Madinet Masr (EGX: MASR.CA) has received the Agentforce Innovation Award at Salesforce Agentforce World Tour Dubai 2026, in recognition of its digital transformation journey and its use of technology and artificial intelligence (AI) to enhance customer experience, improve operational efficiency, and support business growth.
Madinet Masr Advances Digital Transformation Through AI and Technology
In collaboration with Salesforce, Madinet Masr is advancing its digital transformation strategy by connecting different stages of the customer journey, introducing AI-powered customer service, modernizing field operations and community management, and integrating data to support more informed decision-making.
The company’s initiatives include an AI-powered WhatsApp agent for lead generation, Salesforce Agentforce for customer service, and Field Service Lightning to support field operations and community management.
Madinet Masr is also leveraging Data Cloud and MuleSoft to connect information across different platforms, improve data integration, and enhance operational efficiency. These solutions support a more connected digital ecosystem, enabling the company to deliver more responsive customer experiences and strengthen its operational capabilities.
Abdallah Sallam: AI and Digital Transformation Are Key Drivers of Growth
Commenting on the achievement, Eng. Abdallah Sallam, President and CEO of Madinet Masr, said: “This award recognizes the progress we are making in building a more connected, technology-enabled real estate platform. We see digital transformation and AI as important enablers of growth and better customer experiences.”
Madinet Masr Focuses on Practical Innovation and Sustainable Growth
Haytham Elrafei, Vice President of Transformation at Madinet Masr, said: “Our transformation journey focuses on using technology and AI to create meaningful value for our customers, teams, and communities. By connecting data, experiences, and operations, and embracing innovations like Agentforce, we are building smarter, more responsive ways of working. This recognition reinforces our commitment to practical innovation that enhances experiences and supports sustainable growth.”
Salesforce Agentforce World Tour Dubai 2026 Highlights the Role of AI in Business
Held on October 14 at the Dubai Exhibition Centre, Salesforce Agentforce World Tour Dubai 2026 brought together customers, partners, and technology leaders to explore the role of artificial intelligence and digital transformation in business development.
Madinet Masr’s recognition at the event highlights the company’s ongoing efforts to leverage advanced technology, strengthen data integration, and enhance customer experience as part of its broader commitment to innovation and sustainable business growth.
