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Insights

UAE shoppers turn to AI for deals but hesitate to let it make purchases

Nearly six in 10 UAE adults (59%) are likely to shop during the 2026 Dubai Shopping Festival (DSF), with many planning to use artificial intelligence to…

INSIGHTS

AI is making more content, not necessarily better marketing: report

Marketing teams have widely adopted artificial intelligence (AI), but many organisations are struggling to translate its use into meaningful business value because of fragmented workflows, data-quality…

INSIGHTS

Report: Big brands spend smaller revenue shares on advertising

The world’s largest brand owners are spending a declining share of their sales revenue on advertising, with consumer goods companies the main exception, according to a…

BRANDS

From media planning to growth partners: Amer El Hajj on the winning agency model

Five years ago, Amer El Hajj, CEO of WPP Media MENA, was building media plans and sharing them with clients’ marketing departments. Today, he tells Communicate,…

INSIGHTS
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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Banking the risk-conscious consumer: Why legacy scale and fintech agility must converge in GCC

The post-Iran-Gulf conflict environment has complicated how GCC banks market themselves, against an economic backdrop weaker than at the start of 2026. Commenting on this climate…

INSIGHTS

Salary alone doesn’t win or keep our best people anymore: Sewar Azzouni

When Communicate fielded its 2026 GCC Advertising & Marketing Salary Survey in Q3, the numbers came back with some surprises. C-suite titles cluster at the same…

INSIGHTS

AI can speak Arabic, but can it understand Arab culture?

Artificial intelligence can increasingly reproduce Arabic dialects, translate advertisements and adapt creative content for different markets. But speaking the language is not the same as understanding…

INSIGHTS

84% of women in UAE, Saudi, Egypt want more uninterrupted me-time: study

About 84% of women surveyed in the UAE, Saudi Arabia and Egypt want more uninterrupted time for themselves, with the proportion reaching 91% in Egypt, 82%…

INSIGHTS

AI will make content abundant, but human creativity will drive value

As artificial intelligence makes content creation faster and cheaper, the real value in media and entertainment will lie in human creativity, distinctive intellectual property, trusted brands…

INSIGHTS

When demand drops, there’s nothing left to harvest

Despite continuing political and economic uncertainty, Christian Fedorczuk, CEO of PHD MENA, remains bullish on the GCC, arguing that strong fundamentals, ambitious national agendas and a…

INSIGHTS

The great ad spend shift: What is redefining global and regional advertising?

The global advertising market entered 2026 facing a strange paradox. On one hand, marketers are navigating severe geopolitical instability, persistent inflation, supply chain disruptions, trade restrictions,…

INSIGHTS

Want to use AI at work? Stop asking for chatbots, says Brain Co executive

Businesses risk wasting their investment in artificial intelligence when they focus on deploying chatbots and AI agents instead of identifying the problems they need to solve,…

INSIGHTS

Why brands are looking beyond the 30-second ad

As audiences shift from linear television to ad-supported streaming, brands are looking beyond conventional advertising spots to build lasting consumer connections through premium content, entertainment partnerships…

INSIGHTS
Trends
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