The Dubai Land Department (DLD) announced a major leap in customer service innovation with the launch of a unified AI-powered system supported by Microsoft Dynamics 365 CRM.
The initiative, launched at GITEX Global 2025 under the theme “Where Unified Experience Meets Smart Digital Transformation” brings together all customer interaction channels — from the call centre and live chat to social media and the DLD smart app — into one intelligent, fully connected platform.
The collaboration between DLD and Microsoft marks a new phase in Dubai’s digital transformation journey. The platform uses artificial intelligence and automation to enhance service efficiency, simplify processes, and improve overall customer satisfaction. Intelligent tracking tools monitor service requests and performance indicators in real time, ensuring faster, more transparent responses.
The new system provides DLD teams with a 360-degree view of customer interactions, supported by AI-driven analytics and recommendations. This allows the Department to anticipate customer needs, optimise decision-making, and streamline service delivery. The initiative aligns with the objectives of the Dubai Real Estate Sector Strategy 2033 and Dubai Economic Agenda D33, positioning DLD as a global benchmark in smart government service delivery.
Malik: The new face of customer support
As part of its digital transformation, DLD also introduced Malik, an AI-powered omni-channel chatbot that offers round-the-clock assistance across WhatsApp, the DLD website, and the smart app. Malik provides instant responses via text or voice, simplifying inquiries, transactions, and service access. In its first phase, Malik answers the most common customer questions and will soon expand to handle major real estate services digitally, including payments, registrations, and data updates.
The chatbot will be integrated into the unified CRM system, ensuring full synchronisation across DLD’s digital ecosystem. This integration will significantly reduce the workload on call centres while enhancing accessibility, consistency, and user experience.
