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.
The platform that operates in both English and Arabic independently contacts individuals who have already expressed interest in the Bankโs products. Unlike conventional automated calling systems, the AI agent conducts natural conversations, responds to common questions and objections, identifies customer intent, captures qualification information and classifies prospective opportunities for follow-up by sales specialists.
The Bank aims to attempt initial contact within one business day for 90% of eligible enquiries available for outreach. This operational target measures attempted calls rather than successful customer connections. The platform is also designed to reduce time spent by employees on initial outreach and qualification, allowing greater attention to be directed towards personalised customer service.
Ahmad Yousuf, Chief Retail Banking Officer at Al Masraf, said: โTimely follow-up is essential when a prospective customer expresses interest. This capability helps us capture requirements earlier, direct relevant opportunities to our specialists and give our teams more time to provide tailored advice and build lasting relationships.โ
The first application supports prospective customers interested in Al Masrafโs salary transfer savings account. The Bank plans to assess the technology for other products as the platform evolves. Initial customer conversations are handled autonomously, while handover to sales teams remains manual; final eligibility decisions, approvals and account fulfilment continue through the Bankโs established processes.
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.
Prashant Kumar, Head of Digital and AI at Al Masraf, said: โThe AI agent can manage an initial conversation and assess customer needs, moving beyond the delivery of a scripted message. We are starting with voice-based engagement and a defined human handover process, supported by appropriate controls as we evaluate future applications.โ
Customers are informed that they are speaking with a virtual agent. Customer information is protected inline with the applicable regulatory framework, and the platform operates with safeguards and human oversight. Calls are made to prospective customers who have previously expressed interest in the Bankโs offerings.
