DAMAC Reports 94% Adoption of Digital Rewards Platform

Dubai-based real estate developer DAMAC Properties has reported that 94% of its employees adopted its digital recognition and rewards platform, DAMAC Elevate, during its first year.

Launched in October 2025, the platform has engaged nearly 3,000 employees and recorded more than 5,100 peer-to-peer recognitions, according to the company.

The initiative replaces spreadsheet-based processes, paper vouchers and department-led workflows with a digital system integrated into Microsoft Teams.

DAMAC is now planning to expand the use of artificial intelligence (AI) across its human resources operations.

How DAMAC Elevate Supports Employee Recognition

DAMAC Elevate enables employees and managers to recognise colleagues within their everyday work environment.

Its features include peer-to-peer appreciation and endorsements from department heads, supported by real-time notifications.

During its first year, the platform delivered the following results, according to DAMAC:

• 94% employee adoption within the first year.
• Nearly 3,000 employees engaged with the platform.
• More than 5,100 peer-to-peer recognitions recorded.
• Over 600 employees received internal awards.

The platform also digitises rewards administration. It provides real-time budget controls, audit visibility and data to help track employee engagement.

An anonymous feedback feature called Mood-o-Meter allows employees to share their views.

DAMAC Plans to Introduce More AI-Powered HR Tools

As part of its 2026 HR technology roadmap, DAMAC plans to introduce additional AI-supported tools designed to assist employees, managers and HR teams.

The company has not announced a rollout timeline for these planned features.

The proposed initiatives include:

• Employee sentiment analysis: AI-supported tools to analyse employee feedback.
• Recognition prompts: Suggestions to help leaders acknowledge staff contributions.
• Performance feedback: AI-assisted tools to support feedback processes.
• 24/7 employee chatbot: A planned service to answer questions about company policies, benefits, leave and performance-related matters.
• DAMAC People mobile app: An initiative intended to extend recognition and self-service functions beyond desktop systems.

The company also plans an AI Champions Programme to build AI capabilities across its business units.

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Platform Receives Industry Recognition

DAMAC Elevate received a Silver award in the Excellence in Reward and Recognition Programs category at The Economic Times Human Capital Awards MENA 2026.

The company said this was the platform's second industry recognition within a year of its launch.

It had previously received an award for Best Digital Rewards and Recognition Platform at the HR Tech Summit & Awards 2026.

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Part of DAMAC's Wider Talent Strategy

The digital rewards platform forms part of DAMAC's broader talent and leadership development efforts.

Other initiatives include Talent Catch, developed in partnership with Mercer; the Emirati Skills Elevation Programme, conducted with Taaeen Consulting; and external coaching through EUNEPA's Leading for Results programme.

The reported adoption rate demonstrates the platform's reach within DAMAC.

However, adoption figures alone do not establish whether the system has improved employee satisfaction or productivity.

The planned AI tools represent the company's next step in expanding technology across HR operations.

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