Al Masraf has launched a bilingual Agentic AI-powered outbound calling platform designed to accelerate responses to prospective customers, qualify their banking needs and enable its sales teams to focus on personalised advice and relationship building.
AI-Powered Customer Interaction
The platform operates in both English and Arabic, independently contacting individuals who have expressed interest in the Bank’s products. Unlike conventional automated systems, the AI agent conducts natural conversations, responds to common questions, identifies customer intent, captures qualification information, and classifies opportunities for follow-up by sales specialists.
The Bank aims to attempt initial contact within one business day for 90% of eligible enquiries. This target measures attempted calls rather than successful connections. The platform is designed to reduce time spent by employees on initial outreach, allowing more focus on personalised customer service.
Future Applications and Performance
The first application supports prospective customers interested in Al Masraf’s salary transfer savings account. The Bank plans to assess the technology for other products as the platform evolves. Initial conversations are handled autonomously, while handover to sales teams remains manual.
The platform is configured for eight calling hours a day, with four-minute call slots, equating to approximately 120 call attempts daily. The Bank will monitor outreach coverage and customer qualification effectiveness to guide further development.
Prashant Kumar, Head of Digital and AI at Al Masraf, stated that the AI agent can manage initial conversations and assess customer needs, moving beyond scripted messages. Customers are informed they are speaking with a virtual agent, and information is protected in line with regulatory frameworks.
About Al Masraf
Founded in 1976, Al Masraf (Arab Bank for Investment & Foreign Trade) is a trusted UAE financial institution supporting trade, investment, and economic development. The Bank serves corporations, businesses, individuals, and families with tailored financial solutions. For more information, visit www.almasraf.ae.
