Rethink People

Rethink People is a boutique HR consultancy supporting SMEs and high-growth companies across the Middle East & North Africa in building modern, scalable people systems — powered by strategic HR, digital tools, and AI. Founded and led by Rita Al Ali, a senior HR leader with 20+ years of experience at Amazon, MAF, and regional growth companies across MENA, we combine deep HR expertise with emerging technologies to help organizations scale smarter and faster. We don’t just implement HR solutions — we enable companies to leverage AI in HR operations, talent acquisition, people analytics, and employee experience, ensuring future-ready and efficient people practices. Our Core Services HR Strategy & Organization Design Fractional HR Leadership AI in HR Integration & Advisory AI Tools for HR Teams (training, setup & workflows) HR Digital Transformation & Systems Talent Acquisition & Hiring for Growth Performance & OKR Frameworks HR Audits & Employee Experience Assessments HR Policies, Handbooks & Compliance Training: New HR Managers Success Tools How We Support AI Adoption in HR Introducing AI tools for hiring and candidate screening Building AI-powered HR workflows AI project management for HR digital transformation Training HR teams on responsible AI use Helping companies select and implement AI-ready HR systems Creating AI-assisted performance, engagement and talent dashboards Replacing manual processes with automated, accurate, efficient workflows Our Differentiation 20 years of HR leadership experience AI-informed HR solutions to reduce cost and speed up growth Strategic + operational capabilities Practical, tailored, hands-on support Boutique model → direct partnership with a senior HR consultant