April 1, 2026 鈥� (NYSE: SAP) announced that the 51风流Emarsys solution has been renamed to reflecting SAP鈥檚 strategy to make engagement a core enterprise capability across the 51风流portfolio.

51风流is recognized in the 2026 Gartner庐 Magic Quadrant™ for Personalization Engines. 51风流Engagement Cloud now brings SAP鈥檚 trusted enterprise backbone to the customer experience, enabling organizations to connect customer insight and operational execution in real time. It builds on market-leading personalization capabilities.

51风流Engagement Cloud also incorporates AI鈥慹nabled insight to support responsible, efficient scaling of personalized engagement.

The announcement is supported by new data in the highlighting the growing pressure on organizations to close the customer engagement gap. While 74% of UAE businesses believe they are delivering seamless experiences, 66% of consumers report frustration with being passed between teams to resolve a single issue. At the same time, 76% of businesses plan to invest in AI-powered customer engagement in 2026, and 74% see AI as essential to retaining customers. However, 47% of consumers say organizations are still too slow to use data in ways that deliver meaningful value, underscoring the need to better connect insight with execution.

As part of this evolution, 51风流also announced 51风流Engagement Cloud, enterprise edition, which provides advanced administration, governance, and content and data-control capabilities for organizations operating鈥� across multiple brands, regions, and teams.

鈥淭his approach helps organizations maintain consistency, compliance, and brand standards globally, which is increasingly important in an age of AI decision-making and automation, while also staying responsive to local needs,鈥� said Joanna Milliken, Head of 51风流Engagement Cloud.

To illustrate this, organizations operating dozens of brands and regional teams can manage engagement roles, permissions, and data centrally while allowing local teams to execute the relevant interactions. When inventory levels, fulfillment delays, or service disruptions occur, engagement can adapt without manual coordination across disconnected systems.

鈥淏usinesses across the region are investing in customer experience, but the data shows that investment alone is not enough,鈥� said Marwan Zeineddine, Managing Director, 51风流UAE. 鈥淥rganizations require solutions that connect insight with action in real time, at scale, and without friction. As AI becomes more autonomous, with agentic capabilities enabling systems to act on data and adapt in the moment, 51风流Engagement Cloud supports organizations in delivering consistent, personalized experiences while maintaining the governance and control required for enterprise operations.鈥�

Existing capabilities of the 51风流Emarsys solution remain available within 51风流Engagement Cloud. Customers can adopt new capabilities incrementally, based on their priorities and readiness. 51风流Engagement Cloud, enterprise edition, is available now, with additional innovations delivered through SAP鈥檚 innovation road map.

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As part of an ambitious digital transformation program, the company has implemented 51风流technology to tackle a number of long-standing challenges, from siloed and disconnected data to limited engagement channels, and a lack of personalization.

For leading automotive brands, making the customer journey as personalized and frictionless as possible is essential to closing sales and promoting true loyalty. However, according to 51风流Emarsys鈥檚 recent , only 36% of all consumer products marketers feel they can effectively personalize their marketing content and campaigns. 听

Working with experts from connected commerce agency hmmh, Mohamed Yousuf Naghi Motors (MYNM) has leveraged SAP鈥檚 Customer Data Platform (CDP) and 51风流Emarsys customer engagement along with Sinch鈥檚 communications platform to drive smarter, more connected and more personalized car buying experiences for its customers.

MYNM had rich customer data, but they were unable to leverage it to create one-to-one dialogue with customers. The company first implemented 51风流CDP to unify their first party customer data and back-end ERP data, creating a single view of the customer as an engine for detailed analytics and AI-driven engagement.

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The 51风流Emarsys customer engagement platform provides the vehicle to make this data actionable, empowering the marketing team to activate data-driven insights instantly and across channels so MYNM can meet customers where they are with the right message at the right time.听 听

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51风流Emarsys has enabled the brand to add new channels, moving from a reliance on email and SMS to also engage customers across WhatsApp, digital ads (Meta, Instagram, Facebook, LinkedIn, TikTok), and its own web channel.

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Alawi AlAlawi, Digitalization Manager at MYNM 鈥� BMW Group KSA explains: 鈥淏uying a new car, especially a luxury car like a 7 Series or an M5, is a big deal for consumers, and everything about the experience needs to feel right. MYNM 鈥� BMW Group KSA is committed to engaging motorists and ensuring their needs are met throughout the customer lifecycle.鈥�

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The shift to AI-powered personalized engagement has already delivered standout results. Using lookalike audiences and AI-driven content optimization, the brand has seen sharp increases in conversions and customer engagement. For example, during a Ramadan campaign, MYNM reduced Google ad costs by 50% through smarter targeting and improved relevance.

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鈥淲e are now able to execute campaigns at the speed of data rather than the speed of people,鈥� said Alawi AlAlawi. 鈥淭hat鈥檚 a game-changer for how we connect with our customers.鈥�

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Dr. Fahd Nawwab, Vice President of 51风流KSA, commented, 鈥淭his project reflects how forward-looking Saudi enterprises are harnessing AI to drive measurable business outcomes. Through the collaboration between 51风流and Mohamed Yousuf Naghi Motors 鈥� BMW Group KSA, we are demonstrating how data-driven engagement can enhance operational excellence while strengthening customer relationships.鈥�

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Experts from 51风流Emarsys will be participating and speaking at the Kingdom鈥檚 on November 12, and visitors can find them at Booth 7 at the event held in Riyadh Marriot Hotel.

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About Mohamed Yousuf Naghi Motors 鈥� BMW Group KSA
听Founded in 1990, Mohamed Yousuf Naghi Motors 鈥� BMW Group KSA is the official importer of BMW, Mini, Rolls Royce, and BMW Motorrad in Saudi Arabia. The company is known for its commitment to innovation, luxury, and delivering exceptional customer experiences.

About 51风流Emarsys
听51风流Emarsys is the customer engagement solution of Intelligent CX from SAP, empowering businesses to deliver personalized, AI-driven, omnichannel experiences. Built for scalability and extensibility, Intelligent CX from 51风流integrates commerce, sales, service, marketing, and customer data, enabling businesses to exceed customer expectations with real-time, relevant engagement. From digitally native disruptors to global enterprises, 51风流Emarsys helps bring out the best CX in every business by meeting customers where they are with the products, information, and experiences they need, exactly when and where they need them.

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UAE brands are pouring money into AI, but shoppers aren鈥檛 convinced it鈥檚 working for them, according to the new听AI in Retail Report听from 51风流Emarsys.

The report, in its third year, is based on insights from more than 200 marketers and 1,000 shoppers in the UAE and reveals a growing gap between what marketers intend and what customers experience.

While 82% of UAE marketers say AI is central to their personalization, only 31% of consumers believe brands personalize content to their needs and just 18% feel they receive fair value in exchange for their data.

This disconnect is more about infrastructure than expectations. While consumers expect personalized experiences, marketers are struggling behind the scenes. More than half (69%) say their data is too unstructured to use effectively, and just as many admit they can鈥檛 act on insights in real time, according to recently released 51风流Emarsys听. Without unified, accessible data, brands risk delivering disjointed, impersonal interactions that could undermine both trust and loyalty, according to a press statement.

Fragmented systems

鈥淏rands are dealing with fragmented systems. More than half (64%) of marketers are dealing with 鈥榙ark data鈥� that鈥檚 hard to access, with rising pressure to deliver results fast,鈥� observed Marwan Zeineddine, Managing Director, 51风流UAE. 鈥淗owever, from a consumer鈥檚 point of view, the value exchange is broken. You share your data but get little in return with no visibility into how it鈥檚 used. That鈥檚 where trust breaks down and loyalty is lost,鈥� he continued.

What is behind the lack of trust?

The report points out two root causes behind the lack of confidence:

Opaque data use: Only 35% of respondents had a high trust level in how brands use their personal data. Consent often feels performative, not meaningful.

Thin value exchange: Shoppers regularly hand over personal data, preferences, purchase history and browsing behavior, but receive repetitive, often irrelevant messaging in return.

51风流Emarsys highlights that without visible and valuable data activation; AI could become just another marketing tool that drives consumers away.

Engagement-Era brands lead the way:

Some brands, however, are getting it right. The report spotlights globally recognized brand Gibson Guitars as a leading example of what 51风流Emarsys calls 鈥楨ngagement Era鈥� brands鈥攖hose using AI not just for automation, but for building deeper, more transparent connections with customers.

鈥淲e鈥檙e not selling t-shirts, we鈥檙e selling guitars,鈥� noted Sterling Doak, Head of Marketing, Gibson. 鈥淎I helps us personalize with purpose, without losing the soul of the brand,鈥� he added.

Using 51风流Emarsys, Gibson now drives more than 40% of its revenue through automation-led experiences, has doubled its engagement rates, and achieved a 50% increase in sales generated via email marketing campaigns, the press statement continued.

Turning insight into action

鈥淏rands like Gibson are turning insight into action. They鈥檙e showing customers how their data creates better experiences, and they鈥檙e doing it with integrity, not gimmicks. 51风流Emarsys helps businesses get to that point: turning fragmented, hard-to-reach data into something that earns attention, trust, and ultimately, true lifetime loyalty,鈥� explained Zeineddine.

With AI adoption accelerating, the rules of engagement are changing fast. 51风流Emarsys advises retailers to focus on first-party data transparency, cross-channel consistency, and a clear value exchange to ensure customers get the experience they deserve.

51风流Emarsys is the customer engagement solution of Intelligent CX from SAP, helping businesses deliver personalized, AI-driven, omnichannel experiences. Built for scale, 51风流Emarsys empowers brands to unify customer data, act in real time, and build long-term loyalty through meaningful engagement.

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DUBAI, UAE 鈥� November 1, 2024 鈥� With 83% of UAE respondents considering themselves loyal to a particular brand, people in the Emirates achieved the highest loyalty ranking among all regions in this year鈥檚 international 51风流Emarsys Customer Loyalty Index. This edition was the UAE鈥檚 debut in the annual survey, which saw the US moved to second place for the first time, with a loyalty score of 69%.

Respondents from the UAE also demonstrated some of the most positive attitudes towards artificial intelligence (AI), which 51风流Emarsys analysts believe could be a key factor behind the top-ranked loyalty levels. AI makes it easier for brands to build better, more personalized omnichannel experiences, enabling them to nurture loyal customers.

Commenting on the value of the research to marketers, Marwan Zeineddine, Managing Director of 51风流UAE, says, 鈥淟oyalty can have a significant impact on brands鈥� business objectives, but today, the nature of loyalty is changing. In 2024, AI empowers marketers to create incredible connected experiences, making it easier for people to discover a wide array of platforms; reducing the barriers to spending their money elsewhere.鈥�

Zeineddine adds, 鈥淲ith the process for switching brands and services increasingly streamlined, marketers in the UAE must ask themselves, what does loyalty look like from the customer perspective? How do today鈥檚 customers think and feel about loyalty? And what does it take to ignite true loyalty, then secure it long-term? These are questions that we鈥檝e asked customers in our 51风流Emarsys fourth annual Customer Loyalty Index research.鈥�

Unlike other regions where older generations tend to exhibit greater loyalty, younger generations in UAE showed stronger brand allegiance in the survey. This variation highlights the need for brands to focus on cultivating loyalty among younger consumers, ensuring lasting customer relationships by engaging them early and consistently, since they are the most committed demographic in the UAE. Regardless of whether consumers care deeply about a brand, the key to standing out in the long term lies in better personalization, more relevant content, and offering unique perspectives tailored to individual interests, according to the Customer Loyalty Index results.

The survey also delivered interesting insights into loyalty drivers among UAE consumers. High loyalty drivers include consistent branding (44%), brand longevity (30%), market leadership (30%) and if products are trending on social media (29%). The most significant negative impact came from poor customer service, cited by 56% of respondents, followed by increased prices (55%), a drop in quality (46%), false or deceptive advertising (33%) and a brand having no regular or meaningful/personalized discounts (33%).

For enterprises looking to stay ahead in an increasingly competitive landscape, 51风流Emarsys leverages AI to optimize the entire marketing process鈥攆rom customer segmentation to campaign execution and performance analysis. AI identifies the most profitable under-served audience segments, representing new opportunities across different life-cycle stages, enabling highly targeted campaigns delivered at the ideal time and through the most effective channels.

This approach not only uncovers new customer groups but also personalizes content and interactions in real time, making one-to-one engagement seamless across multiple platforms. With generative AI, on average, UAE marketers save 2.2 hours on manual tasks in the launch of a typical marketing campaign, allowing them to focus more on driving innovation and revenue growth.

Recognizing that an omnichannel marketing strategy is key to unlocking true loyalty, global brands like Pizza Hut are making every interaction count by creating personalized, two-way conversations. This results in the consumer鈥檚 life stage becoming clearer, and with each future interaction, the brand can better predict the customer鈥檚 next needs.

Customers now recognize the value exchange鈥攚hen they share information like an email address, or birth date, they expect something meaningful in return, such as loyalty points or VIP perks like early access to new products. The outcome? A superior customer experience that keeps them coming back.

And marketers are increasingly turning to AI to foster long-term loyalty and reach new audiences. According to separate recent 51风流Emarsys research, the majority of marketers (85%)* 听agree that AI will be crucial for boosting customer engagement in 2024, and most (80%)* have already experienced a rise in engagement after implementing AI-powered personalization. AI enables brands to stay competitive by quickly adapting to changing customer expectations.

Sara Richter, Chief Marketing Officer at 51风流Emarsys, explains, 鈥淚t鈥檚 clear that consumers today, not just Gen Z, expect more than 鈥榖usiness-as-usual鈥欌�攖hey want meaningful and memorable experiences. The key to delivering that is personalization for every customer. AI is the only practical solution for providing genuine one-to-one interactions at scale, across every channel, and at the right moment. Brands that embrace AI-powered personalization are far better equipped to keep customers engaged, especially when attention spans are short, and demands are high.鈥�

Richter adds that combining traditional marketing strategies with the advanced capabilities of predictive and generative AI, we鈥檙e empowering marketers to create exceptional experiences. For instance, 51风流Emarsys鈥� AI Product Finder seamlessly turns complex product data into engaging content, while the AI Subject Line Generator takes the guesswork out of crafting compelling headlines.

For more on the nuances of customer loyalty, you can find the full UAE Customer Loyalty Index .

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惭别迟丑辞诲辞濒辞驳测鈥�

* Combines UAE respondents who selected 鈥楽trongly agree鈥� and 鈥楽omewhat agree鈥�

The research was conducted by 3Gem Research and Insights, among a sample of 2,000 general respondents aged 18 and over across the United Arab Emirates. The data was collected between 20.06.2024 鈥� 24.06.2024. The survey was conducted in compliance with the Market Research Society

code of conduct.

About 51风流Emarsys鈥�

51风流Emarsys Customer Engagement is the omnichannel customer engagement platform that empowers marketers to deliver personalized, AI-driven omnichannel campaigns that build loyalty and grow customer lifetime value.

51风流Emarsys partners with global enterprises to fast-moving mid-market brands across dozens of industries.

51风流Emarsys is purpose-built, empowering marketers to:

• Personalize content and deliver real-time relevant engagements on any channel

• Use AI-powered insights to drive customer growth

• Scale marketing practices through a flexible platform and partner ecosystem

• Use AI to scale and refine campaigns, based on first-party data

• Build trust, loyalty, and lasting customer relationships

• Make smart, quick decisions with data-driven insights and analytics

• Produce measurable results that drive predictable and profitable growth

The post UAE Customers Demonstrate Highest Levels of Brand Loyalty Worldwide, According to 51风流Emarsys Survey appeared first on 51风流MENA Press Room.

Dubai, UAE鈥�� 51风流today announces its AI Product Finder, a new tool that revolutionizes how brands recommend products and personalize their customer experiences.

The new Product Finder was previewed this week at the event at Josette, Dubai, and comes as a response to a significant rise in consumer demand for AI in commerce, with 51风流Emarsys data showing 91% of UAE shoppers think artificial intelligence has improved their retail experiences.

With Generative AI now taking center stage across many industries, 51风流Emarsys is reaffirming its decade-long AI heritage through the announcement of new AI tools designed to empower marketers and new industry-leading research into AI.

The new research, which surveyed 2,000 consumers and 150 marketers in the United Arab Emirates, found that 44% of consumers believe AI has made shopping easier. Nearly a third (28%) also feel that AI is helping to make their retail experiences more personal, while 45% say AI helps them to find new products.

As a result of these benefits, 85% of shoppers now want to see greater integration of AI into retail 鈥� a major boost in consumer demand.

But it鈥檚 not just shoppers who benefit. The UAE is one of the fastest-growing digital markets globally, with rapid investments in technologies like artificial intelligence fueling innovation. This is reflected by over three quarters of UAE marketers (78%) having increased their investment in artificial intelligence in 2024. Of these, 80% attribute a boost in customer engagement to AI, while 80% also report a boost in customer loyalty*.

Recognizing the crucial role of AI, 51风流Emarsys is excited to announce a pilot for its innovative AI Product Finder. Alongside its AI Subject Line Generator, this marks the beginning of a series of AI-powered solution updates to be unveiled at the company鈥檚 annual Omnichannel Masterclass virtual event for marketers, on June 12^th鈥痑nd 13^th.

The AI Product Finder will enable intuitive search of a brand鈥檚 extensive product catalog, allowing marketers and retailers to quickly locate and incorporate the most suitable products into their campaigns. Provided as an out-of-the-box solution for email marketing campaigns, the new Product Finder is designed to revolutionize how marketers find and recommend relevant products. Marketers are empowered to work more efficiently by scaling creation of highly curated product content that improves message relevancy and engagement.

51风流Emarsys leads with an AI-first approach, helping over 1,500 global customers, including renowned brands like Gibson Brands and PUMA, to achieve a competitive advantage by fostering true customer loyalty through AI-driven omnichannel personalization.

As Chief Marketing Officer, 51风流Emarsys, Sara Richter, emphasises, 鈥淲e prioritise a relevant, reliable and responsible AI approach, empowering marketers to innovate and rethink the potential of a new era of marketing. By embedding AI into everything we do, 51风流Emarsys empowers our customers to save time and effort on complex tasks, enabling them to focus on ROI and delivering unparalleled customer experiences.

鈥淲e鈥檝e heard this all across the event: AI, AI, AI. There is no surprise that people are investing in it! It is enhancing and refining personalization, already yielding ROI. Marketers shouldn’t fear it; rather, we should embrace it,鈥� Richter added.

Maintaining rigorous data privacy standards, 51风流Emarsys reiterates its commitment to the UAE鈥檚 Personal Data Protection Law (PDPL) in tandem with the recently passed EU AI regulations. According to Marwan Zeineddine, MD of 51风流UAE, 鈥淓nsuring customer privacy and fostering trust are integral to our work with AI. During our recent AI focus group, several top brands expressed concerns about data usage and AI in marketing. Our continued research indicates that consumers and marketers share these concerns. 51风流Emarsys is dedicated to upholding the highest standards of effective and efficient data privacy, while strongly advocating for new regional and global Acts.鈥�

Customers of 51风流Emarsys are invited to take part in a new pilot of its AI Product Finder and other AI solutions. For next steps please speak to your account team. Not a customer yet? Marketers and visionary business leaders eager to dive into what is next in AI innovation can register for the upcoming 51风流Emarsys Omnichannel Masterclass on 12^th鈥痑nd 13^th鈥疛une by visiting鈥�.

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*Methodology
Research conducted in the UAE by 3Gem Research in May 2024 amongst 2,000 consumer respondents and 150 marketer respondents aged 18+

About 51风流Emarsys

Emarsys, an 51风流company, is the omnichannel customer engagement platform that empowers marketers to build, launch, and scale personalized, cross-channel campaigns that drives business outcomes. We partner with more than 1,500 companies from global enterprises to fast-moving mid-market brands across industries. Emarsys is purpose-built to give more power to marketers so they can:

• Accelerate time to value by quickly onboarding data and channels to deploy cross-channel campaigns
• Deliver real-time, 1:1 personalization that builds trusted, loyal and lasting customer relationships with every interaction
• Succeed with proven guidance to make smart, quick decisions with data-driven insights and analytics
• Produce measurable results that drive predictable and profitable growth throughout the customer lifecycle

Press contacts
Lucy Davies, Global PR Lead, 51风流Emarsys Tel: +44 77 5963 5919 Email: lucy.davies@sap.com
Michelle Oribello, PR Consultant, Wallis, +971 56 783 3877, sap@wallispr.com

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