A new research report from Genesys, “The State of Customer Experience: Middle East and Africa,” reveals a shared optimism between consumers and business leaders in the region regarding the future impact of Artificial Intelligence on customer service. The findings indicate that nearly two-thirds (64%) of consumers globally believe AI will improve the quality and speed of customer experience over the next two to three years, a sentiment strongly reflected in the MEA market. In response to these rising expectations and the imperative for digital transformation, Customer Experience (CX) leaders in the Middle East and Africa are planning significant investments in AI-powered technologies, allocating a whopping 43% of their CX-related spend to the technology in the coming year.
This substantial investment highlights the region’s commitment to leveraging AI to close the gap between current services and consumer desires for faster, more personalised, and more efficient interactions. The stakes are high, as the report notes that more than half (51%) of MEA consumers will abandon a favoured brand after as few as two poor interactions. Keeping pace with ever-increasing consumer expectations is cited as the greatest challenge by 46% of CX leaders in the region, making AI a business necessity.
Consumers in the MEA region place a high value on speed and empathy, with 58% stating a quick response is a top attribute they value, and 69% appreciating brands that listen and understand their needs. Furthermore, 98% of MEA consumers consider the ability to move seamlessly between channels without repeating information to be important. CX leaders are not just focusing on customer interactions; over half (51%) are also planning to invest in AI solutions over the next two years to improve the employee experience, recognising the critical link between agent empowerment and excellent service delivery. Genesys Vice President of EMEA Growth Markets, Sebastian Ballerini, emphasised that while organizations must accelerate digital efforts, they “must maintain a human touch,” noting that AI can help build “deeper trust and stronger relationships through more intelligent, connected experiences.” The strong investment signal from MEA leaders suggests a future where AI is central to crafting high-quality, effortless, and personalised customer journeys.
