One of the most significant impacts of AI in the MENA region is the ability to process and analyse vast amounts of data.
With diverse consumer bases spread across multiple countries, understanding and segmenting these audiences is crucial.
AI tools enable marketers to sift through data to uncover insights about consumer behaviour, preferences, and trends.
This data-driven approach allows for more precise targeting and personalised marketing campaigns, ensuring that the right message reaches the right audience at the right time.
How are AI tools being used in marketing currently?
Several AI tools are currently revolutionising marketing and advertising in the MENA region.
These tools range from data analytics platforms to content creation software, each playing a crucial role in enhancing marketing efforts.
Data analytics and customer engagement AI tools
• Predictive analytics tools: Platforms like IBM Watson and Salesforce Einstein use AI to predict future consumer behaviours based on historical data. These tools help marketers anticipate trends and tailor their strategies accordingly.
• Chatbots and virtual assistants: AI-driven chatbots, such as those powered by Google Dialogflow and Microsoft Bot Framework, are increasingly used for customer service and engagement. They provide instant responses to consumer inquiries, enhancing user experience and freeing up human resources for more complex tasks.
Content creation AI tools
In addition to data analytics and customer engagement, AI is making significant strides in the creative aspects of marketing and advertising, particularly in the creation of online banners and visual content.
• Real-time personalised banners: Bannerflow and Crello leverage artificial intelligence to personalise banner ads in real-time. These platforms can dynamically adjust the content of banners based on user data, such as browsing history and demographic information, creating a highly personalised advertising experience.
This not only enhances user engagement but also increases conversion rates by delivering relevant content to the right audience at the right moment.
The AI transformation in MENA
As AI continues to evolve, its integration into marketing and advertising will only deepen.
The MENA region, with its forward-thinking approach and rapid adoption of technology, is well-positioned to lead this transformation.
Countries like the UAE and Saudi Arabia are leading the charge, with substantial investments in AI infrastructure and education.
The UAE’s National Program for Artificial Intelligence and Saudi Arabia’s Vision 2030 exemplify the region’s commitment to integrating AI into various sectors, including marketing and advertising.
This investment is paying off, as brands across the region harness AI to gain a competitive edge.
By embracing AI, marketers and advertisers in the region can create more impactful, data-driven campaigns that resonate with their diverse and dynamic audiences.
The future of marketing and advertising is undeniably intertwined with AI.
As brands continue to adopt and innovate with AI technologies, they will unlock new possibilities for engagement, personalisation, and efficiency, setting new standards in the industry.
By Remesh Kumar, Head of Creative at Ad Scholars
