TACTFUL.ai

Founded in 2016 by Mohamed El-Masry, Mohammed Hassan, and Sherif Khairalla, TACTFUL.ai is an artificial intelligence company that has developed a cognitive customer experience platform. The company originated in Egypt and maintains development centers in Cairo and Cambridge, UK. Initially launched as a marketplace for smart home technologies, the founders pivoted to focus on a unified customer experience platform to address consumer engagement challenges.

The company's core offering is a no-code, omnichannel platform that integrates voice, digital, and social media channels into a unified inbox for support agents. It utilizes AI and machine learning for intelligent routing, workflow automation, and analytics to enhance customer interactions. The platform features include multilingual conversational chatbots, smart automation, AI-driven routing, and real-time analytics to improve first contact resolution and agent productivity. The business serves enterprises in sectors such as retail, e-commerce, hospitality, and finance, with clients including Fairmont Hotels, El Araby Group, and Lazurde.

TACTFUL.ai's business model is centered on providing its solutions to both SMEs and large enterprises, aiming to streamline operations and enhance customer satisfaction. After being acquired by the Belgian firm Dstny in 2022, the original founders reacquired the company in mid-2025 to pursue an independent growth strategy. The company is now focusing on expanding its presence in the Middle East, particularly Saudi Arabia and the UAE, as well as in the UK and Western Europe.

Keywords: customer experience, CX platform, AI automation, omnichannel communication, conversational AI, chatbot engine, unified inbox, intelligent routing, customer engagement, no-code platform, social media moderation, helpdesk automation, digital sales, lead conversion, customer support teams, Mohamed El-Masry, Mohammed Hassan, Dstny, customer retention, operational efficiency