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Dubai’s flying taxis are coming: How your tech brand can stand out in a crowded innovation market

November 5, 2025

By Sophie Gilbert, Marcomms Specialist, Aspectus Group

Last month we attended the 45^th edition of GITEX at World Trade Centre Dubai, an event which set new records with more than 6,800 exhibitors and 250,000+ attendees.

A staple event on the industry calendar, GITEX is an anchor for tech, innovation and digital business in the region and globally. Brands come to communicate, showcase but more importantly, they all want to stand out. Amid the sea of innovations and prototypes, one question stood out: how can a brand break through the noise?

The top 3 innovations that grabbed attention

Dubai has begun trials of its much-anticipated aerial taxi, the Joby S4, marking a major step toward launching a commercial in-city air mobility service. Once operational the electric air taxi will offer residents and visitors a fast, safe and sustainable way to travel. (Joby Aviation | Joby)
Govy AirCab – An autonomous one passenger eVTOL aircraft and roadable prototype vehicle which you can use on the road until you get stuck in traffic, where the lower part of the car would stay on the road but the top part would take off and can fly you to your destination (within 20km). (GAC Debuts GOVY AirCab in Hong Kong, Marking New Global Expansion Chapter | GAC Hong Kong)
XPANCEO Smart Contact Lense – the Dubai-based deep tech startup’s presented the world’s first ‘invisible’ smart contact lens – capable of blending artificial intelligence, augmented reality and advanced biosensing directly into the human eye. (XPANCEO)

Beyond the hype: What these innovations tell us about brand visibility

All these bold, spectacular innovations demand attention. What struck us, though, was that the innovations that really resonated had that ‘X’ factor. The ones that stole the show were the ones you could see, feel and touch. And most importantly, they were truly memorable.

This made us think. So many of the brilliant innovations tech businesses are producing are things you can’t actually see or touch. Many tech firms operate in the shadows of infrastructure, cybersecurity or analytics. Think about cybersecurity software – essential to innovation resilience. Or predictive analytics platforms – one pre-emptive failure insight could save a company millions of dollars. While these may not be as eye-catching, they are absolutely critical to business and society. Because you cannot always ‘see’ their impact, the way you tell your story becomes the difference between standing out and being overlooked.

Standing out, the right way

So, standing out for these firms can look different. And getting it right really matters – particularly here in the Middle East where the race to innovate has seen a proliferation of tech, AI and innovation firms emerge. This was clear at GITEX, which showcased the most extensive AI program in its history – reflective of the UAE’s vision of shaping a smart, connected and sustainable digital future.

If you’re a business central to tech or AI without a physical product and are trying to stand out in a sea of innovation with shiny things that draw the eye, you need to find your differentiator. This could be your story, the narrative you communicate. Beyond the dazzling tech and futuristic displays, how you tell your story can make a real difference.

Be clear, distinctive and memorable

This is where Aspectus comes in. We help brands find their voice in crowded markets by crafting narratives that turn innovation into inspiration, strategy into storytelling and technology into trust.

Reach out to us for more information on how we can help your brand.

Key takeaways

GITEX is a visibility battleground

With over 6,800 exhibitors and 250,000+ attendees, GITEX proves that innovation alone is not enough. Brands that stood out were those with a clear, memorable message, not just a flashy product.

Invisible tech needs visible storytelling

Cybersecurity, analytics, and AI firms often lack a physical product to showcase, but their impact is critical. For these companies, the differentiator is not the technology itself but how well they communicate its value.

A strong narrative builds trust and recall

In saturated innovation markets, storytelling is not a nice-to-have, it is essential. Clear, distinctive narratives help turn complex technology into something that audiences understand, remember, and trust.

About the author

Sophie, based in our Dubai office is a marketing communications specialist. She has over 10 years experience in B2B marketing communications.

Sophie brings a wealth of experience from working in house at leading global corporations including GE, BT and Samsung where she drove strategic initiatives and delivered impactful brand messages across international markets.