Today's Edition
KHALED AL KHAWALDEH (ABU DHABI)
With a renewed focus on artificial intelligence, the 40th ADIPEC conference in Abu Dhabi showcased cutting-edge technologies transforming the energy sector. This year's conference brought together innovations impacting the entire energy value chain, from extraction to consumer experience.
While much of the technology displayed focused on optimising energy extraction, ADNOC Distribution, the retail arm of ADNOC responsible for service stations, is using AI and digital tools to revolutionise the customer experience.
"The company is continuously working on enhancing the customer experience through innovation and digitalisation," Athmane Benzerroug, Chief Strategy, Transformation & Sustainability Officer at ADNOC Distribution, told Aletihad on Monday. "AI offers us an incredible opportunity to unlock incremental shareholder value while delivering an improved experience for our customers."
At ADIPEC's inaugural AI Forum, ADNOC Distribution presented several innovations, including automated smart checkouts, a groundbreaking automated fuelling proof-of-concept, and an AI model that provides predictive demand analytics. This model allows ADNOC to optimise fuel delivery across a network of more than 550 stations in the UAE.
Across 20 active projects, Benzerroug said ADNOC Distribution is leveraging technology to improve customer service, reduce the carbon footprint of operations, and stay ahead of evolving trends in transportation. One key trend is the growth in electric vehicles (EVs), which saw double-digit sales growth last year. Although the EV market is still relatively small, it is expected to represent a significant part of the energy mix soon.
"Our goal is to own the EV customer experience by providing the best service at our stations," Benzerroug explained. To this end, ADNOC has introduced an automated "plug-and-charge" EV charging system, allowing customers to simply plug in their vehicles and let the system handle the rest. "Charging progress is displayed on customers' phones via our app, and payments are processed automatically, so they can enjoy our cafes and restaurants worry-free."
Benzerroug emphasised that creating a seamless customer experience is essential to ADNOC Distribution's strategy, with a particular focus on converting fuel customers to convenience store patrons. This conversion rate is at 25%, the highest in five years, and the company is working to ensure that EV customers follow a similar trend.
"AI and technology enable a smoother customer journey, offering an innovative, AI-driven experience that minimises wait times, especially during peak hours. Customers can refuel or recharge peacefully without waiting at the register," he added.
