As AI reshapes customer engagement and fraud grows more sophisticated, businesses need more than identity resolution. Identity confidence is emerging as the foundation for trusted personalisation, security, and long-term customer relationships.
WhatsApp usernames may improve privacy for users, but for marketers, they also mark the start of a handle-first, consent-led and platform-controlled messaging era.
Users now see the platform not just as a marketplace, but as a trusted layer that actively protects and guides their experience. Tools such as QR screening and contextual chat guidance reflect this shift toward a “guardian-led” marketplace model, says Muneeb Farrukh, Director of Product at Bayut.com & dubizzle.
AI-driven marketing demands better data than fragmented stacks can deliver. Max Groth of Decentriq explains how data clean rooms close the gap—with outcome evidence from two published campaigns.
The biggest breakdown is that personalisation is still treated as a tactic rather than an operating system. Many brands understand the value of personalising the ad experience, but execution still happens across fragmented workflows, says Christiana Marouchos, VP of Marketing at StackAdapt.
Martechvibe’s Asked and Answered: There’s been some debate about whether brands need to be ubiquitous in their messaging strategies. So, we asked the brains behind South Africa’s leading brands to share their thoughts on connecting more meaningfully with customers…
AI has erased the gap between zero and “good enough,” but in doing so, it is pushing brands towards sameness. As synthetic creativity floods the market, marketers must prioritise messy, emotional, human storytelling to stand out and rebuild real connections.
On International Women’s Day, Martechvibe asked women in leadership roles across marketing, finance, and technology about what advice they would give their younger selves starting out their careers, knowing all they know now.
AI-generated marketing is everywhere, and consumers are increasingly calling it out. But this isn’t a rejection of AI itself; rather, it’s what standards marketers are willing to sacrifice in the name of speed and scale.
Streaming growth across the Gulf is accelerating the rise of Connected TV advertising, as Smart TVs, FAST channels, and data-driven targeting reshape how brands reach engaged audiences in MENA.
