“AI is one of the most important things humanity is working on. It is more profound than, I don’t know, electricity or fire.” This statement by Sundar Pichai captures the essence of the seismic shift artificial intelligence (AI) is causing in every aspect of our lives.
I agree with this, as it speaks to AI’s far-reaching impact – its potential to fundamentally alter the way we think, work, and solve problems, heralding a new era where global markets are redefined. In this environment, businesses must adapt, or risk being left behind.
AI as a catalyst for market expansion and economic growth
AI, once an emerging technology now serves as a cornerstone of the global economy and has transformed industries setting new standards in innovation. PwC predicts that incorporating this technology across sectors could boost the world economy by $15.7tn by 2030.
Notably, the technology and marketing sectors have experienced the most significant shifts where AI is no longer optional but essential to create adaptive solutions that meet changing consumer demands.
India, Kenya, and Brazil are emerging as key players in AI-driven growth, with their governments working to create environments that welcome AI. Kenya’s ‘AI for Development’ programme aims to use AI in farming to increase crop yields, whereas India is applying AI to precision agriculture to increase productivity.
These programmes are giving rise to new economic centres drawing both homegrown talent and international investments. I believe nations that embrace AI not only strengthen their economies but also open up fresh marketing avenues. These new ventures will redefine what’s possible for marketers, opening doors to fresh, purpose-driven campaigns that resonate with emerging global values.
Beyond translation: the power of AI in culturally driven marketing
AI is reshaping how brands connect with global audiences by enabling a deeper understanding and respect for local customs, traditions, and preferences. Beyond traditional localisation – like translating languages and adjusting visuals, it helps brands adapt their messaging and creative solutions to fit regional cultural norms in ways that feel more authentic.
It plays a crucial role in helping brands navigate the regulatory complexities of global markets as well. In regions where advertising regulations require specific language, imagery, or cultural representation, it acts as a bridge, guiding brands across cultural divides and paving the way for deeper, more meaningful connections.
For example, in markets with strict ad content regulations, it can ensure compliance with government rules around language, symbols, and portrayals. I’m excited to see how the technology will continue to help brands avoid costly mistakes and show genuine cultural respect in the future.
AI in performance marketing: driving results through precision
In today’s interconnected world, AI enables brands to break geographic boundaries and tailor their strategies to diverse international markets. By leveraging AI, companies can understand local nuances and aspirations while scaling globally, hereby gaining relevance and competitiveness across countries.
One such example is global logistics powerhouse DHL Express, which deployed Pixis’ codeless AI to boost demand generation, achieving a 35 per cent increase in click-through rates. For organisations aiming to lead in the global market, AI-driven performance marketing is key to sustained success.
AI in the MENA region: paving the path for global leadership
MENA is strategically positioned to leverage AI’s transformative potential, with forward-thinking initiatives like the UAE’s AI Strategy 2031 and Saudi Arabia’s Vision 2030 driving substantial investments. By appointing a Minister of State for AI, the UAE has set a powerful example of how leaders can integrate AI into national strategies, demonstrating a clear commitment to securing a dominant position in the global AI landscape.
These proactive decisions not only shape the future of the region but also set the tone for a culture of AI adoption across sectors, fostering leadership and innovation. Saudi Arabia is making significant strides in building its AI foundation, underpinned by a multi-faceted approach that includes $10bn earmarked for ICT infrastructure in its 2024 budget.
Alongside this, the government is creating an environment conducive to growth, with the private sector driving innovative solutions and attracting global expertise as well as partnerships. Saudi Arabia’s commitment to cultivating a skilled workforce is evident in its plans to train one million citizens in AI skills by 2030 through the SMAI initiative – an investment that ensures the workforce remains competitive on the global AI stage.
From my experience, MENA-based businesses embracing AI are transforming at an exponential rate. This shift is not just about modernisation – it’s positioning the region as a formidable global competitor, pushing the boundaries of what’s possible.
Shaping the future: AI’s role in global innovation and new ventures
As AI reshapes the industry, today’s marketing leaders face an imperative to adapt and master new skills to tap into its transformative potential. Leaders who embrace AI don’t just raise the bar on precision and strategy; they drive new standards in creativity and global impact.
For those of us at the forefront, this isn’t just a technological shift – it’s an opportunity to redefine what’s possible and shape the future. Those bold enough to lead in this AI-driven era aren’t just keeping up – they’re setting the pace for a world where influence knows no bounds.
By Neel Pandya, CEO of EMEA & APAC, Pixis
