du announced a partnership with Sapia.ai, an AI-powered recruitment and talent intelligence platform, to embed AI across du’s hiring process. This expands the use of AI from the technologies and services du delivers to how it operates internally and builds a future-ready workforce.
Announced during the Ru’ya Career Fair, the collaboration sees Sapia.ai’s platform using 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 following the experience. Recruiters and hiring managers receive data-driven candidate insights that reduce manual screening and help them focus their time and expertise on more considered hiring decisions.
The partnership reflects du’s continued approach to AI and digital transformation. As the UAE accelerates AI adoption across sectors, du supports the country’s ambitions through the connectivity, infrastructure and digital capabilities needed to scale new technologies, while applying the same innovation within its own operations. Through Sapia.ai, du is bringing this approach to recruitment, improving efficiency and supporting better-informed decisions while creating a stronger experience for candidates and hiring teams.
Fahad Al Hassawi, Chief Executive Officer at du, said: “AI is changing how organisations operate, and for us that 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. Our partnership with Sapia.ai allows us to use AI to make that experience more consistent, efficient and insightful for candidates and our hiring teams. The early response is very encouraging for us, considering the feedback we have received from the candidates.”
Barb Hayman, Founder & CEO of Sapia.ai, said: “du is demonstrating what thoughtful AI adoption in recruitment can look like at scale. Our objective is not to take people out of hiring decisions, but to use technology to create a more consistent experience for every candidate and give recruiters better information to base their decisions. The engagement we have seen from du candidates shows the potential for AI-powered recruitment to improve hiring efficiency and the experience people have with an employer.”
du’s participation at Ru’ya Career Fair 2026 provides a platform to showcase how technology is shaping the recruitment experience alongside the evolving opportunities available to jobseekers. The Sapia.ai collaboration reflects this focus, bringing a more consistent, data-driven approach to how du identifies and engages talent while keeping people at the centre of hiring decisions.
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