Why human skills matter as much as tech

Why does this matter more than ever? Because across the region, AI initiatives are accelerating at pace. In recent months alone, headlines have heralded multi-billion-dollar investments and landmark joint ventures. From AI research hubs to sprawling data centre builds, the Middle East is laying the groundwork for a tech-driven future. But amid all this momentum, it’s equally important to consider the human capability required to ensure these efforts deliver real value. All the advanced infrastructure, algorithms, and analytics tools in the world won’t amount to much if the people managing them can’t communicate clearly, build trust, or navigate challenges.

The human factor in a high-tech world

Whether you’re a startup scaling fast, a small or medium-sized business modernising operations, or a large enterprise undergoing digital transformation, your success with AI will depend as much, or more, on people as it does on platforms. Take, for instance, a company deploying AI-powered customer tools. If the IT team can’t articulate the system’s value in plain terms, anticipate concerns, or respond thoughtfully to pushback, the rollout is likely to stall.

Similarly, during a security incident, AI tools might rapidly detect the breach; however, clear updates, calm leadership, and the ability to align different stakeholders under pressure will play an equally important role in impact containment. This is why three foundational soft skills must be prioritised alongside technical training. These aren’t secondary skills or nice-to-haves. They’re essential capabilities that enable human-centred transformation, helping turn innovation into impact.

Communication: Clarity over complexity

In a region where digital literacy varies widely across industries and roles, clear communication is not only helpful, it’s critical. Tech professionals must be able to bridge the gap between technical accuracy and accessible language, adapting their style to the needs of non-technical colleagues without compromising on clarity. Misunderstandings are often the result of assumptions, not incompetence. A developer might walk through a dashboard using layers of acronyms and jargon, unintentionally alienating colleagues who need the context explained in more familiar terms.

Effective communicators adjust their tone and delivery based on who they’re speaking to and the situation at hand. In a diverse region such as the Middle East, where teams often span languages, cultures, and work styles, this includes being sensitive to nonverbal cues, levels of formality, and cultural nuance. Communication isn’t entirely about having the right answers; it’s also about making sure those answers land.

Another example where clear communication and logical thinking are required is the use of generative AI (GenAI) prompts. When prompting a GenAI large language model, the prompt should use precise language with logical cohesion to return a result that is useful and informative, similar to how an SQL query requires well-considered ‘JOIN’ and ‘WHERE’ clauses. In these situations, the ideal approach is to carefully evaluate how to best inform the AI of the results you want, which requires the key soft skills of critical thinking and wordcraft.

Imagine if the great Arab poet Al-Mutanabbi, in his Ode to Sayf al-Dawla, asked a GenAI programme to create an image from this line, but instead of “teeth,” used “mouth”: If you see the lion bare his teeth, do not think the lion is smiling.

With less precise language, it was highly likely for AI to return an image of a lion roaring, or licking its paw, or simply panting in the heat. Because of imprecise language, AI must make its own assumptions, which can often miss the mark.

Empathy: The bridge to trust

While AI is intended to enhance productivity and outcomes, it often introduces disruption, which can make people uneasy. Empathy helps leaders and IT professionals understand this emotional response and support people through change. Sometimes, this means acknowledging frustration during a tricky rollout or taking the time to listen to feedback without becoming defensive. These small gestures build confidence and engagement over time, making future change easier to manage.

Empathy becomes all the more important when roles are affected by automation or digital shifts. If someone is worried their responsibilities will shrink or disappear, telling them to “embrace the future” won’t help. What does help is open dialogue, reassurance, and support in developing new skills. People are more likely to trust the technology when they trust the intent behind it, and trust is built on empathy.

Conflict resolution: Keeping projects on track

Every digital project, no matter how well planned, will encounter friction. Misaligned expectations, evolving requirements, or communication breakdowns can all lead to conflict. The key difference between a minor setback and a major derailment is how the conflict is handled. Yet many technically minded professionals are more comfortable solving code-level problems than engaging with emotionally charged conversations.

Conflict resolution, like any skill, can be developed. It starts with self-awareness, a willingness to listen, and a focus on shared outcomes, not individual frustrations. In Middle Eastern work cultures, where hierarchy and indirectness can influence how feedback is given and received, this also means applying emotional intelligence and cultural sensitivity to tough conversations.

Whether it’s choosing the right moment, softening the tone, or involving a mediator, the goal is always the same: to move forward with mutual respect and clear direction.

Developing the missing link

So, how can organisations start embedding these vital skills in their workforce? The first step is treating soft skills as core competencies, not extras. They should be woven into training programmes, onboarding processes, and ongoing learning initiatives. Role-playing scenarios, mentoring, and peer feedback are practical ways to encourage this growth without needing extravagant resources.

Equally important is the role of leadership. When senior IT and business leaders model calm communication, active listening, and thoughtful conflict management, they set a tone for the rest of the team to follow. Culture change doesn’t happen overnight, but it starts with what’s valued and rewarded. If interpersonal skills are never considered during reviews or promotions, they’ll always take a back seat. It’s time to recognise the professionals who not only build great systems but also build trust and collaboration within their teams.

Rebalancing the equation

The Middle East’s AI investments, from hyperscale data centres to national AI strategies, are bold and visionary. But these initiatives will only be as effective as the people entrusted with bringing them to life. Technology, after all, is only a tool. Its real impact depends on how it’s used and by whom.

Soft skills may not feature in news headlines or line items on procurement budgets, but they’re what turn potential into performance. In an era of smart machines and smarter infrastructure, it’s the human layer that will determine whether the region’s AI ambitions truly deliver on their promise.