Telecom and digital services provider du has partnered with AI recruitment platform Sapia.ai to embed artificial intelligence across its hiring process, extending the technology from the services it delivers to the way it builds its own workforce.
The collaboration was announced during the Ru'ya Career Fair. Sapia.ai's platform uses conversational assessments to help du's recruitment teams evaluate large candidate pools more efficiently. Candidates complete a structured chat-based interview and receive personalised insights afterwards, while recruiters and hiring managers get data-driven profiles that reduce manual screening and free up time for more considered decisions.
The move fits du's wider approach to AI and digital transformation. As the UAE accelerates AI adoption across sectors, du supports national ambitions through its connectivity, infrastructure and digital capabilities, and is now applying the same innovation internally.
Fahad Al Hassawi, Chief Executive Officer at du, said AI adoption has to begin from within.
"The recruitment process is an important part of that journey because it is a person's first meaningful interaction with du as a potential employer,"
he said, adding that the early response, based on candidate feedback, has been encouraging.
Barb Hayman, Founder and CEO of Sapia.ai, said the aim is not to remove people from hiring decisions. Instead, the technology is meant to give every candidate a more consistent experience and give recruiters better information to work with. She said the engagement from du candidates points to the potential of AI-powered recruitment to improve both efficiency and the employer experience.
du's presence at Ru'ya Career Fair 2026 also allows it to showcase how technology is reshaping recruitment alongside the opportunities open to jobseekers. The company says the partnership brings a more consistent, data-driven approach to identifying and engaging talent while keeping people at the centre of hiring decisions.
News Source: Ogilvy
