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Extend Experience’s Pascal Vrinssen explains why Saudi Arabia’s creative industry must learn to ‘sculpt’ AI beyond the tool narrative.

Saudi Report 2026: AI is not a tool; its raw material

Fortis' Alexey Pustotin examines why disconnected loyalty and systems are preventing UAE SMEs from turning customers into long-term growth.

Why customer loyalty remains out of reach for UAE SMEs

Deloitte’s Digital Consumer Trends 2026 Report finds generative AI is rapidly becoming part of everyday life in Saudi Arabia, signalling a new phase of digital maturity.

Deloitte’s 2026 Digital Consumer Trends Report reveals AI is the default for Saudi consumers

AI assistants are a natural part of everyday workflows, becoming the place where ideas are explored and plans begin to take shape and Canva is working to make design a natural partner of those conversations.

Canva expands design creation within Google Gemini

How brands in the Middle East can triumph during the 2026 FIFA World Cup

Private View by Tyra Creative’s Tyra Shakil

A new Ipsos MENA study with TikTok and Statex introduces a new framework for creator marketing, shifting focus from vanity signals to deeper performance measurement.

Ipsos and TikTok decode what really drives creator impact

OFFLINE EDITIONS gathered voices from media, marketing, hospitality and culture for a day of panels, activations, workshops and conversations in Dubai.

OFFLINE EDITIONS opens conversations on creativity and community in Dubai

PUMA Middle East brought together fitness, community and local partnerships across Dubai and Abu Dhabi as part of its “Proud of the UAE” initiative.

How PUMA turned movement into a community-led UAE campaign

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THE WORK

The Displaced Edition

Annahar, UNHCR spotlight Lebanon’s refugee crisis with The Displaced Edition

Audi Q3 design C2 Comms campaign

Advertising Creative Digital Digital Featured Marketing Media Social The WorkJul 14, 2026

Audi Abu Dhabi Ali & Sons, C2 Comms take design-led approach to rediscover Audi Q3

McDonald's Jujutsu Kaisen

Advertising Creative Digital Digital Featured Marketing Media Social The WorkJul 14, 2026

McDonald’s KSA, Them Again campaign reaches 26 million with Jujutsu Kaisen collab

Featured Marketing News The WorkJul 14, 2026

Saudia Airlines launches first advertising campaign on Pinterest

Advertising Creative Digital Digital Featured Marketing Media Social The WorkJul 14, 2026

Dubai’s World Sports Advertising delivers OOH campaign for SAP

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