Mashfrog awarded in Dubai by SAP
At the SAP F&S Procurement REACH Days 2025, we received the award for the company that generated the highest number of leads. A recognition that celebrates concrete results, teamwork, and an increasingly strong partnership with SAP.
And the winner is Mashfrog! We were honored in Dubai during the SAP F&S Procurement REACH Days 2025. This award speaks to concrete results and great teamwork: we were recognized as the company that generated the highest number of leads within the initiative promoted by SAP.
The event, held at the SAP MENA Experience Center in Dubai on October 8–9, brought together partners and professionals from around the world for two days of sharing strategies, visions, and successes related to digital transformation in procurement.
We are proud of this achievement, which strengthens our partnership with SAP and confirms Mashfrog’s ability to generate value and opportunities in every market. A special thanks goes to Federico Gabrielli of Mashfrog DWTC, the driving force behind the Group’s presence in the Emirates and the MENA region, for representing Mashfrog’s commitment with skill and passion in an increasingly strategic international context.
The bridge of innovation between Dubai and Milan
The award received in Dubai during the SAP F&S Procurement REACH Days 2025 is also a great springboard for the upcoming SAP NOW AI Tour, taking place in Milan on October 15. Mashfrog will be there as a Gold Sponsor, presenting our AI solutions for businesses through case studies with Prysmian, process automation demos, and our M4P suite for the Procure-to-Pay (P2P) cycle.
During the day, we’ll take part in scheduled sessions: from 10:45 to 11:05, we’ll present “SAP AI in Prysmian: Strategy and Adoption Journey with Mashfrog’s Support,” together with Catello Voccia from Prysmian. We’ll outline the key stages of a structured journey to integrate AI and generate both operational and strategic value.
From 12:00 to 12:15, we’ll host a live demo titled “Business AI at Work: Intelligent Automation in Business Processes,” featuring smart agents integrated into SAP (Ariba, S/4HANA) that understand natural language, analyze complex documents, and generate real-time insights.
Among the highlights is the M4P (Mashfrog for Procurement) suite—a modular platform with eight vertical AI applications designed to lighten operational tasks, accelerate processes, and support better decision-making. The combination of Generative AI and Explainable AI, along with a secure architecture (isolated sessions, encryption, no data sharing), enables the delivery of transparent and reliable solutions, with an estimated configuration time of around 50 days.
At our booth, attendees will also have the chance to meet Mash the Frog, our animated virtual assistant—a digital avatar and event “mascot” created with GenAI and XAI technologies, capable of interacting and providing useful information about Mashfrog and its solutions.
The SAP NOW AI Tour 2025 will become a true innovation lab, where AI, data, and business applications come together to explore how to transform business—from cloud ERP, finance, and procurement to supply chain and customer experience. It’s a unique opportunity to see how AI can become a real ally for more efficient processes, faster decision-making, and more agile enterprises.
Waiting for Expand North Star
The two days at the SAP MENA Experience Center kick off a busy October full of events for Mashfrog Group and its innovation ecosystem.
YATO and gAIn360, companies within the Mashfrog Group, will take part in Expand North Star 2025 in Dubai as part of the official delegation organized by ICE – the Italian Trade Agency for the promotion and internationalization of Italian companies.
The event, scheduled to start on October 15, will bring together over 2,000 startups from 100 countries and will be one of the world’s most important gatherings dedicated to innovation, technology, and entrepreneurship.
Within the Italy Pavilion, which will host 30 innovative startups and SMEs, YATO and gAIn360 will showcase digital solutions and advanced projects in the fields of artificial intelligence, blockchain, fintech, and smart cities—helping to strengthen the visibility of the Italian tech ecosystem in the Middle East.
This participation confirms Mashfrog Group’s role as a key player in the MENA region and its ability to showcase Italian-made expertise, technologies, and innovative approaches in highly competitive global contexts.
