Unifonic unveils agentic AI customer experience strategy at LEAP 2026

Riyadh — Unifonic has unveiled its transition toward "Agentic AI" for customer experience at LEAP 2026, marking a significant shift in its enterprise software strategy. The company's new AI-native CX platform is designed to move beyond traditional AI assistance, enabling the end-to-end execution of customer journeys while maintaining essential human oversight and control. This strategic move, announced at the prominent technology gathering in Saudi Arabia, signals a deepening commitment to advanced enterprise automation. The announcement at the Riyadh event highlighted a specific focus on "Agentic Marketing," a new AI-powered solution built for comprehensive campaign execution. By deploying Agentic AI, Unifonic aims to automate complex workflows that previously required manual intervention across multiple stages of the customer lifecycle. The platform is engineered to handle intricate processes, from initial customer engagement to final resolution, without requiring constant human prompting. This development reflects a broader industry trend where businesses are seeking more autonomous systems to manage their customer interactions. Unifonic's approach, however, distinguishes itself by embedding a robust mechanism for human oversight. The company asserts that while the AI can manage the bulk of the work, human operators remain an integral part of the equation, ensuring quality and addressing nuanced situations that require human empathy or complex decision-making. The core of Unifonic's strategy involves a platform that supports seamless AI-to-human handover. While the AI agents are capable of executing tasks independently, the system is designed to ensure that human operators can step in when complex or sensitive issues arise. This approach addresses a common concern in enterprise automation: the need for reliable oversight without sacrificing the efficiency gains of AI. The platform's architecture is built to recognise its own limitations and directly transfer context to a human agent, preventing customer frustration and ensuring a smooth experience. According to Unifonic CEO Ahmed Hamdan, the shift to Agentic AI represents a fundamental change in how businesses interact with their customers. The platform is not just about answering queries; it is about taking action and completing processes on behalf of the customer or the business. This transition from conversational AI to agentic systems means that the software can now execute multi-step workflows, such as processing returns, updating account information, or resolving service issues, entirely autonomously. The implications for enterprise efficiency are substantial. By automating these end-to-end journeys, businesses can significantly reduce resolution times and lower operational costs. Furthermore, the ability of the AI to operate around the clock ensures that customers receive prompt assistance regardless of the time of day, a critical factor in today's globalised digital economy. A crucial element of the new strategy is the integration of Segmentify, following Unifonic's recent acquisition of the company. Segmentify serves as the hyper-personalisation engine for the new agentic marketing capabilities. By leveraging Segmentify's technology, Unifonic can deliver highly targeted and relevant interactions, enhancing the overall customer experience. This integration allows the agentic systems to draw upon deep insights into customer behaviour, preferences, and past interactions to tailor their actions and communications. Mohammed Sleeq, Unifonic's COO, emphasised that the combination of Agentic AI and Segmentify's personalisation engine allows businesses to execute campaigns with large-scale precision. The system can analyse customer data in real-time, determine the optimal course of action, and execute it automatically, all while tailoring the experience to the individual user. This level of hyper-personalisation is designed to increase engagement rates and drive better outcomes for marketing initiatives. The integration of Segmentify also enables the platform to continuously learn and adapt. As the AI interacts with customers and gathers more data, the personalisation engine refines its understanding, leading to increasingly accurate and effective engagements over time. This dynamic approach ensures that the customer experience remains relevant and compelling, even as consumer preferences evolve. Unifonic's announcement at LEAP 2026 underscores the growing importance of AI and machine learning in the Saudi digital economy. As enterprises in Saudi Arabia and the broader MENA region seek to improve their customer experience and streamline operations, solutions like Unifonic's AI-native CX platform are likely to see increased adoption. The region is rapidly embracing digital transformation, and advanced AI technologies are playing a pivotal role in driving this change. The focus on enterprise automation and logistics & supply chain applications suggests