Artificial Intelligence and Agentic AI are emerging as key forces in reshaping customer experience across the Middle East, as revealed at the Customer Experience Live Show Middle East 2025 held in Dubai.
The event showcased a growing shift toward autonomous, AI-powered systems that can independently assess and respond to customer needs. According to the newly released Customer Experience Live Intelligence Report 2025, 89% of regional organisations are investing in AI-powered experiences and predictive analytics to improve customer engagement.
Agentic AI — intelligent systems capable of making decisions without human intervention — was highlighted as a major trend, enabling businesses to shift from reactive service to proactive, highly personalised customer engagement.
Strategic focus on automation
The report further noted that:
59% of companies are using AI agents to enhance responsiveness and automate interactions.
83% are prioritising operational excellence in their CX strategies.
69% are focused on improving customer satisfaction and engagement.
56% are investing in outsourcing to scale CX delivery efficiently.
“This isn’t just an upgrade in tools — it’s a philosophical shift in how organisations approach customer experience,” said Ayusha Tyagi, Managing Director, Customer Experience Live.
“AI and Agentic AI are allowing brands to deliver human-like support at scale, while creating space for empathy, creativity, and more strategic CX design.”
Executives from major organisations including Al Futtaim Group, DEWA, Etihad Airways, NEOM, Unilever, and The Coca-Cola Company attended the event, held at JW Marriott Hotel Dubai Marina on May 13–14.
Sanjay Gupta, VP Sales, South Asia & Middle East, NICE, added: “The future of CX is here: AI and Agentic AI are combining the power of automation with human insight to deliver experiences that are not just personalised—but predictive, proactive, and powerful.”
Awards and partnerships
The Customer Experience Live Awards 2025 recognised organisations transforming their CX strategies. Winners included Aster DM Healthcare, Abu Dhabi Islamic Bank, NEOM Operations, Qatar Airways Group, Saudi Ports Authority, and others.
The event was co-presented by NICE and e& enterprise, with Sprinklr as the Spotlight Partner. It also featured co-located events including the AI Experience Show, Digital Excellence Show, and Contact Centre Show Middle East 2025.
Sponsors and partners included Cisco, AWS, Ipsos, Qualtrics, and the International Customer Experience Institute, among others.
tanvir@dubainewsweek.com
