Co-founder & CEO
Mohamed Elmasry
Has built technology companies since 2004, from Luxor to the Gulf. Co-founded Tactful AI in 2016 so that no customer feels invisible.
Our story
About Tactful AI: AI Agents that work with service teams
Tactful AI builds The Agentic CX Platform, a customer service platform powered by AI Agents for support and digital sales teams. Mohamed Elmasry co-founded the company in Egypt in 2016 and leads it as CEO. Tactful AI is headquartered in Cambridge, UK, with engineering in Cairo and a partner in Jeddah.
1/10
The problem
“A mother spent 45 minutes on hold just to ask about a delivery for her daughter's birthday.”
With Tactful
Now she gets a WhatsApp update before she even thinks to ask.
Why we built proactive messaging
We believe
World-class technology can be built anywhere.
We believe
World-class technology can be built anywhere.
Where we come fromBuilt from Cairo.
Built from Cairo.
Competing globally.
We started Tactful because we've all been that customer — repeating ourselves, stuck in a queue, feeling invisible. We knew there had to be a better way. So we built it.
Founded in Egypt by engineers with roots in semiconductor design and enterprise software. Built from first principles, not trend decks.
We asked a question most CX platforms never do: what if the platform could actually resolve the problem, not just log a ticket?
That led to a unified infrastructure where engagement, analytics, and governed AI actions work together. Not another inbox or chatbot — an operating system for CX.
Today: HQ in Cambridge, engineering in Cairo, partners across the GCC. Over 130 million engagements processed and growing.
For funding, partnerships and milestones, read our press releases.
Deep-tech DNA
Founded by semiconductor engineers who build from first principles.
130M+
Engagements processed and counting
3 continents
Teams in UK, Egypt, and GCC partner network.
Agentic CX
Pioneering AI agents that resolve — not just respond.
5
Industry verticals with proven deployments
Human-first AI
AI augments your team. It never replaces human judgment.
See it for yourself
Curious how this works in practice?
Book a 30-minute walkthrough. We'll show you the live platform with scenarios from your industry — no slides, no pressure.
Book a DemoOur visionA world where no customer
A world where no customer
feels invisible
Every interaction ends with a resolution, not a ticket number. Businesses don't choose between speed and empathy. AI handles volume so humans handle the moments that matter.
Every customer, heard
Every person who reaches out gets a response that helps. Not a deflection. A resolution.
AI and humans, in harmony
AI handles the repetitive. Your team is present for the complex and the emotional. Technology serves people.
Infrastructure that lasts
Not the flavour of the month — the layer underneath. CX infrastructure teams rely on for years.
What drives us
Principles, not slogans
These aren't on a poster in a break room. They're in the code, the product decisions, and every conversation we have with customers.
Understand before you automate
We understand how operations actually work before touching automation logic. You can't fix what you don't understand.
Humans and AI, together
AI handles volume and repetition. Humans handle nuance and empathy. Collaboration, not replacement.
Infrastructure over features
We build the layer underneath. Infrastructure compounds. Features decay.
Governance is not optional
Every AI action needs guardrails, audit trails, and approval gates. Trust through transparency.
Strategy before technology
Technology can't fix unclear goals. We start with what you're trying to achieve.
From here, for everywhere
World-class technology built from the Arab world. We're proof.
Meet the people who lead Tactful AI
Our leaders have built companies, products and teams across Egypt, the Gulf and Europe. Each profile links to their articles, interviews and talks.
Mohammed Hassan
Co-founder
Co-founded Tactful AI with Mohamed Elmasry in 2016.
Omar Barakat
Director of Engineering
Leads the teams that build the platform. Former CTO at Magentic AI, with a background in machine learning and enterprise architecture.
Ihab Tag
Product Director
A licensed physician turned product leader. Brings evidence-based, diagnostic thinking to building AI products for customer experience.
Hanan Shaban
Director of Operations
More than 10 years across software engineering, delivery and operations. Connects company goals to day-to-day execution.
Kareem Farouk
Chief Financial Officer
More than 20 years in finance and business leadership at GfK, Kantar and BasharSoft. Leads financial strategy at Tactful AI.
Ahmed Mohsen
Marketing Director, Go-to-Market
Runs account-based marketing and AI-powered outbound for mid-market teams. Has worked with brands such as Huawei Cloud and Americana.
Ahmed El-Badry
Marketing Director, Content & Community
More than 18 years in B2B marketing, content and audience building. Built an Arabic media platform and a WhatsApp business messaging platform.
Mostafa Toson
People Experience Manager
More than 21 years in people management and organisational development. Builds the people, structure and culture Tactful AI needs to grow well.
Mohamed Rostom
Senior Manager, Customer Experience
Makes sure customers get real value from the platform, from onboarding to support. Previously led product at Wuilt.
Ahmed Abu Samra
Product Growth Manager
Drives product-led growth at Tactful AI. Founded Speaking Genie, an AI platform for conversational language learning.
Mohamed Abdelkawy
Sales Team Lead
More than 14 years in sales and business development across SaaS, ERP and consulting. Has built and scaled sales teams in Saudi Arabia and MENA.
Join the teamWe don't have “openings”.
We don't have “openings”.
We have a door.
If you're the kind of person who gets excited about making customer experience better — even if there's no role listed — we want to hear from you. The best hires we've ever made weren't on a job board.
Async-first
Write things down, work when you're sharpest, respect focus time.
Remote-friendly
Cairo, Cambridge, your couch. We care about what you ship.
Ship fast, learn faster
Deploy daily. Mistakes are fine — not learning from them isn't.
Learning budget
Conferences, courses, books, certifications — we cover it.
Fun is not optional
Game nights, meme channels, playlists curated with questionable taste.
Give back
Volunteer days, open-source contributions, community CX events.
No CV template required
See where you fit
Seriously — be yourself. We read every application.
Browse our open roles and apply in minutes. No role listed? Reach out anyway — the best hires often write their own.
Explore open rolesNo recruiters. No ghosting. We reply to everyone — even if it's a “not yet, but stay in touch.”
Global presence
Two offices and a partner in KSA
HQ
Cambridge, UK
Sales · Customer Success · Partnerships
Cairo, Egypt
R&D · Product · Engineering
Partner in KSA (Jeddah)
GCC Partner Network
Careers
Build the future of CX with us
We are a team of engineers, designers, and CX obsessives building from Cairo and Cambridge. If you care about making customer experience better, we want to meet you.
Frequently asked questions
Who founded Tactful AI?
Mohamed Elmasry and Mohammed Hassan co-founded Tactful AI in Egypt in 2016. Mohamed Elmasry leads the company as CEO.
When and where was Tactful AI founded?
Tactful AI was founded in 2016 in Egypt.
Where is Tactful AI based?
Tactful AI is headquartered in Cambridge, UK. Engineering is in Cairo, Egypt, and a partner covers the Gulf from Jeddah.
What does Tactful AI do?
Tactful AI builds The Agentic CX Platform. It brings WhatsApp, Instagram, Facebook comments, webchat and email into one inbox. AI Agents resolve routine conversations, and conversations that need a person go to your team.
Let's work together
The teams winning at CX are already using Tactful. Join them.
130M+ engagements processed, +40% CSAT improvement, 40–80% automation. See these results with your channels and use cases.
130M+Engagements Processed
+40%CSAT Improvement
40–80%Effective Automation
30-minute personalised walkthrough. No slides, no pressure.