Unifonic Acquires Segmentify to Build the GCC's Leading Agentic Marketing Platform

Riyadh-based Unifonic has acquired Segmentify, an AI personalisation and behavioural intelligence platform serving enterprise retailers and e-commerce brands across EMEA. The deal, announced on 10 June 2026, marks Unifonic's most significant investment yet in the emerging category of agentic marketing, where autonomous AI agents personalise, orchestrate, and optimise customer interactions in real time.

Founded in Türkiye, Segmentify brings AI-powered search and discovery, customer intelligence, predictive personalisation, and cross-channel marketing capabilities to the combined entity. The acquisition enables Unifonic to offer enterprises a single platform that unifies conversational engagement, behavioural analytics, and real-time personalisation at scale, shifting marketing operations from manual, campaign-led execution to autonomous, outcome-driven orchestration.

For GCC enterprise and public sector organisations, the strategic logic is direct. Unifonic has long served customers across Saudi Arabia, the UAE, and wider emerging markets. By integrating Segmentify's intelligence layer, its platform can now determine the next-best message, channel, and timing for each individual customer without human intervention, improving acquisition efficiency, retention, and lifetime customer value.

Ahmed Hamdan, Co-founder and CEO of Unifonic, described the acquisition as central to the company's vision of building an AI-native engagement platform for emerging markets, one capable of moving enterprises beyond fragmented customer journeys toward adaptive and deeply personalised experiences.

The deal also strengthens Unifonic's international footprint, adding operations in the UK, Türkiye, and Germany, while reinforcing its leadership position across MENA and GCC markets. Segmentify Co-founder and CEO Murat Soysal noted that the combined AI capabilities would deliver immediate benefits to existing clients across Europe and Türkiye, while introducing Segmentify's predictive personalisation to Unifonic's core regional markets where he identified a critical gap for intelligent, real-time personalisation at scale.

Agentic marketing is rapidly becoming a boardroom-level priority across the Gulf. As GCC enterprises accelerate investment in AI-led customer operations, platforms that combine conversational intelligence with behavioural analytics are emerging as foundational infrastructure. The Unifonic-Segmentify combination positions itself at that convergence point, with ambitions to become the definitive AI engagement layer for the region's enterprise sector.

Unifonic's CFO Ibrahim Almohaimede characterised the deal as a disciplined, capability-led investment focused on strategic fit, product depth, and long-term value creation. The company intends to use the combined platform to drive its next phase of international expansion while reinforcing sustainable growth across its existing customer base.

For enterprise technology buyers in the GCC evaluating AI-powered customer engagement infrastructure, this acquisition signals a meaningful consolidation in the agentic marketing space, one worth tracking closely as Unifonic moves to bring its expanded capabilities to market.