European marketing technology company Ibexa has introduced its Agentic Marketing Platform in the Middle East, aiming to help businesses automate campaign workflows and coordinate marketing activities across existing technology systems using artificial intelligence (AI) agents.
The platform is designed to connect marketing tools and manage activities from campaign planning to execution, while allowing marketing teams to retain control over strategic decisions, brand guidelines and approvals.
According to the company, the launch addresses challenges associated with managing marketing operations across multiple platforms, including content management, customer data, product information, personalisation and analytics.
While many marketing technology platforms already incorporate AI capabilities, these functions often operate independently within individual systems. Ibexa's approach focuses on connecting these capabilities through AI agents that can coordinate tasks across different applications.
The company said its platform uses open connectivity standards, including the Model Context Protocol (MCP), to enable AI agents to access information and functions within existing enterprise systems.
This allows organisations to introduce agent-based workflows without replacing their current marketing technology infrastructure.
The platform also enables businesses to provide AI agents with organisational information, including brand guidelines, communication preferences and positioning requirements, to maintain consistency across marketing activities.
Marketing teams can determine which tasks agents are authorised to perform and identify activities requiring human approval. According to Ibexa, actions carried out through the platform remain visible and attributable to the users who initiate them.
Bertrand Maugain, Chief Executive Officer of Ibexa, said the company's approach is intended to support marketers rather than replace their decision-making responsibilities.
“We want every marketer to have the opportunity to become an Agentic Marketer,” Maugain said.
He added that marketers would continue to define business objectives and make important decisions, while AI agents would support the execution of those decisions.
The Middle East launch comes as regional businesses explore wider applications of agentic AI across enterprise operations.
In May 2026, Dubai announced a two-year initiative to encourage agentic AI adoption in the private sector, including training programmes, business incubation and funding support.
Ibexa's regional presence is supported by a strategic partnership with Seed Group, which is owned by The Private Office of Sheikh Saeed bin Ahmed Al Maktoum.
Arwa Cherif, Vice President, Middle East at Ibexa, said the opportunity for marketers extends beyond accelerating content production to connecting activities across the marketing function.
She noted that AI agents could take on more execution-related responsibilities while marketing professionals concentrate on creative decisions and business outcomes.
The company identified multilingual campaigns, regional localisation and approval processes as operational considerations for businesses working across the Gulf markets.
Ibexa currently serves more than 1,000 customers and employs over 350 people, including more than 150 engineers.
The company has not disclosed regional revenue targets, customer adoption figures or specific pricing details for the newly introduced platform.
Disclaimer: This article may include information derived from interviews, press releases, public statements, research, company communications and other publicly available or third-party sources. Such material may be summarised, paraphrased or contextualised for journalistic and editorial purposes. All rights in third-party content remain with their respective owners.