IT Max Global and Microsoft UAE hosted an executive roundtable on February 18, 2026, examining how agentic AI customer experience technologies are reshaping service delivery models. The session, held at Microsoft’s Dubai Internet City offices, brought together customer experience, IT, and digital leaders to discuss the transition from AI-assisted service to agent-operated customer journeys.
Naji Salameh, CEO of IT Max Global, and Kutalmis Kaan Damar, Regional Director at Microsoft CEMA, led the discussion titled “Driving Intelligent Customer Experiences with AI.” The speakers addressed how autonomous AI agents are transforming contact centers from cost-driven operations into experience engines.
Contact Center Evolution Through AI Agents
Salameh outlined how AI agents now handle operational workloads including intent detection, routing, case management, and knowledge maintenance. Meanwhile, human representatives focus on high-value interactions requiring empathy. He referenced the rise of agentic assistants as evidence of this paradigm shift in knowledge work.
“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 of IT Max Global
Salameh stated that organizations should move away from static call metrics toward measuring the depth and quality of customer experience. As customer expectations rise, AI-first service models offer scalable efficiency without sacrificing human interaction, he added.
Microsoft’s Integrated AI Strategy
Damar presented Microsoft’s enterprise AI and Copilot strategy, emphasizing a responsible approach where AI capabilities are embedded across Dynamics 365, Microsoft’s Contact Center solution, Azure, and the broader ecosystem. This integration enables UAE and GCC organizations to deploy AI at scale while maintaining governance and data security.
The Regional Director demonstrated how this integration addresses the contact center’s challenge of keeping enterprise knowledge updated. Agentic systems built into Microsoft’s offerings ensure both AI agents and human representatives have real-time context during service scenarios.
Real-World Applications and Demonstrations
IT Max Global conducted live demonstrations showcasing practical applications. The first demonstration illustrated an end-to-end integrated system enabling natural, context-aware conversations, intelligent routing, and faster resolution across digital channels. A healthcare-focused showcase demonstrated how an AI-first platform can improve patient engagement, streamline case management, and support care teams with timely insights.
Implementation Partnership Requirements
The session concluded with emphasis on the need for implementation partners with expertise across data platforms, AI systems, customer experience design, and contact center technologies. The speakers stated that success depends on unifying these disciplines into cohesive experiences, moving beyond fragmented interactions toward intelligent journeys that deliver measurable value across every touchpoint.
IT Max Global, founded in 2010, operates throughout the MEA region with over 150 professionals. The company provides managed services, infrastructure, AI, analytics, digital transformation, and unified communications solutions to public and private sector organizations.