Title: CEO, Publicis Media MENA
Years in the role: 2.5 years
Years in the industry: 20 years
Years in the middle east region: 20 years
Other roles/board memberships: ABG Board Member; IAA Board Member, YPO Member
Power Essay: Operationalising AI and human creativity in MENA’s media future
The marketing and media industry in the Middle East is at a pivotal moment. With the rapid adoption of artificial intelligence, automation and data-driven strategies, the sector has an unprecedented opportunity to redefine how brands connect with consumers. Yet, this transformation comes with a crucial question: how do we ensure that human creativity and cultural nuance remain at the heart of innovation and how do we operationalise that balance, so it delivers at scale.
Across our region, the appetite for technology-driven solutions is undeniable. AI-powered predictive engagement, automated workflows and first-party data frameworks are streamlining operations and allowing brands to engage consumers with precision. Consent-driven, first-party data systems now enable marketers to unify customer profiles, delivering hyper-personalised experiences across digital, mobile, social and even offline channels. This privacy-first approach is especially critical in a region where regulators are moving swiftly to strengthen data governance and consumer trust.
But the real test lies beyond efficiency. AI can anticipate a consumer’s next click, but it cannot, on its own, understand the cultural context that makes a message resonate in Saudi Arabia versus Egypt, or why humour works in the UAE but might fall flat in Lebanon. These insights require the irreplaceable perspective of human creativity. The Middle East is a region defined by its diversity of languages, histories and traditions; it is here that algorithms must be guided by people who understand nuance, empathy and the cultural fabric of their audiences.
This balance is not just desirable; it is essential. Brands that over-rely on automation risk delivering experiences that feel sterile or disconnected from local realities. Conversely, those that embrace AI as a co-pilot optimising campaigns, reducing waste and enabling human talent to focus on storytelling are poised to build deeper connections. The most effective campaigns of the future will be those where AI provides the intelligence and humans provide the imagination.
Yet, achieving this balance cannot be left to chance. Leaders in our industry must embed it structurally, operationally and technically. That means building teams where technologists and creatives collaborate seamlessly, with data scientists and strategists working nimbly side by side. This is more than AI training and workshops; the real challenge is designing new operating models that accelerate with AI’s precision but pause for humanity and cultural relevance. Models that break down silos, speed up collaboration and reframe client conversations around both efficiency and resonance.
The stakes are also economic. As regional markets push for sustainable growth, brands must move beyond short-term gains and campaign-level KPIs. Long-term brand equity depends on experiences that are both efficient and emotionally engaging. Leveraging AI to refine targeting and minimise waste is vital, but equally so is the role of marketers in creating enduring value through ideas that inspire, provoke thought and reflect local identities.
As the Middle East continues to rise as a global hub of media and creativity, the industry’s priority should not be choosing between AI and human ingenuity. The priority must be ensuring that they evolve together and building the systems, skills and structures to make that evolution possible. Only then can we deliver not just campaigns that perform, but stories that endure.
Highlight of the last year
Business growth and client retention were a significant milestone that reflect the strength of our strategies. We successfully outgrew the market and positioned ourselves ahead of the curve by leading on both fronts. These accomplishments highlight our ability to adapt, innovate and continuously deliver value in a competitive landscape.
Rapid fire
What the industry needs to talk more about:
AI as a media co-pilot.
What the industry needs to talk less about:
Vanity metrics.
If you could change one thing in the blink of an eye, you would …
Short-termism.
What’s one thing about you that would surprise your team?
I am a good cook.
What mobile application can you not live without?
LinkedIn, Insta, Headway, Amazon, Zillow and Vox Cinemas.
What word / phrase do people remember you for using the most?
Cost follows revenue.
What’s one local / regional tradition that you love the most?
Christmas and New Year’s.
If you could choose any two people, currently alive, in the world to share a meal with you, who would it be?
Michael Jordan and Jim Corbett.
What’s your top word of advice for Gen Z and Gen Alpha?
Focus on adaptability and continuous learning and development.
What’s your go-to comfort food?
Mexican cuisine.
What’s your favourite ad from the past 12 months?
The past 12 months, none.
