BUSINESS INSIGHTS e &’ s futuristic EASE stores, customers can complete transactions end-to-end without needing to speak to a single person. Paradoxically, they don’ t feel alone. Instead, they engage with AI-powered digital humans which speak multiple languages, retain the memory of previous interactions and respond with emotional nuance.“ It’ s a digital assistant that doesn’ t feel robotic,” Mahmood added.
The intersection of innovation and empathy
It is a deliberate blend of innovation and empathy. Mahmood believes AI’ s real power lies in interpretation rather than automation— of language, behaviour and emotion. The company’ s‘ Beyond the Desk’ programme invites senior leaders to engage directly with customers in unscripted conversations.“ These aren’ t filtered or curated interactions,” he said.“ They’ re raw. And they show us where we can be better.”
The insights from these dialogues flow straight into AI product design, shaping how interfaces look, sound and behave. More importantly, they help to ensure technology remains anchored in the cultural and emotional reality of the UAE’ s diverse population. It’ s therefore
not surprising that e & has become one of the first in the region to receive the Tier S designation under the Dubai AI Seal.
“ It’ s about responsible intelligence,” Mahmood said.“ Our governance frameworks reflect transparency, consent and cultural sensitivity. That’ s non-negotiable.”
The invisible hand behind the curtain
What’ s perhaps most intriguing about e & UAE’ s transformation is the quiet sophistication behind its services. AI is not simply a tool for speed— it is the invisible engine reshaping customer experience end-to-end.
Mahmood offers an example:“ Setting up services used to take hours. Now, AI-driven validation and voice authentication make it near-instantaneous.” From the first interaction, customers are met with speed and simplicity— but also a sense that someone, somewhere, truly understands their needs. This attentiveness continues across the relationship.
Today, its Virtual Assistant( VA) supports both English and Arabic, catering to all customer segments. Initially addressing 40 % of customer call drivers, the VA has now matured to handle an impressive 95 %, made possible by a robust architecture powered by Nuance, Google Speech, GPT, Watson and AIC, alongside continuous enhancements in Machine Learning and customer experience design.
“ But it’ s not about reducing headcount,” Mahmood said.“ It’ s about ensuring that when a human touch is needed, it arrives with speed and purpose.”
For high-value or complex interactions, the company has introduced the Al Tamyouz model, which connects customers to live agents supported by AI analytics and expert guidance. The result is not just resolution— but recognition.
With AI in the mix, e & no longer relies on generic marketing. Instead, users get suggestions that feel timely and personal— rewards shaped by behaviour and bundles tailored to the way each home consumes content.“ It’ s not about selling,” he said.“ It’ s about curating value.”
Even when problems arise, the systems now predict rather than react to them. Machine Learning models identify anomalies in app
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