As AI transforms media planning across global markets, the MENA region presents a compelling paradox. On one hand, the region is witnessing a surge in artificial intelligence (AI) and automation, driven by a mobile-first population and governments investing heavily in digital transformation. On the other, its cultural complexity – spanning diverse languages, dialects, traditions and sociopolitical sensitivities – demands more cultural intelligence and a human-centric approach to media strategy.
The promise and the paradox
AI’s potential in MENA is already materialising in meaningful ways. Leading telecom companies in Saudi Arabia, for example, are dynamically adapting media investm
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