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.
From AI disruption to brand decentralisation, marketing insiders weigh in on what to watch, what to fix, and what to double down on in 2025.
While 86% of global executives call AI core to their strategy, new reports from Kyndryl, Qlik and S&P Global reveal that complexity, cultural inertia, and capability gaps are keeping organisations from unlocking its true potential.
As technology budgets tighten and ROI expectations grow, the real question isn’t whether SaaS and AI platforms are being used—but whether they’re making a difference.
Customer acquisition in financial services is at a tipping point. As AI unlocks radical personalisation and privacy rules reshape data use, marketers must rethink how they measure, target, and convert—before they fall behind.
