Polina Anokhina Denis outlines how AI-powered collaboration, integrated ecosystems and sustainable technology are reshaping workplace experiences across the region.
Hybrid working is prompting organisations to rethink how employees collaborate, communicate and remain productive across offices, homes and flexible workspaces. Demand is shifting from standalone devices towards integrated workplace ecosystems that combine AI-powered collaboration, interoperability, ergonomic design, simplified management and sustainability.
In an interview with TahawulTech, Polina Anokhina Denis, Regional Head, IMEA, Logitech, discusses the workplace trends influencing the region, the growing role of AI in hybrid collaboration and Logitech’s strategy for delivering flexible, scalable and people-centric experiences across India, the Middle East and Africa.
Interview excerpts
How is Logitech’s innovation pipeline evolving to support the changing productivity needs of businesses and consumers across the IMEA region?
Innovation for Logitech is about asking the right question. In this case, it is how technology can make people work better regardless of where they are. In IMEA, productivity needs change very quickly. Companies are accelerating their digital transformation while employees now work between the office, home and flexible workspaces. People are also looking for the same level of simplicity and personalisation when it comes to work tools as they have in personal electronics.
As this is strategic region for Logitech, our innovation agenda has shifted towards integrated experiences rather than standalone devices. We are creating ecosystems that provide collaboration, focus, comfort and productivity across various workplaces.
Interoperability becomes one of the main criteria for organisations. Companies are looking for solutions that will work with platforms they already use (Microsoft Teams, Zoom and Google Meet) while also being easy for deployment, monitoring and management for their IT teams.
AI is now part of the workplace technology roadmap. Video and audio experiences powered by AI will enable more inclusive meetings, eliminate friction, and make hybrid meetings better. At the same time, software solutions will be able to personalise workflows and eliminate repetitive tasks.
We aim to design technology that empowers people and simplifies work while helping companies to create flexible and future-ready workplaces.
What workplace behaviour shifts have emerged with the rise of hybrid working, and how is Logitech helping organisations adapt?
The way hybrid work has transformed the workplace conversation from “where do people work?” to “how well people can work, collaborate, and communicate” is significant. Hybrid workers seek flexibility but also reliability. No matter whether users are logging in remotely from their homes, working at desks inside offices, or collaborating together within meeting rooms, the process must always remain easy and accessible for everyone involved.
Perhaps the greatest transformation is that offices have become more purposeful places. Workers visit an office to collaborate, socialise with colleagues, take advantage of better spaces, and engage with corporate culture. In other words, companies have to think again about their meeting rooms, flex desks, personal workstations, and common areas as a single coherent employee experience.
Moreover, many workers are not equipped to perform hybrid work. According to Logitech research, 85% of workers experience audio problems, 89% suffer from video problems, and 70% struggle with ergonomic problems, while fewer than 40% are provided with webcams or headsets that could improve their audio and video experience.
Our wide range of personal workspace and AI-powered collaboration solutions allows us to help organisations deal with all those problems. Our meeting room technologies support meeting equity by improving the visibility and audibility of participants, while webcams, headsets, mice, keyboards, and ergonomic solutions allow workers to be productive and comfortable in any workspace.
For us, hybrid work implies not just remote work capabilities but also creating a seamless and inclusive work experience from anywhere.
Which productivity and workplace technology trends are set to have the greatest impact on businesses across the Middle East in the coming years?
First is the ongoing shift towards smart hybrid workplaces. Companies are now moving past mere connectivity and toward workplace solutions which offer increased flexibility, insight-driven, data-powered environments that are geared toward people. This means smarter meeting rooms, collaborative spaces, personal workspace technologies and the insights needed by IT and facility managers about how the space is utilised.
Second, we are going to see increased reliance on AI-enabled collaboration. AI is increasingly going to become an ally for companies wishing to optimise their meetings with technologies that enable smart framing, voice tracking, noise suppression and more effective interaction among in-person and remote participants. This is crucial in light of how permanent hybrid collaboration is going to become.
Lastly, the increasing importance of sustainable technology procurement. More companies are going to be focusing on sustainability and responsible sourcing of technology with consideration of durability, product lifecycle and environmental considerations.
The era of separating innovation and sustainability is over.
How are AI-powered tools and integrated ecosystems reshaping collaboration, workflows, and employee experiences in the modern workplace?
AI-driven solutions are transforming the workplace by creating more adaptive, intuitive and less intrusive technology. In terms of collaboration, AI could help eliminate some of the obstacles that hinder the effectiveness of hybrid meetings. This includes poor video framing, unstable audio quality and/or the feeling of less participation from remote team members.
Smart framing, speaker tracking and noise cancellation technologies help make collaboration experiences more immersive and inclusive. The key principle behind this concept is to make collaboration closer to the way it should be, workers would not have to worry about the technology and just focus on the conversation.
Integration features are as relevant in today’s business environment as the others. Employees move from one device and one application to another throughout their working days, and it is important for them to perform seamlessly while doing this.
For organisations, integration also brings value to both IT and facilities teams. Remote device management, workspace insights and simplified deployment help reduce operational complexity and support better decision-making around workplace design and resource allocation.
Logitech’s vision is to create AI-powered technologies and solutions that are practical and human-centric.
In my new role as Regional Head for IMEA, I want to continue building on that momentum and expand our presence in the region.
What is driving demand for more flexible, experience-led workplace technology, and how is Logitech positioning itself to capitalise on this opportunity across IMEA?
The demand is fuelled by a significant change in the expectations of workers. They want the technology that is flexible, easy-to-use and personalised. They want to be able to work productively regardless of the location, but also want to feel a connection, comfort and support. At the same time, companies need the technology that scales well, integrates with other platforms and generates value for the organisation.
It changed the focus of workplace technology discussions from being about the devices used to instead focus on the overall user experience. The company does not only ask what device it requires, but how it can help to facilitate collaboration, increase engagement among employees, support wellness and make the workplace better and more attractive.
In IMEA, this opportunity has particular significance since the businesses are in different stages of the workplace transformation process. While some are still working on improving meeting room and personal workspace equipment, other businesses are ready for the development of hybrid workplaces, including workplace management, analytics and AI-driven collaboration solutions.
Logitech is particularly well-placed in this situation since our products allow us to provide the solution along the whole journey of workplace transformation. Our portfolio includes personal workspace solutions, ergonomic equipment, webcams, headsets, video collaboration technologies, software, workplace management solutions and sustainable design practices.
The key objective for IMEA is to work with our customers and partners to develop work solutions which are flexible, scalable and people-centric. We believe that the future of work should be driven not only by how people work but also by the experience which allows them to work effectively.
Source: Tahawul Tech