Artificial Intelligence (AI) is reshaping marketing and advertising practices in the Middle East and North Africa (MENA) region, with a focus on personalisation, generative AI tools, strategic collaborations, and future prospects for hyper-personalised advertising and creative capabilities. Industry experts highlight challenges, strategies, and new ventures in AI and technology, alongside cybersecurity priorities and future goals for sustainable expansion.
AI Transforming MENA Marketing and Advertising
Artificial Intelligence (AI) is making significant strides in marketing and advertising, transforming how businesses connect with audiences through automation, creative content generation, and hyper-personalization. Recent events by Google and Meta have showcased advancements and strategies in AI-driven marketing, particularly in the Middle East and North Africa (MENA) region, as highlighted in the McKinsey Digital 2023 report.
Impact on MENA Advertising
AI is revolutionizing MENA advertising, primarily through scalable personalization. For example, Sephora Middle East has utilized Meta’s Advantage+ shopping campaigns to boost sales of beauty products by 67% in the UAE. AI enables agencies to deliver tailored messages to specific demographics by analyzing customer data and optimizing ad delivery. Additionally, AI is helping create localized and culturally relevant content across different languages and markets.
Generative AI Tools
Major industry players like Meta and Google offer Generative AI tools for developing creatives such as videos, images, and ad text. These tools enhance efficiency, reduce costs, and improve creative quality, allowing MENA agencies to better engage with their target audience.
Harnessing Advertising Platforms
Advertising platforms have varied capabilities, and testing platform recommendations can yield optimal results. For instance, Google suggests using Google Search and Performance Max together for lower-funnel marketing, while Meta advises experimenting with Advantage+ options for placements and campaign types.
Human and AI Collaboration
While AI can augment marketing strategies, human creativity and expertise remain crucial. Successful agencies balance human ingenuity with AI capabilities, as exemplified by a Saudi Arabian charity that uses AI for data analysis in its Ramadan campaign while maintaining a human touch in crafting culturally relevant messages.
Strategic Use of AI
For agencies in the MENA region, a strategic approach to AI includes building a robust data foundation, implementing AI-powered customer data platforms (CDPs), leveraging AI marketing platforms like Google and Meta, and investing in team training or hiring AI specialists.
Future Prospects
The future of AI in MENA advertising appears promising, with expectations of hyper-personalized advertising, real-time optimization, predictive analytics, enhanced creative capabilities, and automated customer service.
New Ventures in AI and Technology
Sauvik Banerjjee, MD & CEO of Yukio, Ziki, and Sirrus.ai, discussed exciting new developments in technology aimed at enhancing social connections and streamlined business operations. Ziki focuses on fostering real-world connections, Yukio on providing premium living solutions for Gen Z and Millennials, and Sirrus.ai on optimizing business operations.
Challenges and Strategy
Challenges include user adoption and creating awareness, addressed through innovation, customer-centric approaches, market agility, and investment in talent. Emerging technologies like AI, AR/VR, and robotics are seen as potential game-changers, alongside a focus on diversity, equality, and inclusivity.
Cybersecurity and Future Goals
Prioritizing cybersecurity and data privacy, the ventures employ encryption protocols, security audits, and industry-standard compliance. Future goals include expanding sustainably, enhancing customer experiences, and fostering community engagement through strategic partnerships.
