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posted on May. 06, 2025 at 9:20 amMay 6, 2025

Focus on asking better questions: Everything great starts with curiosity

posted on May. 06, 2025 at 9:20 amMay 6, 2025

Cheil MEA's Brenda Kassir shares guidelines on how to ask the right questions to create environments where curiosity and creativity flourish and breakthrough thinking emerges.

Brenda Kassir, Strategy Director, Cheil MEA

Brenda Kassir, Strategy Director, Cheil MEA

A few days ago I was exploring LLM’s ability to process Arabic culture and language (which is very basic) and I found a wonderful article “We need AI that thinks in Arabic and can grasp nuance” by Luma Makari in The National.

One of the examples she uses is how meaning is lost when AI translates the Arabic concept of “tarab” into “musical enchantment”. Anyone who has ever been moved by Arabic ‘Tarab’ knows that “musical enchantment” doesn’t convey the mesmerisation of Tarab to its listener.

A few clicks later, my investigation into AI ended up in me signing up to a Maqam class by the wonderful Maya Youssef. This is the power of curiosity at work in everyday (digi

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Tags:adapt Brenda Kassir Cheil MEA curiosity Discover discussion elaborate listening LLMs opportunities Psychology questioning questions relationships structured questions

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.