Al Masraf launches AI agent that calls in Arabic and English now

Al Masraf launches an AI agent that calls customers in Arabic and English. The Abu Dhabi-based bank has introduced a bilingual agentic AI-powered outbound calling platform that contacts prospective customers who have already expressed interest in its products, the bank announced on 27 October 2026. The platform operates in both English and Arabic. It conducts natural conversations, responds to common questions and objections, identifies customer intent, captures qualification information and classifies opportunities for follow-up by sales specialists. 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. Al Masraf aims to attempt initial contact within one business day for 90% of eligible enquiries available for outreach. This target measures attempted calls rather than successful connections. The platform is configured for eight calling hours a day, with four-minute call slots including intervals between calls, equivalent to a planned capacity of approximately 120 call attempts daily or 2,640 across 22 working days. These figures describe capacity assumptions, not achieved call volumes. The bank will monitor outreach coverage, first-call resolution and the effectiveness of customer qualification to assess performance and guide further development. Initial customer conversations are handled autonomously, while handover to sales teams remains manual. Final eligibility decisions, approvals and account fulfilment continue through the bank’s established processes. The bank has not published the number of calls completed, the conversion rate from AI conversations to sales follow-up, or the exact technical provider of the agent. It has not published the cost of the platform or the number of staff roles affected by the shift. For prospective customers the practical change is an earlier automated call in their preferred language. The value depends on whether the agent gathers usable qualification data and whether sales teams convert the leads. The launch is framed as freeing staff for personalized advice and relationship building and does not include any announced change to product terms or pricing. Prashant Kumar, Head of Digital and AI at Al Masraf, said the AI agent can manage an initial conversation and assess customer needs, moving beyond the delivery of a scripted message. The bank is starting with voice-based engagement and a defined human handover process, supported by appropriate controls as it evaluates future applications. Other banks use scripted IVR or human outreach. Al Masraf pairs bilingual conversation capability with a defined human handover for one product. The bank has not published customer consent processes or the languages and dialects covered beyond Arabic and English. The agent contacts only individuals who have already expressed interest in the bank’s products. The announcement does not list the specific questions the agent asks or the data fields it captures. Those figures would show the commercial starting points. Without them the platform remains a capacity and process description rather than a fully detailed product. Al Masraf was established in 1976 and is headquartered in Abu Dhabi. It offers consumer, corporate and Islamic banking services. If Al Masraf publish completed call volumes and qualification outcomes within the next quarter, the agent has a measurable follow-through. If the next update is only a restatement of the capacity assumptions, the change for the market remains the same as the initial announcement. The figures missing are actual volumes and conversion rates. The launch is one step in the bank’s digital and AI work. The capacity figures are planning assumptions only. The platform is designed to reduce time spent by employees on initial outreach and qualification, allowing greater attention to be directed towards personalized customer service. Taxpayers and customers who receive a call from the agent can still complete any product application through the bank’s regular channels.