How ADNOC Distribution is elevating the consumer journey at the pump

Maaz Qureshi, vice president of Digital Business at ADNOC Distribution, says the company is investing in AI-powered solutions to drive operational excellence

by Kudakwashe Muzoriwa

October 23, 2024

How ADNOC is elevating the consumer journey at the pump

Q. What innovative technologies did ADNOC Distribution showcase at GITEX this year? How do you see these advancements impacting the future of the energy sector?

ADNOC Distribution highlighted several key initiatives at GITEX 2024, including a robotic electric vehicle (EV) charging arm as part of our E2GO charging program, a self-checkout system that uses machine learning (ML) for a seamless customer experience, an AI-enabled Fill & Go fueling, Plug & Charge automatic EV charging, and plans for AI-enabled fuel and convenience stores of the future.

These innovations demonstrate how the company is transforming the service station experience in the UAE and further afield. By leveraging AI and advanced digital technology, we are driving digital transformation and exploring how ML, data analytics, and automation can enhance our operations.

Q. How is ADNOC Distribution using technology to improve the customer experience at its retail stations?

We are investing in data-driven, AI-enabled solutions to enhance customer experience while driving operational excellence and sustained growth.

We use AI and digital technology to deliver hyper-personalized customer experiences, reduce wait times, and improve store operations. For instance, our Fill & Go service facilitates seamless fueling using automatic license plate recognition or QR code scanning, which then activates customer preferences in the ADNOC Distribution app. This service is currently available at 13 stations across the UAE, with a national rollout planned by the end of 2024.

Our Click & Collect service allows in-app ordering of ADNOC Oasis products for delivery to your car or in-store collection. The service is now available at more than 50 stations across the UAE, and its suggestions are powered by data-driven, hyper-personalised customer preferences.

Furthermore, for EVs, our E2GO Plug & Charge feature automatically recognises your car and starts charging once you plug in after a one-time setup on the ADNOC mobile app. Currently available for select auto manufacturers, this feature creates a seamless charging experience. Once charging is complete, all our customers have to do is unplug and drive off, with payments handled automatically within the app itself.

Q. What tech innovations are you currently developing or considering? How do these align with the changing consumer requirements and the market?

We currently have more than 20 AI-focused projects either operational or under development across the company and are working towards a smart station model where AI enables every step of, well, everything.

ADNOC Distribution views AI as critically important across our value chain. This could, in the future, include using algorithms to select the best sites for new service stations, employing big data to identify underserved areas, and maximising returns on investment in the process.

Other tools would then be deployed to design the service stations themselves, maximising design efficiencies and creating optimised layouts that best serve our customers’ needs.

Once stations are built, AI tools can help determine which products appear on the shelves, a process called Intelligent Assortment. By aggregating and analysing customer purchase data, we will be able to predict what products our customers want and optimise our stores to maximise turnover and customer satisfaction. Predictive product demand mapping further optimises shelf space by preventing slow-selling items from taking up valuable space and avoiding stock-outs of popular products.

Additionally, real-time AI-enabled monitoring tools will enhance the operational efficiency of our convenience stores by notifying staff of cleaning requirements, predicting maintenance needs, and helping manage queues to ensure a smooth and pleasant customer experience.

Q. What strategies is ADNOC Distribution implementing to expand its EV charging infrastructure in the UAE?

ADNOC Distribution is progressing with EV coverage nationwide, and we see ourselves as a key enabler for EV mobility in the coming years. We are well-positioned to achieve our operational objectives for 2028, aiming to increase the number of fast and super-fast EV charging points to at least 500.

By the end of this year, we expect our charging network to encompass between 150 and 200 fast and super-fast chargers, up from 53 at the end of 2023. It is essential for us to ensure that our charge point operator (CPO) business is efficient, seamless, and reliable for the consumer.

Our CPO plan involves electrifying all key highways in the UAE by building EV super hubs with fast and super-fast EV chargers. To offer reliable and convenient access to EV charge points, we integrate charging services with our smart app, ADNOC Wallet.

The app allows customers to manage their transactions, monitor their consumption, and access loyalty benefits. The roll-out of Plug & Charge is another step towards a digitally integrated, AI-enabled charging future, with ADNOC Distribution leading the way for the future of mobility in the UAE and beyond.