posted on Jul. 05, 2024 at 11:12 am

Keeping up with AI: We need to move fast

posted on Jul. 05, 2024 at 11:12 am

APCO’s Imad Lahad says AI has brought comms and advertising to an inflection point.

Imad Lahad, Managing Director, APCO, Dubai

We are at an inflection point in the communications industry. The recent boom in artificial intelligence (AI) is transforming the sector, ushering in an unfamiliar but exciting era.

This technological revolution presents a wealth of opportunities in data, personalisation, and strategising. But it also introduces critical challenges. The winners of this trend will be those who can prepare the quickest, act wisely, and embrace the change.

Perhaps the biggest opportunity AI offers our industry is the automation of repetitive tasks, freeing up employees to focus on higher-value strat

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Tags:AI AI tools Apco communications Imad Lahad

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.