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Focus

Creator marketing has a proof problem, and incrementality is the answer

As budgets shift toward creators in the Gulf, the industry’s next hurdle is showing it builds new demand rather than reshuffling the old. That was the…

NEWS

2PointZero’s Jawad Hassan joins DPAA board as MMG expands OOH business

Abu Dhabi-based media executive Jawad Hassan has joined the Board of Directors of the Digital Place-Based Advertising Association (DPAA), bringing a UAE and wider EMEA perspective…

COMMUNICATE-AI-HUB

Are agencies actually using AI, or just selling it?

Fiona Menzies has a story that every CMO running an RFP process this year will recognize, even if they haven’t said it out loud yet. Eden…

AGENCIES

What is AI actually getting wrong in regional creative?

Start with the ad everyone actually remembers, because it makes the sharpest possible case that the industry keeps blaming the wrong culprit. In December 2025, McDonald’s…

COMMUNICATE-AI-HUB
Branded

Transparency in the storm: How the GCC managed crisis communication

By Hoda Rizk

Ounass expands into physical retail activations with Stage

By Communicate Staff

Aramco remains Middle East’s sole entrant in Kantar BrandZ global top 100

By Communicate Staff

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

By Communicate Staff
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Are GCC Brands Actually Using AI, or Just Talking About It?

Ask Fiona Menzies whether Eden House uses AI in its marketing and the answer isn’t yes or no, it’s a spectrum. This year her team made…

AGENCIES

How the world’s AI leaders are shaping their own communications

Artificial intelligence has moved from the technology pages into the mainstream business, political and cultural conversation. For companies such as OpenAI, Anthropic, Google and Microsoft, communications…

COMMUNICATE-AI-HUB

Has OpenAI’s Rough Year Actually Cost It Trust in the GCC?

OpenAI had a strange kind of month. On August 31st, the company switched on self-service ChatGPT ads across 31 European markets, India and MENA, the same…

COMMUNICATE-AI-HUB

Is AI replacing creativity, or redefining it?

Every creative revolution arrives with the same anxiety: if machines can do what humans do, what happens to the humans? Generative AI has revived that question…

COMMUNICATE-AI-HUB

Is the Middle East ready for AI, or already ahead?

For years, the global AI conversation has been framed as a two-horse race, Silicon Valley and Beijing setting the pace while everyone else scrambles to keep…

COMMUNICATE-AI-HUB

The Age of Abundance: Communicate AI 2026 Reveals Its Theme.

For decades, advertising and marketing operated around a simple constraint: making things took time, money and people. That constraint is disappearing. Generative AI can now produce…

COMMUNICATE-AI-HUB

Why the UAE is betting on food manufacturing to build its next growth engine

The UAE is positioning food manufacturing as more than a food-security imperative. It is emerging as a strategic pillar of industrial diversification, trade and consumer packaged…

INSIGHTS

AI is rewriting brand image in the GCC — and companies may be carrying ‘narrative debt’

As brands across the GCC increasingly look beyond traditional search to ensure they are visible and accurately represented in AI-generated answers, a new communications concept is…

BRANDS

AI is rewriting advertising in the GCC — but humans still hold the creative advantage

Artificial intelligence is moving rapidly from an experimental technology to an everyday tool in the Gulf’s advertising industry. In Saudi Arabia and the UAE, agencies and…

INSIGHTS
Trends
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