Help AG wins Dubai AI Seal as e& unit targets trusted AI rollout
Help AG, the cybersecurity arm of UAE telecoms group e&, has been awarded a Category E Dubai AI Seal certification by the Dubai Centre for Artificial Intelligence. The accreditation recognises the company as a trusted AI organisation under a government-led verification programme designed to help public-sector bodies and enterprises identify credible AI partners operating in Dubai.
The Dubai AI Seal is a tiered classification system that assesses organisations against criteria spanning AI governance, safety, accountability and operational resilience. Help AG's parent group e& was among the earliest recipients of the seal, and this latest award extends that certification to its cybersecurity subsidiary.
What the certification covers
According to Help AG, the accreditation reflects what it describes as an integrated approach to trusted AI: combining governance frameworks, AI security, cyber resilience and AI-assisted operations. The company says it supports enterprises across the full lifecycle of an AI deployment, from initial policy-setting and strategy through to secure production rollout and runtime protection.
Dr Alexander Valgarewich, interim chief executive of Help AG, said the certification demonstrated the company's commitment to enabling organisations to adopt AI "safely and responsibly," adding that "trusted AI will be the foundation for sustainable innovation" as enterprises move from pilot programmes to wide-scale deployment.
Abdullah Ibrahim Al Ahmed, chief executive for government and VIP affairs at e&, framed the recognition within the UAE's broader national AI ambitions, stating that realising those ambitions would require building trust and governance standards rather than AI capability alone.
Help AG operates two security operations centres in Dubai and Riyadh, claims a roster of more than 500 enterprise and government customers, and was classified a leader in the IDC MarketScape for managed security services in 2026 and for managed detection and response services in 2025. The company was founded more than 25 years ago and employs over 600 cybersecurity professionals.
Market and regulatory context
The Dubai AI Seal sits within a wider regional push to codify responsible AI deployment at the government level. The UAE National AI Strategy targets AI leadership by 2031, and Dubai's authorities have been active in issuing sector-specific AI guidelines ahead of comparable regulation in many Western jurisdictions. For enterprise buyers in the Gulf, government-backed certification schemes are increasingly used as procurement proxies, giving certified vendors a structured advantage in public-sector tendering.
Globally, the trusted-AI accreditation market is accelerating. The EU AI Act, which began phasing in binding obligations from 2024, has prompted a parallel ecosystem of conformity assessments, notified bodies and voluntary labelling schemes in Europe. While the Dubai Seal operates under a distinct domestic framework, enterprise vendors operating across both markets will need to map their compliance posture across multiple overlapping regimes.
For cybersecurity vendors specifically, AI governance is becoming a competitive differentiator: clients want assurance not only that AI tools work, but that they are deployed with defensible audit trails and human oversight. Help AG's positioning across both AI security and AI-assisted managed services places it at the intersection of two fast-growing budget categories in the region.
The company did not disclose any new commercial contracts linked to the certification, and no revenue or contract-value figures were included in the release.