Saudi-based customer engagement company Unifonic has announced a major rebranding, repositioning itself from a communications platform to a sovereign, AI-native customer experience (CX) platform. The move signals a strategic pivot to meet enterprise demand for intelligent and autonomous customer interactions, built on a foundation of proprietary regional data and advanced AI.
Quick Facts
- Shifts from CPaaS to AI-native CX platform.
- Focuses on autonomous “Agentic AI” solutions.
- Serves over 5,000 enterprise and public sector customers.
From Communications to AI-Powered Experiences
Unifonic’s rebranding marks a fundamental shift from its origins as a Communications Platform as a Service (CPaaS) provider. The company is moving beyond offering individual communication APIs with bolt-on AI features. Instead, it has integrated its services into a single AI governance and control plane called Agentic Studio, placing artificial intelligence at the core of its entire platform.
This strategic evolution aligns with a broader market trend where enterprises require AI systems that can understand customer intent, retain context, and execute necessary actions. Unifonic is positioning itself for what it calls the “Autonomous AI” era, aiming to help organizations transition from fragmented automation to production-scale AI deployment. The company is also launching a redesigned corporate website to reflect its new identity and showcase its AI capabilities.
The Rise of Autonomous AI Agents
Central to Unifonic’s new strategy is the deployment of autonomous AI agents capable of reasoning, planning, and acting independently to resolve complex customer workflows. These “agentic” solutions are designed to manage the entire customer journey, from marketing automation and acquisition to customer care and retention, while operating under human supervision.
“The cornerstone of this strategic repositioning is our ongoing integration of autonomous AI agents that can reason, plan and act independently,” stated Ahmed Hamdan, CEO and Co-founder of Unifonic. “We are also re-engineering the overall service model so that enterprises are supported to orchestrate outcomes across every system and channel.”
This approach aims to deliver measurable business results by improving efficiency and resolution times.
“By resolving issues on first contact, our platform drives measurable business impact,” said Mohammed Sleeq, Chief Operating Officer at Unifonic. “We have achieved up to 85% automation and faster resolution times, empowering human teams to focus on high-priority tasks that require empathy and critical judgment.”
Sovereign AI and Deep Regional Expertise
Unifonic’s AI-native foundation is strengthened by its focus on sovereign AI, deep localization, and proprietary regional data. This was significantly boosted by its acquisition of SESTEK, a conversational AI company with market-leading speech recognition technology. The acquisition has enabled Unifonic to achieve a 95% dialect recognition accuracy in Arabic, far surpassing the 60–70% average of generic global models.
The company’s platform is built on a cloud-agnostic architecture designed for compliance and governance in regulated industries like banking, finance, and the public sector.
Karim Zaki, Chief Product and Technology Officer, commented: “Our cloud-agnostic architecture and proprietary regional data provide the sovereign foundation for secure, culturally fluent AI in mission-critical environments. Strategic partnerships enable us to deliver high-speed, human-like and Arabic-first experiences, helping enterprises to move from experimentation to production-scale execution.”
About Unifonic
Founded in Saudi Arabia, Unifonic is an AI-native customer experience platform tailored for emerging markets. The company provides enterprises and public sector organizations with solutions to deliver adaptive and predictive customer experiences. By leveraging autonomous AI agents, Unifonic helps businesses automate marketing, customer care, and other engagement workflows across multiple digital channels.
Source: Unifonic
