Localisation

Together, Luma-Dumbstruck are giving advertisers the ability to turn audience insight directly into optimised, market-ready assets.

While translation enables global reach, brands are finding that true marketing impact depends on localisation, cultural relevance, and scalable content operations that preserve brand consistency across markets.

Olena Lemeshko explores how brands in MENA can combine cultural relevance, authentic storytelling, and technology-driven engagement to build stronger emotional connections with consumers.

Norman Nielsen talks about the evolving relationship between paid and organic growth, the power of localisation in ASO and CRM, and how AI-driven segmentation is unlocking the next phase of personalisation.

Mason Tay shares how brands can scale globally by balancing localisation, data-driven personalisation, and community-led growth while navigating fragmented markets and diverse consumer behaviours.

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.

Alvaro shares how adaptability, local market understanding, and data-led decision-making help Trip.com bridge the gap between travel inspiration and booking, while building long-term brand value across diverse markets.

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.