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B2B buying has grown opaque, fragmented, and increasingly unpredictable. Shekar Hariharan, SVP of Marketing, HG Insights, explains how unified buyer intelligence is becoming the new operating system for high-performing GTM teams.

Brands that delegate design and decision-making entirely to algorithms inevitably fall into homogenisation, where content starts to look and feel the same. The consequence is not just creative fatigue, but a measurable decline in long-term results, says John Speers, Joint Managing Director Middle East at MSQ.

Digital out-of-home is evolving fast, blending programmatic buying, AI-driven creative, and retail media links. Rebecca Callaghan and Anu Bijoy explore how DOOH can balance ethics, privacy, and performance while embracing innovation.

Marketing leaders from Team Saudi, Amsa Hospitality, MSQ Middle East, and Cenomi Centers share how emotion, experience, and empathy are redefining brand relationships with consumers in Saudi Arabia.

By compressing insights, creative testing, and journey orchestration, brands can boost effectiveness, build a culture of experimentation, and unlock self-funding growth flywheels that drive profit impact beyond cost savings.

From pop-up collaborations to limited-edition drops, influencers and creators are stepping into the kitchen to co-create products that boost sales, drive engagement, and deliver shareable dining experiences.

With one in four calls going unanswered, AI voice agents are stepping in to close the gap. Alex Hunsucker, CPO at LocaliQ, and Emiliano Tomasoni, CMO at Wildix, share how AI voice agents are transforming marketing by converting missed calls into meaningful conversations and insights.

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 mobile marketing evolves, the debate between direct-to-app campaigns and web qualification flows continues to divide the industry. Igor Lyubimov, CEO of web2wave, shares why mobile marketers should see Web2App not as a rival but as an essential part of a diversified growth strategy.

Ted Sfikas, Field CTO, Amplitude, explains why marketers should prioritise experimentation to reduce wasted spend, improve ROI, and turn first-party data into actionable insights through disciplined test-and-learn approaches.