Ahmad Sidawi: Agentic AI Is Reshaping Customer Experience in Saudi Arabia
Riyadh, Saudi Arabia – February 2026 – Mr. Ahmed Sidawi, Regional and General Manager of Genesys in Saudi Arabia, said that agentic artificial intelligence is playing a pivotal role in reshaping customer experience across the Kingdom, as organizations steadily transition from traditional service models to a business model centered on customer experience.
In a media interview conducted on the sidelines of Xperience on Tour Riyadh 2026, hosted by Genesys in Riyadh and attended by senior executives, government representatives, and technology experts, Sidawi explained that discussions focused on how agentic AI can be leveraged to orchestrate customer journeys across multiple channels and enhance the quality of customer interactions. SPL (Saudi Postal and Logistics Services Company), Almajdouie Motors Company, and Stafio.ai were among the customers who spoke at the event.
Genesys is a global technology company specializing in artificial intelligence and customer experience solutions. The company enables organizations to engage with their customers through Genesys Cloud, an AI-powered platform that integrates phone, email, social media, messaging platforms, and other channels with the goal of delivering the best customer experience across all touchpoints.
Sidawi noted that the shift toward a customer experience–driven business model has become a clear trend in Saudi Arabia, emphasizing that differentiation is no longer based solely on the quality of products or services, but on the overall experience customers encounter at every interaction, regardless of the channel used.
He pointed out that several Saudi organizations have already achieved positive results in the early stages of customer experience orchestration, including faster service delivery, higher customer satisfaction levels, and reduced handling times.
He added that the next phase will rely on more intelligent, empathetic, and proactive experiences capable of driving tangible transformation in how organizations operate.
Sidawi explained that agentic AI represents a fundamental shift beyond traditional automation, as it enables systems to operate with greater contextual awareness, autonomy, adaptability, and decision-making capabilities. He stressed that governance, transparency, and human oversight remain essential elements in the design and deployment of these solutions.
He concluded by emphasizing that the future of customer experience in Saudi Arabia will depend on achieving a careful balance between efficiency and empathy, positioning customer experience as a core pillar of the Kingdom’s digital transformation journey in the coming years.
