Saudi's Unifonic Acquires Segmentify to Expand AI Marketing

Unifonic, a Riyadh-based AI-native customer engagement platform, has acquired Türkiye-founded AI personalisation company Segmentify as it expands into agentic marketing, which uses autonomous AI agents to optimise customer engagement in real time.

The acquisition brings together Unifonic's conversational engagement platform with Segmentify's behavioural intelligence and personalisation technology, enabling businesses to automate marketing decisions and deliver more tailored interactions across digital channels.

Segmentify provides AI-powered personalisation, search and discovery, customer intelligence and cross-channel marketing tools to enterprise retailers and e-commerce brands across Europe, the Middle East and Africa.

The deal also broadens Unifonic's international presence through Segmentify's operations in the UK, Türkiye and Germany, while adding to its AI and product development capabilities beyond the GCC and wider MENA region.

According to the companies, the combined platform will help enterprises move away from fragmented customer journeys and disconnected software tools in favour of integrated, AI-driven engagement systems.

The acquisition represents Unifonic's largest investment to date in agentic marketing and reflects a broader shift in enterprise software towards platforms that unify customer data, engagement and marketing capabilities.