A consulting group that
rebuilt itself around AI.
We started in 2020 as a boutique digital consultancy in Dubai — helping global brands and regional groups design, engineer and run digital experiences that behaved themselves in production.
A decade of consulting shaped the muscle. Then agent tooling got good enough that our delivery model stopped making sense as it was. We had a choice: bolt AI onto what we already did, or rebuild how we deliver around it.
We rebuilt. NeuralWorks is the result — and we ran it on ourselves before we offered it to anyone else.
Three pillars.
One accountable team.
From the first strategy conversation to the running system four years later — the same people, under one discipline, augmented by agents.
Digital strategy, product management, program leadership and CX design. The consulting muscle we built for a decade, now paired with a hard-nosed view of what actually works with AI.
Full-stack engineering, cloud transformation and QA automation — reshaped around Tests-as-Spec, shadow data and the two-person release rule. The output is working software, not slideware.
L1–L3 support, DevOps, WebOps and BizOps — augmented by scoped agents that classify, contain and propose fixes against shadow data. Every production change still passes through two human reviewers.
Six years of consulting,
rebuilt around one framework.
The moves that mattered — not a corporate timeline, a delivery record.
DigitalWorks Consulting Group opens in Dubai. Advisory for global brands entering MEA.
The delivery muscle scales — full-stack engineering practice built across the UAE and India.
Presence stretches into the EU and US. Managed services and support practice matures.
We rebuild how we deliver around agent tooling. The framework is stress-tested on our own estate first.
Every engagement runs under the same discipline — advisory, engineering, run — with agents inside every phase, humans on every release.
How we came to be.
A short version of a longer story — from a first digital brief in the Middle East to the practice we run today.
DigitalWorks began in Dubai in August 2020 — a small team, one office, and a stubborn belief that digital delivery in the region deserved better than a hand-off between a strategy deck and someone else’s build.
Before founding the practice, Ansar spent eighteen years inside the retail estates most consultants only ever visit. As Head of Digital Retailing at Al-Futtaim Group he ran a portfolio of storefronts, apps and loyalty programmes across the Middle East. Earlier, he advised Sephora Middle East on the digital layers that customers actually touch. Those years taught him something simple: the gap between an elegant plan and a working store is almost never technical — it is a gap of ownership.
So DigitalWorks was set up to close it. One team that could sit inside a boardroom in the morning, agree on what to build, and by the afternoon be arguing about the schema for it. Advisory and engineering, in the same room, accountable for the same outcome.
What started as a boutique group in the UAE has grown into a distributed practice across India, the United Kingdom and Portugal. The clients have grown with it — global beauty leaders, luxury groups, diversified conglomerates, specialty retailers — but the operating model has not. We still work in small teams, we still ship in reviewed increments, and we still refuse to hand over a strategy to somebody else’s build.
As delivery itself began to change — agent tooling, faster iteration cycles, new expectations on what a small team could ship — we chose to rebuild how we deliver, rather than bolt the new tools onto the old process. NeuralWorks is what came out the other side, and we ran it on ourselves for a year before we offered it to anyone else.
Six years in, DigitalWorks is still the practice Ansar set out to build: senior people, in the room, from the first conversation to the running system.
Start with one thing that works.
A 60-minute working session with two of our engineers. You bring a delivery problem. You leave with a written assessment of where AI would help, where it would not, and what it would take to find out.
No pitch deck. No obligation.