Furrukh Jawaid, CMO of General Motors Africa and Middle East, speaks to Communicate on the new era where AI, creativity, and emotion converge to redefine brand connection.
The future of marketing isn’t about louder messages or broader reach—it’s about creating meaning that moves people. At General Motors, this vision is steering a new path where data fuels creativity, AI amplifies empathy, and every interaction feels deeply human. Furrukh Jawaid, Chief Marketing Officer for General Motors Africa and the Middle East, shares how the brand is merging technology and storytelling to craft experiences that transcend platforms, turning every moment, from discovery to ownership, into a lasting connection.
Where is ad spend heading?
Ad spending in the region continues to grow, but the real transformation lies in how and where it’s being spent. At General Motors, we shifted from buying reach to building relevance, blending both online and offline channels to create seamless experience-led interactions across the entire customer journey.
That means going beyond traditional media to invest in data-driven, responsive marketing that evolves in real time – from digital content and influencer partnerships that capture attention during the browsing and consideration phase, to on-ground activations and ownership experiences that deepen emotional connection post-purchase. Every moment, whether it happens on a screen or in real life, is an opportunity to strengthen our relationship between our brands and our customers.
What’s next for creativity?
Creativity has no limits. The rise of AI and immersive technologies is expanding what’s possible, allowing brands to turn imagination into experiences that people can truly feel. And as technology and automation evolve, creativity’s role becomes even more human; it’s what brings heart, personality, and purpose into innovation itself.
For us, that means translating insights and data into meaningful experiences that connect with people, emotionally and physically. Everything we design aims to feel smart, natural, and grounded in what people truly value.
How is AI transforming the game?
AI is transforming the way we understand, engage, and build relationships with our customers. It enables us to anticipate needs, personalize every touchpoint, and create a truly connected experience— from the first moment of discovery to long after ownership.
We’ve been laying the foundation through predictive and advanced analytics that inform everything from customer segmentation and satisfaction to operational excellence. But the real power of AI lies in how it empowers people, helping our teams move faster, think smarter and serve with greater empathy.
Because while technology drives precision, it’s humanity that drives loyalty.
