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