posted on Dec. 11, 2024 at 1:54 pm

AI-powered tools shaping the future of search in GCC countries

posted on Dec. 11, 2024 at 1:54 pm

"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," says Sandstorm Digital's Omar Kattan

Omar Kattan, Managing Director and Chief Strategy Officer at Sandstorm Digital on the expansion of AI tools in GCC’s digital ecosystems.

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

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the authorHiba Faisal

Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.