Role of artificial intelligence in the promotion of customer experiences: A legal administrative study and systematic review in the United Arab Emirates
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Abstract
Artificial Intelligence (AI) is considered one of the major drivers of global digital transformation, playing a crucial role in reshaping Customer Experience (CX) across sectors. The current study, however, aims to analyze AI's role in promoting customer experiences in the United Arab Emirates, with a primary focus on administrative and legal aspects, and to provide a systematic review of the relevant literature. It is worth noting that the United Arab Emirates has widely adopted AI applications in government services, such as the intelligent assistant "Rashid," process automation, virtual banking assistants, fraud detection, e-commerce recommendation engines, customer service chatbots, intelligent hotel assistants, ticket sales, calculating goals and scores in sports activities, and personalized travel services. These applications help deliver faster, more efficient, and tailored services, boosting customer satisfaction and supporting the development of an advanced digital economy. The UAE has a relatively advanced legal and regulatory framework for the use of artificial intelligence, with a focus on data protection and privacy, as reflected in laws such as Federal Decree-Law No. 45 of 2021 on Personal Data Protection. Moreover, the country has established specialized bodies, including the AI Office, the UAE Council for Artificial Intelligence and Digital Transactions, and the Legislative AI Office. All these bodies indeed reflect the country's commitment to regulating this field and ensuring the responsible and ethical use of artificial intelligence. We recommend that government bodies and policymakers develop more flexible and dynamic legal frameworks, clarify issues of liability and intellectual property, promote ethical governance of artificial intelligence, invest in digital infrastructure, and enhance collaboration among the public, private, and academic sectors. Furthermore, we advise companies and organizations to adopt a customer-focused approach, ensure transparency in AI usage, invest in employee and player training, balance automation with human interaction, and adhere to ethical and legal standards. Future researchers are advised to conduct in-depth case studies, analyze social and economic impacts, perform international comparisons, and develop evaluation models to determine the effectiveness of AI applications. Finally, the study confirms that the AI future in promoting customer experience in the UAE is somewhat promising, provided that legal and ethical frameworks continue to be developed, capacities are built, and collaboration is strengthened. Thus, the UAE will establish a global model for leveraging AI to achieve sustainable development and build a thriving, people-centric digital future.
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