhances collaboration

The European Union and the Republic of Korea strengthened their digital partnership during the third Digital Partnership Council meeting in Seoul, where both sides emphasised the value of deeper cooperation in advanced technologies.

The discussions focused on how joint research on semiconductors, 6G, AI and quantum technologies can support competitiveness and provide broader economic benefits.

Both sides agreed to continue collaborative work on semiconductor research to advance more efficient chips suitable for AI and automated mobility. Quantum research under Horizon Europe is set to expand through shared expertise and long-term cooperation.

Regulatory alignment on AI will progress through dialogue on conformity assessment results linked to the EU AI Act, supported by joint work on innovation, standardisation and safety evaluation.

Information exchange on emerging data spaces is also expected to grow, with both partners assessing whether a dedicated working group could enhance interoperability.

Cyber cooperation remains a priority, covering threat information sharing, software supply chain security and the safety of connected devices, combined with efforts to strengthen skills and explore new research.

Engagement in international standardisation bodies such as the International Telecommunications Union will continue to support broader global alignment. The two partners plan to meet again in Brussels in 2026 to assess progress.

The partnership reflects broader EU objectives in the Indo-Pacific and supports the goals of the International Digital Strategy.

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Estonia invests in Germany to strengthen European tech independence

During an official visit to Germany, Prime Minister Kristen Michal joined Saxony’s Minister President Michael Kretschmer to open a new Skeleton Technologies factory near Leipzig, underlining Estonia’s long-term commitment to European technological development.

An investment of 220 million euros that marks the most significant industrial commitment an Estonian company has made in Germany and reflects a shift towards mutual economic engagement.

The factory produces supercapacitors that aim to reduce energy consumption in AI data centres while enhancing the reliability of the power grid.

Michal noted that the relationship between the two countries has entered a new phase, as Estonia is now investing in Germany, rather than only receiving investment. He pointed to Germany’s industrial capacity and Estonia’s digital expertise as complementary strengths.

The project benefited from financial and strategic support through programmes such as EUBatIn, while partnerships with Siemens and Marubeni strengthened the technological foundation of the initiative.

Cooperation between Estonia and Saxony already extends across innovation, microelectronics and digital public services.

Several Estonian technology firms operate in the region, while universities in both countries maintain active collaboration in engineering, IT and business administration. These links continue to grow and support talent, research and industrial development.

The new factory is presented as a practical step towards European technological resilience, as the components used in the supercapacitors are sourced from European suppliers.

Estonian officials argue that Europe must develop and produce key technologies instead of relying on external suppliers. The opening of the plant is seen as the beginning of broader cooperation in IT, green technology, defence and advanced manufacturing.

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Salesforce expands investment in Greece with Greek AgentForce

The presence in Greece is expanding as Salesforce increases its investment and introduces AgentForce in the Greek language.

Salesforce works with major Greek groups such as Motor Oil and OPAP and plans to enter more sectors, including banking and insurance. Senior executives view Greece as a market with strong potential for broader adoption of AI tools.

Executives at the company highlighted growing interest among Greek firms that are already testing or deploying AI agents to support customer services and internal operations.

Robin Fisher, Senior Vice President for the EMEA Growth Markets, noted that the organisation has doubled the number of staff supporting the Greek market over the past two years and intends to continue increasing its investment every three years or sooner.

He also pointed to the presence of Energy Cloud in Greek enterprises and the rapid development of new AI agents for local clients.

The introduction of AgentForce in the Greek language is expected to help companies manage processes more efficiently and support a more profound digital transformation. The initial release covers AgentForce Service and Employee Agent, with broader availability planned for the future.

AgentForce Service operates as a constantly available customer service platform that can be adapted to any sector, offering faster issue resolution and more personalised assistance based on real-time data.

Its design enables full cooperation between employees and AI agents, providing a more effective service model.

Employee Agent functions as a proactive digital assistant that supports staff with daily tasks inside familiar environments, such as Slack or mobile devices. It can manage meetings, assist with onboarding, access internal knowledge and prepare summaries before client discussions.

Salesforce emphasises that the broader rollout of Greek language support will help organisations improve productivity and achieve greater efficiency by combining human expertise with automated capabilities.

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