As organisations across the Middle East accelerate their digitised services and deliver more intuitive user experiences, it is evident that the region’s transformation is now defined not just by access, but by personalisation, agility, intelligence, and continuity. This growing urgency to reimagine digital services is being driven by the rising expectations of evolving stakeholders – customers, citizens, and employees alike. Digital Experience Platforms like Liferay DXP are well adapted to address these evolving and accelerated demands for the creation of personalized and customized digital experiences across different stakeholders, improving engagement and operational efficiency.
Increasingly, organisations are turning to digital experience platforms that unify services, personalise in real time, and create frictionless journeys across touchpoints.
‘Phygital’ gaining speed and precedence
Building on this urgency, a new phase of ‘phygital’ transformation is taking hold. Across industries – from government and finance to retail and healthcare, digital leaders are redesigning services to bridge the gap between in-person and online experiences.
This evolution is powered by modular, headless architectures that separate content from presentation, giving organisations the agility to tailor interfaces for mobile, web, and physical kiosks alike. The goal is a smooth hybrid experience where users can start an interaction in one channel and complete it in another without losing context. Yet this shift is not without challenges. Liferay DXP bridges this gap between physical and digital experiences, enabling organizations to deliver seamless, connected journeys across every touchpoint. The platform empowers businesses to unify data and interactions, creating consistent “phygital” experiences that enhance engagement and loyalty.
“Delivering meaningful personalisation requires a unified view of the user,” points out Moussalam Dalati, General Manager, MEA and France, Liferay. “It is also about re-engineering and recalibrating technology, content, and governance to focus on user needs rather than internal processes, all while maintaining compliance and security. Our Liferay DXP modernises the digital core, empowering the entire ecosystem framework to connect and scale.”
Tech for business enablement
To overcome these challenges, technology platforms are serving as critical enablers. By harnessing real-time analytics, behavioural insights, and low-code tools within hybrid environments, enterprises can deliver scalable personalisation with speed and precision. Cloud-based architectures further empower teams with flexibility, faster deployments, and reduced operational costs.
The addition of AI introduces intelligent decision-making capabilities that enhance responsiveness and innovation. This modular, scalable approach ensures organisations can customise experiences for different audience segments, channels, or geographies, without compromising governance or security. Liferay DXP’s AI adaptivities help businesses create and adapt content quickly, translate accurately by region, and cut time and resource use — enabling faster decisions, greater agility, and higher operational efficiency.
Evolving measures of Impact
As technology evolves from an enabler to a business differentiator, the way impact is measured is evolving too. Beyond traditional KPIs, organisations are now tracking engagement and satisfaction metrics that directly reflect business outcomes.
As digital transformation matures, digital experiences will emerge as the vital focus – driving how organisations design, deliver, and differentiate in a competitive landscape.
The next phase will be shaped by personalisation, composable digital frameworks, and AI-driven intelligence, where real-time feedback and continuous iteration replace one-off digital overhauls.
The future belongs to enterprises that view digital experience as an always-on journey, guided by data, powered by technology, and centred on the user.
Visitors can meet the Liferay team at Booth H4-B40 at GITEX Global 2025.
