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Gulf enterprises race to scale AI as CX becomes a national competitiveness priority
As the UAE and Saudi Arabia push AI from experimentation to mandated transformation, enterprises accelerate adoption of agentic, governed and human‑supervised customer experience models
- PUBLISHED: Tue 24 Feb 2026, 4:55 PM
Artificial intelligence is rapidly reshaping customer experience across the Gulf, where national transformation agendas are pushing enterprises to scale automation with governance and empathy at the core. As economies in the region embrace AI as a strategic growth engine, conversational AI alone is projected to top $2.3 billion in the Middle East, underscoring how customer engagement is becoming a marker of national competitiveness.
Sachin Bhatia, co‑founder & chief growth officer at Exotel, says the shift is already visible in boardrooms. “CX is becoming like a national competitiveness lever, especially in the UAE and Saudi Arabia,” he explains. Governments have moved AI from optional experimentation to mandated transformation, triggering what he calls “top‑down urgency” inside enterprises. Far from merely increasing the number of automated interactions, the region is now setting new standards for observability, governance and human‑AI collaboration.
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This evolution is being propelled by broader digital strategies such as the UAE’s National AI Strategy and Saudi Vision 2030. According to Bhatia, these frameworks are accelerating demand for agentic AI systems designed to operate under supervision. “The net effect is demand is going to be agentic AI, but with supervision,” he notes, highlighting the region’s focus on sovereignty, measurability and responsible deployment.
Another defining trend is the rapid rise of AI agents. With industry estimates pointing to as many as one billion agents globally by 2029, enterprises in the Middle East are rethinking infrastructure and workflows. Rather than being daunted by scale, Bhatia says the real challenge lies in ensuring coherence: “You should not have piecemeal solutions — you should have an operating model, a data governance layer, and then agents should be using that.” Continuous observability, he adds, will replace traditional monthly audits as organizations seek to monitor always‑on AI systems in real time.
Amid these shifts, the human role in customer experience is being redefined — not removed. Bhatia rejects the notion of AI replacing workers. “Machines will handle repetition… but humans will handle empathy, exception and judgment,” he says. This redistribution of tasks is creating new roles, including AI supervisors who will oversee and guide automated interactions.
This transformation is already evident in regional deployments. Exotel has seen 60–75% containment — where bots successfully handle a query — across Gulf markets. Interestingly, adoption patterns differ: while Saudi Arabia displays high openness to AI‑driven service, UAE consumers show more caution due to earlier negative bot experiences, a dynamic Bhatia likens to leapfrogging trends in mobile payments.
Against this backdrop, Exotel recently launched its AI‑first CX architecture, Harmony, in the Middle East. Designed for real‑time observability and seamless human‑AI collaboration, Harmony supports context transfer between agents and introduces a unified memory layer across channels.
As enterprises in the Gulf move rapidly toward production‑grade AI, one outcome seems clear: the future of customer experience will be deeply AI-driven — but with humans firmly in the loop where it matters most.
Somshankar Bandyopadhyay is a News Editor with more than three decades of experience. Currently, he manages the news production of the business section, ensuring that the top economic and business news of the day reaches its readers.