Riyadh-based Unifonic, an AI-native customer engagement platform, has acquired Türkiye-founded AI personalization company Segmentify. The move is set to significantly strengthen Unifonic’s push into agentic marketing, an emerging field that uses autonomous AI agents to manage and optimize customer engagement in real time.
Quick Facts
- The Acquisition: Saudi’s Unifonic acquires Türkiye’s Segmentify.
- The Goal: Bolster Unifonic’s agentic marketing solutions.
- The Reach: Expands Unifonic’s footprint into the UK, Türkiye, and Germany.
A Push Into Autonomous Marketing
The acquisition combines Unifonic’s robust customer engagement and communication tools with Segmentify’s advanced behavioral intelligence and personalization technology. The integrated platform aims to empower businesses to automate marketing decisions, tailor customer interactions on a granular level, and ultimately boost conversion rates across all digital channels.
The core of this strategy is the deployment of autonomous marketing agents. These AI agents are designed to independently determine the next-best message, channel, and timing for every customer interaction, creating a more dynamic and effective engagement cycle without constant human oversight.
Building an AI Platform for Emerging Markets
This deal reflects a larger trend in enterprise software, where businesses are shifting away from using multiple disconnected tools. Instead, they are seeking unified, AI-driven platforms that consolidate customer data, engagement, and marketing functions into a single, intelligent system.
“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 personalized experiences across every interaction,” said Ahmed Hamdan, Co-founder and CEO of Unifonic.
Expanding International Reach
The acquisition is a strategic win for both companies. Unifonic extends its international presence through Segmentify’s established operations in the UK, Türkiye, and Germany, expanding its market reach beyond the GCC and the wider MENA region.
For Segmentify, the deal provides direct access to high-growth MENA markets where demand for sophisticated AI-powered customer engagement solutions is accelerating.
“Combining our collective AI capabilities means we can now provide a wider, more comprehensive set of engagement solutions across our entire global footprint, deeply benefiting our established clients across the UK, Europe, and Türkiye,” explained Murat Soysal, Co-founder and CEO of Segmentify. “Simultaneously, we are incredibly excited to introduce Segmentify’s powerful predictive capabilities to Unifonic’s core MENA and GCC markets, filling a critical regional gap for intelligent, real-time personalization at scale.”
About Unifonic
Unifonic is an AI-native customer engagement platform that helps enterprises deliver personalized customer experiences across all channels. The company provides solutions for marketing, communication, and customer support, enabling businesses to build intelligent and adaptive customer journeys.
Source: Waya
