AI in Marketing

Aprimo’s Agentic DAM uses specialised AI agents to automate repeatable tasks, enrich metadata, validate claims, generate variants, and personalise content dynamically.

These new capabilities by ActiveCampaign create a continuous improvement engine where AI agents learn and improve over time, delivering AI that users trust like an extension of their team.

Through this partnership, Adobe and NVIDIA will advance the creative industry by developing next-generation Firefly models that will deliver creative precision and control for creativity and marketing pipelines.

AI is moving beyond experimentation to become the connective layer linking data, creativity, media, and measurement. As agentic systems mature, marketing organisations are beginning to orchestrate entire customer journeys through AI-driven collaboration across teams and channels.

AI-generated marketing is everywhere, and consumers are increasingly calling it out. But this isn’t a rejection of AI itself; rather, it’s what standards marketers are willing to sacrifice in the name of speed and scale.

Roberto Andrès Louback talks about building brand trust through consistency, avoiding attribution errors by separating correlation from causation, and how AI models and agents are transforming creative optimisation and marketing experimentation.

Ramadan marketing is shifting from campaigns to participation. Leaders from Yango Play, Ooredoo Qatar and Al Jazeera reveal why authenticity now depends on how products adapt to Ramadan’s lived rhythms, not on seasonal storytelling.

In Martech’s new playbook, intelligence - not just speed - is the real advantage. Intelligent data architecture is becoming the backbone of digital transformation, enabling enterprises to scale personalisation, compliance, and AI-driven engagement with speed and precision.

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.