Across the Middle East and Africa (MEA), customer experience (CX) is becoming part of a much larger transformation story. AI investment, digital modernisation and economic diversification programmes are accelerating innovation across public and private sectors, while consumers are becoming accustomed to faster, more personalised and more connected digital services.

The fifth edition of “The State of Customer Experience” report by Genesys, based on global surveys of 5,811 consumers and 1,560 CX and business leaders, highlights how strongly that momentum is showing up in CX. The report’s MEA findings draw on survey responses from Saudi Arabia, South Africa, Turkey and the United Arab Emirates.
Across these markets, consumers are more optimistic about AI-powered CX than the global average, while CX leaders report stronger performance on personalisation, effort reduction and customer context.

That creates a significant opportunity for organisations across the region. Across key Middle Eastern markets, national transformation programmes such as Saudi Vision 2030 and the UAE’s digital economy initiatives are helping raise expectations for seamless, connected experiences across public services, banking, healthcare, retail and travel. As those expectations rise, customer experience becomes more than a service priority; it becomes part of how organisations build trust, support growth and compete in digital economies.

For regional CX leaders, the challenge now is to turn AI confidence into trusted execution: using AI to improve speed, personalisation and efficiency while maintaining the governance, resilience, data controls and human oversight required for long-term trust.

MEA Consumers Are Highly Optimistic about AI-Powered CX

Consumers in the MEA survey markets are more positive about AI-powered CX than the global average.

Eighty-eight per cent believe AI will improve the quality and speed of customer service over the next two to three years, compared with 76% globally (CQ300). And 67% say they feel more positive about AI-powered customer service than they did two years ago, compared with 50% globally (CQ190). At the same time, only 13% say they feel more negative about AI-powered customer service than they did two years ago, versus 19% globally (CQ190).

That optimism reflects a region where digital adoption is moving quickly. Consumers increasingly expect convenience, speed and personalisation wherever they engage, whether through a mobile app, website, social channel, branch, store or contact centre. The goal for organisations is no longer simply to digitise services. It is to deliver experiences that feel effortless, proactive and connected across every touchpoint.

The generational picture reinforces this broader shift. Across the global sample, 82% of millennials, 80% of Gen Z consumers and 73% of Gen X consumers believe AI will improve the quality and speed of customer service over the next two to three years, compared with 60% of baby boomers (CQ300, by generation). In a region already highly positive about AI-powered CX, those expectations could further increase demand for faster, more intelligent and more personalised service.

AI Confidence Is Moving into Execution

MEA CX leaders are also more likely than the global average to expect AI, automation and orchestration to become embedded in customer experience.

Ninety-five per cent expect AI will likely be part of every customer interaction within three years, compared with 86% globally (PQ240). Ninety-four per cent expect AI will

likely automate a significant portion of routine CX tasks and interactions, compared with 90% globally (PQ240). And 95% expect journeys and experiences will likely be orchestrated across systems, interactions and time, compared with 91% globally (PQ250).

This confidence matters because AI has moved beyond experimentation in many sectors. Organisations are using AI to automate routine interactions, assist agents in real time, optimise workforce planning and personalise engagement. The strongest results come when AI is connected to clear business outcomes, such as reducing effort, improving resolution, increasing productivity and strengthening customer loyalty.

That distinction is important. AI projects that remain isolated pilots can struggle to prove value or scale across the enterprise. Successful programmes depend on strong data foundations, executive sponsorship, governance and a focus on solving real operational challenges.

A Stronger Operational Base Supports Orchestration

Organisations in the region also appear well positioned on several foundations of AI-powered orchestration.

Sixty-four per cent automatically provide previously collected customer information to agents, compared with 52% globally (PQ320). Fifty-one per cent say they are delivering extremely personalised customer service, compared with 35% globally (PQ100). And 40% say they are significantly minimising customer effort, compared with 24% globally (PQ90).

These are important indicators because orchestration depends on context. AI cannot deliver connected, outcome-driven experiences if it cannot access relevant data, understand what has already happened and coordinate the next best action. Human

agents also need that context if they are expected to handle complex or high-value interactions with empathy and confidence.

The regional data suggests many MEA organisations are already connecting customer context and service delivery in ways that can support more personalised and lower-effort experiences. That creates a strong foundation for moving beyond isolated digital initiatives towards end-to-end journeys that span digital channels, physical locations, operations and employee experiences.

Agentic AI Raises the Stakes for Trust

Agentic AI is also moving into the regional CX model faster than the global average. Fifty-five per cent of MEA organisations currently use agentic AI-powered or more autonomous virtual agents for customer interactions, compared with 41% globally (PQ270). Ninety-three per cent of CX leaders expect autonomous AI agents are likely to orchestrate the customer experience within three years, compared with 82% globally (PQ250). And 91% agree that agentic AI or semi-autonomous AI will increasingly orchestrate CX, compared with 86% globally (PQ430).

That is one of the region’s clearest differentiators. MEA is not only more optimistic about AI-powered CX; it is also further ahead in current use of more autonomous virtual agents and more likely to expect agentic AI to become part of the CX operating model.

But as AI becomes more autonomous, trust becomes more important. Organisations need clear governance, data controls, security and human oversight so AI can act responsibly across customer journeys. In parts of the Middle East, this also connects to broader priorities around data sovereignty, digital resilience and trusted infrastructure.

The region’s diversity also raises the bar for execution. Organisations serving varied populations, languages and service expectations need experiences that feel personal and relevant while remaining consistent, secure and compliant across large, complex operations.

MEA’s Opportunity: Governed AI-Powered Experience Orchestration

Taken together, the findings point to a region with strong AI confidence, stronger operational foundations and significant momentum towards agentic orchestration.

The next step is to turn that confidence into trusted execution.

That means connecting data, systems, channels, workflows and people so AI can do more than automate isolated interactions. It means using AI to help organisations deliver faster, more personalised and more outcome-driven experiences across the full customer journey. And it means doing so with the governance, security, guardrails and accountability required to build trust at scale.

For CX leaders across MEA, the opportunity is clear: lead the next phase of experience-led growth by combining AI innovation with customer-centric design, operational resilience and trusted human engagement.

Explore the Full State of CX 2026 Report

The “State of Customer Experience 2026” report explores these shifts in depth, including how consumer expectations are changing, where CX leaders are investing, why AI readiness remains a challenge and how regional trends differ across global markets.

For CX leaders in the Middle East and Africa, the findings point to a clear conclusion: the region has strong AI confidence, advanced orchestration ambitions and many of the operational foundations needed to scale AI-powered CX. But the next phase will depend on how well organisations turn AI confidence into connected, trusted and measurable customer outcomes.

Download the full report to explore both the global and regional findings, and learn how
today’s CX leaders are preparing for the agentic era of customer experience.

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