du has partnered with Sapia.ai, an AI-powered recruitment platform, to use conversational assessments in its hiring process, the company announced at the Ru’ya Career Fair 2026.
Under the arrangement, job candidates complete a structured chat-based interview through Sapia.ai’s platform and receive personalised feedback on their performance. Recruiters, in turn, receive data summaries intended to reduce the volume of manual screening and focus their attention on candidates who have already cleared an initial assessment layer.
Fahad Al Hassawi, Chief Executive Officer at du, framed the move as an extension of the company’s broader AI strategy.
“AI is changing how organizations 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,” Fahad Al Hassawi, Chief Executive Officer at du said in a statement.
“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,” Barb Hayman, Founder & CEO of Sapia.ai added.
Sapia.ai says its platform has processed more than 10 million candidate assessments and analysed over three billion words since it launched in 2018. Its clients include Qantas, Starbucks, and Woolworths. The company holds ISO/IEC 27001, SOC 2 Type 2, and GDPR certifications, and has published an independent bias audit of its screening model.
Du did not disclose the financial terms of the deal or specify how many roles the platform would cover. The Ru’ya Career Fair, where the partnership was announced, is a recurring UAE event aimed at connecting jobseekers with employers across sectors.
