Global education giant General Assembly expands into the UAE as demand soars for digital skills

  • Tech jobs make up 11 out of 15 of the most emerging roles in the UAE

  • 50% of UAE firms say finding qualified digital talent is “significantly challenging”

Today, global education provider General Assembly (GA) announced its expansion into the UAE, launching courses to meet a surge in demand for skilled digital professionals across the country. According to LinkedIn, nearly three-quarters of today’s emerging roles in the UAE are tech-based, but many companies still struggle to find local candidates with the right skills.

Tiago Fernandes, Head of Middle East, General Assembly, said: “The market for digital professionals is really starting to take off in the UAE, so those with the right qualifications will be in high demand. GA’s bootcamps and courses will give local talent access to world-class training, making them better placed to make the most of the career opportunities on offer.”

GA has partnered with award-winning Dubai startup Digital of Things to help localize the content of its courses and increase people’s chances of securing work in the UAE. As local firms compete to win business online with ever slicker digital services, GA’s user experience design courses will prepare graduates to create better online experiences for consumers.

Sudipt Shah, Co-founder and Chief Executive Officer of Digital of Things, said: “We’re proud to add our local know-how to make these courses as relevant as possible to the opportunities facing UAE professionals. The local market is getting more competitive, so firms are focusing hard on making themselves easier to do business with online – and that’s especially hard when you have such a culturally diverse consumer base as the UAE.”

Recent research by recruiters Robert Half revealed that 50% of UAE firms said finding digital talent was ‘significantly challenging’, with 31% claiming productivity was affected as they struggled to find the right personnel. To address this, General Assembly and Digital of Things will work with local employers and businesses to ensure that talent pipelines in the UAE align with these hiring needs.

Shah added: “It’s no coincidence the most innovative countries in the world are the ones offering the best computer science education. General Assembly are world leaders in tech education, so having them here in the UAE is an important step in the country’s development as regional hub for innovation.”

GA’s bootcamps and courses are open to anyone looking to brush up on their digital skills and gain an edge with local employers, as well as people looking to develop skills to switch careers and tap into the increasing job opportunities in digital. Courses will begin in March 2020 and interested parties are encouraged to register early due to limited availability of places. To register, please visit:


About Digital of Things

'Digital of Things' is a Dubai based UX consultancy, with a state-of-the-art usability testing lab and technology designed to help businesses better understand how to create exceptional consumer experiences. Focused on the wide range of demographics throughout the United Arab Emirates, Digital of Things offers a unique lens into the consumer behaviours and demands of the region. Through a variety of technologies, Digital of Things tracks both quantitative and qualitative feedback and data to give companies a 360-degree view of their customers’ needs and desires and how to increase brand loyalty and drive revenue.

In their first year, Digital of Things won Agency of the Year at the Gulf Customer Experience Awards for their work with household names in UAE and major international brands. For more information, visit

About General Assembly

'General Assembly' is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flourishing community of professionals pursuing careers they love.

Focusing on the most relevant and in-demand skills across data, design, business, and technology, GA confronts the global skills gap through award-winning, best-in-class instruction and innovative opportunities across diverse communities. GA works with students online and in-person across the globe and partners with top employers to help companies source, assess and transform talent. To learn more, visit


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