In a strategic move towards pioneering innovation, du, a subsidiary of Emirates Integrated Telecommunications Company (EITC), has announced a groundbreaking collaboration with Microsoft to lead a digital revolution in the UAE’s AI-driven era. This transformative partnership signifies du’s adoption of Generative AI technology across its operations, aiming to amplify employee productivity and redefine the customer experience.

By harnessing the capabilities of Microsoft Azure and Azure Open AI Service, du intends to elevate call centre analytics and enhance agent response time, thereby delivering an elevated level of service to its customers. The deployment of Generative AI is expected to revolutionize the customer experience by offering personalized and efficient solutions tailored to individual needs.

Fahad Al Hassawi, CEO of du, expressed excitement about the collaboration, stating, “We are thrilled to join hands with Microsoft to bring the next level of innovation to our business and our customers. By leveraging Generative AI, we are confident that we can deliver an exceptional customer experience and create a strong foundation for our digital transformation strategy.”

As part of this strategic alliance, du is embarking on a key initiative involving the adoption of Copilot for Microsoft 365. This innovative tool is set to empower thousands of employees, enabling them to unlock their full creative potential, enhance productivity, and acquire new skills. The adoption of Copilot reflects du’s commitment to staying at the forefront of the ever-evolving digital landscape.

Silvia Candiani, Worldwide VP of Telco and Media at Microsoft, expressed satisfaction with the integration of Microsoft Azure AI in the customer service sector. Candiani highlighted how this technology aids contact center agents in learning faster, working smarter, and delivering better service, thereby enhancing their overall performance and job satisfaction. Candiani emphasized Microsoft’s belief in generative AI as the future of work, reaffirming their commitment to providing employees with the best tools and resources to succeed in the digital economy.

Through this collaboration, du aims to streamline and enhance its go-to-market strategy, ultimately positioning the company as a front-runner in the digital landscape within the UAE. With du’s unwavering commitment to innovation and Microsoft’s expertise in AI, this collaboration is poised to transform the operational landscape for businesses and redefine how customers engage in the UAE.

The strategic integration of Generative AI technology is expected to usher in a new era of efficiency, personalization, and excellence in customer service, solidifying du’s position as a leader in the dynamic and evolving digital landscape of the United Arab Emirates. This collaboration represents a significant milestone in the digital transformation journey, setting the stage for a future where businesses and customers alike will benefit from the innovative application of cutting-edge technologies.