WPP Media MENA held its inaugural NextM event in Dubai last week, bringing together clients, technologists and strategists for a full-day dive into how AI, data and new modes of media behaviour are reshaping marketing. The programme centred on the forces currently influencing the industry: the rise of generative intelligence, the shift towards predictive environments, the growing role of influence in brand choice, and the need for connected measurement.
AI as a central nervous system
The agenda opened with a technical grounding. Ted Lappas, Head of Data Science at Satalia, outlined how Generative AI (Gen AI) is moving from experimentation to infrastructure – becoming what he describe
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