Etihad Salam Telecom Company (Salam), a key player in Saudi Arabia’s telecommunications landscape, has entered into a strategic partnership with Quality Business Solutions (QBS) to jointly develop Salam CX — the Middle East’s first Arabic-first, AI-powered customer experience platform. The collaboration was formalised through a Memorandum of Understanding (MoU) aimed at redefining how businesses and government organisations engage with customers in the Arabic-speaking world.
Salam CX will deliver a fully integrated ecosystem of AI-driven customer engagement solutions designed for enterprises, government agencies, and SMEs. The platform will include intelligent service automation tools such as Voice of Customer (VOC) analytics, chatbots, callbots, voicebots, advanced speech analytics, and “talk to your data” features. It will also host a smart knowledge management system powered by technologies like speech recognition, natural language processing (NLP), Arabic dialect modelling, machine learning, agentic AI, and cloud computing.
“With Salam CX, our goal is to empower Arabic-speaking businesses through a platform that truly understands local language and context. This is more than just translating global technology—it’s about creating a system that reflects our culture, communication, and customer expectations.”
— Abdullah Mohammad Khorami, Chief Business Officer, Salam
This initiative aligns with Saudi Vision 2030, which identifies AI and intelligent automation as key enablers of national growth and global competitiveness. As the Kingdom’s digital economy surpasses SR495 billion ($131.9 billion) in 2024, contributing nearly 15% to the GDP, demand for scalable and locally relevant CX solutions continues to rise.
Built with ease of deployment and scalability in mind, Salam CX aims to simplify enterprise technology adoption through plug-and-play architecture and minimal setup requirements, even for organisations with limited technical resources.
“Our partnership with Salam is driven by a mutual commitment to accelerate Saudi Arabia’s digital transformation. By integrating Salam’s innovation with QBS’s engineering excellence, we’re enabling faster implementation, localised support, and measurable impact for businesses of all sizes.”
— Ahmad Abu Qaoud, Chief Executive Officer, QBS
Together, Salam and QBS are paving the way for the next era of AI-powered, Arabic-first customer experience, setting a regional benchmark for intelligent, inclusive, and culturally attuned digital engagement.
