Dubai Customs launches new AI platform at GITEX Global 2025 to amplify customer voice
Predictive analytics enable smarter decisions and real-time service improvement
DUBAI – As part of its participation in Gitex Global 2025, Dubai Customs has unveiled “Voice of Customer” – an artificial intelligence-powered platform that captures and analyses customer feedback in real time.
Designed to strengthen Dubai’s trade environment, the platform aims to support strategic decision-making, enhance service quality, and achieve the highest levels of customer happiness.
This initiative aligns with Dubai Customs’ strategy to advance digital transformation, promote business competitiveness, and position Dubai as a global leader in trade facilitation. By integrating AI into customer interaction systems, the platform brings together innovation, efficiency, and responsiveness under one digital ecosystem.
Voice of Customer
“Voice of Customer” employs predictive analytics to monitor and interpret customer sentiment across multiple communication channels – including call centres, social media, emails, and the Dubai Customs website. Feedback is automatically classified and converted into actionable insights, enabling faster responses and data-driven service improvements.
The system empowers government entities to anticipate needs, detect service gaps, and automate operational workflows. This transformation enhances both transparency and efficiency, while fostering closer engagement with customers from the trade, shipping, and logistics sectors.
How does it improve engagement?
Matar Al Muhairi, Director of the Client Happiness Department at Dubai Customs, said the platform offers a unified, user-friendly interface that allows clients to submit feedback, share suggestions, and highlight procedural challenges. “It strengthens communication with stakeholders, accelerates trade flows, and directly supports the objectives of the Dubai Economic Agenda,” he stated.
He added that the platform, designed in line with global best practices, allows leadership teams to make timely, informed decisions using accurate reports generated through AI-powered analysis.
Where does it add value?
Maryam Al Shamsi, Senior Consultant for Customer Service Development, explained that the platform enhances operational efficiency by reducing manual workload and automating data handling. This, she said, leads to lower operational costs and quicker service processing – key factors in customs operations requiring precision and agility.
“The project embodies the Government of Dubai’s commitment to institutional excellence, transparency, and smart governance,” she noted. “It enables proactive, data-led decision-making built on a deeper understanding of customer experience.”