A recent report by KPMG highlights that UAE brands are improving their customer experience scores, achieving a 1.5% increase this year. This growth positions them ahead of their global peers in integrating artificial intelligence (AI) and digital innovation, which is reshaping consumer trust in the region. The KPMG 2025 Customer Experience (CEE) Report analyzed 104 UAE brands, showing a positive trend contrary to many international markets facing stagnant or declining scores.

The report emphasizes that trust, transparency, and empathy are crucial in the current AI-driven landscape. Following a drop in customer experience scores in 2023, companies have actively worked to regain customer trust, which is proving effective. KPMG found that integrity has now become the leading factor influencing customer experience, surpassing personalization. Brands are focusing on transparency in their offerings, which includes providing accurate product details, fair pricing, and quality after-sales support. While personalization remains important, the emotional connection and understanding of customer sentiments are increasingly seen as vital in enhancing digital interactions.

Notable brands like Emirates, Etihad, and IKEA have consistently ranked at the top for customer experience, with Emirates holding the No. 1 position. Emirates Islamic Bank made the most significant progress in the index, jumping 42 places, followed by Careem and Daman, which climbed 32 and 24 positions respectively. New entrants included Debenhams, which debuted at the eighth position in the rankings.

Gonçalo Traquina, Partner and Head of Customer Transformation at KPMG Lower Gulf, stated that the report reflects broad improvements in customer satisfaction across various sectors. He emphasized the importance of making AI-enabled experiences feel human, noting that empathy is a crucial differentiator in building trust and delivering business impact.

The travel and hospitality sector emerged as the top performer, recording a 1.3% average annual increase in customer experience scores since 2017, driven by mobile-first, personalized service. The financial services sector also saw a 1.5% increase in scores, highlighting a positive trend.

KPMG’s CEE Report provides a strategic roadmap for brands to align their digital investments with human needs. Companies that design AI-enabled experiences with empathy and integrity tailored to diverse consumer expectations are likely to lead in building loyalty and market advantage.