AI in Marketing

Martechvibe conducted its first-ever Inner Circle, a gathering of business leaders mapping the future of marketing movements in the Middle East. Here’s what we learned.

Lorenzo Rossi talks about navigating rising acquisition costs, avoiding metric confusion, leveraging creative testing for growth, and why diversification, localisation, and full-funnel optimisation are essential for sustainable mobile app scaling.

Modern CMOs must blend data mastery, AI adoption, financial fluency and creative leadership to drive measurable business value and lead high-performing teams.

Leaders from consumer tech, product, marketing, and AI shared how community-driven thinking, smarter attribution, and practical AI adoption are reshaping sustainable mobile app growth in an era of constant disruption.

Louise Verschuren shares why app growth is a continuous, full-funnel discipline, how creative has become the new targeting, and why localisation, brand-building, and post-install metrics matter more than installs alone.

Sam Allen, CEO, Iterable, explains what’s holding marketers back. It isn’t talent or ambition; it’s the day-to-day friction of their legacy tech stack. Marketers need technology that removes busywork and simplifies complex tasks into a single workflow. It should reflect how they actually work, says Sam.

The launch of Marketing Automation extends Birdeye’s broader Agentic Marketing Platform, giving multi-location brands a single system to drive Awareness, Conversion, and Experience, without stitching together point solutions.

Mayank Sancheti explains how AI enables scalable user growth by reducing creative fatigue, powering hyper-personalisation, and turning experimentation into repeatable systems across acquisition, onboarding, and retention.

Martechvibe’s State of Martech 2026 report draws on insights from the global marketing community. It speaks on the attitudes towards technology investment, ROI pressure, AI maturity, stack integration, and the decisive shift from experimentation to execution.

Onur Alp Soner talks about why data ownership is a strategic growth advantage, how marketing and product roles are converging, and why real-time analytics and AI-powered personalisation will shape adaptive digital experiences.