RIYADH: Saudi-based tech company Maqsam has unveiled the region’s first phone bot powered by artificial intelligence capable of handling customer service calls entirely in Arabic and English, including several dialects.
Speaking to Arab News at LEAP 2025 Tech Conference, Fouad Jeryes, cofounder and chief business officer of Maqsam, said the innovation tackles a central challenge businesses face when trying to provide a seamless Arabic-language customer service.
“Most global AI solutions do not support Arabic well,” Jeryes said. “There aren’t solutions that actually speak Arabic, so it’s a big gap here.”
The smartphone bot developed by Maqsam transcribes speech, understands intent, and responds fluently in Arabic, offering 24/7 automated support.
Unlike existing machine-learning solutions, which are predominantly optimized for English, the bot handles linguistic variations across the Arab world, ensuring a more natural and effective customer experience.
Despite Arabic being one of the world’s most widely spoken languages, businesses have struggled to implement tech-powered customer service solutions that accurately process different dialects.
The bot’s ability to recognize and adapt to different Arabic dialects makes it particularly valuable for businesses operating in several markets in the MENA region.
“Good customer service is crucial for customer retention and trust, as it takes many positive experiences to offset one negative one. Better service leads to happier customers, reducing time wasted and improving overall customer experience,” Jeryes said.
Maqsam’s bot has the potential to transform customer interactions, making services faster and more accessible, while reducing operational costs.
“If you can get to someone where you don’t have to be on hold, where they pick up every single time and service you immediately, it’s going to be easier — less time wasted, more efficiency, and better service overall, which keeps you happy as a customer,” Jeryes added.
The bot also acts as a co-pilot for human agents, reducing their workload and improving efficiency.
“The agent speaking to the customer doesn’t have to know all the information or handle every process. The bot listens in real time and translates that information into necessary actions,” Jeryes said.
However, automation will not completely replace human agents.
“There will be fewer human agents and more bots in the future,” he said. “But the human element needs to be there, because the bots will not be able to service all the scenarios.”
While the technology presents significant advances, risks and regulatory concerns surrounding AI-powered customer services remain.
“There’s a lot that’s going to come into the realm of regulation in this space in particular,” Jeryes said. “In general, humans will remain a very integral part of this community.”
As Saudi Arabia continues to advance its digital economy under Vision 2030, such innovations contribute to the development of a more tech-driven business landscape, enhancing efficiency and supporting the Kingdom’s push for digital transformation.
