• The speakers emphasized that call centers and customer service are undergoing a fundamental shift in purpose, from focusing on cost reduction to transforming them into a strategic engine that contributes to enhancing customer experience, where AI agents handle repetitive and uncomplicated operations, while people focus on interactions that require human empathy.
• The event also included demonstrations, real-world experiences, and practical use cases, highlighting the ability of current artificial intelligence to raise customer satisfaction levels and improve operational efficiency simultaneously.

Dubai, UAE – IT Maxx Global, a leader in innovation and IT services, and a Microsoft partner in Modern Work and Business Applications , hosted a joint discussion event with Microsoft UAE at its offices in Dubai Internet City, to review how Agentic AI and Copilot solutions are reshaping Customer Experience .

The session, titled "Leading Intelligent Customer Experiences Using Artificial Intelligence," was led by Naji Salameh, CEO of IT Max Global, and Kutalmish Can Damar, Regional Director at Microsoft CEMA . It brought together a select group of customer experience, IT, and digital transformation leaders to discuss the transition from AI-powered services to fully integrated, end-to-end AI-driven customer experiences through intelligent agents.

In his keynote address, Salameh emphasized that AI agents operating autonomously (without human intervention) can significantly transform knowledge management, citing the rapid growth of the OpenClaw agent assistant (formerly known as ClawdBot ). He linked this development to the shift in contact centers from primarily focused on cost reduction to a more central role as the hub of customer experience. He explained that in this context, AI agents can handle a large portion of routine tasks such as understanding customer intent, routing requests, managing cases, and updating knowledge bases, while human staff focus on the more valuable interactions that require a human touch. Salameh concluded by asserting that with rising customer expectations, traditional service models are becoming less able to keep pace. He added that AI-first service models, powered by autonomous AI agents, offer a clear path to efficiency and scalability without sacrificing the human element in service.

Salameh said, "The goal of proxy AI is not to replace people, but to enable a broader human element by letting technology handle routine complexities, allowing people to deliver better experiences in the moments that matter most." He concluded with a clear call to move from relying on traditional metrics like call volume and duration to measuring the quality and depth of the customer experience.

Microsoft Integrated System

For his part, Kutalmish Can Damar, Microsoft's Regional Director for CEMA , reviewed Microsoft's AI strategy for the enterprise sector and its Copilot solutions. He emphasized that Microsoft adopts a responsible and integrated approach, integrating Copilot's AI-powered capabilities across Dynamics 365, contact center solutions, Azure, and the broader Microsoft ecosystem. This integration helps organizations in the UAE and the GCC expand their use of AI while maintaining governance, data security, and building trust. Damar also addressed the role of this integration in tackling one of the most significant challenges for contact centers: keeping enterprise knowledge management systems ( EMMs ) up-to-date. He provided practical examples of agentic systems integrated within Microsoft solutions, ensuring that AI agents and human customer service staff have the correct context in real time while providing service.

demonstrations

To bring the discussion to a practical level, IT Max presented real-world examples of AI-powered customer experience systems. The first demonstration focused on how an integrated generative AI system can deliver a more sophisticated experience through natural, context-aware conversations, intelligent request routing, and faster inquiry processing across digital channels.

A dedicated healthcare demonstration was also presented, illustrating how an AI First CX Platform can enhance patient engagement, streamline case management, and support care teams by providing accurate and timely insights.

A new generation of implementation partners

The session concluded by emphasizing that delivering advanced experiences like those described, supported by intelligent agents, is not just a technological upgrade, but a comprehensive transformation that requires a new generation of implementation partners like IT Max Global, combining expertise in data platforms, artificial intelligence systems, customer experience design, and contact center technologies.

The speakers emphasized that the success of this transformation depends on unifying these areas within an integrated experience, rather than relying on fragmented interactions or separate solutions, leading to smart customer journeys that deliver clear and measurable value across all customer touchpoints.

For media inquiries:

Zeina Shbeib

Media Relations Manager

About IT Max Global

Founded in 2010 , IT Max Global is a leading provider of IT services and innovation, boasting a team of over 150 experienced professionals dedicated to delivering innovative technology solutions. Operating extensively across the Middle East and Africa, IT Max Global is a Managed Service Provider ( MSP ) and a Managed Security Service Provider ( MSSP ).
With its expertise in infrastructure, artificial intelligence, analytics, digital transformation, and unified communications, IT Max Global focuses on driving innovation and excellence. Its comprehensive services and unwavering commitment to the sustainable success of its clients make it a trusted partner for both public and private sector organizations.
Thanks to its outstanding reputation and unwavering commitment to keeping pace with the rapid developments in the technology landscape, IT Max Global is dedicated to helping its public and private sector clients achieve success and reach their goals.

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