Dubai's ENOC signs Microsoft deal to transform fuel stations

AI-driven concept will direct customers to less busy stations, deliver shopping while they refuel, says ENOC Emirates National Oil Company (ENOC) has announced a new partnership with Microsoft to design and develop the service station of the future in Dubai.

The concept centres on the digital transformation of the forecourt to enhance the consumer experience, a statement said. By linking ENOC services with mobile apps and leveraging artificial intelligence, customers can enjoy a personalised and convenient experience that includes directing them to less busy stations on their routes and reducing their waiting time at the pump, it added.

Customers will also enjoy a personalised experience as they get products and services recommended to them based on their preferences and get them delivered to their cars while they refuel. ENOC said it will select a single service station to serve as a pilot. “Dubai has witnessed transformational growth over the past years, largely driven by the emirate’s ability to adopt innovative technology solutions to spur its development,” said Saif Humaid Al Falasi, Group CEO, ENOC.

“Our collaboration with Microsoft will enable us to transform motorists’ and customers’ experiences well before they roll onto the forecourt. By embracing new technologies and introducing novel ideas, we continue our journey towards supporting the Dubai 2021 Plan to become a smart city”, he added.

Advanced machine-learning and AI technologies will use CCTV camera feeds, and data of all types, to manage the queuing and wait times in the forecourt, improve the availability of services and assets, and bring relevant marketing and advertising context to all customers.

“Microsoft’s mission is to help every individual and organisation on the planet to achieve more,” said Sayed Hashish, regional general manager, Microsoft Gulf. “Our customers are the true digital transformation heroes – engaging customers, empowering employees, optimising operations and reinventing business models.

"As we move forward with ENOC on the Service Station of the Future programme, we have the opportunity to redefine the fuel retail experience, establishing ENOC stations not just as efficient service centres, but as enticing destinations for the whole family.”

ENOC Group is wholly owned by the Government of Dubai, and operates 122 service stations across the UAE serving an estimated 120 million customers each year. The company has previously announced plans to build 54 stations by 2020, increasing its footprint by 40 percent.