Amazon Web Services (AWS) has said it is supporting a major technology overhaul at lifestyle savings app ENTERTAINER, as the Dubai-founded company marks its 25th anniversary and shifts toward artificial intelligence-driven personalization.
The ENTERTAINER, which operates across the Middle East, Africa and Asia, is migrating its mobile platform to AWS cloud infrastructure and generative AI services, aiming to evolve beyond its traditional “buy one get one free” model into what it describes as a digital lifestyle companion.
At the centre of the revamp is H.A.P.I., a bilingual conversational AI assistant built on Amazon Bedrock, AWS’s platform for developing generative AI applications. The assistant allows users to interact in both English and Arabic, helping them discover offers, plan activities and access customer support through natural language queries.
The company said the AI assistant can generate personalized itineraries for activities such as dining or family outings, while also automating responses to routine customer queries. More complex requests are escalated to human agents, allowing customer service teams to focus on cases requiring personal interaction.
Behind the interface, the platform uses multiple specialized AI agents, including tools designed for planning, search, knowledge retrieval and customer service escalation. The system is supported by an upgraded Amazon OpenSearch backend, incorporating semantic and conversational search to speed up responses and improve accuracy, the companies said.
The ENTERTAINER is also using Amazon Personalize to tailor offers to individual users, alongside guardrails within Amazon Bedrock designed to keep AI-driven interactions safe and relevant.
“We are thrilled to work with the ENTERTAINER as they celebrate a 25-year legacy by reinventing their customer experience through generative AI,” said Chris Erasmus, general manager for the UAE and wider Middle East and North Africa at AWS.
Donna Benton, founder and chief executive of the ENTERTAINER, said the move reflects a broader ambition to embed the service more deeply into customers’ daily lives. “We are leveraging the transformational power of AI to deliver a level of personalisation that is unmatched in the market,” she said.
The updated AI-powered app is now available across the ENTERTAINER’s operating markets, including the United Arab Emirates, Saudi Arabia, Qatar, Bahrain, Oman, Kuwait and Singapore.
