At the GITEX Global 2025 event, one of the most exciting technology events in the world, the discussion of artificial intelligence exceeded a conversation about automation and data. Among the many prominent voices were the CEO of IT Max Global Naji Salameh, who shared with CoinHeadlines a perspective on AI that’s not just in the Application Programming Interface (API) stage, but AI that acts.
IT Max Global is based in the UAE and operates in the Middle East and North Africa, and is a pioneer of Agentic AI, a new type of AI that operates independently of the user or organization and makes decisions on the user’s or an organization’s behalf.
“Agentic AI is the latest type of AI, and a type of API that can act on behalf of the user,” Salameh explained. “It can interface with your organization’s internal systems or external systems, it can even book your flight, hotel and taxi without any human engagement at all.”
Newsletter
Get weekly updates on the newest crypto stories, case studies and tips right in your mailbox.
From Assistants to Agentic AI
The evolution from traditional AI assistants to Agentic AI represents a profound shift in how technology serves human needs. Unlike today’s chatbots or generative models that require prompts, Agentic AI takes initiatives, responding to goals rather than commands.
Salameh described a scenario familiar to any frequent traveller: tell your AI you want to go to London tomorrow, and it autonomously handles everything, flight, accommodation, and transport, based on your personal preferences and history.
“Essentially, it’s about delegating intent, not tasks,” he said.
The Human Touch in Machine Intelligence
Yet, as AI grows more autonomous, the challenge of maintaining human empathy becomes more pressing. According to Salameh, striking a balance between automation and emotional intelligence is where the next frontier lies.
“Consumers are still asking for human interaction, 82% of them, in fact,” he said. “The future is not about replacing humans entirely, but empowering them.” he Salameh Added.
He envisions AI-augmented call centers, where intelligent systems analyze customer data in real time, providing agents with insights and recommendations rather than replacing them.
Another innovation is linguistic personalization: AI that not only understands but also responds in the user’s natural accent, whether Emirati, Saudi, or British, making digital conversations more natural and culturally attuned.
“This is how AI begins to sound human, not just act human,” Salameh noted.
The UAE’s Readiness for the AI Era
Asked about the UAE’s preparedness for such advanced systems, Salameh was unequivocal: the country is ready, and leading.
“The UAE has invested heavily in infrastructure, legal frameworks, and innovation-friendly ecosystems,” he said. “Both government and private sectors are positioned to reap the benefits of AI, and we’re already seeing large-scale deployments across industries.”
He also pointed out that the Middle East and Africa are rapidly catching up, driven by ambitious digital transformation strategies and rising demand for intelligent automation.
AI with Purpose, Not Just Hype
Despite the excitement surrounding AI, Salameh cautioned against rushing into adoption without a clear strategy.
“Many organizations talk about AI, but only a few succeed,” he warned. “You shouldn’t roll out AI for the sake of AI. It must be tied to a specific use case that truly supports your business and your customers.”
He urged companies to think holistically about the customer journey, not just plug in AI tools randomly, but integrate them meaningfully to enhance satisfaction, trust, and value.
The Takeaway: AI as a Human Partner
As Agentic AI moves from concept to deployment, IT Max Global’s approach reflects a broader truth: the most powerful AI isn’t one that replaces people, it’s one that understands and amplifies them.
At GITEX 2025, amid a sea of innovation, that message stood out clearly: The future of AI is not artificial, it’s deeply human.
