Under the UAE’s National AI Strategy 2031 and Saudi Vision 2030, the region will continue moving towards digital transformation and upskilling across wide sectors, with artificial intelligence (AI) remaining the biggest driver for this transformation.
The best depiction of the status of AI use in the market is memes. The one that comes to mind is the ketchup sauce being drizzled in the sandwich, on the sandwich after wrapping it, on the box after it’s closed, on the plastic bag before being handed to the customer, and to finish off the job, on the customer after taking the bag. While funny, it is very true.
Companies are rushing to squeeze AI into everything whether it is effective or not. In the region we have seen AI-infused initiatives that enable brands to deliver hyper-personalised experiences, automate repetitive tasks and gain deeper insights through data analytics.
Moving forward, in 2025, upskilling to bridge emerging gaps is fundamental with the reduced barrier of entry for AI tools, increased complexities for AI-driven apps and the plethora of AI choices.
Upskilling AI literacy and technical proficiency
A main area to focus on is AI literacy – grasping how AI models function in general (unlocking the power of AI is a good place to start) and in specific (select AI-driven software and applications).
For example, platforms such as Salesforce Einstein offer sophisticated customer segmentation and predictive analytics, but many marketers find it challenging to use most of these tools or even interpret the findings, missing opportunities for valuable actionable insights.
Read more predictions for 2025 from industry leaders here.
Challenges in AI technology integration
AI technology integration presents its own set of challenges. While plenty of AI systems, such as chatbot Drift, integrate smoothly with customer relationship management (CRM) systems, the functionality of the chatbot remains under the control of the operator to align properly with marketing goals.
A certain level of technical proficiency and some behavioural psychology skills to tailor responses are needed. Without proper optimisation of the customer experience (CX) and evaluating if AI tools have a space in this optimisation, companies risk deploying fragmented or ineffective AI solutions.
Upskilling data analytics
Data analytics skills tend to be a weakness in the field, with high dependency on automated software that caters to the masses rather than to a specific business. Deep knowledge of tools such as Google Analytics 4 or Tableau are great for deeper business-related insights and are ideal for meeting new privacy regulations that tend to limit access to third-party data.
Navigating data privacy and ethics
The changing landscape of data protection laws in the region, the UAE’s Personal Data Protection Law (PDPL) and Saudi Arabia’s PDPL, focus on consent, data localisation and privacy. Staying updated with data privacy and ethics is important to shape strategic marketing. Tools such as OneTrust assist in managing consent banners, but effectively utilising such platforms demands specific compliance expertise.
The phasing out of third-party cookies has increased the importance of managing first-party data, putting more weight on data analytical skills. As for ethics, marketers need to prioritise the ethical collection and management of customer data through platforms such as HubSpot. For instance, a loyalty programme must ensure that all customer data adheres to local laws and that consumers have complete control over their data preferences, providing clear consent and options to opt out of communications such as SMS and emails.
The shift to contextual targeting
Moreover, programmatic advertising strategies need to pivot towards contextual targeting to stay effective and compliant. Tools such as Google Ads Manager facilitate privacy-safe campaigns by concentrating on the context of content rather than user behaviour across the internet.
For example, an automotive brand in Saudi Arabia could utilise contextual targeting to place ads on
car review sites instead of depending on behavioural tracking.
Marketing mix modelling
As detailed tracking becomes less available, models such as marketing mix modelling (MMM) allow marketers to assess campaign ROI using aggregated data. Having advanced analytics skills is essential for measuring marketing performance in this privacy era. A healthcare brand in the UAE might leverage Tableau or Fivetran to gather and analyse data from both digital and offline channels, ensuring compliance while gaining valuable insights.
The shifting grounds of technology and regulation are putting pressure on companies to bridge the skill gaps brought about by the transition. It is essential to implement upskilling initiatives in 2025. These initiatives should emphasise the practical use of AI, data analytics and compliance, ensuring that marketers are prepared to thrive in the region’s fast-changing environment.
Action can start simply with allocating time for AI investigations, research and practice, and expand to scheduled company-wide workshops delivered by institutes and educational bodies or be at a much larger scale with international tech leaders and collaborations with UAE’s National AI Strategy 2031 and Saudi Vision 2030. Regardless of the route chosen, join the transformation in the marketing landscape of the Middle East.
By Hiba Hassan, Head of the Design and Communications department, SAE Dubai
