Madinet Masr has won the Agentforce Innovation Award at Salesforce Agentforce World Tour Dubai 2026, in recognition of its digital transformation journey and its use of technology and artificial intelligence (AI) to enhance customer experience, improve operational efficiency, and support business growth.

The company’s collaboration with Salesforce focuses on connecting the customer journey, introducing AI-powered customer service, modernizing field operations and community management, and integrating data across platforms to enable more effective decision-making.

Key initiatives include an AI-powered WhatsApp agent for lead generation, Salesforce Agentforce for customer service, Field Service Lightning to support community operations, and Data Cloud and MuleSoft to connect information across different platforms.

Eng. Abdallah Sallam, President and CEO of Madinet Masr, said: “This award recognizes the progress we are making in building a more connected, technology-enabled real estate platform. We see digital transformation and AI as important enablers of growth and better customer experiences.”

Haytham Elrafei, Vice President of Transformation at Madinet Masr, said: “Our transformation journey focuses on using technology and AI to create meaningful value for our customers, teams, and communities. By connecting data, experiences, and operations, and embracing innovations like Agentforce, we are building smarter, more responsive ways of working. This recognition reinforces our commitment to practical innovation that enhances experiences and supports sustainable growth.”

Held on October 14, 2026, at the Dubai Exhibition Centre, Salesforce Agentforce World Tour Dubai brought together customers, partners, and technology leaders to explore the role of artificial intelligence and digital transformation in advancing business performance.