Across industries, customer experience is becoming the decisive battleground for competitive advantage. In the Middle East—and particularly in Saudi Arabia—bold national visions and digital transformation agendas are accelerating the reinvention of how organizations engage with individuals. Artificial intelligence is at the heart of this shift, moving beyond automating interactions to enabling dynamic, adaptive, and emotionally resonant experiences at scale.

Today’s leaders face a new imperative: to architect customer experiences that are predictive, personalized, and continuously evolving. Success demands mastering both the art—understanding human emotion, context, and trust—and the science—leveraging AI, data, and decisioning technologies with precision and scale. As intelligent experience design moves from conceptual possibility to operational reality, organizations must navigate new challenges around governance, transparency, and human-machine collaboration.

This edition of MIT SMR Connections, powered by e& and Genesys, will convene senior customer experience decision-makers to explore how AI is reshaping the future of customer engagement—and how organizations can lead in this next era of competitive differentiation.

Briefing Points

•     The Rise of Experience Ecosystems: Beyond Channels to Seamless Journeys: How AI is enabling organizations to design interconnected, anticipatory experiences that transcend traditional touchpoints.
•     Adaptive Personalization at Scale: Real-Time Responsiveness Across Journeys: Moving from static segmentation to AI-driven micro-personalization without sacrificing privacy or trust.
•     Human-Centered Design: Embedding Empathy into Algorithmic Systems: Techniques for ensuring that AI systems support, rather than erode, emotional intelligence in customer interactions.
  Operationalizing AI Orchestration: From Innovation to Enterprise Deployment: Strategies for scaling AI-driven CX while maintaining resilience, agility, and governance.
•     Building for Resilience and Trust: Governance in an Era of Intelligent Experiences: Frameworks for responsible AI orchestration — ensuring fairness, transparency, and long-term customer loyalty.