Doha, November 11, 2025 — Etihad Salam, a leading Qatari technology and innovation company, has signed a strategic Memorandum of Understanding (MoU) with Quality Business Solutions (QBS) to co-develop Salam CX, the region’s first Arabic-first AI-powered customer experience (CX) platform.
The collaboration aims to redefine customer engagement and support systems across the Middle East by integrating advanced natural language processing (NLP), sentiment analysis, and voice recognition technologies optimized for Arabic dialects. Salam CX will serve as a unified platform that enables enterprises to deliver intelligent, culturally attuned, and context-aware customer interactions.
Under the agreement, Etihad Salam will lead platform architecture and AI model training, leveraging its expertise in generative and predictive AI. QBS will oversee enterprise integration and market deployment, ensuring that Salam CX aligns with regional business and regulatory needs, particularly in banking, government, telecom, and retail sectors.
Executives from both companies stated that Salam CX will empower organizations to automate customer service, improve personalization, and enhance response efficiency while maintaining full data sovereignty and compliance with regional privacy frameworks.
The initiative also includes plans to establish a joint innovation lab in Doha, dedicated to ongoing R&D in Arabic large language models (LLMs), AI ethics, and multimodal CX technologies.
