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11/4/25, 8:10 AM Inside Forbes Middle East Women’s Summit 2025: Highlights You Don’t Want To Miss
The summit then turned to the evolution of the retail sector in Saudi Arabia and the wider
region. Alison Rehill-Erguven, CEO of Cenomi Centers, shared her perspective on the

transformative potential of AI in retail, saying it will be “a game changer” in retail, enabling smarter

operations, predictive and personalized experiences, and seamless integration across front- and
back-of-house systems.

The day also spotlighted the growing impact of women in diplomacy. H.E. Petra Menander,

Ambassador of Sweden to the Kingdom of Saudi Arabia, the Republic of Yemen, and the Sultanate
of Oman, reflected on the importance of networks and mentorship: “Networks and mentorship are

vital. The sisterhood among female ambassadors and programs supporting female leadership have

helped me navigate new contexts and lead effectively in Saudi Arabia.” Meanwhile, H.E. Anu-
Eerika Viljanen, Ambassador Extraordinary and Plenipotentiary of Finland to the Kingdom of

Saudi Arabia, emphasized the role of "high-level education, world-class technology, and
international partnerships” in shaping future leaders, equipping them to navigate an unpredictable

world.

Walid Aboulnaga, Founder of NAFAS Journeys. Image by Forbes Middle East.
The summit also delved into the dynamics of modern leadership. Nadia Zaal, Cofounder & CEO of

Zaya and CEO of Al Barari, shared the balance between data and intuition in decision-making,

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