NovaLab Digital is a Dubai-based studio founded in 2026 by Adel Ghotmi that does SEO, builds custom websites, and builds and operates AI agents for UAE small and medium businesses, with fixed prices shown on the site.
That is the whole company. No sales floor, no account manager layer, no reseller agreement sitting behind it. The person who replies to your message is the person who does the work and the person who answers when something goes wrong with it.
What we actually do
Three things. They are priced separately so nobody ends up paying for half a bundle they never asked for.
SEO. Monthly work on your Google Business Profile, your pages, and your content, reported in plain language. It starts with a free written check of where you stand, back in 2 working days. Local SEO is AED 1,500 a month, Growth SEO is AED 3,500 a month, both with a 3-month minimum. See both plans.
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 up to five pages, AED 3,500 for up to ten, both one-time, with hosting included while you are a client. See recent work and both packages.
AI automation. We take one workflow that is eating your team's week and hand it to an agent that runs it end to end. 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 8,000 to set up, AED 2,000 a month to run. Companies that need more than one workflow start with a free consultation and get a fixed quote in writing. How the agent work is scoped.
We also run a catalogue of technical services for companies with established sites: search visibility audits, site performance, tracking, and accessibility. Those are delivered remotely and priced in US dollars. See all services.
Who runs it
Adel Ghotmi founded NovaLab Digital in Dubai in 2026 and does the work 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.digital.
How we work
- Fixed scope before anything is billed. What we will do, what we will not do, and what it costs, all agreed in writing before you pay.
- You see work before you pay. A free working website demo in 24 hours, a free written SEO check in 2 working days.
- 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, delivered remotely over WhatsApp, email, and video calls. We work in English, Arabic, and French, 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.digital
- Or book a call.
Last updated 17 September 2026 · NovaLab Digital · Dubai, UAE