After decades of shaping the PR landscape in the Middle East and a career spent crafting and rewriting communications playbooks, one truth stands out: change is the only certainty.
We are living through the most exciting time in communications history as we stand at the intersection where artificial intelligence meets human creativity, where digital transformation is the only way forward. The reality is stark: those who have not yet embraced digitalisation risk being left behind entirely.
In the whirlwind of AI innovation and digital transformation, one core belief anchors me: the enduring strength of human creativity and intellect. That is why I believe that any digital transformation story is not
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