Artificial intelligence is fast becoming a standard feature rather than a differentiator for brands across the Gulf. From retailers and airlines to banks and telecom companies, AI-powered chatbots, recommendation engines and marketing automation are now commonplace. The question confronting chief marketing officers (CMOs) in the GCC is no longer whether to adopt AI, but what will set their brands apart once everyone has access to the same technology.
That shift is increasingly changing the nature of competition. Industry experts say the advantage is moving away from simply deploying AI toward using it in ways that create unique customer experiences, stronger trust and proprietary business intelligence.
AI goes mainstream
The timing is significant. A 2026 report by Roland Berger found that four out of five organisations across the GCC now have an AI strategy, reflecting how rapidly the technology has moved into the mainstream across both public and private sectors. Yet only about a third have succeeded in scaling AI initiatives across their businesses, suggesting that implementation—not access—is emerging as the real challenge.
For marketers, this means AI alone is unlikely to be a lasting competitive moat.
Across the GCC, brands are already beginning to move beyond AI-generated content and customer service bots. Retailers are investing in hyper-personalised shopping journeys, airlines are experimenting with predictive travel assistance, while banks are using AI to anticipate customer needs rather than simply respond to them. The emphasis is shifting from efficiency to differentiation.
The transition mirrors broader trends identified by IBM, which says enterprises are moving from generative AI tools toward “agentic AI”—systems capable of making decisions, coordinating workflows and completing tasks autonomously. As these technologies mature, businesses will increasingly compete on how effectively they integrate AI into their operations rather than whether they use it at all.
Trust wins customers
Another emerging battleground is trust.
Consumers are becoming more aware of AI-generated content, making authenticity a valuable brand asset. Marketing executives say transparent AI policies, protection of customer data and responsible use of automation are becoming important factors in building loyalty.
The GCC’s ambitious AI agenda is accelerating the trend. Saudi Arabia and the UAE continue to invest heavily in AI infrastructure, digital transformation and workforce development, ensuring that advanced AI capabilities will become increasingly accessible across industries.
That accessibility could level the technological playing field.
Beyond AI adoption
As AI becomes a utility rather than a novelty, analysts argue that the next competitive edge will come from assets that are difficult to replicate: exclusive customer data, distinctive creative thinking, faster decision-making, strong communities, memorable brand purpose and seamless omnichannel experiences.
For CMOs, the challenge is evolving. Instead of asking, “How can we use AI?”, they are beginning to ask, “What can only our brand do with AI?”
That may ultimately become the defining question of the next phase of marketing in the GCC.
