Unifonic Accelerates Arabic AI Customer Engagement, Powered by Groq and HUMAIN
Facing rising expectations for instant, personalized service, Unifonic set out to deliver Arabic-first, real-time AI at scale. Limited GPU capacity, high infrastructure costs, and strict data sovereignty requirements made this a challenge in the Middle East. Partnering with Groq, in collaboration with HUMAIN, Unifonic overcame these hurdles with ultra-low latency inference, secure in-country hosting, and support for open models tuned for Arabic.
The result: faster innovation, reduced costs, and AI-powered customer engagement that is localized, compliant, and transformative.
Meeting rising expectations with innovation
As expectations for instant service rise, companies worldwide are turning to AI to keep customers engaged. For Unifonic, a leading customer engagement platform and SaaS provider based in the Middle East, this demand fuels a relentless commitment to innovation and pushes the company to continuously raise the bar in customer experience.
Unifonic has built its reputation on AI-powered conversational technology that streamlines omnichannel customer experience and transforms how enterprises connect with customers. Its platform enables organizations across industries, from banks and government entities to global healthcare, retail, eCommerce, and logistics providers, to manage text, voice, WhatsApp, and web interactions from a single platform.
Unifonic delivers experiences that are hyper-personalized, human-like, and impactful. Interactions adapt to context, anticipate intent, and generate measurable outcomes. Guided by a roadmap shaped by customer needs, Unifonic ensures every new capability brings tangible value.
The challenge: Scaling Arabic-First AI
Unifonic’s vision is to lead digital engagement across the Middle East by embedding advanced AI into every interaction. At the heart of this effort is Unifonic Intelligence, the AI engine powering the platform with conversational AI, agent guidance, hyper-personalization, and automation.
But deploying large language models (LLMs) at scale in the region wasn’t easy. GPU capacity was limited and unreliable with local providers. High upfront infrastructure commitments carried financial risk. And for banking and government customers, data sovereignty and in-region hosting were non-negotiable.
“The stakes were high,” explains Mohamed Sakher Sawan, Unifonic’s AI Engineering Director. “Low latency, elastic scaling, and usage-based economics were priorities—but we also needed reliable in-region capacity so our teams could focus on product, not infrastructure.”
Unifonic’s ambition was clear: deliver Arabic-first, real-time AI at scale. That vision led them to Groq.
The Solution: Accelerating innovation with Groq, in collaboration with HUMAIN
Unifonic was close to contracting with a local cloud provider when its Sakher learned about Groq and its partnership with HUMAIN, a Saudi AI company established under the Public Investment Fund to advance the Kingdom’s AI strategy. That introduction quickly led to Unifonic’s first engagement with Groq, and that meeting resulted in what is now powering its Unifonic Intelligence product line.
Performance stood out immediately. Independent benchmarks confirmed Groq’s ultra-low latency and high throughput for LLM inference. The managed service model promised reduced operational overhead, and HUMAIN’s partnership ensured secure, compliant in-country hosting.
Unifonic selected Groq to enable key use cases, including:
- Agent co-pilots for support teams
- Agentic task automation to streamline workflows
- Summarization and structured responses for faster resolution
- Hyper-personalization and recommendations to deepen engagement
- Retrieval-augmented generation (RAG) for Arabic-first customer care and more.
Groq’s support for leading open models, such asOpenAI’s GPT-OSS, Meta’s Llama family, Google’s Gemma, Mistral and others , enables Unifonic to flexibly match models to specific use cases while delivering optimized Arabic-first performance tailored to the region’s linguistic and cultural nuances.
Integration was rapid. Groq’s responsiveness and HUMAIN’s local presence enabled fast provisioning, smooth testing, and immediate access to the latest models.
“Groq gave us consistently high performance and the flexibility to adopt new models without building our own hosting layer,” says Sakher. “Together, we can deliver fast, localized, high-performing AI features at scale.”
The Results: Faster innovation and stronger Impact
Although early in deployment, Unifonic is already seeing measurable benefits. Engineering teams prototype faster, scale more smoothly, and spend less time managing infrastructure. Usage-based pricing aligns costs with adoption, avoiding the risk of large upfront commitments.
The business impact is equally clear. Groq enables Unifonic to accelerate its roadmap, getting AI-powered features to market faster. Local hosting and compliance through HUMAIN open new opportunities with regulated industries such as banking and government.
“Groq increases our speed to market for AI features and lets our engineering teams focus on delivering customer value, not infrastructure,” Sakher notes. Early feedback highlights improved responsiveness and reduced latency in customer-facing interactions.
Differentiation through partnership
What sets Unifonic apart is not just its platform, but its philosophy: AI that is customer-centric, locally hosted, and Arabic-first. The partnership with Groq, in collaboration with HUMAIN, brings this vision to life, combining advanced technology with in-region expertise.
Through this joint ecosystem, Unifonic gains strategic local hosting in Saudi Arabia, the world’s fastest inference speeds, and seamless integration with enterprise-grade compliance.
“Groq gives us real-time AI performance without the infrastructure burden, and HUMAIN provides a clear path to in-kingdom, compliant deployment. That combination lets us ship features faster and at scale,” emphasizes Sakher.
The result is clear market differentiation: AI that is secure, localized, and real-time, setting a new standard for customer engagement in the Middle East.
Strategic impact and looking ahead
The journey is only beginning, but the trajectory is clear. From agent co-pilots to hyper-personalized journeys, Unifonic Intelligence is already reshaping customer experiences across the Middle East. For Unifonic, the partnership with Groq and HUMAIN is accelerating progress, empowering enterprises, and cementing its role as the region’s leader in digital engagement.