Marketing leaders in the Middle East are entering 2026 with strong confidence in economic prospects and a growing focus on artificial intelligence as a core leadership priority, according to findings from the latest CMO Barometer released this week.
The study, based on responses from more than 800 chief marketing officers across 15 markets, indicates that executives in the region are shifting from debating the impact of AI to concentrating on how to integrate it into daily operations, decision-making and organizational culture.
About 52 percent of Middle East CMOs expect economic conditions in their sectors to improve in 2026, making the region the most optimistic market surveyed. Respondents said marketing strategies are increasingly centred on effectiveness and long-term brand value rather than scale alone, with AI seen primarily as a tool to improve decision-making.
The report also highlighted the importance of cultural relevance in regional marketing strategies. Some 57 percent of Middle East CMOs said cultural marketing—including gaming, music and popular culture—was strategically important, the highest level recorded in the survey.
Executives said that while AI enables personalization at scale, local language, behavior and content preferences remain critical to maintaining relevance.
Despite the accelerating adoption of AI, talent shortages remain a significant barrier. Around 36 percent of respondents identified skills gaps as the biggest challenge to fully implementing AI, ranking ahead of concerns about data, tools or governance.
The findings suggest that the role of the chief marketing officer is evolving, with many respondents reporting increased responsibility for organizational change, workforce training and digital transformation initiatives.
While marketers in some global markets are preparing for slower growth, the survey indicates that companies in the Middle East are continuing to invest in transformation, with many CMOs viewing 2026 as a year to translate confidence in new technologies into measurable competitive advantage.
