By Omar Gouda
Across the MENA region, AI chatbots are quickly becoming part of everyday life. Businesses and governments alike are turning to conversational interfaces to connect with customers, citizens, and residents faster and more intuitively. Whether it’s multilingual support in call centers or smarter services in banking, retail, hospitality, and the public sector, AI is changing how people interact.
Call Centres Reimagined: From Human Agents to Hybrid AI Models
Until recently, large companies across the region leaned heavily on traditional contact centers, which are costly, limited by working hours, and often short on language options. That’s changing with AI chatbots, which are stepping in to handle routine questions around the clock, in multiple languages, and at scale.
While detailed case studies from MENA call centers are still emerging, the overall direction is clear. Conversational AI is helping businesses respond faster and cut costs. Globally, response times have improved by 50% to 80%, and support expenses have dropped by around 30%.
In the MENA context, this means organisations are more able to support Arabic dialects, English, and other languages, around the clock, and to free human agents to focus on more complex queries.
Banking & Fintech: Chatbots as the new teller
Banks across the region are also leading the way when it comes to using chatbots. One example is Emirates NBD in the UAE, which launched its virtual assistant EVA back in 2016. It was the first of its kind in the region; a smart voice and text-based chatbot designed to help customers manage their banking in a faster, more intuitive way.
EVA was designed to understand natural language and perform tasks via voice or chat, guiding users through banking inquiries.
By 2018 it had achieved a 73 % reduction in incorrect call routing and about a 50 % reduction in time taken to digitally serve a customer compared with an IVR system.
E-commerce & Retail: Conversational Commerce Takes Off
Online shopping is booming across the MENA region, and AI chatbots are becoming a regular part of the experience. Whether it’s asking about a product, tracking an order, or handling a return, these tools are now woven into every step of the customer journey.
The MENA region’s online retail sector is growing fast, and AI chatbots are now deeply embedded in the customer journey from product enquiries to order tracking and returns. Around 53 % of shoppers in the region have already used AI-powered visual search tools and many chatbots during online shopping.
Hospitality & Travel: The Digital Concierge
Tourism, airlines, and hospitality across the Gulf are doubling down on tech to deliver a brand that blends luxury with innovation. AI chatbots are stepping into the role of virtual concierge, helping guests and travelers get what they need.
Airlines and hotels in the region are using chatbots to book flights, check schedules, manage loyalty programs, assist with check-in and check-out, and answer questions in real time.
Building Smart Nations
Governments across the region are turning to chatbots to make it easier for people to access public services. One example is Smart Dubai’s virtual assistant, Rashid—a city concierge that helps residents and visitors navigate everything from housing and work to setting up a business or handling visa questions. Available through the DubaiNow app and other platforms, Rashid offers support in both English and Arabic, making everyday interactions with the government smoother and more accessible.
The Saudi government’s Absher platform also features a virtual assistant that assists users with everyday tasks such as passport renewals, checking traffic violations, and handling visa applications. It’s part of a broader push to make public services faster, easier, and more accessible.
The Road Ahead
AI chatbots have moved beyond the pilot phase in MENA; they’re now central to how industries connect with people. In banks, they act as digital tellers. In retail, they guide shoppers. In government, they help citizens navigate services. And in hospitality and travel, they’re the go-to virtual concierge.
