personalisation

Functional value is now beating brand familiarity, says Sara Richter, CMO at SAP Emarsys. To rebuild loyalty, brands need to go beyond transactions and deliver relevance, recognition, and reward – in real-time. It starts with first-party data…

Apple’s WWDC Day 5 made one thing clear: the future isn’t mobile-first—it’s presence-first, privacy-first, and performance-focused. Marketers who embrace this shift will lead the next wave of personalised CX.

Apple’s WWDC 2025 marks a strategic leap toward AI-native, hyper-personalised, and spatially aware user experiences, giving marketers a preview of the tools and tech that will redefine customer engagement.

Fibr AI combines AI agents with an optional human support to provide marketers with a CRO-driven website that optimises itself in real-time to different user groups, segments, and campaign paths.

Airship’s Branching and Custom Views use a visual editor and integrate with the platform’s AI-driven automation, segmentation, and experimentation features.

Customer acquisition in financial services is at a tipping point. As AI unlocks radical personalisation and privacy rules reshape data use, marketers must rethink how they measure, target, and convert—before they fall behind.

As retailers are less focused on playing catch-up to manage the essential ‘housekeeping’ of personalisation, they are freed up to prioritise work on building the immersive, visually-rich experiences that delight and engage their customers.

Just under 40% of consumers said personalisation increases their affinity for a brand and makes them more likely to purchase an item.

Vibe Marketing Tech Fest brought together thought leaders across the Middle East to discuss future trends and technologies, and how they will impact the marketer’s role.

Agentic AI is redefining customer support by delivering personalised, reliable experiences at scale—building loyalty through speed, memory, and meaningful interactions.