customer data

These capabilities create a continuous intelligence loop across Iterable, where customer context informs each interaction and every response improves what happens next.

Brand preference doesn’t disappear, but it splits into two audiences. The consumer still forms the preference. They decide which brands they trust enough to let an agent act for them, and that decision stays emotional and human, says Brian Kealey, Managing Director, APAC, Klaviyo.

The new integration gives Klaviyo’s customers a seamless way to reach audiences on MNTN Performance TV and re-engage them across email and SMS.

Clay unifies a company's full context: CRM data, product usage, campaign engagement, calls, emails, and more.

Across the conversations at Vibe Marketing Tech Fest, Dubai, one idea surfaced repeatedly: marketing is becoming less about isolated metrics, channels and functions, and more about connecting the entire customer and business equation.

Brands need to function as a connected unit grounded in a solid customer data foundation or else they risk missing hidden signals across their organisation, says Varun Sharma, VP & Head of SAP CX – Middle East Africa, SAP.

As enterprises move beyond simply unifying customer data, the next challenge is making that context actionable across marketing, AI and commercial systems, says Mohamed Ali, RVP MENA at Zeotap.

AI is reshaping performance and lifecycle marketing by automating repetitive work while shifting marketers towards strategy, context-building, creativity, and human judgment.

By deploying Google Cloud's full-stack AI, Verizon will continue modernising its customer experiences, unifying enterprise data, and scaling AI across the enterprise.

Merkle MENA’s Deepak Mankani outlines that only retailers who move from fragmented stacks to integrated, agentic CXM will bag higher conversion, bigger baskets, and lower service costs.