Regional food major Agthia Group to enhance processes and CX with AI


November 2, 2023 | By RetailME Bureau

Agthia Group

A regional food and beverage (F&B) major Agthia Group PJSC has signed a memorandum of understanding (MoU) with Microsoft UAE, with an aim to revolutionise everything from customer service to production, procurement and employee engagement.

In this context, Alan Smith, Group Chief Executive Officer of Agthia said, “Our work with Microsoft will play a pivotal role in Agthia’s ongoing digital transformation, utilising new tools to navigate the digital landscape and identify opportunities for market expansion, operational excellence and commercial success, while accelerating innovation and responsible, sustainable business practices throughout the FMCG value chain.”

The MoU focusses on the following areas:

  • Revolutionising customer experience with AI: One of the key initiatives under the MOU is the early adoption of Artificial Intelligence (AI) technologies in the UAE, the implementation of which into Agthia’s Water Home Delivery Contact Centre is already improving its services and interactions with customers.
  • Establishing smart retail stores: Agthia will also aim to leverage MS Dynamics Retail and POS solutions to establish smart and best-in-class digital stores, starting with our healthy snacks and coffee brand Abu Auf prior to scaling across the group.
  • Enhancing employee engagement and learning: Agthia has commenced the deployment of Microsoft Viva to improve employee experience, engagement and continuous learning, helping to further strengthen the Group’s reputation as an innovative and engaging workplace.

“We are delighted to embark on this transformative journey with Microsoft that enables us to offer our customers a truly personalised experience, and we look forward to providing unparalleled value to our customers and employees, leveraging Microsoft’s experience and comprehensive suite of technologies. Consistent with our five-year growth strategy, this underlines our commitment to becoming a consumer data-driven organisation through accelerating our digital agenda,” added Vanderlei Santos, Chief Digital Officer of Agthia.

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