ENOC’s AI Pivot in 2025: Analyzing Smart Mobility and Retail Projects

ENOC’s Industry Adoption: Shifting from Back-End Pilots to Customer-Facing AI

ENOC has strategically pivoted its AI adoption from internal, foundational modernization to the aggressive commercial deployment of customer-facing smart mobility and retail technologies.

• Between 2021 and 2024, ENOC’s strategy focused on building a robust digital backbone, evidenced by its AED 250 million digital transformation fund and partnerships with SAP for system-wide automation and Microsoft to pilot Azure OpenAI for internal processes like call centers. During this phase, the “Service Station of the Future” served as a controlled laboratory for testing AI-powered analytics and advanced fuel management systems.
• Starting in 2025, the company shifted to large-scale commercialization of AI, moving technology from the back office to the customer forecourt. This is marked by high-profile collaborations with Amazon to implement checkout-free “Just Walk Out” shopping and with Salik to deploy AI-powered vehicle plate recognition for seamless payments, transitioning from isolated pilots to integrated public services.
• The expansion into smart mobility infrastructure was also accelerated in 2025 through partnerships with DEWA to expand the EV fast-charging network and with Parkin to introduce AI-driven parking management. This demonstrates a strategic move to position its retail sites as critical hubs within Dubai’s broader smart city ecosystem.
• This two-stage approach reveals a mature adoption curve where initial foundational investments in data infrastructure and security, such as the Commvault partnership to protect 1PB of data, enabled the subsequent rapid and confident deployment of high-impact AI applications. This signals that the regional energy retail sector is now implementing proven AI solutions at scale.

ENOC Investment Analysis: Quantifying the ROI of AI and Digital Transformation

ENOC’s investments show a clear progression from foundational capital allocation for digital transformation to generating quantifiable financial returns from technology-driven innovation.

Table: ENOC’s Key Technology and Innovation Investments (2021-2025)

ENOC’s Strategic AI Partnerships: Building a Smart Mobility Ecosystem in 2025

ENOC’s partnership strategy is central to its AI ambitions, focusing on collaborating with best-in-class technology and public sector entities to rapidly build and deploy a comprehensive smart mobility and retail network.

Table: ENOC’s AI and Digital Technology Partnerships (2021-2025)

ENOC’s Geographic Focus: Cementing AI Leadership in Dubai’s Smart City Ecosystem

ENOC’s AI and digital initiatives are hyper-focused on the UAE, specifically Dubai, to directly align with and power the city’s ambitious smart mobility and digital economy strategies.

• Between 2021 and 2024, ENOC’s activities were centered on creating a local testbed for its digital ambitions within Dubai. This included the landmark Service Station of the Future at Expo 2020 Dubai and partnerships with local entities like the Dubai Taxi Company to pilot AI applications in a controlled urban environment.
• From January 2025, this UAE-centric strategy intensified with a series of high-impact partnerships aimed at integrating ENOC into the fabric of Dubai’s public infrastructure. Collaborations with Salik (toll operator), DEWA (utility), RTA (transport authority), and Parkin (parking operator) demonstrate a clear objective to create a seamless, AI-driven mobility network for residents.
• While the operational execution is local, ENOC’s strategy is to import best-in-class global technology to achieve local market dominance. Partnerships with US-based tech leaders like Amazon and Microsoft, combined with upstream digitalization talks with Azerbaijan’s SOCAR, show a model of leveraging international expertise to build and secure a leading position within the UAE market.

Technology Status: ENOC Advances AI from Pilot to Commercial Scale in Retail and Mobility

ENOC has successfully progressed its AI applications from internal pilots and proof-of-concepts to commercially scalable, customer-facing deployments.

• The period from 2021 to 2024 was characterized by technology testing and building a foundational digital infrastructure. Key activities included using the Service Station of the Future as a live lab for AI analytics and piloting generative AI with Microsoft Azure OpenAI for internal processes.
• In 2025, the technology reached commercial maturity as ENOC moved AI from the back office to the public-facing forecourt. This shift is defined by agreements to roll out Amazon’s “Just Walk Out” system and Salik’s AI-powered ANPR payment platform, moving beyond tests to large-scale, tangible customer services.
• The adoption of AI-driven predictive maintenance across its fuel stations in 2025 further validates this move towards operationalizing AI for core business functions like asset uptime and cost reduction. This demonstrates a clear shift from exploration to implementation for efficiency gains.
• This progression validates ENOC’s pragmatic strategy of acting as a master integrator of proven, third-party AI technologies rather than engaging in high-risk, capital-intensive foundational AI research and development.

SWOT Analysis: ENOC’s AI-Driven Transformation in 2025

Table: SWOT Analysis of ENOC’s AI Strategy

Future Outlook: What to Expect from ENOC’s AI Strategy in 2026

The most critical action to monitor is the execution and public adoption of ENOC’s AI-driven retail and payment systems, as this will validate its transformation into a technology-led energy and convenience leader.

• Watch for the first physical implementations of Amazon’s “Just Walk Out” technology at ENOC service stations. The speed of the rollout and customer feedback will be the primary indicators of the success of this flagship customer experience initiative.
• The official launch and adoption rate of the Salik-integrated automated payment system will be a key performance metric. Its success will be measured by the percentage of transactions that move to the automated platform, proving the market’s appetite for frictionless services.
• Monitor for announcements of specific pilot projects emerging from the November 2025 MoU with SOCAR. The application of AI to exploration and production data would signal a significant expansion of ENOC’s AI strategy into its core upstream business.
• The focus of the next ENOC Accelerators cohort will reveal the company’s future innovation priorities. Expect a continued emphasis on AI, particularly for optimizing clean energy logistics to support its growing green hydrogen and Sustainable Aviation Fuel (SAF) ventures.

Frequently Asked Questions

What is the main difference in ENOC’s AI strategy between the 2021-2024 period and 2025?
Between 2021 and 2024, ENOC’s strategy focused on internal, foundational modernization, such as migrating to SAP S/4HANA and piloting AI for internal processes. Starting in 2025, the strategy pivoted to the aggressive commercial deployment of customer-facing AI, including checkout-free retail with Amazon and automated payments with Salik, moving technology from the back office to the customer forecourt.

How is ENOC using AI to improve the customer experience at its service stations?
ENOC is launching two key AI-driven customer initiatives in 2025. First, through a partnership with Amazon, it will introduce ‘Just Walk Out’ technology for a checkout-free shopping experience. Second, in collaboration with Salik, it will deploy AI-powered vehicle plate recognition to enable seamless and automated payments for fuel and other services.

Have ENOC’s investments in technology and AI shown a clear financial return?
Yes, the investments have demonstrated quantifiable financial returns. The article states that in 2025, financial benefits from innovation-led initiatives increased by 400% to AED 6.94 million. Additionally, an internal innovation program generated AED 92.3 million in net financial gains in 2023, confirming the profitability of its technology-forward culture.

Who are ENOC’s most important partners for its 2025 smart mobility and retail push?
In 2025, ENOC’s key strategic partners include Amazon for advanced retail technology, Salik for AI-powered seamless payments, DEWA for expanding the EV fast-charging network, and Parkin for intelligent parking management. These collaborations are crucial for building an integrated smart mobility ecosystem in Dubai.

Is ENOC’s AI strategy limited to retail and payments, or does it extend to other business areas?
While the main focus in 2025 is on retail and smart mobility, ENOC’s AI strategy is expanding. The company signed an MoU with SOCAR in November 2025 to explore digitalization in upstream operations. It is also investing in infrastructure for clean energy, like a Sustainable Aviation Fuel (SAF) facility, where AI can later be used to optimize production and supply chains.