Sumerge Unveils Real-Time Personalization at Riyadh Data Streaming Event
▼ Summary
– Sumerge participated in the 2025 Data Streaming World Tour in Riyadh, presenting on “Real-Time Personalization” to reshape customer engagement and drive business growth.
– Real-time personalization enables organizations to shift from reactive to proactive customer experiences, resolving issues instantly and increasing loyalty.
– Research shows 71% of consumers expect personalized interactions, and companies excelling in personalization achieve 6–10% higher revenue growth than competitors.
– Enterprises can modernize by adopting event streaming platforms and data APIs, moving from batch ETL systems to real-time pipelines and embedding AI/ML for proactive engagement.
– Embracing real-time personalization as a future-proof strategy allows organizations to anticipate future customer needs and deliver meaningful, human experiences at scale.
At a major data streaming conference in Riyadh, Sumerge, a prominent digital transformation firm, showcased its groundbreaking work on real-time personalization. Represented by Senior Solutions Architect Mahmoud Salem, the company detailed how this approach is fundamentally changing how businesses interact with customers and fueling significant revenue growth.
During his keynote address, Salem explained the shift from reactive customer service to proactive, predictive engagement. He painted a vivid picture of traditional banking systems, where customers often face repeated errors and frustrating delays. In contrast, he described how event-driven architectures allow companies to foresee customer needs, solve problems before they escalate, and build much deeper loyalty.
Salem pointed to compelling industry statistics: seventy-one percent of consumers now expect interactions to be personalized, and seventy-six percent become frustrated when companies fail to meet this expectation. Businesses that excel at personalization are seeing revenue increases between six and ten percent, significantly outperforming their competitors.
“Personalization has moved from being a luxury to an absolute necessity,” Salem stated. “The companies that master the use of data in motion are the ones who will shape the future of their industries.”
A significant portion of the presentation focused on overcoming the limitations of older technology. Salem outlined a clear path for enterprises to move away from cumbersome legacy ETL systems and mainframe dependencies. The strategy involves adopting modern event streaming platforms and flexible data APIs to build organizations that are truly agile and customer-focused.
Key elements of this modernization roadmap center on a fundamental shift , moving away from batch-oriented ETL systems toward real-time data streaming pipelines. This transition signals more than an operational upgrade; it represents a change in how businesses think about data and its role in shaping decision-making.
Salem emphasized that real-time personalization must be treated as a long-term growth strategy, not a short-lived trend. He called on business leaders to invest in resilient technology and cultivate skilled teams capable of turning data into foresight. The true competitive edge, he explained, comes from predicting customer needs before they surface , transforming responsiveness into proactive intelligence.
“Technology should always serve a greater purpose,” Salem concluded. “Our mission is to make customer experiences more human, more personal, and genuinely meaningful , even at massive scale. When organizations succeed in doing that, the results are clear: strong customer loyalty, sustainable business growth, and a lasting impact in the market.”
(Source: MEA Tech Watch)
