Ibexa, a European firm specializing in marketing orchestration, has deployed its new agent-based system in the Middle East. According to Khaleej Times, the tool embeds autonomous AI units into daily marketing tasks, linking existing software to manage campaigns from initial planning through final delivery. The company currently serves over 1,000 clients and employs more than 350 staff, with over 150 engineers on its team.
To establish its regional footprint, Ibexa formed a strategic alliance with Seed Group. Khaleej Times notes that Seed Group is controlled by the private office of Sheikh Saeed bin Ahmed Al Maktoum, which will help Ibexa operate in Dubai and the wider Middle East and North Africa area. This expansion coincides with Dubai’s broader efforts to adopt autonomous AI. On May 4, 2026, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, the Crown Prince of Dubai, unveiled a two-year program to support such technology in private businesses. The Dubai Chamber of Commerce leads this initiative, which provides training, incubators, and funding.
The new system addresses the fragmentation common in digital marketing, where teams often juggle separate tools for content, data, and analytics. By allowing AI units to coordinate across these connected systems, the platform helps organizations manage simultaneous Arabic and English campaigns. It utilizes open connectivity standards, such as the Model Context Protocol, enabling agents to work within existing infrastructure without forcing a complete technology overhaul. Organizations can also feed brand guidelines and tone preferences into the system to maintain consistency.
Bertrand Maugain, CEO of Ibexa, stated that the goal is to give marketers a new way to direct AI rather than replacing human oversight. He explained that people set the outcome and protect the brand, while agents provide the execution power to turn those decisions into action. Arwa Cherif, VP Middle East at Ibexa, added that the opportunity extends beyond content generation to connecting work across the entire marketing operation. Teams can define agent permissions, set approval thresholds, and track executions, ensuring actions remain visible and traceable to the initiating user.