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.
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, discuss 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.
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.
Discover three ways Zalando drives creative disruption in fashion retail through AI innovation, ZEOS infrastructure, and cultural storytelling.
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.
Mobile app downloads may be soaring, but retention depends on deeper factors. Experts from Intellect, Plaza Premium Group, and Bitsmedia reveal why trust, timing, and touchpoints are the real engines of mobile app growth.
Amir Rasekh, Managing Director at Nectar360, argues that retail media has outgrown its bottom-funnel stereotype. With AI-powered platforms like Pollen and unified customer views, retail media is now driving full-funnel strategies, from awareness to loyalty, while reshaping how brands and retailers collaborate.
Invalid traffic is silently draining ecommerce ad budgets and corrupting tROAS signals. To scale efficiently, marketers must block fake clicks before they distort campaign data.
