Rashid AlJneibi, Senior Director, CX Technology at e & enterprise reflects the region’ s linguistic and cultural nuances. Such capabilities are essential in the GCC, where these gaps are particularly acute and Arabicspeaking audiences demand culturally relevant CX.

In the UAE, trends show a surge in localised content creation, with Arabic voice interfaces and AI-driven personalisation boosting accessibility and engagement. For instance, digital marketing strategies now prioritise Arabic content alongside English, as half of MENA users rely on voice search, necessitating tuned AI voices that reflect local dialects.

In KSA, customer engagement is evolving through personalised Arabic NLP, with conferences like the E3 Customer Experience Conference highlighting how AI-powered tools bridge global innovations with local expectations, such as sentiment analysis tailored to cultural contexts. Multi-lingual CX strategies in the GCC are also embracing AI voice tuning for real-time, natural conversations, supporting over 100 languages and dialects to foster trust in sectors like FinTech and entertainment.

GCC enterprises are rising to these challenges with innovative approaches. e & has pioneered localised customer experiences through its FinTech arm, e & money, which redesigned its mobile app with a seamless, intuitive interface, multi-lingual capabilities and widgets for international money transfers, supplementary cards and bill payments, all optimised for Arabicspeaking users. This approach has rapidly gained traction, boosting engagement and strengthening customer connections. Similarly, the company’ s evision and STARZPLAY platforms have expanded their reach by unifying content offerings across Arabic, Western, South Asian, sports and

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