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posted on May. 06, 2025 at 9:40 amMay 6, 2025

Can AI transform PR in the Middle East without losing the human touch?

posted on May. 06, 2025 at 9:40 amMay 6, 2025

Weber Shandwick MENAT's Zeeshan Masud explains that the future of communications is not about choosing between human or machine; it's about using both, together, to tell better, stronger and smarter stories.

Zeeshan Masud, Director Client Experience, Weber Shandwick MENAT on AI and human creativity in PR.

Zeeshan Masud, Director Client Experience, Weber Shandwick MENAT

Artificial intelligence has made its way into almost every part of our lives, and communications is no exception. Across the GCC, AI is no longer something we are experimenting with or cautiously exploring. It has quickly become part of the way PR professionals work every day.

But let’s be clear, in this part of the world, where trust, relationships and cultural understanding still matter deeply, AI is not here to replace us. It is here to help us do our jobs better, faster and smarter.

In places like the UAE and Saudi Arabia, governments are serious about leading the world in AI. The UAE’s National Strategy for Artificial Intelligence 2031 and Saudi Arabia’s Vision 2030 both make digital inn

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Tags:AI arabic Artificial Intelligence Attention communications data privacy human creativity National Strategy for Artificial Intelligence 2031 Personal Data Protection Law PR PR professionals public relations public sentiment Saudi Arabia translations UAE Vision 2030 Weber Shandwick Weber Shandwick MENAT Zeeshan Masud

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.