Breaking Boundaries: How Toku’s AI-Powered CX is Transforming the Middle East Experience

From Asia Pacific Excellence to Middle Eastern Momentum

Toku, Asia Pacific's leading AI-powered 360° customer experience platform, today announced its entry into the Middle East — a move that marks yet another milestone in its global expansion journey. A leading on-demand services enterprise operating across the region has selected Toku to power its contact centre operations, with the first phase now live in Bahrain and Qatar.  

This multi-market deployment is more than a simple geographical leap; it’s a tangible validation of Toku’s ability to thrive in **high-growth, complex markets**. Leveraging expertise honed in Asia Pacific, Toku brings an advanced, hybrid deployment model that blends cloud flexibility with in-country processing for data sovereignty — an important factor in regions where regulatory compliance is paramount. By integrating seamlessly into existing enterprise systems while supporting Arabic, English, and other regional languages, Toku is answering a call that global incumbents have often struggled to respond to.  

Why the Middle East, Why Now

The MENA region’s contact centre industry is on a fast upward trajectory, propelled by enterprises that need cloud-native solutions able to navigate diverse regulations and serve a multilingual customer base. For organisations spanning multiple Gulf states, delivering a uniform customer experience across borders while meeting local compliance requirements has become more than a goal — it’s a competitive necessity.  

It’s here that Toku’s **competitive moat** becomes evident. “Our first partnership in the Middle East demonstrates how our APAC-first approach has equipped us to succeed in markets with complex regulatory fragmentation, diverse infrastructure, and multilingual requirements,” said Thomas Laboulle, Founder and CEO of Toku. This mindset, paired with cutting-edge AI capabilities, ensures that Toku is not just entering the Middle East — it’s setting the tone for the future of customer engagement in the region.  

Complexity as a Catalyst: Toku’s Proven Playbook

Scaling Success Beyond Borders

The leap into MENA follows Toku’s earlier success in Latin America, where the company deployed its contact centre solution to serve **15 Spanish-speaking countries**. This repeated ability to scale in multi-country environments showcases Toku’s strength in markets where “one-size-fits-all” solutions fail. By offering a composable customer engagement platform, Toku equips enterprises to build tailored workflows that match unique regulatory and cultural landscapes.  

Recognition has followed this success. Appearing in both **Frost Radar™** and **Gartner Cool Vendors** reports in 2025, Toku’s credentials speak volumes. These accolades reflect a commitment not only to meeting customer needs but also to redefining what is possible in emerging and fragmented markets. The upcoming updates on the full Middle East rollout will likely further reinforce this narrative of sustained and strategic growth.  

The Power Under the Hood: Platform Capabilities

At the heart of Toku’s success lies a modular platform that operates at the intersection of cloud communications, customer engagement, and enterprise AI. Features like programmable voice and messaging APIs let organisations weave communication directly into their applications. The omnichannel contact centre, powered by intelligent routing, ensures consistency across every customer interaction, while the **Core AI Suite** — with transcription, summarisation, sentiment analysis, and conversation analytics — caters to the complexities of multilingual environments.  

Finally, the flexibility in deployment means Toku can adapt — whether the need is fully cloud-based, entirely in-country processing, or a hybrid approach. Seamless integration with enterprise systems such as CRM, ITSM, and BI platforms allows customers to orchestrate journeys that are smooth, compliant, and genuinely engaging.  

From Asia Pacific to Latin America and now MENA, Toku is proving that complexity isn’t a barrier — it’s an opportunity. The strategic expansion into the Middle East underscores a future where enterprises can confidently deliver exceptional, compliant, and personalised customer experiences in even the most intricate market landscapes.