The acquisition adds AI-powered personalization and behavioral intelligence tools to Unifonic’s platform as the Riyadh-based company pushes to build an AI engagement platform for emerging markets.

Unifonic, an AI-native customer engagement platform, has acquired Türkiye-founded AI personalization company Segmentify. This step aims to strengthen its push into agentic marketing. A growing category that uses autonomous AI agents to manage and optimize customer engagement in real time.

The acquisition brings together Unifonic’s customer engagement and communication capabilities with Segmentify’s behavioral intelligence and personalization technology. The combined platform aims to help enterprises automate marketing decisions, personalize customer interactions, and improve conversion rates across digital channels.

Why You Should Care

As enterprises increasingly adopt AI to automate customer engagement and marketing operations, the ability to personalize interactions at scale is becoming a competitive advantage. By combining customer communications, behavioral intelligence, and personalization tools within a single platform, Unifonic is positioning itself to capitalize on growing demand for AI-native enterprise software across emerging markets.

Founded in Turkey, Segmentify is an AI personalization and behavioral intelligence platform serving enterprise retailers and e-commerce brands across EMEA. It provides AI-powered personalization, search and discovery, customer intelligence, and cross-channel marketing solutions. 

The acquisition brings together Unifonic’s conversational engagement and orchestration capabilities with Segmentify’s AI personalization engine. The combined platform will allow enterprises to deploy autonomous marketing agents. These agents should be capable of determining the next-best message, channel, and timing for customer interactions in real time.

“This acquisition strengthens our vision of building the AI-native engagement platform for emerging markets, one that helps enterprises move beyond fragmented customer journeys toward intelligent, adaptive, and deeply personalized experiences across every interaction,”  

Ahmed Hamdan, Co-founder and CEO of Unifonic

The Ripple

The acquisition extends Unifonic’s international footprint through Segmentify’s operations in the UK, Türkiye, and Germany, strengthening the company’s AI and product development capabilities while expanding its reach beyond the GCC and wider MENA region.

For Segmentify, the transaction provides access to new markets where demand for AI-powered customer engagement solutions continues to grow.

“Combining our collective AI capabilities means we can now provide a wider, more comprehensive set of engagement solutions across our entire global footprint, deeply benefiting our established clients across the UK, Europe, and Türkiye. Simultaneously, we are incredibly excited to introduce Segmentify’s powerful predictive capabilities to Unifonic’s core MENA and GCC markets, filling a critical regional gap for intelligent, real-time personalization at scale,”

Murat Soysal, Co-founder and CEO of Segmentify

The deal also reflects a broader trend in enterprise software, where companies are seeking to consolidate customer data, engagement, and marketing capabilities into unified AI-driven platforms rather than relying on multiple disconnected tools.

What to Watch

The acquisition marks Unifonic’s most significant investment yet in agentic marketing, a category attracting growing attention as businesses look to automate customer-facing operations. 

The next test will be how effectively the company integrates Segmentify’s technology into its platform and whether enterprises across MENA and other emerging markets accelerate adoption of autonomous AI-powered marketing systems.

As competition intensifies among AI engagement providers, the ability to combine customer intelligence, personalization, and communications within a single platform could become a key differentiator in the race to build the next generation of enterprise software.