About
Where Arabic meets business
intella was founded in Riyadh in 2023 to narrow the gap between generic ASR and the way Arabic is spoken in contact centers. Our team brings experience in Arabic NLP research and contact center work across the Gulf.
The challenge we tackled
Contact center AI designed for English or Modern Standard Arabic often misses the way people speak across the region. Arabic customer conversations take place in local dialects, and generic ASR can transcribe them poorly or flatten them into MSA, losing important meaning along the way.
That leaves Arabic-speaking customers out of the analytics contact center managers depend on. Signals of churn that an English-language system might identify quickly can remain hidden for weeks or go unnoticed altogether.
We created intella for this specific need. Our focus is contact center call analysis, with dialect-accurate transcription, MENA-focused churn signal detection, and analytics built for Arabic conversations.
Progress to date
We launched our first pilot in early 2025. By mid-2025, 3 pilots were running across banking and telecoms. intella now handles 8 Arabic dialect variants, with contact center teams in Saudi Arabia, UAE, and Egypt.
Our pilot work helps us refine dialect coverage and call analytics for Arabic contact centers. Working closely with customers lets us improve the product around the conversations and signals that matter to them.
We are based in Riyadh, with team members in Dubai and Cairo. We are self-funded and growing through pilot revenue.
Our team
A small, focused team working across Arabic NLP, contact center sales, and MENA financial services technology.
Nour Taher
CEO and Co-Founder
Nour Taher led product at an Arabic NLP research group and worked in enterprise sales for a contact center platform serving MENA financial institutions. She founded intella to bring those areas together in one product.
Tariq Al-Rashidi
CTO and Co-Founder
Tariq Al-Rashidi works in Arabic computational linguistics, dialect variation modeling, and ASR for low-resource Arabic variants. He built intella's dialect identification and transcription pipeline.
Layla Darwish
Head of Customer Success
Layla Darwish managed enterprise implementations for a contact center software vendor across GCC markets. She owns each intella pilot from discovery through ROI reporting, keeping results on track within the 90-day window.
Adam Youssef
Head of Machine Learning
Adam Youssef works in speech recognition research for Arabic dialects and acoustic modeling for underrepresented variants. At intella, he leads work to improve dialect accuracy and churn signal detection precision.
Our way
Customer calls guide the product
Every pilot gives feedback that sharpens signal accuracy. Customers help us build the signal library.
Built for the region first
We design for MENA from the beginning. Arabic dialect coverage and the needs of MENA contact centers are central product requirements, not later additions.
Accuracy before scale
We take on only a few pilots at once, so each customer can work directly with our team. An open self-serve model is not right for us yet.
Partner with a team that gets it
We are a small, focused team. If your contact center uses Arabic and churn detection matters to you, apply for the pilot and speak with us directly.