Unified AI-first CX platform integrates voice, messaging, and human-assisted automation as Middle East conversational AI market set to reach $2.3 billion by 2031.
As enterprises across the Middle East accelerate digital transformation and AI adoption, Exotel has officially launched Harmony, its next-generation agentic AI-powered customer experience (CX) orchestration platform, in the region. The announcement was made by Sachin Bhatia, Co-Founder & Chief Growth Officer, Exotel, during the IDC CIO Summit – Middle East, signaling the company’s strategic expansion into AI-led customer engagement transformation.
The launch aligns with rapid growth in the Middle East & Africa conversational AI market, which is projected to reach nearly USD 2.3 billion by 2031, driven by national initiatives such as Saudi Vision 2030 and the UAE National AI Strategy 2031. Globally, more than one billion AI agents are expected to be deployed across enterprises by 2029, marking a shift toward large-scale AI automation and intelligent enterprise architecture.
Addressing Fragmented CX Systems in the Middle East
Despite increased AI investments, many regional enterprises continue to operate fragmented customer experience ecosystems, relying on disconnected platforms for voice, messaging, analytics, AI bots, and human agents. This fragmentation often leads to context loss, repetitive conversations, inefficient AI-to-human escalations, compliance risks, and rising operational costs.
Harmony has been purpose-built to solve these challenges by delivering a unified AI-first CX architecture that integrates voice, messaging, conversational AI, analytics, and human oversight into a single intelligent orchestration layer.
Rather than layering automation onto legacy systems, Harmony enables agentic AI workflows natively, ensuring seamless cross-channel context, real-time customer memory, and regulatory compliance—particularly critical in markets such as the UAE and Saudi Arabia, where data sovereignty requirements are stringent.
AI-Human Collaboration at Enterprise Scale
Harmony operates on three foundational pillars — Intelligence, Unity, and Harmony — translating into intelligent automation, contextual personalization, and full observability across customer journeys.
At its core is a real-time customer memory layer that captures sentiment, intent, behavioral signals, and conversation history across channels. This allows both AI systems and human agents to engage customers with full contextual awareness, eliminating repetition and delivering personalized experiences at scale.
The platform introduces an Agent Monitored Contact Center (AMCC) model with Human-in-the-Loop (HITL) supervision. Human agents monitor AI-led interactions and intervene when necessary, ensuring emotional intelligence, accuracy, and compliance. Complementing this is Conversational Quality Analysis (CQA) for real-time compliance monitoring and performance optimization, along with OneAssist for Agents, which provides live recommendations, next-best actions, and automated summaries to improve resolution times.
Harmony enables up to 60% automation, delivers 15–20% productivity gains, and ensures 99.9% uptime, helping enterprises scale engagement while maintaining service excellence and governance standards.
Strengthening Exotel’s AI-Led CX Strategy
Exotel’s expansion into AI-driven CX orchestration builds on its acquisitions of Ameyo and Cogno AI, integrating advanced contact center infrastructure, conversational AI expertise, and cloud communications into a unified enterprise platform. The company currently powers over 25 billion customer interactions annually, including 4 billion AI-driven conversations, serving more than 7,000 enterprises globally.
“Harmony represents the evolution from isolated automation to intelligent orchestration. As enterprises prepare for a future driven by agentic AI, the priority must shift toward unified systems that ensure context continuity, compliance, and human empathy. With Harmony, AI enhances human capability rather than replacing it,” said Sachin Bhatia.
With the Middle East launch of Harmony, Exotel positions itself as a strategic partner for AI-powered customer experience transformation, enabling enterprises to scale automation, improve operational efficiency, and deliver seamless, compliant, and emotionally intelligent customer engagement across the region.
