Elite Group adopts AI and automation to improve automotive services and customer experiences.
Dubai: Elite Group Holding, the UAE automotive group and exclusive distributor of JETOUR in the country, is accelerating its digital transformation through a collaboration with Salesforce. The initiative aims to establish a more connected and seamless customer experience across the Group’s expanding network of showrooms and service centres.
Elite Group Holding was invited to share its experience at Agentforce World Tour Dubai, held on October 14, 2026, at Dubai Exhibition Centre. During discussions with industry leaders on how technology, automation and artificial intelligence are transforming businesses, the Group highlighted the opportunities and challenges involved in standardising processes and encouraging adoption across a diverse, multi-business organisation.
As its automotive operations continue to grow, bringing people, processes, data and technology together has become a key priority for the Group. Through its transformation programme, Elite Group Holding is developing a more integrated view of customer interactions, covering every stage from the initial enquiry and vehicle purchase to servicing and aftersales support.
The Group is also exploring ways to use artificial intelligence and intelligent automation to improve customer interactions, backed by robust processes and reliable data.
Amal Alkhadra, Head of Digital Transformation at Elite Group Holding, said: “Digital transformation is not simply about introducing new technology. It is about building the right foundations across our people, processes and systems. Our collaboration with Salesforce is an important part of that journey, helping us create a more connected and consistent experience for our customers while preparing the organisation for its next phase of innovation.”
With these foundations established, Elite Group Holding aims to provide a customer experience that evolves alongside its business expansion and the changing expectations of the UAE automotive market.
