AI is everywhere and for many comms professionals in our region, it is already part of the workflow. Whether it is using ChatGPT to save time on first drafts or automating parts of reporting, these are meaningful shifts. But as the tools evolve and expectations rise, the real question becomes how we move from simple use cases to strategic advantage. Especially when the pressure is on, and deadlines are tight.
Here in the Gulf, we are in a unique position. Our governments are not just investing in AI but rather shaping global conversations around it. From the UAE’s National Strategy for Artificial Intelligence to Saudi Arabia’s Vision 2030, the region is placing digital innovation at the heart of its future. According to PwC, AI is projected to contribute around $320 billion to the Middle East’s GDP by 2030, with GCC countries accounting for nearly $260 billion of that. That level of impact is impossible to ignore.
For communications professionals, especially in finance and professional services, this isn’t just a macroeconomic trend, it is a clear mandate to evolve. AI does not need to be perfect to be useful. Its real value often lies in helping us work faster, spot opportunities earlier, and refocus our time on strategic thinking. Here are five ways I have seen AI make a real difference in our sector, and how you can begin applying it today.
Speed up first drafts
I often use AI when I need to generate a press release or client note under time pressure. It helps me get a structured starting point in minutes. For example, I recently drafted a thought leadership piece for a banking client—AI got me 70% of the way there. I could then layer in tone, compliance checks, and local nuance. It won’t replace your judgment, but it will help you start faster.
Personalize media pitches smarter
When pitching financial results or key milestones to business media across the UAE or KSA, I sometimes turn to AI to analyze a journalist’s past coverage. It helps me refine my pitch so that it’s not just accurate but tailored to their interests. This has notably increased pick-up rates and helped deepen media relationships.
Make complex data digestible
The financial and professional services sector thrive on data but presenting it effectively is a different challenge. AI can help you transform raw reports into board-ready decks. I once used it to translate a 40-page audit summary into a five-slide narrative that a CEO could act on. It suggested headings, layouts, and even visuals aligned to the brand.
Listen in real time, especially during key events
In the Gulf, one comment from a prominent voice during an IPO or fintech launch can shift public sentiment quickly. We have seen AI-powered monitoring tools detect an emerging negative narrative before it escalated. This allowed us to adjust messaging in real time and protect brand equity. The faster the insight, the better the response.
Turn noise into insight
AI excels at pattern recognition. Whether we’re reviewing stakeholder feedback on a regulatory change or monitoring social media sentiment around ESG, AI helps distill the signals from the noise. But the magic happens when we apply human insight to those patterns, using them to adjust strategy, pitch smarter, or align more closely with audience values.
These are not predictions for the future but practices that are already being used by forward-thinking teams today. When applied thoughtfully, AI can give us more time for what truly matters, creativity, strategic context, and meaningful human connections.
In the GCC, trust and relationships continue to be the foundation of successful communication. AI can enhance our efforts, but it cannot replace the human judgment and cultural awareness that drive real impact.
The future of communications in our region is not a choice between technology and instinct. It is about using both together to meet the high standards our clients expect. Professionals who embrace this approach early will not just stay relevant. They will lead.
