Tactful AI, the Egypt-born provider of AI-powered customer experience platforms, has announced a significant milestone as its founders regain full ownership of the company. Co-founders Mohamed El-Masry and Mohammed Hassan have reacquired the startup from European business communications firm Dstny. The move signals Tactful AI’s renewed focus on accelerating growth across the Middle East and Europe while operating independently.
Strategic Shift Following Dstny Acquisition
In 2022, Tactful AI was acquired by Dstny as part of the European company’s broader strategy to strengthen its capabilities in artificial intelligence and customer experience. The acquisition integrated Tactful’s proprietary technology into Dstny’s portfolio of cloud-based communications tools. After a strategic reassessment, El-Masry led the reacquisition to steer the business back under founder-led direction, positioning it to capitalize on emerging demand for AI-driven customer engagement solutions.
Investment in Proprietary Technology
Over the past three years, Tactful AI has invested more than $5 million into the development of its proprietary platform, which is considered the first Egyptian-built AI product dedicated to customer experience management. This investment has culminated in a suite of intelligent solutions enabling businesses to manage customer interactions in real time across multiple digital channels. By combining no-code capabilities and real-time analytics, the platform aims to improve both operational efficiency and customer satisfaction.
Expanding into Key Markets in the Middle East and Europe
Following the reacquisition, Tactful AI plans to expand aggressively into priority markets, starting with Saudi Arabia and the UAE before extending its footprint across the UK and Western Europe. The company sees a growing appetite among enterprises in retail, finance, hospitality, and telecom sectors for advanced automation and AI-driven personalization. Tactful AI’s solutions are already being implemented by leading brands, including Fairmont, Address Hotels, El Araby Group, and Lazurde.
Delivering Tangible Business Impact
The platform has demonstrated a measurable impact on clients’ bottom lines, with reported increases in digital revenue ranging from 15 to 35 percent within just a few months of deployment. Its intelligent automation capabilities help customer service teams manage thousands of conversations efficiently while improving conversion rates and overall engagement. Tactful AI positions itself as a regional alternative to established global players such as Genesys, Zendesk, Freshdesk, and Intercom.
A Commitment to Regional Innovation
With development hubs in Cairo and Cambridge, Tactful AI combines regional expertise with international standards of quality and innovation. The company is channeling resources into research and development to enhance its AI models and maintain its competitive edge in international markets. El-Masry emphasized that the reacquisition marks a turning point, reflecting the team’s commitment to building world-class technology from Egypt for global enterprises.
Vision for the Future
Looking ahead, Tactful AI is doubling down on its mission to redefine customer experience delivery in the Arab region and beyond. The company plans to expand its product capabilities while forging new partnerships to accelerate market adoption. El-Masry stated that the next phase will focus on supporting organizations as they modernize engagement strategies and embrace the transformative potential of AI.
The reacquisition of Tactful AI by its founders underscores the growing confidence in the region’s ability to create globally competitive technology companies. With a decade of expertise in AI and customer experience, Tactful AI is poised to scale its impact across key sectors and geographies. As the company enters this new chapter, it aims to set new benchmarks for innovation and performance in customer engagement solutions.