Dima Zalatimo, a senior corporate communications executive based in Dubai.AI has quietly rewritten how information is discovered. Decision-makers are no longer sifting through websites or search pages; they’re asking AI engines for the answer.
What they receive isn’t a list of sources but a synthesised version of reality shaped by whichever brands the model recognises as credible. For communications leaders, this changes the function entirely.
Visibility is no longer just earned through optimisation – it’s safeguarded through accuracy, traceability, and authority.
The discovery model has moved on
McKinsey’s 2024 GCC survey found that three-quarters of organisations were already using generative AI, yet only seven percent had realised measurable v
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