Martechvibe, Braze Launch Report on How GenAI is Elevating Customer Conversations

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Martechvibe, the region’s premier marketing technology publication, and Braze, a comprehensive customer engagement platform, today announced the release of their landmark report, “AI-Enabled Marketing: How AI is Elevating Customer Engagement in the Middle East.”

The exclusive study provides an in-depth analysis of how Generative and Agentic AI are transforming customer conversations across major sectors, including Travel, Hospitality, Retail, E-commerce, Media, and Entertainment.

Drawing insights from 220 senior professionals—spanning marketing, growth, and CX roles across the UAE, KSA, Kuwait, and Egypt—the report captures how leading brands are using AI to build more personalised, real-time, and emotionally intelligent customer interactions.

The Shift to Conversational AI 2.0

As Generative AI transitions from experimental to essential, the report confirms that Middle Eastern businesses are now entering a new phase of digital transformation—one where marketers are leveraging it to inform and enrich customer interactions.

The report notes that businesses in the Middle East are eager to move beyond simple automation. The challenge, however, lies not merely in adoption, but in strategic alignment—ensuring technology precisely matches customer intent and core business strategy. This shift is ushering in the era of “Conversational AI 2.0,” where systems sense, reason, and respond in real time.

Key Findings Underscore Pragmatic Adoption

The study highlights the region’s fast-moving yet pragmatic approach to AI, where innovation is paired with a fierce focus on measurable outcomes:

• 100% of surveyed businesses prefer off-the-shelf AI solutions to custom-built ones.
• 62% of enterprises fully outsource their AI initiatives due to internal resource constraints.
• A significant challenge remains: 30% of respondents believe that current AI tools struggle to understand nuanced customer intent.

Inside the Report: A Blueprint for CX Leaders

AI-Enabled Marketing is structured to provide a clear blueprint for senior marketing professionals and technology leaders:

1. Current State of AI in Engagement – Examines where businesses stand on the AI maturity curve, confirming widespread enthusiasm despite uneven implementation.
2. The Generative Leap – Details how Generative AI is enhancing conversational depth and personalisation, especially across the region’s culturally diverse customer bases.
3. Future Challenges and Readiness Gaps – Addresses concerns around privacy, scalability, and data integration—the critical friction points slowing the shift toward autonomous orchestration.
4. Investment Priorities and Partnerships – Highlights a majority reliance on off-the-shelf solutions and deepening collaborations with tech partners like Braze.

Braze: From Automation to Autonomy

The report also showcases Braze’s leadership in enabling advanced AI capabilities, such as the strategic integration of BrazeAITM. This allows brands to build experiences that learn from individual behaviors while maintaining strong, marketer-defined governance and control.

Availability 

The full report, AI-Enabled Marketing: How AI is Elevating Customer Engagement in the Middle East, is now available for download exclusively at [Martechvibe, Braze Launch Report].