Egypt-based Tactful AI, specializing in AI-powered customer experience (CX) solutions, is once again under the leadership of its founding team after a buyback from Dstny, a European business communication tools provider. Acquired in 2022 by the Belgian telecom group as part of its digital engagement expansion strategy, Tactful has now been fully regained by co-founders Mohamed El-Masry and Mohammed Hassan after three years as a subsidiary.
With the company back in the founders’ hands, Tactful AI is shifting to an independent growth strategy focused on the Middle East and Europe. The immediate priority is to strengthen its market presence in Saudi Arabia and the UAE, followed by expansion plans into the UK and Western Europe.
Since its inception in 2016, Tactful AI has invested over USD 5 million in R&D to develop a platform that integrates real-time conversation management, analytics, and no-code flexibility. This enables businesses to scale support operations while maintaining control. The platform is positioned as a competitive alternative to larger global players, uniquely developed locally but engineered to meet international standards.
