NovaLab Digital is a Dubai-based consultancy founded in 2026 by Adel Ghotmi that builds and operates AI agents for UAE small and medium businesses and designs custom websites, with fixed-scope pricing.
That is the whole company. No sales floor, no account manager layer, no reseller agreement sitting behind it. The person who scopes your workflow is the person who builds the agent and the person who answers when something goes wrong with it.
What we actually do
Two things. They are priced separately so nobody ends up paying for half a bundle they never asked for.
AI agents. We take one workflow that is eating your team's week and hand it to an agent that runs it end to end. In practice that has meant three areas: financial admin and collections, data entry and documents, and lead response and follow-up. The agent works against your real systems, asks before it does anything costly, and we keep operating it after launch instead of handing over a dashboard for you to learn. AED 20,000 to set up, AED 4,000 a month to run. How the agent work is scoped.
Websites. Custom builds for businesses in Dubai and the wider UAE, written from scratch rather than assembled out of a theme. You get a free working demo of your actual site within 24 hours and decide after you have seen it, not before. AED 1,800 for a single page, AED 3,500 for up to six, both one-time. See recent work and both packages.
Who runs it
Adel Ghotmi founded NovaLab Digital in Dubai in 2026 and builds the agents himself. Every article on Insights is written by him. Nothing is ghostwritten and nothing comes off a template.
The reason the company is shaped this way is boring and practical. Automation projects tend to fall apart in the gap between the person who sold the idea and the person who has to make it survive contact with a real accounting system full of real edge cases. Closing that gap is most of the advantage, and it is the only thing that makes a one-person scope-to-build handoff worth anything.
You can reach him on WhatsApp, by email, or on Instagram at @nov4lab.
How we work
- Fixed scope before anything is billed. What the agent will do, what it will not do, and what it costs, all agreed in writing before you pay.
- A human stays in the loop. The agent asks before it acts on anything that costs money or commits you to something. You decide where that line sits, and nothing runs as a black box.
- We run it, not just build it. Building is half the job. We operate the agent and stay accountable for whether it is still doing its job in month three.
- We say so when it will not work. If it has an API, an agent can work it. If it cannot connect cleanly, you hear that before you spend anything, not after.
Where we work
Dubai and the wider UAE. We work in Arabic and English, and build with local payment methods and compliance context in mind rather than retrofitting something designed for another market.
What we are not claiming yet
Two deliberate gaps on this site, both worth explaining.
There is not a single percentage anywhere on these pages. We do not yet have a clean measured figure for what an agent saves a business over a year, and we would rather publish nothing than a statistic we cannot stand behind. When we have one that survives scrutiny, it goes up with the method attached.
Named case studies are in progress. We are not putting a client's name on a website before they have agreed to it in writing. When that copy arrives, it lands here and on the work pages.
Contact
- WhatsApp: +971 55 216 2828
- Email: contact@novalab-digital.com
- Instagram: @nov4lab
- Or book a call and we will map the workflow before anyone talks about price.
NovaLab Digital · AI agent automation and web design · Dubai, UAE