Unifonic, a Riyadh-based AI-native customer engagement platform, acquired Türkiye-founded personalization company Segmentify on June 12, 2026. The deal marks Unifonic's largest investment to date in agentic marketing, a strategy that uses autonomous AI agents to optimize customer engagement in real time.
Expanding agentic marketing capabilities
The acquisition merges Unifonic's conversational engagement platform with Segmentify's behavioral intelligence and personalization technology. This combination allows businesses to automate marketing decisions and deliver tailored interactions across digital channels. The companies stated the combined platform will help enterprises replace fragmented customer journeys and disconnected software tools with integrated, AI-driven engagement systems.
Segmentify currently provides AI personalization, search, discovery, and cross-channel marketing tools to enterprise retailers and e-commerce brands. Its operations span the UK, Türkiye, and Germany. This footprint broadens Unifonic's international presence and adds product development capabilities outside the GCC and wider MENA region.
Shifting toward unified customer data
The deal reflects a broader shift in enterprise software toward platforms that unify customer data, engagement, and marketing capabilities. Marketing teams managing complex campaigns can use such integrated systems to reduce friction between analytics and execution. Professionals looking to build these skills can explore resources on AI Learning Path for Marketing Managers to better connect technology with campaign strategy.
By integrating Segmentify's tools, Unifonic gives enterprise retailers deeper behavioral intelligence. This move positions the combined entity to compete more aggressively in the AI for Marketing sector across Europe, the Middle East, and Africa.
Why this matters for marketing professionals
For marketers, this acquisition signals a departure from managing multiple disconnected software vendors. Autonomous AI agents will increasingly handle real-time routing of customer interactions, requiring marketing teams to focus on strategy and behavioral targeting rather than manual campaign adjustments. You will need to evaluate new platforms based on how well they unify your customer data, rather than just adding another standalone tool to your stack.
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