Al Masraf has launched a bilingual, agentic artificial intelligence platform intended to handle outbound calling in English and Arabic, aiming to accelerate responses to prospective customers and improve early lead qualification.
In a statement dated 27 October 2026, the Abu Dhabi-based bank said the new platform independently initiates conversations with individuals who have already expressed interest in its products. The bank described the system as different from conventional automated calling, saying the AI agent can hold natural conversations, respond to common questions and objections, identify customer intent, capture qualification information and classify opportunities for later follow-up by sales specialists.
Al Masraf set an operational target for outreach: the platform will aim to attempt initial contact within one business day for 90% of eligible enquiries available for outreach. The bank clarified that this measure is based on attempted calls rather than successful customer connections.
The bank said the AI service is designed to reduce the time employees spend on initial outreach and qualification so sales teams can focus on personalised advice and relationship building. It said the first supported use case is for prospective customers interested in Al Masraf’s salary transfer savings account, with further product rollouts planned as the technology evolves.
Handover to human staff remains manual, according to the release. The platform can manage initial conversations autonomously, but final eligibility decisions, approvals and account fulfilment continue through Al Masraf’s established processes.
Capacity, monitoring and controls
Al Masraf said the platform is configured for eight calling hours per day, with four-minute call slots including intervals between calls. On that basis, the bank estimated a planned capacity of approximately 120 call attempts daily or 2,640 across 22 working days, noting that the figures are assumptions about capacity rather than achieved volumes.
The bank said it will monitor outreach coverage, first-call resolution and the effectiveness of customer qualification to assess performance and guide further development.
Executives cite need for timely follow-up
Al Masraf Chief Retail Banking Officer Ahmad Yousuf said timely follow-up is essential when prospective customers express interest, adding that the capability helps capture requirements earlier, route relevant opportunities to specialists and give teams more time for tailored advice and relationship building.
Prashant Kumar, Head of Digital and AI, said the AI agent is intended to manage an initial conversation and assess customer needs, moving beyond scripted messaging. He said the rollout begins with voice-based engagement and a defined human handover process, supported by controls as the bank evaluates future applications.
Al Masraf said customers are informed they are speaking with a virtual agent. The company also said customer information is protected in line with applicable regulatory requirements, and that calls are made only to prospective customers who have previously expressed interest in the bank’s offerings.
