Manama, the Kingdom of Bahrain: Total CX, a leading provider of customer experience and digital engagement solutions in the Kingdom of Bahrain and part of the Beyon Group, and Al Salam Bank have signed a Memorandum of Understanding (MoU) to explore AI-powered customer experience solutions across the Bank’s customer engagement channels. The MoU was signed during Gateway Gulf 2026, taking place at the Four Seasons Hotel Bahrain Bay.
Under the MoU, Total CX and Al Salam Bank will explore opportunities to collaborate on AI-powered customer experience solutions, bringing together intelligent customer interactions across voice, text and other digital channels. The collaboration is intended to support Al Salam Bank in enhancing the accessibility, responsiveness and consistency of its customer interactions, while supporting greater automation and efficiency across customer service operations. Through the use of AI, customers could benefit from faster and more seamless support across multiple touchpoints, complementing the Bank’s existing customer service capabilities.
Commenting on the MoU, Aseel Mattar, Interim CEO of Total CX, said: “The real opportunity with AI is no longer about proving what the technology can do, but about putting it to work in ways that create tangible value for businesses and their customers. This collaboration with Al Salam Bank reflects that shift, exploring the use of AI in a banking environment where customer experience, trust and performance all matter. For Total CX, it is also an important step in our ambition to build and deliver AI solutions that respond to the needs of enterprises in the Kingdom and across the region.”
Mazar Jalal, Chief Operating Officer at Al Salam Bank, said: “At Al Salam Bank, we continue to invest in technologies that create meaningful improvements in the banking experience for our customers. Our collaboration with Total CX will allow us to explore bringing AI more deeply into the customer experience, with the aim of making interactions faster, more responsive and increasingly personalised.”
The MoU represents a further step towards the adoption of enterprise AI within Bahrain’s financial services sector.