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Focus

Saudi, UAE shoppers shift spending toward value and premium products

Consumers in Saudi Arabia and the United Arab Emirates are shifting spending away from mainstream-priced fast-moving consumer goods (FMCG) toward both cheaper and premium alternatives, as…

FOCUS

AI is changing how travellers choose destinations, tourism leaders say

Artificial intelligence is changing the way travellers discover destinations, compare hotels and plan holidays, prompting tourism marketers to rethink how they build visibility and influence decisions.…

COMMUNICATE-AI-HUB

AI isn’t the idea: Yohan Wadia urges creativity before technology

Artificial intelligence may be transforming advertising production, but marketers risk losing sight of what makes a campaign effective if they allow the technology to dictate the…

COMMUNICATE-AI-HUB

Can AI replace advertising agencies? Marketing leaders explain what still matters

Advertising agencies can no longer justify higher fees simply by adopting artificial intelligence, as marketers increasingly expect AI to be embedded in everyday workflows and are…

COMMUNICATE-AI-HUB
Branded

Communicate GCC Agency Salary Survey

By Communicate Staff

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
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AI influencers scale content, but human creators own trust, say marketing leaders

Artificial intelligence can generate content at unprecedented speed, but marketing leaders believe its ability to replace human influencers remains limited by one essential factor: trust. At…

COMMUNICATE-AI-HUB

AI-driven marketing risks creating an echo chamber of sameness: Kim Mascarenhas

Artificial intelligence risks turning marketing into an echo chamber of sameness if brands focus too narrowly on optimisation, according to Kim Mascarenhas, associate vice president of…

COMMUNICATE-AI-HUB

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

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
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