Bahrain's Ministry of Industry and Commerce has developed its marketing campaign licensing service for the commercial sector as part of the government's efforts to improve service quality and re-engineer services. 

The service uses artificial intelligence (AI) to issue licences for promotional campaigns and commercial discounts.

The enhanced service reduces the processing time from 3 working days to an immediate and automated process, while cutting the number of application steps from 6 to 3 and the required approvals by 25%.

The service also improves the user interface and experience, simplifies procedures and standardises service information across all channels, contributing to greater efficiency and faster processing.

Undersecretary of Industry and Commerce Eman Ahmed Al Doseri affirmed that the service is part of the Ministry’s adoption of innovative digital solutions aimed at reducing transaction costs, improving the business environment, and enhancing the experience of Consumer Protection customers.

She added that the Ministry plans to expand the use of AI technologies across several Consumer Protection Directorate services, in line with the government’s digital transformation goals and efforts to improve service quality by shifting from traditional procedures to smart services.

These efforts form part of a broader government drive to develop and re-engineer services. More than 1,300 government services have been documented, translated and published, with 800 of them developed and re-engineered across various sectors, based on feedback from the National Suggestions and Complaints System (Tawasul), investor feedback and mystery shopper reports, as well as service guides and service-level agreements, supporting more efficient procedures, better service quality and an improved user experience.