Monday, September 29, 2025
Visa has joined forces with Intella, a leading developer of Arabic-first artificial intelligence models for enterprise contact centers, to co-develop conversational AI solutions tailored for financial institutions across the Middle East and North Africa (MENA).
The partnership, announced on September 23, focuses on creating AI models that support more than 25 unique Arabic dialects, addressing one of the most significant challenges in customer engagement across the region.
By combining Visa’s global financial expertise with Intella’s advanced AI technology, the collaboration aims to transform how banks and financial service providers interact with their customers. Using Intella’s capabilities, the solutions will analyze every customer interaction and convert conversational data into actionable intelligence. This intelligence will then be leveraged by Visa’s partner banks to enhance customer service, strengthen compliance, and optimize agent performance.
As part of this initiative, Visa’s network will gain access to intellaCX, which enables unstructured call data to be used for compliance monitoring, employee performance analysis, and product development. Additionally, the partnership includes Ziila, Intella’s AI agent, designed to further improve customer support and engagement.
“We are not just providing a tool; we are unlocking the real voice of the customer for the entire regional banking ecosystem,” said Nour Taher, co-founder and CEO of Intella. “This collaboration will empower financial leaders to make strategic decisions with unprecedented clarity, driving growth and innovation based on every customer conversation.”
Visa emphasized that the initiative will be supported by its Visa Consulting & Analytics team, which will co-develop and refine the conversational AI solutions, while Visa Implementation Services will oversee delivery and integration across the MENA region.
“Together, we are shaping a powerful unified solution that will empower financial institutions to deliver truly localized and innovative customer experiences at scale, supporting growth and transformation throughout the region,” said Basma Berti, vice president for Visa Consulting & Analytics.
This collaboration comes shortly after Intella announced a $12.5 million Series A funding round on September 2. The investment, led by Prosus Ventures, is being used to accelerate R&D, expand product offerings, and strengthen regional hiring.
Intella already works with enterprises in finance, telecommunications, and government sectors across the Arabic-speaking world. Robin Voogd, head of Middle East investments at Prosus Ventures, highlighted the scale of the opportunity: “The market opportunity in MENA is enormous, with over 7,500 companies and organizations operating across the region and Arabic being the fifth most spoken language globally.”
By leveraging this partnership, Visa and Intella are set to reshape customer engagement across the MENA financial landscape, making banking experiences more localized, intelligent, and customer-driven.
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