In a bold strategic move, Tactful AI, the Egypt-born startup known for its AI-powered customer experience (CX) platform, has been reacquired by its original founders, Mohamed El-Masry and Mohammed Hassan. This decision follows a separation from Belgian business communications firm Dstny, which had previously acquired the company in 2022.
The reacquisition marks a pivotal new chapter for Tactful AI, one focused on independent growth, deeper innovation, and international expansion, with a spotlight on Saudi Arabia, the UAE, and Western Europe.
A Return to Founder-Led Vision
The decision to return to founder control comes after a mutual strategic pivot. While Dstny sought to bolster its AI capabilities through the acquisition, El-Masry and Hassan are now steering Tactful AI forward with renewed focus.
“We’re proud to lead from Egypt and prove that globally competitive AI technology can be built in the region,” said Mohamed El-Masry, Co-founder and CEO. “This is a turning point. We’re doubling down on innovation and scaling across new markets.”
What Tactful AI Brings to the Table
Founded in 2016, Tactful AI is a no-code, AI-driven CX platform that empowers businesses to manage 100% of customer interactions in real time across digital channels. It combines smart automation with real-time analytics to enhance customer engagement and improve team efficiency.
- ✅ Real-time customer interaction management
- ✅ Smart automation for customer service workflows
- ✅ Improved team productivity and customer satisfaction
- ✅ No-code platform with flexible, enterprise-ready deployment
- ✅ Actionable insights for data-driven decisions
The platform has proven its impact, helping businesses increase digital revenue by 15–35% within months of implementation.
Built in Egypt, Scaling Globally
Over the last three years, Tactful AI has invested $5 million+ in R&D to build proprietary AI tailored for the Middle East and beyond. It is recognized as one of the first AI CX platforms developed entirely in Egypt.
With development hubs in Cairo and Cambridge, Tactful AI serves a wide array of sectors, including retail, telecom, finance, hospitality, and public services. Its growing client portfolio includes major brands such as:
- ✅ Fairmont
- ✅ Address Hotels
- ✅ El Araby Group
- ✅ 2B
- ✅ Lazurde
- ✅ Erada Microfinance
Competing with Global Giants
Tactful AI positions itself as a robust regional alternative to global players like Zendesk, Intercom, Freshdesk, and Genesys. It is offering local customization, multilingual capabilities, and a deeper understanding of MENA markets.
The company’s unique blend of AI expertise, flexible tech, and regional insight makes it a strong contender in the international CX landscape.
Final Thoughts
This reacquisition isn’t just a change in ownership, it’s a renewed mission to transform digital customer experiences across the Arab world and beyond. Tactful AI is now aiming to scale faster, innovate deeper, and compete globally, all while staying true to its roots.