Transforming Customer Service: AI’s Role in Boosting UAE Business Performance: The Case of the UAE

Mohamad Abu Ghazaleh and Tareq Altawil

Journal of Management and Sustainability, 2025, vol. 15, issue 1, 128

Abstract: This study investigates the impact of artificial intelligence (AI) implementation in call centers on organizational performance across various sectors in the United Arab Emirates (UAE), with a specific focus on how AI enhances operational efficiency and customer satisfaction. Data was collected from 210 UAE-based companies, and a conceptual model was developed to analyze the technological, organizational, and environmental factors influencing AI adoption. Utilizing structural equation modeling, the study reveals that AI-enabled call centers significantly enhance company performance by improving customer service response times and issue resolution rates. Interestingly, smaller companies experienced greater benefits from AI adoption compared to larger firms, indicating that smaller organizations may be more agile in leveraging AI for competitive advantage. However, the study is limited to firms within the UAE, which may restrict the generalizability of the findings to other regions with different business contexts. Despite this limitation, the research provides robust evidence of AI’s value in enhancing customer service operations within the Middle Eastern market. A noteworthy finding is that AI adoption also positively influences employee satisfaction, suggesting broader implications beyond operational efficiency. This insight paves the way for further discussion on AI’s role in workforce dynamics and organizational transformation.

Date: 2025
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