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Influencers

Consumers want AI to help them shop — but they still want creators’ advice: Study

Artificial intelligence is becoming an increasingly important part of the shopping journey, but consumers still want a human voice behind the machine. A new global study…

NEWS

Twitch Just Made Every Affiliate a Potential Brand Partner

Twitch is tearing down the wall between “Partner” and everyone else. The livestreaming platform announced today that sponsorships — long reserved for its top-tier Partners,  are…

NEWS

Creator-led campaigns generate 35% higher returns: report

L’Oréal has developed a new measurement framework with Meta to better quantify the business impact of creator and influencer marketing, addressing one of the industry’s biggest…

INSIGHTS

Battle for AI influencer trust intensifies as creator economy surges

AI or virtual influencers are synthetic creators, pure bot material that look impossibly human, that have evolved into commercially viable media assets. They are intellectual property…

INSIGHTS
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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MENA gets first standardized influencer marketing guide

The Marketing + Media Alliance MENA (MMA MENA) has released the region’s first standardized framework for influencer marketing, introducing unified benchmarks for pricing, valuation, and campaign…

NEWS

Reach to revenue: Rise of the creator commerce

Influencer and creator marketing has transitioned from an experimental tactic aimed at delivering brand awareness for products and services to a strategic performance channel. Previously, established…

CPG-FMCG

Influencers, brands and residents celebrate UAE resilience after Iran strikes

As Iranian missile and drone attacks rattled parts of the Gulf, social media across the region has become a space for reassurance, solidarity and resilience. On…

NEWS

Regional crisis reveals the fragility of influencer authenticity in Dubai

When the rocket sounds first pierced the Dubai night, Louise Starkey did what she has built a career on: she turned on her phone camera. “I’m…

NEWS

Who’s a better fit? Celebrities or Influencers?

In the age of the creator economy, brands are rethinking who truly drives impact—celebrities with global recognition or influencers with deeply engaged communities. While celebrities still…

NEWS

AI influencers, trust, and the future of advertising: What UAE consumers are telling our industry

Transparency emerges as one of the strongest expectations: about 73 percent of respondents agree that brands and creators should clearly disclose when AI is used in…

NEWS

Tech enablers focus on trust, consistency to drive creator success

MENA’s cultural depth and government backing give platforms room to scale creator ecosystems responsibly, writes Hoda Rizk. Behind the creators who appear on our feeds every…

NEWS

Brands are betting big on creators in GCC countries

While fashion and entertainment dominate globally, the GCC has its own flavor. Lifestyle and travel, alongside fashion and beauty, are leading categories, reflecting the region’s focus…

NEWS

Creator economy 2026 shows promise, shifts gears

Brands will pair first-party data gleaned directly from customers with creator audience micro-segments, content preferences, and engagements to craft bespoke experiences. Creator-curated bundles will be personalized…

NEWS
Trends
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