Nearly half of technology marketers and communications professionals in the United Arab Emirates and Saudi Arabia say artificial intelligence is improving efficiency, but that creativity, storytelling and cultural understanding remain the decisive factors in standing out in an increasingly crowded digital marketplace, according to a new regional survey.
The findings come from a study by Action Global Communications and IMR at the University of Nicosia, which surveyed more than 600 marketing and communications professionals across the technology sectors in the two Gulf states. The report, titled Cracking the Code of Tech Comms, points to a growing push for balance between automation and human-led insight as AI tools become more widely adopted.
While AI is reshaping campaign execution, 46% of respondents said true brand differentiation still depends on creativity and strategic thinking. About 30% said AI’s main value lies in personalization and engagement, while 21% viewed it primarily as an operational tool.
“This survey confirms what we see every day: the future of communications belongs to those who combine data-driven precision with creative human insight,” said Euan Megson, managing director for the Middle East and North Africa at Action Global Communications. “In an age of unprecedented change, brands need to engage audiences more deeply, whether through insight or entertainment.”
Trust and clarity alongside innovation
As digital transformation accelerates across the region, technology companies say customer trust is becoming as important as innovation itself. Forcepoint, an AI-native data security firm, said buyers are increasingly focused on transparency, accountability and data protection.
“As new digital tools reshape how information is created and shared, organisations need more than good storytelling — they need clarity customers can rely on,” said Emre Onat, senior regional marketing manager at Forcepoint. “People want to understand how their data is used, protected and governed.”
Saudi-based cybersecurity executives echoed that view, warning that many brands still struggle to communicate customer value rather than product features. Forty-three percent of respondents said messaging in the sector remains overly technical.
“To engage audiences, we must focus on the value we create, not just product specifications,” said Marilena Nikou, senior marketing strategy executive at Odyssey Cybersecurity. “In cybersecurity, the narrative should be about enabling growth and mitigating risk, not listing features.”
Shift towards visual and story-led content
The survey found that visual storytelling is the most effective way to explain complex technologies in both markets. Around 40% of respondents said videos, infographics and product demonstrations resonated most with audiences, followed by emotional storytelling and real-world case studies.
More than 75% of those surveyed said thought leadership should be a core pillar of technology marketing, reflecting demand for proof-driven and human-centric narratives.
“Digital and social platforms are oversaturated, with every company trying to be omnichannel,” said Cyril Largent, regional marketing manager for the Middle East, Türkiye and Africa at Genesys. “What cuts through is storytelling that highlights value and impact. AI can enable this, but it cannot replace human creativity.”
PR, localisation and regional nuance
Beyond content format, respondents highlighted challenges in reaching the right audiences, building credibility quickly and adapting global strategies to local cultures. Nearly 40% said they were increasing budgets for integrated communication strategies combining public relations, content and digital marketing.
Logicom, a regional technology distributor, said public relations remains central to simplifying complex technology and demonstrating real-world impact.
“Digital marketing alone does not deliver ROI,” said Jean Magdy, an IT specialist at Logicom. “Companies need a 360-degree approach that blends PR, content and engagement, especially in B2B markets.”
More than half of respondents stressed the importance of trust, local insight and culturally nuanced messaging, while 45% pointed to fragmented media landscapes as a challenge requiring country-specific strategies.
Looking ahead, respondents ranked AI and automation as the sectors with the strongest growth potential over the next five years, followed by fintech, healthtech, edtech and logistics.
“The message is clear,” said Camilla d’Abo, managing director for the UAE at Action Global Communications. “Success in modern communications depends on engaging audiences on a deeper, more human level, even as technology continues to evolve.”
