Redington partners Resulticks to expand AI-driven customer engagement across emerging markets

The five-year alliance aims to strengthen AI-powered customer engagement capabilities across the Middle East, India and Asia, while enabling channel partners to expand solution portfolios, build specialised expertise and tap new business opportunities worth over $150 million.

Redington has entered into a five-year strategic distribution partnership with customer engagement technology provider Resulticks to expand the adoption of AI-powered audience engagement solutions across the Middle East, India, South East Asia and South Asia (SESA). The collaboration is expected to combine Redington's channel ecosystem with Resulticks' real-time engagement platform to help enterprises deliver data-driven customer experiences across multiple digital channels.

As part of the agreement, Redington will support the expansion of Resulticks' business across key Middle East markets while reinforcing its presence in India. At the same time, Resulticks will work with Redington to accelerate growth opportunities across the broader SESA region. The two companies estimate the partnership could address a market opportunity exceeding $150 million over the next five years.

Partnership focuses on AI adoption and partner growth

The collaboration places significant emphasis on strengthening the channel ecosystem through partner enablement, demand generation initiatives and ecosystem development. The companies said they will introduce a structured engagement programme designed to help partners develop expertise in AI-powered customer engagement technologies while creating new revenue opportunities through performance-driven incentives.

The partnership also seeks to help organisations adopt real-time, end-to-end audience engagement strategies by integrating artificial intelligence with customer data to enable more personalised and connected interactions across the customer lifecycle.

Commenting on the partnership, Sayantan Dev, Global Head, Software Solutions Group, Redington, said: “As organizations increasingly look to engage customers in real time and make smarter decisions through AI, the demand for intelligent, data-driven engagement platforms is growing rapidly across our markets. This partnership with Resulticks brings those capabilities into the Redington ecosystem, enabling our channel partners to deliver more intelligent and connected customer experiences. Just as importantly, it creates meaningful new opportunities for partners to grow – expanding their solution portfolios, building new capabilities, and unlocking stronger revenue potential. Together, we are enabling our ecosystem to move forward with confidence and truly Unlock Next.”

Companies target regional expansion through joint leadership

Redickaa Subrammanian, CEO of Resulticks, said: “Across industries, companies are rethinking how they use data to build deeper and more meaningful relationships with their customers. The Resulticks platform was designed to help organizations bring together data, AI, and engagement into a single, unified approach – allowing businesses to orchestrate real-time interactions across the entire customer journey. Working with Redington gives us the ability to scale this vision across multiple markets through an ecosystem that understands the local landscape and can help customers translate technology into measurable outcomes.”

Adding to this, V. S. Hariharan, Managing Director and Group CEO, Redington, said: “This partnership reflects how Redington is advancing from a traditional distribution model to a true technology orchestrator – shaping and scaling ecosystems that deliver next-generation capabilities across markets. Our collaboration with Resulticks unites deep market access, a powerful partner network, and advanced AI-driven engagement platforms to create meaningful impact for customers. Together, we are empowering partners and enterprises to Unlock Next – driving new value, smarter outcomes, and sustained leadership in an increasingly data-driven world.”

The partnership will be jointly led from Dubai, India and Singapore, reflecting the companies' strategy to expand AI-driven customer engagement capabilities across key regional markets. Through the collaboration, Redington and Resulticks aim to strengthen enterprise adoption of real-time engagement technologies while enabling channel partners to build differentiated capabilities and support customers' digital transformation initiatives.