Manama:Total CX, a customer experience and digital engagement solutions provider in the Kingdom of Bahrain and part of Beyon Group, has signed a Memorandum of Understanding (MoU) with Al Salam Bank. The agreement focuses on exploring opportunities for developing artificial intelligence (AI) powered customer experience solutions across the bank's customer engagement channels.
According to Bahrain News Agency, the MoU was signed during Gateway Gulf 2026, held at the Four Seasons Hotel Bahrain Bay. The proposed AI solutions aim to enhance intelligent customer interactions through voice, text, and other digital channels. This collaboration intends to improve the accessibility, responsiveness, and consistency of Al Salam Bank's customer interactions, while promoting greater automation and operational efficiency.
The initiative is expected to benefit customers by providing faster and more seamless support, complementing the bank's existing customer service capabilities. Aseel Mattar, Interim Chief Executive Officer of Total CX, emphasized the collaboration's focus on practical applications of AI in banking, with a particular emphasis on customer experience, trust, and performance. Mattar also highlighted that this agreement aligns with Total CX's goal to develop AI solutions tailored for enterprises in Bahrain and the wider region.
Mazar Jalal, Chief Operating Officer at Al Salam Bank, expressed that the collaboration would allow the bank to explore the integration of AI into customer engagement, aiming for faster, more responsive, and personalized interactions. The MoU marks a significant step towards the adoption of enterprise AI within Bahrain's financial services sector.