Press Releases
19 Aug 2025
Revamping Services and Initiatives Through the Virtual Assistant (Mahmoub)
Dubai’s Roads and Transport Authority (RTA) has revamped a range of services and initiatives through its corporate virtual assistant Mahboub, targeting multiple customer segments. This step reinforces RTA’s efforts to provide service delivery across digital channels and introduce the next generation of the 360 Services Policy, aimed at enhancing customer experience through integrated, seamless, and proactive digital services, accessible via shared platforms such as the “Dubai Now” application.
The updates align with RTA’s Digital Strategy 2030, which complements Dubai’s Digital Strategy and aims to build a 100% data-driven, agile, and technology-enabled transport sector, in addition to the Artificial Intelligence Strategy 2030, designed to consolidate RTA’s global leadership in AI-powered mobility.
Among the updated services is the integration and enhancement of driver and vehicle licensing processes, allowing customers to complete their transactions within minutes using UAE Pass for digital identity verification and secure payments via Dubai Sadad. These enhancements promote greater reliance on digital channels and reduce the need for in-person visits.
Currently, Mahboub provides 330 diverse services, including fine payment, vehicle renewal, nol card top-up, appointment booking, and more, with full support in both Arabic and English. Since its initial launch in October 2018 as a Natural Language Processing (NLP)-based service, Mahboub has become a pioneering virtual assistant in improving customer experience and advancing Dubai’s digital transformation. In 2024, it was further enhanced through the integration of Generative AI (GenAI) technologies.
Operating across RTA’s website, smart applications, and WhatsApp, Mahboub has since handled over 27 million conversations and completed 800,000 transactions Known for its rapid response rate, it maintains a live chat transfer rate of only 1.5%, reflecting its high accuracy in addressing customer needs without human intervention. This has reduced demand on call centres by up to 70%, saving customers time and effort.