US-based DataCamp, the data and AI learning platform, has acquired Optima, a UAE-founded AI-native learning company, in a $15 million (AED 55 million) deal that marks the firm’s first acquisition in the Middle East.
Founded by Yusuf Saber, Optima developed proprietary adaptive learning technology that personalises lesson pace, explanations, and feedback in real time based on each learner’s profile. Saber will join DataCamp as Chief AI Officer, leading global AI operations from Dubai, as Optima’s employees integrate into DataCamp’s global team.
The acquisition comes as DataCamp, which is cashflow positive and expects to surpass $100 million in ARR by 2026, positions itself to deepen AI personalisation across its product suite. Optima’s technology is already powering key curricula for premium subscribers and will be rolled out across the platform over the next six months.
“Optima was built in the UAE to embed intelligence directly into the learning experience,” Saber said. “By bringing Optima’s AI-native experience into DataCamp’s global platform – and by creating free access for government employees, educators, and students – we can set a new standard for how people in the region learn online.”
As part of the deal, DataCamp is launching DataCamp Classrooms in the UAE, offering educators and students free access to more than 500 courses in Python, SQL, Power BI, Machine Learning, Cloud Computing, and more. The company will also provide six months of free access to its Intro to AI course for all UAE government employees and students, aligning with the UAE National Strategy for Artificial Intelligence 2031, which aims to develop a globally competitive AI workforce.
Demand for AI and data literacy has surged among large enterprises — a key segment for DataCamp, whose customer base includes 6,000 organisations and 18 million learners, with representation from 80 percent of the Fortune 1000. DataCamp’s co-founder and CEO Jonathan Cornelissen said the acquisition accelerates the company’s mission to deliver “dynamic, human-centred learning” at scale.
“The field of data and AI is evolving faster than ever,” Cornelissen said. “With the Optima team now part of DataCamp, we’ve never been better placed to redefine how organisations move their people along the learning curve.”
