On August 21, 2024, NTT DATA in Middle East and Africa, an IT infrastructure and services company, announced the launch of Syntphony, a platform offering AI, Learning tech and digital loyalty program solutions tailored for the retail sector. This comes as the Middle East and Africa region is projected to see a significant growth in retail due to a predicted doubling of total disposable income by 2040. Syntphony, which has over 24 years of success in the global retail sector, will help local retailers modernize their operations and accelerate digital innovation. The platform offers low deployment costs, reduced time-to-market, omnichannel integration, and centralized control. It also includes advanced AI technology for personalized customer experiences and improved efficiency.