How Sala Entertainment Leverages AI to Transform Customer Experience & Developer Productivity

Snaptec delivered two AI-powered solutions built on Amazon Web Services, enabling Sala Entertainment to serve 150,000+ users with intelligent automation while accelerating their development lifecycle by 99%.

Sala Entertainment

Sala Entertainment, a subsidiary of Veda Holding, is a leading entertainment company based in Saudi Arabia operating a popular ticket booking and entertainment platform. With over 150,000 active users, the Sala app enables customers to discover events, book tickets, manage loyalty rewards, and charge digital wallets — all in both English and Saudi Arabic.

As their user base grew rapidly, Sala faced two critical challenges: scaling personalized customer support without proportionally increasing headcount, and maintaining code quality across their Magento 2 e-commerce backend as development velocity increased.

Scaling Support & Development Without Scaling Cost

Sala Entertainment’s growth brought two distinct but equally critical operational bottlenecks:

Customer Support at Scale

Customers struggled with navigating multiple app pages for ticket booking, and the support team was overwhelmed with repetitive queries about bookings, wallet balances, and loyalty programs. With a bilingual user base (English and Saudi Arabic), delivering fast, accurate, and personalized support required a solution beyond traditional FAQ pages.

Developer Productivity

Manual Magento 2 code reviews consumed 30–60 minutes per pull request. Reviewers inconsistently applied Magento best practices, security standards, and coding conventions across the Salahub backend repository. This created bottlenecks in the release pipeline and occasional quality escapes to production.

Two AI Solutions, One Unified Vision

Snaptec designed and delivered two complementary AI solutions, both powered by Amazon Bedrock, addressing customer-facing engagement and internal developer productivity simultaneously.

AI Chatbot

A bilingual conversational AI assistant embedded in the Sala booking app, powered by AWS Bedrock Agent with Nova Premier and Amazon Transcribe for voice input.

M2 Code Review

An automated AI code review system for Magento 2, triggered by GitHub pull requests, analyzing code quality, security, and best practices in seconds.

Powered by AWS

Both solutions leverage AWS managed services for security, scalability, and cost efficiency — deployed in the AWS Middle East (Bahrain) region.

Solution Architecture

Both solutions follow serverless, event-driven architectures for automatic scaling and minimal operational overhead.

Measurable Business Impact

Both solutions delivered immediate, quantifiable improvements across customer experience and engineering efficiency.

By leveraging AWS Bedrock, we transformed both our customer experience and development workflow — delivering AI-powered support to 150,000+ users while our developers ship faster with confidence.

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