Search is being rewritten. AI search is changing how people find and trust information. Instead of scrolling through pages of links, users increasingly receive direct, conversational answers shaped by sources the systems trust. For MENA brands, this represents a pivotal moment.
Rules of search are shifting fast. With 60 per cent of searches ending without a click – a ‘zero-click’ phenomenon – consumers often get answers directly from search results This trend, driven by large language models (LLMs) means visibility now depends on authority, clarity and relevance.
Brands have historically prioritised fast-moving channels – paid and social – over SEO. This wasn’t a mistake; it reflected market realities. Digital growth demanded quick and measurable returns. Paid delivered immediate reach, and social platforms scaled engagement. SEO felt complex and long-term, especially in a region where language diversity and cultural nuance made global playbooks hard to apply. Local teams assumed SEO was ‘handled by global’, leaving strategy and execution to headquarters. But global frameworks often lacked Arabic nuances and regional behaviours. The result wasn’t failure, it was untapped potential.
Today, AI search exposes this gap, rewarding brands that invest in clarity, completeness and credibility. The question is no longer ‘How do we rank on Google?’. It’s ‘How do we stay visible everywhere?’. Search now spans video, social, voice and image, as every touchpoint becomes shoppable and the traditional funnel flattens.
This is where the temptation for quick fixes appears. With new AI experiences, it’s natural to ask, ‘How do we rank on LLMs?’. Shortcuts don’t work. AI-driven answers rely on depth and consistency built over time. Successful brands are those that show expertise clearly and repeatedly. The real solution is strengthening foundations, deciding what you want to be known for and proving it through helpful, localised content.
That begins with the questions your customers actually ask. When someone searches in Arabic or English for guidance, do they find clear, complete answers, on your site and in your voice? Does real expertise show through named authors, experience and local proof? Are stories told with the nuance of the markets you serve, not simply translated but truly transcreated? These signals help both people and modern search systems understand, trust and return to your brand. We help brands activate these signals by identifying which platforms and content types AI models pull from – be it Reddit, YouTube, or local forums – and guiding brands to create or amplify content in those spaces.
Progress doesn’t have to be dramatic to be meaningful. Small improvements compound. One thoughtful article that answers a common question can earn attention. Helpful pages can build familiarity. A visible expert voice can anchor trust. Over time, these efforts form the kind of presence that gets cited in answer-led experiences, shapes early decisions and reduces reliance on short-term spend. The returns are tangible: trust grows, visibility becomes more durable, and brands influence the journey sooner. Our dashboards track web traffic but also AI traffic, monitoring how often content is cited in AI answers, what the sentiment is, and how this visibility translates into conversions
Brand preference can now be built, or eroded, without a consumer ever landing on your site. Add to that the rise of agentic shopping, where AI makes purchasing decisions for consumers, and winning both customer loyalty and algorithms becomes critical.
The difference between intent and momentum often lies in making a few simple decisions and holding to them. Choose the topics you should own. Commit to helpful content that reflects local realities. Give it time. Brands that strengthen their core won’t chase waves; they’ll be prepared for whatever comes because they’ve built on enduring values that travel well across platforms and trends.
How do brands navigate this exciting, complex new frontier? Performance-driven plans that embraces these changes and leverage cutting-edge technology. It’s about connecting consumer questions to brand answers, no matter where those questions are asked. This approach builds on existing platform AI capabilities and develops new, smart solutions.
AI search doesn’t erase the past; it elevates what has always worked. For brands, the imperative is clear: build on the best of traditional SEO with a local, human voice. Be useful. Be credible. Be consistent. Brands that take this path will find themselves present, cited and trusted, today and through whatever comes next. They won’t just be found; they will lead. And as AI agents begin to handle tasks autonomously, like ordering products or booking appointments, we prepare brands to be ‘agent-ready’ by optimising for new user agents, ensuring technical accessibility and creating interactive features that encourage direct engagement.
By Gurdeep Matharu, Head of SEO MENA, WPP Media
