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Admitad Is Now “Mitgo”, With Big Investment Planned By 2025
As a multinational company with assets in MarTech, FinTech and more, Mitgo plans to play a big role in the MENA region’s future.
Amitad, a global Performance Marketing platform and IT solutions provider, is morphing into “Mitgo”, which will become the new parent holding company for the wider Admitad group.
The move aims to simplify the current corporate structure, allowing the separate entities within the group to develop more freely, alongside plans to launch a startup incubator and entrepreneur network.
Over the past five years, Admitad has seen strong growth in the MENA region, having spent over $30 million in acquisitions and various new project launches. In 2022, the provider’s solutions generated in excess of 130 million orders for 35,000 online merchants and monetized the audiences of 100,000 publishers.
To coincide with the group’s restructuring, founder Alexander Bachmann will step in as CEO of the newly-formed Mitgo.
“The worldwide economy is changing rapidly. By developing its products and investing in promising new projects, Mitgo will make a major contribution to the development of industries such as eCommerce, AdTech, and MarTech. An innovation-focused approach is the very backbone of Mitgo’s business operation. This new company structure will allow us even more freedom to launch ventures, acquire, invest – and attract investment,” says Alexander Bachmann, Mitgo CEO.
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In addition to contributing to various MENA industries, Mitgo will also form a startup incubator, supporting grass-roots initiatives and helping to drive funding to promising new ventures.
As well as offices in 10+ countries and a team of over 700 professionals, Mitgo boasts an extensive family of companies under its umbrella. From coupon and voucher advertising solutions such as FairSavings to influencer marketing from ConvertSocial, the group continues to grow from strength to strength, with further investments of $75-$100 million planned before 2025.
News
NVIDIA Puts GPT-5.5 Codex In Hands Of 10,000 Staff
The chipmaker has significantly expanded OpenAI’s latest model across teams from engineering to HR under tight internal controls.
NVIDIA has started rolling out OpenAI’s GPT-5.5 model through the Codex coding agent to more than 10,000 employees, extending the tool well beyond software teams and into core business functions.
The deployment covers engineering, product, legal, marketing, finance, sales, HR, operations and developer programs. Staff are using Codex for coding, internal research and routine knowledge work as companies test whether AI agents can move from demos to daily use.
GPT-5.5 is running on NVIDIA’s GB200 NVL72 rack-scale systems, linking OpenAI’s newest model directly to the chipmaker’s latest infrastructure push. NVIDIA said the systems cut cost per million tokens by 35 times and raise token output per second per megawatt by 50 times versus earlier generations.
Inside the company, it says the effects are immediate. Debugging work that once took days is being finished in hours and experiments across large codebases that used to stretch over weeks are now handled overnight. Teams are also building features from natural-language prompts with fewer failed runs.
In a company-wide note urging staff to adopt the tool, CEO Jensen Huang wrote: “Let’s jump to lightspeed. Welcome to the age of AI.”
Security remains central to the rollout. Codex can connect through Secure Shell to approved cloud virtual machines, allowing agents to work with company data without moving it outside approved environments. NVIDIA said it assigned cloud VMs to employees so agents run in isolated sandboxes with full audit trails.
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The company added that the setup uses a zero-data-retention policy. Access to production systems is read-only through command-line tools and internal automation layers.
The move also highlights NVIDIA’s long relationship with OpenAI. NVIDIA said the partnership began in 2016, when Huang personally delivered the first DGX-1 AI supercomputer to OpenAI’s San Francisco office.
The two companies have since worked across hardware and model deployment. NVIDIA also said OpenAI plans to deploy more than 10 gigawatts of NVIDIA systems for future AI infrastructure.
For Gulf markets pouring money into sovereign AI and enterprise automation, the signal is clear: internal AI agents are moving from pilot phase to standard tooling.
NVIDIA Puts GPT-5.5 Codex In Hands Of 10,000 Staff
Deezer Says AI Tracks Now Make Up 44% Of Uploads
Yango Ride Introduces In-Chat Trip Planning In ChatGPT
Nano Banana 2 Arrives In MENA For Google Gemini Users
