Dubai-Based AI Startup Automates Over 90% of Customer Orders and Inquiries Across MENA

Dubai-based AI platform aradus is expanding the use of artificial intelligence across the physical economy by providing AI agents that automate routine operational tasks for manufacturers, distributors and importers across the Middle East and North Africa (MENA) region.

The platform is designed to work with businesses’ existing systems rather than requiring companies to replace their current technology infrastructure. According to aradus, its AI agents are already being used in live customer workflows and have automated more than 90% of customer orders and inbound inquiries for clients across MENA.

AI agents designed for physical industries

Manufacturers and distributors manage large volumes of daily operational work, including processing orders and invoices, tracking shipments, validating documents, managing inventory and coordinating with customers and suppliers.

Much of this information is spread across enterprise systems, emails, WhatsApp and spreadsheets. Teams often have to manually locate information, enter data into different systems and follow up with customers or suppliers.

aradus aims to address these challenges by functioning as an AI operational layer across existing business tools.

Its AI agents can process and validate incoming documents, manage purchase orders and inventory, track shipments, follow up on missing paperwork, draft routine communications, identify discrepancies and update business records.

The system can also provide customers, suppliers and other partners with status updates during the course of routine operations.

Human oversight remains part of the process

While the platform is designed to automate repetitive activities, aradus said human oversight remains important for decisions requiring judgement or approval.

When an issue requires employee intervention, the platform presents the relevant information along with a recommended action. The employee can then review and approve the action before the system continues with the remaining workflow.

This approach is intended to allow businesses to automate routine operational work while retaining human control over important decisions.

Automation across multiple business functions

The platform is designed to support workflows across procurement, sales, logistics, order management, inventory and finance.

aradus is targeting manufacturers, distributors and importers operating across MENA, with applications in sectors including pharmaceuticals and medical products, food and beverage, cosmetics and personal care, electronics, plastics and packaging, automotive parts and industrial products.

The company said shipment tracking alone can help customers avoid an estimated $100 to $200 in demurrage charges per container, depending on the circumstances.

AI adoption in the physical economy

Karam El Assaad, Co-Founder and CEO of aradus, said the platform was developed to reduce the operational burden faced by manufacturers and distributors handling large volumes of daily tasks.

He said the company's approach is focused on automating routine workflows across the systems businesses already use, while involving employees when human judgement is required.

By focusing on operational processes rather than standalone chatbot applications, aradus is positioning its platform as an AI workforce for businesses involved in manufacturing, distribution and the movement of physical goods.

The company said its objective is to make AI adoption more practical for the physical economy by allowing businesses to automate everyday workflows without replacing their existing systems.