Unifonic Strengthens Agentic Marketing Vision with Segmentify Acquisition

Ahmed Hamdan (Unifonic Co-Founder & CEO) and Murat Soysal (Segmentify Co-Founder & CEO)

Saudi-based Unifonic, one of the region's leading AI-native customer engagement platforms, has acquired Türkiye-founded Segmentify in a strategic move to accelerate its ambitions in the emerging agentic marketing category.

The acquisition brings together Unifonic's conversational engagement and customer orchestration capabilities with Segmentify's advanced AI-powered personalization, behavioral intelligence, and predictive recommendation technologies.

As enterprises increasingly shift toward AI-driven customer operations, the combined platform aims to automate customer engagement decisions in real time, helping organizations deliver more relevant experiences across every stage of the customer journey.

The deal also represents a significant milestone in Unifonic's evolution from a communications platform into a comprehensive AI engagement ecosystem serving enterprises across emerging markets.

Who Are Unifonic and Segmentify?

Company	Founded	Headquarters	Core Focus
Unifonic	2006	Saudi Arabia	Customer engagement, conversational AI, communications APIs, customer journey orchestration
Segmentify	2015	Türkiye	AI personalization, behavioral intelligence, predictive recommendations, customer analytics

Founded in Türkiye, Segmentify has established itself as a leading AI personalization platform serving enterprise retailers and e-commerce companies across Europe, the Middle East, and Africa (EMEA).

Its technology enables businesses to analyze customer behavior in real time and deliver highly personalized digital experiences that improve customer acquisition, retention, loyalty, and lifetime value.

For Unifonic, acquiring these capabilities significantly strengthens the intelligence layer underpinning its platform.

How Does the Acquisition Strengthen Unifonic's AI Strategy?

The acquisition supports Unifonic's long-term vision of becoming the leading AI engagement platform across emerging markets, particularly within the GCC and broader MENA region.

By integrating Segmentify's behavioral intelligence engine, Unifonic can now empower enterprises to deploy autonomous marketing agents capable of:

• Determining the next-best customer action in real time
• Selecting the optimal communication channel
• Personalizing content dynamically
• Predicting customer intent and behavior
• Automating engagement workflows
• Improving conversion and retention outcomes

Rather than relying on traditional campaign-based marketing, enterprises can shift toward outcome-driven engagement powered by AI decision-making.

According to industry estimates, the global AI marketing market is projected to exceed US$100 billion before 2030, while personalization-driven experiences have consistently demonstrated higher conversion rates and stronger customer retention across digital channels.

What Did Unifonic's Leadership Say About the Deal?

Ahmed Hamdan, Co-founder and CEO of Unifonic, described the acquisition as a major step toward creating a unified AI engagement layer for enterprises operating in emerging markets.

According to Hamdan, customer engagement is entering a new phase where conversational AI, behavioral intelligence, and real-time orchestration are converging into a single technology stack.

Meanwhile, Unifonic CFO Ibrahim Almohaimede emphasized that the acquisition was driven by strategic fit, product depth, and long-term value creation. He noted that Segmentify's technology strengthens Unifonic's competitive positioning within the emerging agentic marketing sector while supporting sustainable international expansion.

Why Does This Matter for the MENA Technology Ecosystem?

The transaction reflects a broader trend emerging across the Middle East's technology ecosystem: regional technology companies are increasingly acquiring specialized AI capabilities rather than building them from scratch.

The move aligns with the region's accelerating investment into artificial intelligence, driven by major initiatives such as:

• NEOM's AI and digital economy strategy
• Abu Dhabi's Hub71 innovation ecosystem
• ADGM's fintech and technology ecosystem
• Saudi Vision 2030's digital transformation agenda
• The UAE National Artificial Intelligence Strategy

As regional enterprises seek greater automation and personalization, platforms capable of combining customer communications, AI intelligence, and real-time decision-making are becoming increasingly valuable.

How Does the Acquisition Expand Unifonic's International Footprint?

Beyond technology integration, the acquisition significantly expands Unifonic's geographic reach.

Segmentify brings established operations and customer relationships across:

Market	Strategic Value
Türkiye	Access to a fast-growing technology and e-commerce ecosystem
United Kingdom	Expanded enterprise customer base
Germany	Strong presence within Europe's digital commerce market

This broader footprint enhances Unifonic's ability to serve multinational enterprises while strengthening its AI product development capabilities.

The acquisition also creates opportunities to introduce Segmentify's predictive personalization technology to MENA and GCC markets, where demand for enterprise-grade AI solutions continues to grow rapidly.

What Is Next for Unifonic?

As organizations increasingly adopt AI-powered customer operations, Unifonic is positioning itself at the center of the emerging agentic marketing movement.

The company's vision extends beyond customer communications toward building a platform where autonomous AI agents can continuously optimize customer interactions, marketing performance, and business outcomes.

With the addition of Segmentify's behavioral intelligence and predictive capabilities, Unifonic moves closer to creating a unified AI engagement platform capable of delivering personalized customer experiences at scale across emerging markets.

For the Saudi startup ecosystem, the acquisition also signals growing confidence among regional technology companies to pursue strategic cross-border expansion and AI-driven growth opportunities.

 

 

 

FAQ

1. What is agentic marketing?
Agentic marketing refers to the use of autonomous AI agents that can independently analyze customer data, make marketing decisions, personalize content, and optimize customer engagement in real time without manual intervention.

2. Why did Unifonic acquire Segmentify?
Unifonic acquired Segmentify to strengthen its AI personalization, behavioral intelligence, and predictive recommendation capabilities while accelerating its expansion into the emerging agentic marketing category.

3. Where is Segmentify based?
Segmentify was founded in Türkiye and serves enterprise retailers and e-commerce businesses across Europe, the Middle East, and Africa (EMEA).

4. How does the acquisition benefit enterprise customers?
Enterprise customers gain access to a unified platform combining conversational engagement, customer intelligence, personalization, and AI-driven marketing automation, helping improve conversion rates, retention, and customer loyalty.

5. What does this mean for the MENA technology sector?
The acquisition highlights the growing maturity of the MENA technology ecosystem, where regional companies are increasingly pursuing strategic AI acquisitions to build globally competitive platforms.