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Pure Electric Expands To UAE, Boosting Micro-Mobility Sector

Backed by a McLaren partnership, the company’s latest e-scooter range aims to redefine urban mobility.

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pure electric expands to uae boosting micro-mobility sector

Pure Electric, a leading UK-based e-scooter brand, recently entered the UAE market, marking its first step into the Gulf Cooperation Council (GCC) region. With further expansion plans targeting Saudi Arabia and other GCC nations, the company is set to revolutionize urban micro transport across the Middle East.

The brand’s full-scale UAE launch is a significant milestone in its international growth strategy. Pure Electric is bringing its latest range of innovative e-scooters to the region, designed to offer a practical alternative to traditional city travel, while helping reduce congestion and pollution.

A Vision For Smarter Urban Mobility

pure electric expands to uae

Adam Norris, founder of Pure Electric, emphasized the importance of this expansion: “This launch into the UAE is a pivotal moment within our global expansion plan. It reflects our commitment to the micro-mobility sector and our dedication to providing a sustainable, safe, and enjoyable solution to urban travel”.

The company’s entry into the region is being spearheaded through a strategic partnership with Harris Qureshi, who will lead Pure Electric’s operations in the GCC.

Also Read: New Premium Airline Riyadh Air Prepares For Late 2025 Takeoff

“I am thrilled to spearhead Pure’s expansion across the UAE, Saudi Arabia, and the wider GCC region. We are introducing the world’s best e-scooters to this dynamic market […] Our mission is to enhance urban mobility and contribute positively to the region’s sustainable transport landscape,” Harris Qureshi explained.

Innovative Design And Engineering At The Forefront

pure electric and mclaren partnership

Pure Electric’s e-scooters are the result of in-house engineering from the company’s team of experts, with a rider-centric approach that challenges traditional design. Key features of the latest models include:

  • A natural forward-facing riding position to enhance stability and comfort.
  • An ultra-portable Pure Flex model designed for city living, easily fitting into car trunks, public transport spaces, or small home storage areas.

Further solidifying its reputation, Pure Electric has also partnered with McLaren, the legendary motorsport and supercar brand, to create the Pure X McLaren 2024 collection. The collaboration blends Pure’s cutting-edge e-scooter technology with McLaren Automotive’s precision engineering and expertise in hybrid power.

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ESET Bets On Specialized Security AI At 0.5% The Training Cost

ESET says NeoCortex can estimate an attacker’s next move, with a kill switch and human oversight built in to keep it from going rogue.

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eset bets on specialized security ai at 0.5% the training cost

A sign-in anomaly, a suspicious process launch and an unusual connection may look harmless alone. Together, they can describe an intrusion that is hard for security to teams to piece together.

To solve that problem, ESET announced ESET NeoCortex on November 4, 2026: a specialized foundational AI model for cybersecurity. It powers ESET LiveCortex, available within the ESET PROTECT Platform, which connects fragmented security signals and turns them into actionable incidents.

Filtering is the main selling point, with LiveCortex processing billions of raw telemetry events daily, and just 0.00111% of them contributing to incidents presented to customers. The aim is less alert fatigue and more analyst time spent on threats that matter.

NeoCortex is built on world-model architecture, learning how digital environments behave and how events relate. ESET says that lets it reconstruct missing incident context, recognize similar past cases and estimate an attacker’s likely next step – what the company calls “minus-one-day defense,” a chance to intervene before the next stage unfolds. ESET points to Black October, the week leading up to October 25, 2026, when critical security issues affecting PHP, Linux, GitLab and other key systems demanded rapid, prioritized responses, as the kind of moment where that context matters.

ESET’s internal research also suggests a specialized model like NeoCortex can be trained at up to 200 times lower cost than a large general reasoning model, while delivering more accurate, defense-focused results. The company credits optimized training, a focus on cybersecurity vocabulary, lower computing requirements and privately owned hardware.

Also Read: Dubai Says Its Deepfake Detector Needs Just 7 Seconds Of Video

“AI is accelerating both cyberattacks and cyberdefenses. With ESET NeoCortex, we are applying our AI investment to develop specialized foundational cybersecurity intelligence that remains under our control and strengthens, rather than replaces, human expertise,” said Juraj Malcho, Chief Technology Officer at ESET.

As part of the design, NeoCortex forms part of a layered architecture combining specialized models, deterministic controls, correlation logic, validation, auditability and expert human oversight. Safeguards include restricted sandboxes, read-only tools, continuous monitoring, defined usage and token limits, a kill switch and human oversight of critical response decisions. The model is also developed and self-hosted on ESET’s own infrastructure, which the company says reduces exposure to shifts among third-party AI providers, including commercial and geopolitical ones.

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