New data shows AI is augmenting Martech rather than replacing it, revealing how SMBs and enterprises adopt AI differently and why understanding the learning curve matters more than the hype.
As agencies navigate the intersection of technology and creativity, AI is emerging as the new creative backbone. Daniel Martins of GALERIA.ag and Raul Braga of Adobe share how AI-driven workflows can scale campaigns without sacrificing originality.
As communication tools race to add AI features, Intermedia’s Irina Shamkova argues that simplicity, trust, and empathy will define the next era of workplace tech.
Orlando Beakbane, Principal Customer Success Manager, Enterprise at Braze, highlights how creativity, powered by AI, automation, and data storytelling, is becoming the key differentiator for brands in a world of lookalike marketing.
Leaders from Rain, UM MENAT, LuLu Group, Wego, and Global Hotel Alliance shared how genAI is reshaping marketing. From domain-specific agents to governance and human oversight, they stressed the need to pair automation with empathy, creativity, and trust.
Tightening privacy laws, the rise of AI, and the shift of customer data into operational systems are redefining how brands build trust and deliver seamless experiences across marketing, service, and operations.
Matthieu Tebaus makes it clear: broad assumptions kill growth in MENA. Brands that generalise across countries or even within cities risk wasting spend and missing demand. He sees AI as a partner, not a replacement—empowering planners and sales teams to evolve from admin roles to trusted growth architects.
Discovery is shifting from stores to AI. Optimising product data for LLMs is now the key to winning visibility and sales in 2025.
It’s tempting to build fast and iterate later. But lasting product success demands something harder: the discipline to build with purpose. Data, AI and Technology leader Sumaiya Noor discusses seven uncomfortable but essential truths about product strategy.
From strategy to storytelling, AI is quietly redesigning the inner workings of modern marketing teams.
