Campaign Middle East’s AI and Automation issue is out now online and on stands.
The latest issue explores the themes shaping the core of the marketing and media industry – from artificial intelligence (AI) and automation to Ramadan marketing strategies. It also includes Campaign’s annual guide to the region’s creative and media agencies.
Augmented intelligence: substance and strategy > speed and scale
In this month’s cover feature, Campaign Middle East speaks to marketers, tech experts and agency leaders about the barriers facing artificial intelligence (AI) adoption, what it will take to break down those barriers, and how a practical roadmap for AI implementation can be actioned.
Contributors to the conversation include Kiran Haslam, Chief Marketing Officer at Diriyah Company; Faheem Ahamed, Group Chief Marketing and Communications Officer at G42; Tareq Amin, CEO at HUMAIN; Dr. Hoda Daou, Managing Director at Annalect MENA; Joe Lahham, Managing Director at TBWA\RAAD; Mario Soufia, Regional Managing Director – Growth and Marketing at WPP Media MENA; Elie Bassel, Business Lead at Digitas; Andreas Frangeskides, Global Data and Technology Lead at Havas Middle East; Alex Jena, Chief Strategy Officer at dentsu MENAT; Elias Aziz, Head of PMO at VML MENA; Ryan Fletcher, Regional Head of Data and Technology at Initiative MENAT; and Roy Aftimos, CEO at C2 Comms.
Brand-side perspectives also contribute to AI and automation themes. Marketers including Nissan’s Abdulilah Wazni, du’s Simon Ornelis, Royal Jordanian’s Razan Al-Qaisi, Mashreq’s George Yaryura, Petromin’s Hussein M. Dajani and King Salman Park Foundation’s Simon Shaw share insights on efficiency, personalisation and the continuing importance of human advantage in an AI-driven ecosystem.
Expanding on the AI and automation conversation, agency leaders and digital specialists also discuss topics ranging from trust and regulation to the need for human oversight, neuro-contextual AI and the usage of AI.
Diving into the numbers and insights
The issue also highlights insights from several reports that offer a clearer picture of AI marketing across the region.
The Future of Marketing in MENA report by Ipsos draws on interviews with more than 60 CMOs and marketing stakeholders across four key markets: the UAE, Saudi Arabia, Egypt and Morocco. More than 80 per cent of respondents hold C-suite or executive roles, making them key decision-makers in shaping marketing strategy. Of those surveyed, 53 per cent were female and 47 per cent male.
Shifting the focus from AI to the Holy Month, the issue also features two reports exploring consumer behaviour during Ramadan – from shopping patterns and spending habits to social media and online engagement.
Ramadan continues to function as the Middle East’s busiest period of digital attention, with creator-led engagement nearly doubling compared with other months. Data compiled by influencer marketing and intelligence platform Qoruz shows that the Holy Month is not only driving higher interaction rates but also reshaping when, where and how audiences engage online.
Platformance’s Moments of Influence: Ramadan Report 2026 maps these shifts through a ‘4S’ behavioural framework – Streaming, Scrolling, Searching and Shopping – highlighting where brands can win influence during the Holy Month.
Providing further insight into Ramadan marketing strategies, another special feature brings together marketers to share what truly matters during the season and how brand strategies are shifting from visibility and volume to meaningful contribution and long-term trust building.
As Ramadan moves into cooler months, with shorter days and longer nights, timing is not the only factor evolving. Audience expectations are also changing, particularly among younger generations, who increasingly demand authenticity and relatability from brands.
CNN Academy, creativity and media
Inside is a special feature from inside the 2025 cohort of CNN Academy in Abu Dhabi, where Campaign Middle East reporter Shantelle Nagarajan offers a first-hand account of the programme, sharing key takeaways from orientation through to the Academy’s ‘Simulation Week’.
The issue also features Campaign Middle East’s annual guide to creative and media agencies in the region. Accompanying the guide are opinion pieces from industry leaders, including Ihab Nassar of Means Design, Mohammed Suliman of Entourage, Charli Wright of JWI, Fahad AlAhmed of The Fullstop and Sunjay Malik of PHD.
This month’s Industry Forum explores the growing talent challenge in the region’s media sector. As the media landscape becomes increasingly data-led, agencies and brands are placing greater emphasis on performance marketing and AI-driven planning. With a rise in demand for talent that can fulfil these demands, Campaign Middle East asked industry experts: Are media agencies in the Middle East still struggling to find qualified talent, particularly for senior digital media and data-driven roles?
The responses reveal a mixed outlook – reflecting both confidence in the region’s emerging talent pool and concern about a widening capability gap.
Read the full issue below or click here.
