e& Unveils Human-Centred AI Vision Shaping the Customer Experience of Tomorrow

Technology

e& Unveils Human-Centred AI Vision Shaping the Customer Experience of Tomorrow

Emotionally Aware AI Delivers Real-World Results for Customers

At GITEX Global 2025, e& UAE, the flagship telecom arm of global technology group e&, unveiled a human-centred AI approach to customer experience that integrates intelligent and emotionally aware artificial intelligence with real-world service delivery. This initiative reflects e&’s ongoing evolution from a traditional telecom operator to a customer-focused technology leader, redefining how digital interactions are designed and delivered.

The showcase introduced a range of innovative solutions aimed at making every customer interaction simpler, faster, and more personal. Among the highlights was a next-generation virtual agent capable of handling natural, emotionally intelligent conversations, offering a human-like and intuitive support experience.

Using AI-driven orchestration, e& UAE tailored each customer touchpoint to individual preferences and needs—often anticipating them before the customer even identified them. In addition, real-time insights enabled field teams to work more efficiently, resolving issues quickly, while an AI-powered support stack detected and addressed potential disruptions early to ensure uninterrupted service delivery.

This people-first approach underscores how human-AI collaboration can enhance the warmth, empathy, and effectiveness of customer interactions, rather than merely automating them. By embedding emotional intelligence into digital experiences, e& UAE is setting new benchmarks for trust, personalization, and delight in the telecom industry.

Chris Lipman, Chief Customer Experience Officer at e& UAE, emphasized the company’s vision:

“At e& UAE, customer focus is not a slogan—it guides how we build and deliver every service. We use advanced technology to create tangible value that customers can feel in everyday moments. The goal is simple: experiences should be meaningful, proactive, and emotionally aware, so getting help or discovering something new feels effortless.”

To achieve this, e& UAE is implementing initiatives that anticipate customer needs, personalize offers in real time, and prevent service issues before they occur. The result is a model that strengthens customer satisfaction and loyalty while redefining how telecom services engage with users in the UAE and beyond.

Through this human-centred AI vision, e& UAE continues to demonstrate its commitment to merging empathy and innovation—delivering smarter, more connected experiences that elevate the digital lifestyle of tomorrow.