IT Max Global and Microsoft UAE Host Roundtable on Agentic AI for Customer Experience Transformation
DUBAI, UAE – February 19, 2026 — IT Max Global and Microsoft UAE announced a joint executive roundtable titled “Driving Intelligent Customer Experiences with AI” at Microsoft’s offices in Dubai Internet City to preview the shift from AI-assisted service to AI-operated customer journeys. The event gathered CX, IT, and digital leaders to explore agentic AI and Copilot technologies for scalable efficiency and empathy in contact centers.
Event Details
The roundtable featured keynote addresses from Naji Salameh, CEO of IT Max Global, and Kutalmis Kaan Damar, Regional Director at Microsoft CEMA. Salameh discussed the evolution of contact centers from cost-driven operations to intelligent experience engines, where AI agents manage intent detection, routing, case management, and knowledge maintenance.
Live demonstrations showcased Microsoft’s integrated ecosystem, including Copilot AI in Dynamics 365, Azure, and Contact Center solutions. Examples included end-to-end generative AI for natural conversations and a healthcare-oriented platform for patient engagement.
Stakeholder Perspective
“The goal of agentic AI is not to replace people. It’s to engineer empathy at scale by letting technology handle complexity so humans can deliver better experiences when it matters most.”
— Naji Salameh, CEO at IT Max Global
Why it matters: This signals a critical pivot for MENA enterprises toward AI augmentation over replacement, addressing rising customer expectations amid accelerated digital transformation.
Industry Context
Agentic AI represents the next frontier, enabling autonomous agents to handle complex tasks while ensuring governance, security, and real-time context. In the MENA region, Dubai’s status as a tech hub amplifies this momentum. IT Max Global, founded in 2010 with over 150 professionals across MEA, positions itself as an implementation partner blending AI expertise with CX design.
For MENA businesses, this partnership offers competitive advantages through unified customer touchpoints. Success depends on partners like IT Max Global to navigate integration challenges across sectors including healthcare and finance. Dubai Internet City’s hosting underscores the UAE’s leadership in AI-driven CX innovation.
Outlook
Next steps include partnering with enterprises for Copilot deployments across MEA hubs, fostering empathetic, efficient experiences that prioritize human-AI synergy.
Sources: Zawya, IT Max Global, IT Max Global, MENAFN
