HBS Group has launched Amrak. It is a new service that brings companies into AI through the systems they already run. Your team writes what it needs in plain Arabic or English and Amrak does the work inside your website and CMS as well as your dashboards and your CRM and ERP. Anything sensitive stops and waits for your OK. In this announcement we explain what Amrak is and why we built it. We also show how it works and how it helps your company grow.
What is Amrak?
Amrak is a service in which we build each company its own connector between an AI assistant and its systems. This way AI becomes part of the daily work instead of a tool on the side. The name Amrak (أمرك) is Arabic for "your command" and the whole idea fits in one line: say it and your system does it. The service tagline is Intelligence in Action.
A simple example: publishing one article by hand means logging in and then filling field after field for the title and text and image and category and search details and date. With Amrak someone on your team writes one sentence and then checks the result. A manager who needs numbers asks a question and gets the answer from the company's live data instead of waiting for a report.
Why did we launch Amrak?
Many companies want to use AI but are not sure where to start. The attempt often ends with a separate tool that the team tries once and then forgets. We wanted a practical path that starts from the work the team already does every day and inside the systems it already knows. Nobody has to learn a new system from scratch and nobody has to move your data.
We used Amrak on our own company before offering it to anyone. Every day our website and our articles take written commands through our own MCP connector with more than 200 tools. So do our marketing calendar and our client portal. This announcement and the Amrak service page were added to our CMS through that same connector.
How does Amrak work?
Amrak is built on the Model Context Protocol (MCP). The official MCP documentation describes it as an open-source standard for connecting AI applications to external systems and compares it to a USB-C port for AI applications. It works with well-known AI assistants such as Claude and ChatGPT and we help you pick the provider that fits your company's policy. For a deeper look at the standard read our guide What Is MCP? A Business Guide to Connecting AI to Your Systems.
Every command goes through five steps after your team presses send:
- Understands: works out exactly what was asked.
- Checks: confirms the person is allowed to do it.
- Prepares: gets the change fully ready.
- Asks you: if the action is sensitive it waits for your OK.
- Does it: completes the task and records it.
How do we build Amrak for your company?
We work with every company in six clear stages. The timeline for each stage is agreed with you in the quotation.
- Discovery session: we learn your business and your systems and the tasks that take your team's time.
- Command map: together we pick the most valuable commands and the permissions for each role.
- Build: we build the connector to fit your system.
- Testing with your team: your team uses it for real and we refine it from their feedback.
- Handover and training: a short training session and a ready-to-use command guide.
- Support and growth: monthly follow-up and new commands as your business grows.
What can your team do with Amrak?
- Website and CMS: publish articles and update pages and add new projects to the portfolio. A change such as a new phone number reaches every page at once with a preview first.
- Dashboards and analytics: ask which pages brought the most clients or why visits dropped and get the answer from live data.
- CRM: look up a client or draft follow-ups for clients you have not called in a while. Messages wait for your OK before they go out.
- ERP and operations: check stock and orders and invoices within the permissions you approve.
Every company is different so we build the connector around your sections and your words and your rules. What Amrak can do in each system depends on what that system allows and we confirm it with you in the discovery session. If you are wondering where each kind of AI solution fits read AI Agents vs Chatbots vs Automation.
How does Amrak help your company grow?
- Time back: a task that took many steps across different screens becomes one sentence.
- Fewer mistakes: the same change is made the same way everywhere with no page missed.
- Answers instead of reports: managers ask and get the answer straight from your own systems.
- A faster start for new staff: if they can describe the task they can get it done within their permissions.
- An AI-powered company: AI becomes part of how your company works every day and you can show that to clients and partners with confidence.
To see the impact in numbers inside your own company use the metrics we explain in our guide How to Measure AI ROI.
Is your company's data safe?
Yes. Your data stays in your system and the assistant reads only what each request needs within each person's permissions. Messages to clients and deleting anything and changing prices always stop at you: Amrak prepares the change and shows you exactly what will happen and then waits. Every action is recorded with who asked and when and what changed. You can also switch Amrak off at any time.
Who is Amrak for?
Companies that want to enter the world of AI in a practical way that starts from the work they already do. That includes marketing teams that publish content every week and sales teams that live in a CRM. It also includes operations teams that track orders and stock and managers who want answers from their data without waiting for a report.
How do you get started with Amrak?
Start with a free discovery session with no commitment. You leave it with a command map for your team. Your quotation follows the session and it has two parts: a one-time build fee that covers every build stage and a monthly subscription that starts after handover and covers technical support and regular follow-up. Existing HBS clients get special terms when they add Amrak to their current services. See the full details on the Amrak page.
Ready to bring AI into your company? Tell us which system takes most of your team's time and we will show you what Amrak can do with it. Talk to us.
