IT Max Global Introduces Agentic AI to Transform Customer Experience

IT Max Global, an IT services provider based in the UAE, has announced a new approach centered on what it calls Agentic Artificial Intelligence (AI) — technology designed to enhance both automation and the human element in customer engagement. According to the company, customer service has long been constrained by legacy structures such as siloed systems, overburdened agents, and performance models focused more on efficiency metrics than on meaningful connections. At the same time, consumers are placing greater emphasis on the quality of human interaction, with a single poor experience often undermining years of brand loyalty.

Unlike traditional AI tools that primarily automate repetitive tasks, Agentic AI is designed to take a more active role in shaping interactions. It integrates data from multiple systems to give agents a unified, real-time view of customers, generates summaries of past exchanges, and surfaces relevant insights during live conversations. Over time, these systems learn from interactions to refine responses, recommend solutions, and identify emerging customer needs.

The intended outcome is to ease the administrative burden on human agents, allowing them to focus more on problem-solving and relationship-building. IT Max Global describes this as using technology as an “invisible enabler” rather than a replacement for human contact. The company has already deployed the concept with clients in the Middle East and Africa.

“Customer experience has radically evolved,” said Naji Salameh, CEO of IT Max Global. “Nowadays, one great interaction can win a lifetime customer, and one poor experience can destroy years of goodwill. With Agentic AI, we can finally engineer empathy at scale – empowering customer-facing teams with a complete view of their clients, the right context at the right time, and the freedom to deliver the human connection that technology alone cannot replace.”

The company believes the model can help bridge the gap between what customers increasingly expect and what many organizations currently deliver, particularly in markets where digital transformation is accelerating.