Last month I explored how evolving search behaviour is reshaping the way audiences discover and interact with content. I reflected a broader truth that all aspects of our industry are changing faster than ever, and the ‘marketing tool kit’ is redefining the very nature of engagement.
Artificial Intelligence (AI) is at the centre of this change. It promises speed, precision, and efficiency at a scale we have never seen. Alongside this promise lies a pressing question; how do we maintain trust while moving at the pace of technological innovation?
In a region as dynamic as MENA, this balance is not theoretical, it is the daily reality for marketers.
The speed vs trust dilemma
AI has transformed the mechanics of marketing. Campaigns can be optimised in real time. Creative can be generated in seconds. Audiences can be targeted with unprecedented accuracy. Yet, the very speed that makes AI so compelling can also erode its credibility if not grounded in ethical principles.
The concept of “AI washing”, overstating the role or capabilities of AI in marketing, has already entered industry conversations. Without transparency, brands risk undermining the trust they have worked so hard to build.
This is where the tension lies. Speed can deliver competitive advantage, but speed without trust is short-lived.
Building ethical AI foundations
Frameworks for ethical AI are emerging, but adoption in marketing is uneven. The MMA Global Ethical AI Marketing Toolkit offers a clear starting point, emphasising transparency, accountability, and fairness as non-negotiables for AI-led campaigns.
At its core, an ethical AI approach in marketing should ensure:
Transparency: Be clear about where and how AI is applied in the marketing process.
Clarity: Ensure stakeholders and customers can understand AI-driven decisions.
Bias mitigation: Regularly audit algorithms to avoid reinforcing stereotypes or excluding groups.
Human oversight: Keep human judgment central to AI-enabled strategies.
These principles are not barriers to innovation, they are the guardrails that allow it to flourish sustainably.
Why this matters in MENA
The MENA region’s digital growth is among the fastest globally. From Riyadh to Dubai, AI adoption in marketing is accelerating. Mobile-first habits, youthful demographics, and a strong appetite for innovation create fertile ground for AI-led campaigns.
Yet, this same pace can magnify the risks of missteps. Regulatory landscapes are evolving, and consumer awareness of data privacy and AI ethics is growing. MMA’s AI Leadership Coalition is actively exploring these challenges, bringing together a global network of leaders from across the ecosystem to share best practices and align on ethical AI approaches. Brands that ignore these shifts will find it harder to build (and maintain) long-term trust.
The strategic imperative for global brands
For brands operating across MENA and EMEA, AI trust-building is not one-size-fits-all. In Europe, evolving regulations are designed to strengthen accountability and protect consumers, whilst across MENA, there is a focus on harnessing rapid growth with equal attention to ethical standards.
The most successful brands will be those that:
- Localise their AI marketing strategies to reflect cultural and regulatory realities.
- Invest in explainable AI that can be communicated clearly to both internal stakeholders and consumers.
- Treat trust as a KPI, measured as closely as reach or ROI.
The road ahead
We are entering an era where AI will underpin almost every facet of marketing, from audience insight to creative production. In such a world, speed will always be a competitive advantage, but trust will be the ultimate currency.
By embedding ethics into AI strategies from the outset, marketers can move fast and build trust, a balance that will define leadership in this next chapter of our industry.
By Melis Ertem, CEO, MMA MENA.
