Marketing Strategy

Freshworks CMO Kady Srinivasan on the 27-point gap between attribution models and real pipeline impact — and what AI success should actually measure.

Across the conversations at Vibe Marketing Tech Fest, Dubai, one idea surfaced repeatedly: marketing is becoming less about isolated metrics, channels and functions, and more about connecting the entire customer and business equation.

These capabilities are now available through AnyAI Agent, the company’s enterprise-grade agentic AI solution.

New research reveals that culturally relevant brands are valued nearly 3x higher, giving CMOs new evidence that investing in culture directly drives long-term business value.

According to Katie Soo, companies that can anticipate cultural shifts, build trust across communities, and create genuine connections will have a significant advantage in a world where technology itself becomes increasingly accessible.

David Hicks discusses how leaders can prove business impact, build trust as a competitive advantage, and create organisational resilience through clear purpose, aligned leadership, and customer-centric decision-making.

A new survey reveals CMOs are increasing AI investments, but most marketing organisations still lack the operational readiness, governance and talent needed to scale AI successfully.

As AI reshapes how consumers search and decide, marketers must move beyond clicks and MQLs to focus on visibility within AI-generated answers, redefining performance in a zero-click world.

85% of UAE marketers trust AI to respond to customers versus 81% globally; yet 78% struggle to access the customer context needed for personalised engagement

New research finds that only half of marketing and finance leaders measure how marketing is driving business outcomes, and 71% believe AI-powered marketing tools prioritise short-term performance over long-term brand growth.