As AI accelerates marketing decisions, Sarah Maina of AppsFlyer explains why trusted measurement, reliable data and human oversight will determine whether that speed translates into sustainable business growth.
People may follow a hospitality brand because of a beautiful beach or an attractive offer, but they remain connected because of how the brand makes them feel, says Nina Mohamed, Cluster Director of Marketing & Communications at Mövenpick and Pullman Resort Al Marjan Island.
According to Roxana Nicolescu, VP, Brand Marketing & Social Media (Global), Wego.com, attention is not necessarily disappearing; it is becoming more fragmented, selective and rapidly reallocated between feeds, creators, searches, messages and cultural moments.
As footfall drops and delivery consolidates around fewer, more reliable restaurants, UAE F&B brands built for destination dining are missing the habitual, convenience-driven customers who are actually ordering right now.
According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, the question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.
Most organisations begin with reputational and regulatory concerns, because those risks are easier to quantify. However, mature organisations eventually understand that ethical AI starts with protecting people, says Alexander Merkushev, Head of AI Projects at Yango Tech.
As AI agents and automated traffic reshape digital advertising, performance marketers must prioritise traffic quality over clicks to improve bidding accuracy, reduce wasted spend, and drive meaningful conversions.
Future MarTech Leader initiative throws the spotlight on Dina Barakat from Google.
