IT Max Global previews the future of customer experience in an AI-first, agentic era
Customer Support is shifting from ticket-taking to experience-building. At a joint executive roundtable with Microsoft UAE in Dubai Internet City, IT Max Global framed what that shift looks like in practice: AI agents handle scale and complexity; humans deliver context, care, and judgment.
The session-"Driving Intelligent Customer Experiences with AI"-brought CX, IT, and digital leaders together to examine a move from AI-assisted service to agent-operated, AI-first journeys. The takeaway was clear: treat your contact center as an intelligent experience engine, not a cost line.
From cost center to intelligent experience engine
Naji Salameh, CEO of IT Max Global, outlined how autonomous AI agents are changing knowledge work, citing the rise of agentic assistants like OpenClaw (formerly ClawdBot). His point: the model has flipped. AI can take on intent detection, routing, case management, and knowledge upkeep, so people can focus on moments that require empathy and judgment.
"The goal of agentic AI is not to replace people," Salameh said. "It's to engineer empathy at scale by letting technology handle complexity so humans can deliver better experiences when it matters most."
He challenged support leaders to move beyond static call metrics and measure the depth and quality of the experience-resolution accuracy, effort reduction, and emotional outcomes-not just handle time.
The integrated Microsoft ecosystem
Kutalmis Kaan Damar, Regional Director at Microsoft CEMA, detailed Microsoft's approach: embed Microsoft Copilot across Dynamics 365, the Microsoft Contact Center solution, Azure, and the wider stack. The focus: scale with governance, data security, and trust built in.
He highlighted how integrated, agentic systems keep enterprise knowledge current-so AI agents and human reps both have the right context, in real time, during live service scenarios. For support teams, that means fewer transfers, tighter resolutions, and faster onboarding.
For teams standardizing on Microsoft, this strategy ties directly into Dynamics 365 Customer Service workflows and reporting, helping leaders prove impact without stitching together disconnected tools.
What was shown: demos and use cases
- AI-first contact flows: Natural, context-aware conversations across digital channels, intelligent routing, and automated wrap-up notes that feed case records and knowledge.
- Knowledge that stays fresh: Agentic retrieval and maintenance so guidance, policies, and product facts update continuously, reducing outdated answers.
- Healthcare scenario: Patient engagement with secure data access, automated triage, and proactive insights for care teams-translating to any regulated support environment.
Why this matters for support leaders
- Scale without losing the human touch: Let AI agents absorb routine and complexity; route meaningful conversations to skilled reps.
- Shift what you measure: Prioritize first-contact resolution, customer effort, and outcome quality over raw volume and speed.
- Reduce knowledge drift: Keep guidance current so every channel, bot, and agent gives consistent answers.
- Shorten time to proficiency: New agents get real-time coaching and case context from day one.
- Improve governance: Centralize prompts, policies, and data access, with audit trails and role-based controls.
A simple path to get started
- Pick one high-impact use case: Example: order status + returns, eligibility checks, or appointment changes. Define success in business terms.
- Audit your data and knowledge: Identify sources of truth, owners, refresh cycles, and gaps. Close the must-fix issues first.
- Pilot with a guardrail playbook: Establish human-in-the-loop points, escalation policies, and safe response boundaries.
- Upskill your team: Train supervisors and agents on prompt patterns, exception handling, and outcome-based QA. See the AI Learning Path for Call Center Supervisors.
- Instrument everything: Track containment, resolution accuracy, effort reduction, and customer sentiment. Review weekly, iterate fast.
- Plan the rollout: Start in one channel or queue, expand as metrics stabilize and knowledge processes prove reliable.
What IT Max Global and Microsoft emphasized
Agentic CX is more than a tool swap. It blends data platforms, AI systems, CX design, and contact center operations into one motion. Fragmented point solutions and bolted-on bots won't deliver consistent value.
The call to action: unify these disciplines so customers experience fewer handoffs, faster answers, and clearer outcomes-every time, on every channel.
For ongoing upskilling on practical use cases, explore AI for Customer Support.
Event snapshot
Location: Microsoft offices, Dubai Internet City, Dubai, UAE
Hosts: IT Max Global and Microsoft UAE
Speakers: Naji Salameh, CEO of IT Max Global; Kutalmis Kaan Damar, Regional Director at Microsoft CEMA
Media contacts
Albert Alba
Senior Communications Manager
albert@auroratheagency.com
Sally Gerdak
Senior Marketing Executive
sally.gerdak@itmaxglobal.com
About IT Max Global
Founded in 2010, IT Max Global is an innovation and IT services provider operating across the MEA region, with 150+ professionals delivering solutions in infrastructure, AI, analytics, digital transformation, and unified communications. The company serves public and private organizations as a Managed Service Provider (MSP) and Managed Security Service Provider (MSSP).
IT Max Global focuses on long-term client outcomes-resilience, adaptability, and measurable results. Learn more at www.itmaxglobal.com.
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