The era is approaching when companies will dispatch products and parcels even before customers make their orders. This is due to artificial intelligence predicting consumer behaviors, as noted by executives in the customer service industry.
“We’ve long integrated AI into our operational processes. Every time someone accesses the Amazon app or website, their experience is tailored based on their preferences. A comedian once jested that Amazon would deliver packages before they are even ordered. I realized this is quite true, as predictive modeling through AI anticipates what you’ll order, positioning it in a nearby warehouse for quick delivery,” explained Zertashia Awan, Director of Customer Experience for Amazon across multiple regions.
“While some aspects might seem eerie, these are fundamental components. As AI capabilities grow, we’re increasingly able to achieve this,” she remarked during a panel at the CX Evolve 2025 UAE Edition conference.
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Many in the industry now view AI adoption as essential for understanding customer trends and preferences.
Hosted by Khaleej Times, the conference drew numerous professionals from public and private sectors to discuss the evolving customer experience landscape.
The event also featured the unveiling of the UAE’s Top CX Influential Leaders list, honoring pioneers and key figures in the field. The theme was ‘CX for growth: Turning experience into revenue’.
Panel speakers included Orlando Beakbane of Braze, Nasser Al Balooshi of Chalhoub Group, Mary Oxley of DHL Global Forwarding, and Maaz Zahid Qureshi of Adnoc, alongside Zertashia Awan of Amazon.
Katie Allen of Khaleej Times moderated the session.
Maaz Zahid Qureshi highlighted AI’s ability to analyze real-time contexts, generating insights and actions, marking a significant advancement in personalization.
“We’re at a point where creative outputs, whether content or marketing, are reaching high quality. Prediction, forecast, and planning models for future trends are having the greatest impact,” he noted.
The Return of Voice Communication
Qureshi mentioned that the perception of mobile apps and portals is set to change drastically, with the conversational layer taking precedence.
Zertashia Awan added that voice communication is regaining popularity.
“We used to rely on calls for everything, shifted to text and digital, but AI is bringing voice back to customer experience. Customers will simply speak to AI, express their needs, and Amazon will handle the rest. The technology enabling this voice interaction will be among the most significant advancements,” Awan stated.
