(Alliance News) - Datrix Spa announced an international strategic partnership between its subsidiary Datrix AI Solutions MENA and Sharaf Future LLC, with the aim of distributing and marketing its AI-based products and technology solutions in the Middle East region.

Sharaf Future General Trading, wholly owned by Sharaf HQ, distributes third-party products, particularly from Italian companies, promoting the commercialization and organizing the distribution of innovative products and technologies targeting, in particular, the retail, manufacturing and utilities sectors in the Middle East.

Datrix will pool the combined expertise of the different business areas, with a particular focus on Martech solutions aimed at the retail, large-scale retail, e-commerce, travel, FMCG, banking and utilities markets.

The solution with which the group begins this collaboration is Audience AI, which uses first-party data from companies to do evolved segmentations and apply AI algorithms to identify interests, do predictive scoring of leads and propensity to consume, and predictive lifetime value of users in order to activate specific constituencies through direct and paid media campaigns.

Sharaf will undertake to support Datrix in the marketing of products and services in the UAE territory, identifying stakeholders and introducing the group to the management of target companies in addition to assisting in the sales/supply contract phase.

"This agreement with Sharaf thus continues the path of strategic collaboration in the Emirates market that began back in March 2023 with Seed Group," reads the company's statement.

"Indeed, the Middle East market plays an increasingly crucial role for Datrix to expand the distribution of its AI solutions and services aimed at data-driven growth of enterprises," the note concludes.

Datrix advances 3.5 percent to EUR1.62 per share.

By Chiara Bruschi, Alliance News reporter

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