Rasha Mansour, Head of Strategy & Analytics, Leadgen ArabiaAs 2025 is nearing the end, the rules of engagement have been rewritten once again, as digital media enters a transformative new era defined not just by innovation, but by intelligence. Rules that are being rewritten by artificial intelligence (AI), attention and authenticity. Platforms, brands and consumers alike are on an accelerated upward trajectory, driving the digital ecosystem to continuously evolve and adapt to stay relevant.
Here are five digital media forces that will shape the next chapter:
Digital search enters a new era
The search experience has drastically evolved. For years, Google was the gateway to knowledge. Then came social platforms like TikTok, which users treated as their go-to search engine for trends, reviews and recommendations.
The next leap is the rise of large language models (LLMs), delivering clear, conversational insights rather than long lists of links. Google has already responded by introducing AI-generated summaries at the top of results and doubling down on its E-E-A-T principles: experience, expertise, authoritativeness and trustworthiness to safeguard credibility in an environment increasingly flooded with AI-generated content.
For brands, this means accounting for LLMs in their search engine optimisation (SEO) strategies and adhering to Google’s principles to remain discoverable. Though AI-powered search is still in its infancy, its growth trajectory is undeniable.
From Gen Z to Gen AI
For years, both brands and marketers have set their sights on Gen Z, the first digital-native generation, decoding their behaviour, psychographics and media consumption to sharpen their strategies, since they were positioned as the generation shaping the future.
However, in the era of Gen AI, the focus has shifted from age to behaviour, where daily interactions with intelligent tools have become the norm. Gen AI isn’t a demographic but a mindset: a generation of consumers shaped by constant engagement with AI, regardless of their age.
This shift challenges businesses to adapt their communication, content and experiences to resonate with a digitally native and AI-empowered audience. Soon, the real test will come with Gen Alpha, a generation for whom AI is second nature, that will raise the bar on consumer expectations, compelling brands to evolve once again.
The battle for attention
With countless platforms competing for limited screen time, consumer attention has become the scarcest commodity. Within the first three seconds of an ad, consumers decide whether to engage or skip – making these three seconds the most valuable.
Attention goes beyond simply seeing an ad and it cannot be measured with the traditional KPIs: impressions, views, unskippable ads, etc. True attention is earned through cultural relevance, content resonance, and a brand identity that reflects the consumers’.
Yes, short-form content dominates, yet, the campaigns that last are the ones that hold emotional attention, not just eyeballs. Brands that prioritise authenticity, storytelling and emotional connection will stand out in a cluttered digital ecosystem and win the battle for attention.
Social commerce on the rise
Shopping is no longer confined to malls or websites. It’s happening directly on social platforms. Consumers are discovering, comparing, and buying products within social apps. The ease of the scroll-to-buy experience blends entertainment and commerce seamlessly, without disrupting the consumer in their native environment. This is where the power of algorithmic recommendations to drive relevancy comes into play.
For brands, this means investing in shoppable content and creating frictionless purchase journeys. Trust remains critical: transparent reviews, authentic voices and secure payment options will drive results. As social commerce grows, it’s not just an extension of e-commerce; it’s becoming a primary business channel.
Gaming as a new media channel
The Middle East and North Africa (MENA) region, particularly Saudi Arabia, is rapidly emerging as a global gaming powerhouse. With heavy investments under Vision 2030, gaming has become a cultural phenomenon, with more than 23.5 million gamers in Saudi Arabia. Hardcore gamers now spend more time gaming than watching TV or scrolling social feeds. For marketers, gaming is more than entertainment; it’s an emerging media channel that opens doors for brands into deeply engaged communities.
For brands, this represents an uncluttered platform to reach engaged audiences as gaming environments offer authentic ways to connect, not just broadcast. To reap meaningful and long-lasting relationship with their audiences, brands have to be authentic, consistent and add value to the experience. The secret lies in seamless integration and immersive interactions that enhance, not disrupt, gameplay.
The next chapter of digital will be defined by these five forces: the evolution of search through AI; the rise of Gen AI as a mindset; attention as a finite currency; the surge of social commerce and the rapid growth of gaming. This landscape offers both opportunity and urgency. The next chapter of digital isn’t waiting to unfold; it’s being written now. The brands that embrace these shifts today by experimenting, measuring and adapting will not just survive the shift, they’ll lead it.
By Rasha Mansour, Head of Strategy & Analytics, Leadgen Arabia
