Unifonic has acquired Segmentify in a deal that expands the Saudi Arabia-based customer engagement platform’s AI personalization and marketing automation capabilities in MENA.
The acquisition will combine Unifonic’s conversational engagement and orchestration tools with Segmentify’s real-time AI personalization engine, the company says. Founded in Turkey, Segmentify provides AI-powered personalization, search and discovery, customer intelligence, recommendations and cross-channel marketing tools for enterprise retailers and e-commerce brands across EMEA.
Unifonic is positioning the deal as part of a broader push for what it calls “agent marketing,” in which autonomous AI agents can personalize, organize and optimize customer interactions in real time. In practical terms, the company says the combined platform will help businesses determine the next best message, channel and timing for individual customers, rather than relying solely on manual campaign-based marketing.
“Customer engagement is ushering in a new era where artificial intelligence, behavioral intelligence and real-time management converge in a single platform layer,” said Ahmed Hamdan, Co-Founder and CEO of Unifonic. “This acquisition reinforces our vision of building an AI-native engagement platform for emerging markets that enables enterprises to move beyond fragmented customer journeys to intelligent, adaptive and deeply personalized experiences at every interaction.” helps.”
The deal also expands Unifonic’s international footprint. Segmentify brings operations in the UK, Turkey and Germany, while adding behavioral analytics, predictive personalization and AI-based recommendation capabilities to Unifonic’s existing platform.
Ibrahim Almohaimede, CFO of Unifonic, described the acquisition as a “disciplined, capability-based investment” designed to strengthen the intelligence layer of Unifonic’s platform and support the next phase of its international expansion.
Segmentify CEO and co-founder Murat Soysal said the merger will enable the companies to offer a broader range of engagement solutions across their global footprint, while bringing Segmentify’s predictive capabilities to Unifonic’s MENA and GCC markets.
The acquisition comes as enterprise software providers increasingly package their AI capabilities around measurable business outcomes such as conversion, retention, loyalty and customer lifetime value. For Unifonic, the Segmentify deal gives it a stronger layer of personalization as it competes for enterprise and public sector customers looking to automate customer engagement across digital channels.
The financial terms of the acquisition were not disclosed.
