Unaric expands its UK AI footprint with DESelect acquisition
London-based software company Unaric has acquired US-based Salesforce independent software vendor DESelect, expanding its AI-driven tools and strengthening its position in the European market. This move, Unaric’s ninth acquisition in two years, reflects the growing trend of AI integration within digital platforms and signals a broader push towards AI-enhanced solutions for businesses. The deal underscores the importance of AI-driven tools for optimizing operations across sectors. The transaction, valued in the eight-figure range, enables Unaric to integrate DESelect’s marketing optimization tools, which already serve a strong enterprise customer base. DESelect's tools specialize in data segmentation and audience engagement within Salesforce Marketing Cloud. Unaric's software aggregates and structures data from various sources, with its existing product processing significant volumes of calls, payments, and external data. This acquisition supports Salesforce's transition to a "digital labor platform" by integrating and scaling previously disconnected applications through AI agents. Unaric's tools help Salesforce customers enhance departments such as sales, marketing, and payments. The shift is supported by Salesforce’s Agentforce strategy and a $6 billion UK investment, with the UK as its European AI hub.
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