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posted on Mar. 14, 2025 at 9:00 amMar 14, 2025

The continuous evolution of real-time personalisation in the Middle East

posted on Mar. 14, 2025 at 9:00 amMar 14, 2025

Cheil MEA's Sanjay Bhatia says that consumers crave effortless personalisation, and explains why brands must master predictive engagement, privacy-conscious data strategies and emotionally intelligent AI.

Sanjay Bhatia, Business Director, Cheil MEA on personalisation

Sanjay Bhatia, Business Director, Cheil MEA

In today’s fast-moving digital world, customers no longer just appreciate personalisation, but expect it. Whether browsing an online store, streaming content or engaging with a brand on social media, people want seamless, intuitive experiences that feel tailored just for them.

While businesses worldwide have embraced AI driven personalisation, many brands in the Middle East are still at the beginning of this journey. The region is experiencing rapid digital transformation and personalisation is a crucial part of staying ahead of evolving customer expectations.

For many brands, the challenge is not about getting started, but about what comes next. Onboarding a personalisation strategy

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Tags:adaptability AI anticipation Artificial Intelligence Cheil Cheil MEA data-driven capabilities emotional intelligence first-party data Human innovations intuitive personalisation predictive personalisation Privacy real-time personalisation Sanjay Bhatia strategies trust zero party data

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.