Emirates Integrated Telecommunications Company (du) has announced a strategic partnership with Sapia.ai to integrate interactive AI recruitment chat technologies into its talent acquisition processes, ensuring the fair, fast, and highly accurate data evaluation of massive numbers of candidates.
- Partnership announcement on the sidelines of Ruya 2026 exhibition
- Smart interview workflow and reduction of manual screening
- Supporting digital transformation and empowering national talent
- Executive leadership vision for preserving the human element
- Frequently asked questions
Partnership announcement on the sidelines of Ruya 2026 exhibition
du, a leading telecom and digital solutions provider in the United Arab Emirates, announced on Tuesday the signing of a strategic partnership agreement with the global AI-powered talent acquisition platform Sapia.ai. The move aims to integrate advanced interactive assessment solutions into du’s corporate recruitment ecosystem as part of its efforts to expand the use of smart technology across its internal operations and build a qualified future workforce.
The vital partnership was announced on the sidelines of du’s participation in the UAE Careers Exhibition “Ruya 2026”. The innovative platform allows human resources teams to process and evaluate large numbers of applicants and job seekers quickly and with total objectivity, bypassing time-consuming paper and traditional screening methods.
Smart interview workflow and reduction of manual screening
Sapia’s platform relies on an advanced recruitment chat assessment system where candidates undergo a structured, interactive interview based on dialogue and targeted questions through a smart chat interface. Upon completion, they receive customized professional analyses and insights highlighting their strengths and distinguishing traits. In return, du hiring managers receive comprehensive, detailed reports backed by objective data regarding each candidate’s competence and suitability for the open role.
This automated pathway helps significantly reduce exhaustive manual resume screening, allowing human resources officials to direct their time and specialized expertise toward in-depth final interviews and strategic hiring decisions with greater confidence and accuracy.
Supporting digital transformation and empowering national talent
This partnership reflects du’s firm commitment to supporting the UAE’s vision of accelerating the adoption of innovation and digital transformation across all vital sectors. The company is not only deploying advanced 5G networks and fiber optics for its customers, but is also keen to apply the latest smart practices within its internal operational processes.
The platform provides a fair and equitable assessment environment for all applicants, free from any personal biases, which enhances the company’s efforts to attract young national talent and qualify them to assume administrative and technical leadership roles in the telecommunications and digital services sector.
This initiative aligns with Emiratization targets and the empowerment of Emirati youth, as objective, merit-based smart interviews help accelerate the integration of talented young nationals into promising future roles within the digital knowledge economy.
Executive leadership vision for preserving the human element
Fahad Al Hassawi, CEO of du, emphasized the dimensions of this transformation, stating: “Artificial intelligence is fundamentally changing how organizations operate, and this change had to begin within our own internal environment. The initial interview is a pivotal milestone because it represents candidates’ first impression of du as an employer, and this partnership helps us make the experience smoother and more reliable, and we have received extremely positive feedback from applicants.”
For her part, Barbara Hyman, founder and CEO of Sapia.ai, stressed that “the goal is not to remove the human element from hiring, but to equip hiring managers with more accurate data and insights to support their decisions while giving every candidate an equal opportunity to showcase their true capabilities.”
Frequently asked questions
Question: What platform did du adopt to develop its recruitment operations?
Answer: It adopted Sapia.ai, which specializes in AI-driven interactive interviews.
Question: How does a job applicant benefit from the new smart interview system?
Answer: They undergo a structured interactive chat and immediately receive an analytical report highlighting their professional strengths and qualifications.
Question: Where was this partnership between du and Sapia announced?
Answer: It was officially announced on the sidelines of the UAE Careers Exhibition Ruya 2026 in Dubai.
