Most AI vendor evaluations chase ROI projections. Peak International ran a single, real-world test instead — pitting an internal build against an external platform — and it settled the debate no slide deck could.
As loyalty moves beyond points and discounts, Loyalty & Reward Co’s Srikrishna Mohan and Philip Shelper explain why relevance, behaviour and measurable value will define the next generation of loyalty programs.
As AI becomes a new customer-service touchpoint, brands must use automation to remove friction while keeping human support accessible when customers need it most.
The 2026 World Cup produced a record surge in sports betting acquisition spending — and, according to TrafficGuard's data, a significant share of it may never have reached a genuinely new customer.
As buyers delay contacting vendors until deep into their decision-making, the real constraint on personalisation isn't technology — it's trust.
As AI agents like Alexa for Shopping and Walmart's Sparky curate shortlists rather than search pages, brands need answer-engine optimisation to be seen.
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.
Participation should be viewed more as an opportunity for building sustained brand equity and consumer relationships and less as an indicator, says Hira Omar Aamer, Brand Strategy Director, Sprite, Eurasia and Middle East Operating Unit, The Coca-Cola Company.
Brands need to function as a connected unit grounded in a solid customer data foundation or else they risk missing hidden signals across their organisation, says Varun Sharma, VP & Head of SAP CX – Middle East Africa, SAP.
The Marquee Awards will culminate in a gala celebration on September 10 in Dubai, bringing together marketing and technology leaders to recognise outstanding digital campaigns, innovation, and technical excellence across the Middle East.
