Insights

The Experience Show Middle East Intelligence Report 2026 reveals 76% of organisations are investing in AI-powered CX, while AI transformation and automation is the biggest challenge facing customer contact (64%), followed by real-time analytics, compliance and quality management (48%) and omnichannel operations (47%). 1 October 2026; Dubai, UAE – Customer experience transformation across the Middle East is entering a new phase, with organisations increasingly looking beyond i

It's no secret that the pace of change in the CX world has accelerated at breakneck speed. I've been in the space for 5 years and in that time the meaning of "transforming CX" has shifted from collecting more data to personalization, from personalization to content operations, back to personalization, then to generative AI and now to agentic AI. It feels a bit like being in the driver's seat of a Formula 1 car. You're at the wheel, going hundreds of miles per hour, cars zoomi

The transformation trap In a digital world, the contact centre is no longer the only front door. The real CX failure is happening across your whole operation and the fix can’t start with the platform. The contact centre is not the problem You upgraded your contact centre platform. Maybe you deployed new CCaaS. Possibly an AI chatbot. And contact volumes haven’t fallen. Costs haven’t moved. Agents are still overwhelmed. What went wrong? Nothing went wrong with the technology.