The UAE continues to lead in digital maturity, and marketers are tapping into integrated shopper and experiential strategies powered by technology to create more meaningful, measurable and immersive experiences.
The result? Greater visibility, deeper engagement and stronger business outcomes.
The new face of shopper and experiential marketing
Experiential marketing has moved far beyond traditional displays and in-store demos. It now focuses on creating emotional and interactive touchpoints that influence consumer behaviour and strengthen brand connection.
Take the example of a popular hair colour brand, Palette by Schwarzkopf, where it introduced an AR-powered app that let shoppers preview hair colour in real time. This was seamlessly extended to in-store activations with “magic mirrors” that synced with the app, allowing shoppers to see their look before purchasing. This blend of utility and experience resulted in an increase in conversion rates, a clear win for both shopper confidence and brand impact.
How technology elevates shopper engagement
AI and data-driven personalisation are no longer buzzwords; rather, they’re tools shaping real-time decisions. In the UAE, brands are using AI to dynamically adjust pricing, deliver hyper-personalised content and tailor loyalty experiences.
For example, Carrefour adopted AI-driven predictive analytics for inventory optimisation and personalised loyalty offers. By analysing shopping behaviour and transaction history, Carrefour created targeted promotions and improved stock availability. This led to more relevant engagement and increased shopper retention, demonstrating how tech can turn data into value for both brand and consumer.
Even in creative production, AI is making waves. Local technology and AI-based company G42 used AI to generate complete Mother’s Day social media campaigns, from visuals to voiceovers, eliminating production costs while maintaining relevance.
Technology is no longer just an enabler; it’s a creative collaborator. The future of brand engagement lies in breaking silos, blending technology, design, and human insight to create work that doesn’t just capture attention but drives meaningful impact.
The rise of social and experiential commerce
Social platforms have become commerce ecosystems. With 11.3 million active users in the UAE in 2025, social media has reached full market penetration. And now, it’s not just about discovery; it’s about purchase.
From Shopify-integrated catalogues to live-streamed shopping events hosted by influencers, brands are seeing tangible ROI. Global fashion retailers have reported 30–45 per cent increases in direct sales through Instagram Live. Tech brands, meanwhile, are using TikTok challenges and gamified content to drive massive engagement and awareness.
Social commerce is no longer a side tactic; it’s a mainstream strategy which the region needs to embrace quickly.
Data-driven strategy: from insight to impact
Precision is everything in today’s landscape. Brands are leaning into AI-powered performance marketing to create campaigns that are both targeted and agile.
Through programmatic advertising and dynamic creatives, messages can now adapt in real time, reaching consumers at the right moment, especially during decision-making phases. This not only enhances campaign effectiveness but also allows for smarter spend allocation and a stronger return on investment.
Localisation is also taking centre stage. By 2025, over 50 per cent of businesses in the UAE are expected to prioritise Arabic-first content and regionally relevant messaging, helping brands connect more meaningfully with local audiences.
The future is integrated shopper and experiential marketing
With digital innovation accelerating across the GCC, the marketing winners in 2025 and beyond will be those that blend human insight with smart technology.
Brands that embrace immersive experiences, AI-led personalisation, and data-driven shopper engagement will not only stand out; they’ll lead.
At FLC Marketing Group, we believe the future lies in seamless integration where shopper strategy, experiential creativity, and technology work as one. When done right, this doesn’t just build visibility; it drives long-term business growth.
By Nidhi Sehgal, General Manager – Strategy & Growth, FLC Marketing Group
