MENA

Consumers are changing the way they make decisions and where they make purchases. Brand leaders are tracking these shifts to align retail strategies to evolve in tandem.

The consumer has evolved, and brands are trying to catch up. Keep the message simple, and build a community where people genuinely talk about your brand, says Layal Akouri, Partner and CEO at Nadine Njeim Beauty. Word of mouth today is far more valuable than running an ad.

Successful change management isn’t about systems — it’s about people. Martechvibe spoke to enterprise leaders about driving this AI transformation by addressing resistance, embedding learning modules, and connecting each role to the bigger vision of customer experience so everyone wins.

In-store retail is being reimagined, shares Andrey Dorosh, Regional Retail Director, MENAT markets at Samsung Electronics MENA. When paired with digital channels, physical retail becomes critical to a true omnichannel strategy—one that meets customers where they are, both online and offline.

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

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.

Future MarTech Leader initiative throws the spotlight on Dina Barakat from Google.