Riyadh – Sharikat Mubasher: Saudi customer engagement platform Unifonic acquired Türkiye-founded AI personalization company Segmentify, strengthening its position in the fast-growing field of agentic marketing.

The deal brings together Unifonic’s conversational engagement and customer communication capabilities with Segmentify’s AI-powered personalization, behavioral analytics, and recommendation technologies, as per a recent press release.

The combined platform will enable businesses to automate and personalize customer interactions in real time, helping improve customer acquisition, conversion, retention, and loyalty.

Founded in Türkiye, Segmentify serves enterprise retailers and e-commerce brands across Europe, the Middle East, and Africa with solutions spanning personalization, customer intelligence, search, and cross-channel marketing.

Unifonic said the acquisition supports its strategy to build a unified AI-native engagement platform for emerging markets by integrating customer intelligence, personalization, and communication tools into a single ecosystem. The transaction also expands the company's international presence through Segmentify’s operations in the UK, Türkiye, and Germany.

Ahmed Hamdan, Co-founder and CEO of Unifonic, said the acquisition advances the company’s vision of delivering more intelligent and personalized customer experiences, while Segmentify’s leadership highlighted the opportunity to bring its AI-driven personalization capabilities to businesses across the MENA and GCC regions.