UAE brands outperform global peers in AI integration, says KPMG report
11 May 2025 20:26
SARA ALZAABI (ABU DHABI)Brands that win consumer loyalty are those that strike the right balance between automation and authentic human connection, according to a new report by KPMG, a leading professional services firm.According to the KPMG 2025 Customer Experience (CEE) Report, UAE brands are witnessing a 1.5% rebound in customer experience scores compared to global peers in AI integration and digital maturity to win over consumers, as several global markets witnessed a decline in customer experience scores this year.It highlighted that AI-driven, emotionally intelligent experiences are truly valued by people.The report, which studied 104 UAE brands, observed that integrity has overtaken personalisation as the strongest driver of customer experience in the UAE.The study noted that trust, transparency, and empathy are once again gaining prominence in the AI era.Top performers like Emirates, Etihad, and IKEA have consistently ranked among the UAE's most trusted brands.Emirates specifically still retains their #1 slot thanks to their AI personalisation that customises entertainment, service and loyalty rewards for every traveller on board the airline.A key highlight is Emirates Islamic Bank, which made a substantial jump of 42 positions,making it the year's biggest mover.It is closely followed by Careem and Daman, which rose 32 and 24 positions respectively compared to last year.By sector, the travel and hospitality industry became the leading performer, recording a 1.3% average year-on-year (YoY) increase in CEE scores since 2017.
The financial services sector was not far behind; it witnessed a 1.5% average YoY rise in CEE scores since the study's inception.
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