IT Max Global, a Microsoft partner for Modern Work and Business Applications, has hosted a joint executive roundtable with Microsoft UAE at Microsoft’s offices in Dubai Internet City, examining how agentic AI and Copilot technologies are reshaping customer experience (CX) strategies across the region.

The session, titled “Driving Intelligent Customer Experiences with AI”, was led by Naji Salameh, CEO of IT Max Global, and Kutalmis Kaan Damar, Regional Director at Microsoft CEMA. The roundtable convened CX, IT and digital transformation leaders to discuss the transition from AI-assisted service models to agent-operated, AI-first customer journeys.

In his keynote, Salameh highlighted the growing influence of autonomous AI agents in knowledge-based roles, referencing the rapid rise of the agentic assistant OpenClaw (formerly ClawdBot). He drew parallels between that shift and the evolution of the contact centre from a cost-driven function to what he described as an “intelligent experience engine”. In this model, AI agents assume operational responsibilities such as intent detection, routing, case management and knowledge maintenance, enabling human representatives to focus on complex, empathetic engagements.

He argued that as customer expectations continue to rise, traditional CX frameworks are struggling to keep pace, positioning AI-first, agentic service models as a pathway to scalable efficiency while retaining human oversight.

“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.”

Salameh also called for organisations to move beyond static call-centre metrics and instead measure the depth and quality of customer interactions.

Damar outlined Microsoft’s enterprise AI and Copilot strategy, emphasising an integrated and responsible deployment approach. He noted that Copilot capabilities are embedded across Dynamics 365, Microsoft’s contact centre solutions, Azure and the broader Microsoft ecosystem, allowing organisations in the UAE and wider GCC to scale AI adoption while maintaining governance, data security and trust.

He demonstrated how integrated, agentic systems address one of the contact centre’s longstanding challenges — keeping enterprise knowledge continuously updated — by ensuring both AI agents and human representatives have real-time contextual access during service interactions.

To illustrate practical applications, IT Max delivered live demonstrations of AI-driven CX use cases. One showcased an end-to-end generative AI system designed to enable natural, context-aware conversations, intelligent routing and faster resolution across digital channels. Another, focused on healthcare, demonstrated how an AI-first CX platform can enhance patient engagement, streamline case management and provide care teams with timely insights.

The session concluded with a focus on implementation. Speakers stressed that delivering AI-first, agentic customer experiences requires more than a technology upgrade; it demands partners capable of integrating data platforms, AI systems, CX design and contact centre technologies into a unified framework.

Participants were told that sustainable value will depend on moving beyond fragmented deployments and add-on AI tools towards cohesive, intelligent journeys capable of delivering consistent and measurable outcomes across every customer touchpoint.