SelfDrive Mobility has announced the official launch of the SelfDrive Intelligence Assistant (SIA), a multilingual conversational AI system designed to simplify and personalize the car rental experience. The platform, now live on the company’s website and mobile channels, enables customers to search for, compare, and book vehicles through natural language interactions in over 40 languages — from English and Arabic to Mandarin, Hindi, and Malayalam.
The company describes SIA as the first commercially available conversational AI tool developed specifically for car rentals in the region. Instead of navigating conventional interfaces, users can complete the full booking process by messaging SIA directly. The system is built to interpret intent, understand context, and provide instant responses, reducing friction in what is often a multi-step digital transaction.
Developed and trained on more than 2.5 million user sessions, SIA’s recommendation engine adapts in real time to user behavior, providing more relevant options with each interaction. This approach aligns with the wider shift in mobility technology toward personalized, adaptive services that minimize user effort while improving accuracy and trust in digital systems.
The booking process also integrates intelligent shortcuts — or “Hot Keys” — designed to accelerate user navigation and payment completion. Customers can finalize reservations using multiple payment methods, including Mastercard, Visa, American Express, Apple Pay, and secure Pay-by-Link options. Transactions are encrypted and comply with international security standards to maintain data privacy and reliability throughout.
Beyond convenience, SelfDrive positions SIA as part of a broader movement supporting the UAE’s national artificial intelligence strategy, which seeks to integrate AI-driven efficiency and personalization into key industries. With roughly 94 percent of UAE organizations identifying AI as essential to future business models, SIA’s launch demonstrates how localized innovation can contribute to this wider transformation.
Since its soft launch, SelfDrive reports a 25 percent increase in AI-facilitated bookings, indicating early adoption and user comfort with conversational mobility systems. To mark the commercial rollout, the company is offering promotional discounts of Dh100 on monthly rentals and Dh50 on shorter bookings made through SIA.
While the system automates standard queries and transactions, SelfDrive maintains that human oversight remains integral to its service approach, allowing customer agents to handle more complex or personalized interactions. The company’s leadership emphasizes a balance between AI-driven efficiency and human engagement as central to its long-term mobility strategy.
SIA’s rollout will expand to SelfDrive’s operations across the GCC, the UK, Ireland, and Turkey, with ongoing updates aimed at deepening personalization and predictive capabilities. As the system evolves, it represents a step toward a future where AI operates not merely as a tool but as an adaptive co-pilot for digital mobility experiences.
