Credit: Tribe Techie
Unifonic has acquired the AI personalization platform Segmentify to strengthen its agentic marketing capabilities and expand AI-powered customer engagement across the MENA region and emerging markets.
The acquisition combines Unifonic’s communications and customer engagement infrastructure with Segmentify’s behavioural intelligence and personalization technology, creating a unified platform designed to help enterprises automate marketing decisions, personalise customer experiences, and improve conversion rates across digital channels.
The transaction marks a strategic expansion of Unifonic’s artificial intelligence offering at a time when businesses are increasingly investing in technologies that enable real-time, data-driven customer interactions. As enterprises seek to move beyond fragmented marketing tools, integrated AI platforms capable of orchestrating personalised engagement at scale are emerging as a key area of investment.
Founded in Türkiye, Segmentify provides AI-powered personalization, customer intelligence, search and discovery, and cross-channel marketing solutions to enterprise retailers and e-commerce companies across Europe, the Middle East, and Africa (EMEA).
By integrating Segmentify’s technology, Unifonic aims to enable enterprises to deploy autonomous, AI-driven marketing systems capable of determining the most effective message, communication channel, and timing for customer interactions in real-time.
“This acquisition strengthens our vision of building the AI-native engagement platform for emerging markets, one that helps enterprises move beyond fragmented customer journeys toward intelligent, adaptive, and deeply personalised experiences across every interaction,” said Ahmed Hamdan, Co-founder and Chief Executive Officer of Unifonic.
The acquisition also expands Unifonic’s international presence through Segmentify’s operations in the United Kingdom, Türkiye, and Germany, while strengthening its artificial intelligence, engineering, and product development capabilities.
For Segmentify, the deal provides access to new growth opportunities across the GCC and wider MENA region, where demand for AI-powered customer engagement and personalization technologies continues to accelerate.
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“Combining our collective AI capabilities enables us to deliver a broader range of engagement solutions across our global footprint while introducing Segmentify’s predictive personalization technology to MENA markets, where demand for intelligent, real-time customer experiences is rapidly increasing,” said Murat Soysal, Co-founder and Chief Executive Officer of Segmentify.
The acquisition reflects a broader trend within the enterprise software sector, where organisations are consolidating customer data, communications, analytics, and marketing functions into unified AI-powered platforms rather than relying on multiple standalone solutions.
It also underscores growing interest in agentic marketing, an emerging category that leverages autonomous AI systems to manage and optimise customer engagement with minimal human intervention.
As competition intensifies among customer engagement and enterprise AI providers, the ability to combine communications infrastructure, behavioural intelligence, and real-time personalization within a single platform is expected to become an increasingly important differentiator.
The next phase will focus on integrating Segmentify’s technology into Unifonic’s platform and scaling adoption across enterprises in MENA and other emerging markets. The success of that integration could offer an early indication of how quickly businesses are embracing autonomous AI-powered marketing systems as part of their digital transformation strategies.
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Why It Matters to MENA
The acquisition highlights the growing importance of artificial intelligence in the region’s digital economy, particularly in customer engagement, e-commerce, and enterprise software. As businesses across MENA compete to deliver more personalised customer experiences, AI-powered marketing and automation tools are becoming critical competitive advantages.
The deal also reinforces MENA’s emergence as a hub for AI innovation and enterprise technology. By combining Unifonic’s regional reach with Segmentify’s behavioural intelligence capabilities, the transaction strengthens the region’s ability to develop and deploy advanced AI solutions tailored to local market needs.
More broadly, the acquisition reflects a wider shift toward agentic AI systems that can automate business processes, optimise customer interactions, and improve operational efficiency. As AI adoption accelerates across the Gulf and wider Middle East, platforms that integrate communications, customer data, and personalization capabilities are expected to play a central role in the next phase of digital transformation.
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