Durmić has been fortunate during her tenure to have gained exposure across the whole region and collaborated with diverse markets. integration of AI into existing systems and applications. Customers are increasingly seeking hybrid automation solutions, where AI can efficiently handle simple, FAQbased inquiries. More complex queries and transactions can be seamlessly escalated to an AI-powered chatbot that provides deeper support and can manage all transactions.
This approach not only helps streamline operations but also improves the customer experience by providing faster, more accurate responses. The scalability of AIdriven solutions enables rapid deployment, allowing businesses to quickly enhance their customer service capabilities and deliver an exceptional CX. This hybrid automation model represents the next wave of innovation, offering both efficiency and sophistication for organisations looking to meet evolving customer expectations.
How can a channel partner in your industry disrupt the regional market and gain a competitive position?
To disrupt the regional market and secure a competitive edge, a channel partner must prioritise close customer relationships and a deep understanding of local needs. Infobip has made significant investments in this area, establishing offices and local teams across the UAE, Saudi Arabia, Jordan, Pakistan, Qatar, and Egypt.
This presence enables Infobip to provide better customer support, gather timely feedback, and guide businesses through local compliance and regulatory requirements. In addition, Infobip’ s commitment to regional connectivity is reinforced by local hosting capabilities in the UAE, Saudi Arabia, Qatar, and Pakistan, ensuring reliable, regionspecific service.
Which non-competitive business in the region do you admire for innovative usage of technology?
In the region, we have seen innovation in the banking and government sectors over the past two years. Many companies, including some clients, are embracing digital transformation and shifting to nontraditional channels. The integration of AI has notably improved both efficiency and enhanced overall customer journeys.
Additionally, companies like Nissan and Carrefour have demonstrated impressive use of technology, where solutions have contributed to driving sales and supporting business growth. Their ability to leverage technology for better customer experiences and operational efficiency is truly admirable.
Which aspects of your job role do you find rewarding and which challenging?
The most rewarding aspect of my role is working with people. When our team aligns on vision and strategy, the results naturally follow, and that is incredibly fulfilling. Additionally, collaborating with clients and partners and seeing the positive impact we are making in the region is rewarding, reflected in year-over-year growth.
The most challenging part of the role is managing time. Balancing multiple priorities and ensuring that every initiative receives the attention it deserves can be demanding, but it is an ongoing challenge many of us are navigating.
How do you best like to de-stress and recharge off work?
As a new mom, I love spending my spare time playing and discovering things with my son. Watching him learn new words and form his first sentences is incredibly rewarding and a wonderful way to recharge. It is an experience that I believe every parent can relate to. •
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