Insights

Public services are typically built on three pillars: access, efficiency, and equity. These are foundational goals, and rightly so. But in practice, many services stop […]

Saudi Arabia’s telecommunications industry stands at a pivotal juncture, one shaped not just by infrastructure, but by rising expectations around service quality, innovation, and digital […]

Phenomenology in CX design shapes lived experience through embodiment, temporality, and AI, creating digital interactions grounded in human perception.

In a shift toward citizen-centric governance, ADAA and DGA frameworks are transforming Saudi Arabia’s public sector by turning experience measurement into a strategic driver of Vision 2030.

AI transforms CX through the Extended Mind Thesis by reshaping design, extending cognition, and introducing new ethical responsibilities.

AI is transforming governance, public services, and social equity across the Middle East through smarter, inclusive, and data-driven systems.

Designing services where humans and AI agents interact as co-users means rethinking principles, tools, and ethics to support hybrid, intelligent ecosystems.

Businesses can apply Social Exchange Theory to enhance CX & EX, building trust, reciprocity, and value to drive deeper engagement and lasting brand loyalty.

Sustainable growth comes from building resilient, human-focused businesses that scale through purpose, innovation, strategic partnerships, and ESG.