As governments and organisations across the Gulf accelerate investments in artificial intelligence (AI), gaps in workplace communication and access to reliable information could prevent frontline employees from benefiting fully from the region's digital transformation, according to employee experience platform Staffbase.
A study conducted by Forrester Consulting on behalf of Staffbase found that 48 per cent of frontline workers and managers surveyed at US enterprises said information gaps reduced productivity or operational efficiency. Another 44 per cent said these gaps increased the risk of errors or missed deadlines, while 43 per cent reported slower decision-making. Only 23 per cent felt fully supported by the information and tools available to perform their jobs.
Staffbase said the findings have implications for Gulf economies, where national development strategies place frontline-heavy sectors such as logistics, transportation, tourism, hospitality and healthcare at the centre of economic growth.
The UAE National Strategy for Artificial Intelligence 2031 identifies logistics and transportation, tourism and hospitality, and healthcare among its priority sectors. In Saudi Arabia, tourism generated more than one million jobs by August 2025, according to the Minister of Tourism, as the Kingdom advances its Vision 2030 ambitions.
Much of the workforce in these sectors operates outside traditional office environments, including airports, hotels, retail outlets, warehouses and industrial facilities. Employees often work across multiple locations, shifts and languages, making access to timely and consistent information a challenge.
“In the Gulf, transformation is often government-led, and the leaders delivering it feel personally accountable for whether it lands,” said Conor Duffy, Regional Leader, Middle East at Staffbase.
He noted that organisations needed to move beyond introducing digital platforms at headquarters and ensure frontline employees could access accurate information relevant to their roles.
Fragmented communication creates operational risks
The study highlighted how fragmented workplace communication can affect employees' ability to perform their jobs. More than half of respondents said they received critical company news and information through six or more channels.
Additionally, 35 per cent encountered conflicting, outdated or unclear information a few times a week or more, while 42 per cent said they turned to colleagues or managers for clarification when information was missing or unclear.
Staffbase warned that fragmented systems could place the responsibility for connecting information on employees themselves, increasing the risk of delays and inconsistencies. This can be particularly consequential when organisations need to communicate urgent safety notices or operational alerts to employees across different locations and languages.
The research found that 83 per cent of respondents believed a single application bringing together workplace activities and information would have a high or very high impact on their ability to perform their jobs.
Staffbase advocates consolidating workplace communication and everyday tasks into a single employee-facing platform while connecting existing enterprise systems rather than replacing them.
The company cited the example of a Gulf-based international airline using its platform to reach more than 25,000 employees, most of whom work onboard aircraft or at airport gates rather than in offices. Globally, DHL Group uses Staffbase to provide 600,000 employees, including 300,000 who previously lacked intranet access, with a common platform available in 81 interface languages.
AI adoption requires reliable workplace information
The study also highlighted growing employee demand for AI-enabled workplace support. Around 47 per cent of respondents ranked AI-powered answers and guidance among their top three desired capabilities, while 46 per cent prioritised having a single place to access tasks and next steps.
However, the use of multiple AI tools across organisations could create challenges around shadow AI, cybersecurity, data privacy and governance, Staffbase said.
The company argued that AI can improve access to workplace information, provided the underlying organisational knowledge is accurate, updated and properly governed. Without reliable information, AI-powered assistants risk delivering incorrect or contradictory guidance to employees.
A regional insurer operating across 12 countries uses Staffbase to provide frontline employees with access to everyday documents and procedures, whether they are working remotely or at a desk. The company is also expanding its use of AI, drawing on the same centralised information resources.
For organisations planning their 2027 programmes, Staffbase recommends prioritising the needs of employees who are hardest to reach, establishing governance over the information that AI systems will use, and incorporating adoption support from the beginning. It also emphasises the importance of hands-on implementation and delivering information in employees' local languages.
“More frontline employees will soon ask an AI assistant before they ask their manager,” Duffy said, warning that outdated or contradictory information could cause AI systems to deliver incorrect answers more quickly.
The study, The Frontline Experience in 2027: Closing the Information Gap, is a Forrester Opportunity Snapshot based on a survey of 189 frontline workers and managers at US enterprises across retail, healthcare, manufacturing and materials, and transportation and logistics. The survey was conducted in August 2026.