The Gulf Cooperation Council (GCC) countries are driving a digital transformation that is reshaping the region’s economy and society. At the core of this evolution lies artificial intelligence (AI), a technology poised to contribute $320 billion to the Middle East by 2030. With GCC countries at the forefront of AI adoption, particularly in digital marketing and search engine optimisation (SEO), the way businesses and consumers interact with search engines is being transformed into a more personalised and impactful experience.
AI-powered tools expanding role in GCC digital ecosystems
GCC countries have some of the highest mobile internet penetration rates in the world, with over 60 per cent of consumers beginning their purchase journey online. This statistic underscores the significance of digital search as a foundational element of the region’s economy. AI plays a crucial role in this landscape, as advanced algorithms and machine learning models improve search accuracy and relevance.
Google’s AI-powered tools, including RankBrain, BERT (Bidirectional Encoder Representations from Transformers), and MUM (Multitask Unified Model), exemplify how search engines are evolving to better understand user intent. These tools are especially valuable in the bilingual context of the GCC, where consumers often switch between Arabic and English. In the past, optimising for Arabic SEO was particularly challenging due to linguistic nuances and variations across classical and colloquial Arabic. However, advancements in AI-driven natural language processing (NLP) have bridged this gap, allowing businesses to connect with audiences more effectively.
The rise of voice search
Voice search has seen rapid adoption in the GCC, driven by widespread smartphone use and the increasing popularity of smart home devices. Countries like the UAE and Saudi Arabia are leading this trend, where users are becoming more comfortable conducting searches through conversational queries.
AI-powered voice recognition systems are improving their ability to understand complex queries across multiple dialects and languages. This shift marks a significant departure from traditional text-based search optimisation, requiring businesses to adapt their digital strategies. By focusing on conversational content and answering long-tail, voice-driven queries, businesses in the GCC can stay competitive in a changing search landscape.
Personalised search through predictive analytics
One of AI’s most transformative contributions to search is the ability to deliver highly personalised experiences. Predictive analytics enables search engines to analyse user behaviour, preferences, and historical data to anticipate what a user might need next. This allows businesses to create tailored content and recommendations that resonate with their target audiences.
For instance, AI-powered tools like Google Analytics and Google Ads offer businesses actionable insights into consumer behaviour. These platforms help refine marketing strategies in real time, ensuring campaigns remain relevant and effective. In a region where consumer expectations are high, such tools are indispensable for meeting the demand for personalised and predictive content.
Local search optimisation is another area where AI is making a difference. Tools like Google My Business (GMB) help businesses enhance their visibility in local search results, particularly important for sectors like retail, hospitality, and healthcare. Accurate and up-to-date information on GMB profiles drives both online traffic and in-store visits, making it a powerful tool for engaging with local audiences.
Challenges and opportunities
The adoption of AI in the GCC is not without its challenges. One major obstacle is the limited availability of local AI expertise. While large corporations often have the resources to invest in cutting-edge AI tools, small and medium-sized enterprises (SMEs) may find it harder to integrate these technologies into their operations. Additionally, optimising for Arabic search remains a complex task for many businesses, given the diversity of dialects and linguistic structures across the region.
Despite these hurdles, the opportunities presented by AI-powered solutions far outweigh the challenges. Businesses that embrace AI early stand to gain a significant competitive edge. By leveraging AI tools to deliver more personalised and relevant search experiences, organisations can differentiate themselves in a crowded market.
Governments in the region are also playing a pivotal role in fostering AI innovation. Initiatives like the UAE’s National Artificial Intelligence Strategy 2031 are creating an environment conducive to the development and adoption of AI technologies. These efforts signal strong support for businesses looking to explore AI-driven solutions, particularly in digital marketing and SEO.
The future of search
The future of search in the GCC is undeniably AI-driven. As adoption accelerates, businesses that invest in AI-powered tools will be better positioned to thrive in the digital economy. These tools offer unprecedented opportunities for engaging with consumers in more meaningful and impactful ways, from refining search strategies to creating hyper-personalised marketing campaigns.
To remain competitive, businesses must proactively integrate AI into their digital strategies. This involves not only adopting the latest tools but also staying informed about emerging trends and technologies. The GCC’s rapid digital evolution presents a unique opportunity for businesses to lead by example, leveraging AI to drive innovation and growth.
By Omar Kattan, Managing Director and Chief Strategy Officer at Sandstorm Digital.
