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IT Max Global, in collaboration with Microsoft UAE, hosted a joint executive roundtable in Dubai Internet City to explore how agentic AI and Copilot technologies are reshaping the future of customer experience (CX).

Held at Microsoft’s Dubai offices, the session — titled Driving Intelligent Customer Experiences with AI — brought together CX, IT and digital transformation leaders to examine the shift from AI-assisted service models to fully AI-operated, end-to-end customer journeys.

From cost centre to intelligent experience engine

The discussion was led by Naji Salameh, CEO of IT Max Global, and Kutalmis Kaan Damar, Regional Director at Microsoft CEMA.

In his keynote, Salameh highlighted the accelerating impact of autonomous AI agents on knowledge work and customer service operations. He pointed to the rapid rise of agentic assistants such as OpenClaw (formerly ClawdBot) as evidence of a broader paradigm shift in enterprise AI adoption.

He described how the traditional contact centre is evolving from a cost-driven support function into an intelligent experience engine, where AI agents manage operational complexity — including intent detection, case routing, knowledge management, and resolution workflows — while human teams focus on high-value, empathetic interactions.

“The goal of agentic AI is not to replace people,” Salameh said. “It’s to engineer empathy at scale by letting technology handle complexity so humans can deliver better experiences when it matters most.”

He also called for organisations to move beyond static performance metrics such as call handling times, and instead measure the depth, quality and impact of the overall customer journey.

The integrated Microsoft ecosystem

Damar outlined Microsoft’s enterprise AI and Copilot strategy, emphasising a responsible and integrated deployment model. He explained how AI capabilities are embedded across Microsoft Dynamics 365, Microsoft’s Contact Center solution, Azure and the broader Microsoft ecosystem.

This integration, he noted, enables organisations in the UAE and GCC to deploy AI at scale while maintaining data governance, security, and trust.

One of the most significant challenges for contact centres — keeping enterprise knowledge continuously updated — is addressed through embedded agentic systems that ensure both AI agents and human representatives have real-time access to accurate context during service interactions.

Live demonstrations and sector use cases

To demonstrate practical application, IT Max Global conducted live showcases of AI-driven CX solutions.

One demo illustrated an integrated Generative AI system enabling natural, context-aware conversations, intelligent routing and faster resolution across digital channels. Another, focused on healthcare, showed how an AI-first platform can enhance patient engagement, streamline case management, and provide care teams with timely, actionable insights.

The case studies highlighted how AI-first service models can simultaneously drive customer satisfaction and operational efficiency.

A new breed of implementation partner

The session concluded with a clear message: delivering AI-first, agentic customer experiences requires more than a technology upgrade. It demands a transformation approach supported by implementation partners capable of integrating data platforms, AI systems, CX design, and contact centre technologies into a cohesive ecosystem.

Speakers emphasised that organisations must move beyond fragmented, bolt-on AI tools toward intelligent, unified customer journeys that deliver measurable value across every touchpoint.

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